Insights / URL Blueprint
Practical writing on positioning, websites, UX, SEO, landing pages and growth—focused on decisions businesses can actually use rather than trend commentary.
Featured insight
The best website decisions become easier once the team agrees on what the website needs to change for the customer and the business.
A brochure can be read and forgotten. A business website has jobs to do: create understanding, build confidence, answer risk, guide comparison and create a next step.
READ FEATURED ARTICLE →Latest thinking
A useful website should change what a visitor understands or does—not simply display company information.
READ ARTICLE →Five questions that reveal whether the first screen is helping a buyer understand the business quickly enough.
READ ARTICLE →The pages, redirects and search signals that should be mapped before a redesign goes live.
READ ARTICLE →Common message-match and conversion problems that make otherwise good campaigns unnecessarily expensive.
READ ARTICLE →A logo cannot fix unclear positioning. These decisions should happen before visual identity work starts.
READ ARTICLE →A practical way to tell the difference between a site that needs optimisation and one that needs structural change.
READ ARTICLE →Need more than an article?
Insights can frame the problem. A project turns that thinking into something specific to your audience, brand and objectives.
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