Practical writing on websites, search and systems
Short articles on how we think about the work. No recycled motivational copy — the aim is to make the next decision easier.
2026-08-18 · 6 min
What a search-first website actually involves
A search-first site is not stuffed with keywords. It is a structure in which every important URL has a job, and the technical foundations let that work compound.
2026-08-18 · 5 min
Set up conversion tracking before you scale paid search
If calls and forms are not measured properly, Google Ads will optimise towards the wrong thing. Tracking is not a reporting extra — it is the control system.
2026-08-18 · 6 min
Local SEO for trades: the work that actually moves the needle
Directory spam and spun town pages are a distraction. For most trades, the Business Profile, the service pages and a honest review process do more.
2026-08-21 · 7 min
How much does a business website cost in the UK?
Price ranges only make sense when you know what is included: design, development, search structure, tracking and who will maintain it.
2026-08-21 · 6 min
SEO vs Google Ads: which should a UK SME pay for first?
They answer different jobs. Ads buy demand now. SEO owns demand you intend to keep. Tracking decides whether either is worth the invoice.
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