Web strategy, without the guesswork
Clear thinking on SEO, Google Ads, and websites — built around enquiry performance.
Why redesigns rarely improve conversion on their own
A new website look rarely fixes weak enquiries. This explains why conversion problems are usually structural — and what redesigns actually change.
Your website is not a brochure — it’s a decision system
Your website isn’t there to explain what you do. It exists to help a buyer decide whether to take the next step. When that decision logic is missing, design changes won’t fix conversion.
Google Ads: Where wasted spend actually comes from
Where Google Ads budgets quietly leak, why small misalignments compound over time, and how budget size should shape paid search strategy.
Local SEO: How Google Maps actually drives enquiries
How Google Maps actually drives enquiries for service businesses, what consistently affects local rankings, and why many businesses struggle to maintain visibility over time.
SEO titles: How search results actually win clicks
How SEO titles and descriptions influence clicks from search results, why clarity beats cleverness, and where execution commonly breaks down.