Insights
Senior thinking on websites, SEO and AI.
Practical guides written by the people doing the work — not a content marketing team filling a calendar.
Websites
Websites that earn their keep.
The anatomy of a lead-generation website that actually converts
Most small business sites are designed like brochures. Here are the eight sections every lead-gen site needs and why.
Read articleA practical 12-point website conversion checklist
Run this against your homepage in 30 minutes. Most sites fail at least six points.
Read articleChoosing a website tech stack in 2026 without regrets
Webflow, Next.js, TanStack, headless WordPress, Shopify. A senior engineer's view on what to pick when.
Read articleSEO
SEO and growth marketing.
How to find commercial-intent keywords that actually drive enquiries
Stop chasing volume. The right 30 keywords beat 300 vanity rankings every time.
Read articleHow to own the Google map pack in every town you serve
Local SEO is the highest-leverage marketing most service businesses ignore. Here's the playbook.
Read articleA senior SEO's self-audit you can run on your own site this week
30 checks, no jargon, prioritised by revenue impact.
Read articleAI
AI automation in the real world.
The five AI automations that pay back inside 90 days
Most "AI strategy" decks are theatre. These five automations produce measurable ROI fast.
Read articleHow to implement an AI customer support copilot without breaking trust
Practical, deployed AI support — guardrails, escalation patterns and the metrics that matter.
Read articleAI automation: build vs buy in 2026
Should you wire up Zapier, buy a vertical SaaS, or build custom? A decision framework.
Read articleFree audit
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