It's free, continue with GoogleWordPress performance
Why WordPress sites slow down, break and stop converting, and how to audit one without being a developer.
BrowseConversion, analytics and AI search.
Guides for marketing teams.
Analytical, sourced guides to what happens after the click: conversion rate optimisation, landing pages, GA4 and Microsoft Clarity, AI search visibility, the cost of traffic, ecommerce and WordPress.
Start with a topic.
Ecommerce conversion
Online stores, checkout and cart abandonment, and the seasonal peaks where small conversion gains are worth the most.
BrowseAI search and visibility
How ChatGPT, Perplexity and Google AI Overviews choose what to cite, and what a marketing team can do about it.
BrowseLanding pages and paid traffic
Where paid clicks land, and why so many of them leave: landing page optimisation, message match, Quality Score and campaign pages.
BrowseWorking with agencies and developers
Briefing, buying and judging website work when you are not the person who builds it.
BrowseThe cost of traffic
What it now costs to get somebody onto your website, why it keeps rising, and what that does to the value of every visit that still arrives.
BrowseAnalytics and measurement
GA4, Microsoft Clarity and Search Console, read for what they say about enquiries: tracking that works, signals that matter, numbers you can defend.
BrowseConversion rate optimisation
What happens between a visitor arriving and an enquiry or sale arriving: audits, benchmarks, forms, trust and testing, with the numbers behind each.
BrowseEvery article.
Newest first.
llms.txt: what it is, who reads it, and whether your site needs one
llms.txt is a short Markdown file that tells AI tools what your site is. Add one, because it is cheap. Do not expect it to move rankings or citations: Google says it neither helps nor harms.
ReadShopify agentic commerce: what Shopify is building for AI agents, and what your website needs
Shopify is rebuilding its platform so AI agents can find, compare and buy from its merchants without scraping their storefronts. What an agent can read and act on is becoming the conversion layer, and the human still finishes the job on your website.
ReadAI personal assistants: what Instinct, Dots, Muse and Spark mean for your website
AI personal assistants now browse, compare and buy for the people who use them. Google, Meta, OpenAI and Instinct all launched one in five months, so every business website has a second audience, and it decides more of the shortlist each month.
ReadClaudeBot: what it is, what it reads, and whether to block it
ClaudeBot is Anthropic's training crawler. Claude-User and Claude-SearchBot are the bots that let Claude read and cite your site for a buyer. Block the first if you choose; think hard before blocking the other two.
ReadWordPress audit checklist for marketing teams
A WordPress site audit a marketing manager can run in two hours: 30 checks across speed, visible security, search access, forms, content and tracking, each with how to check it yourself.
ReadWhy is my WordPress site so slow? Causes, tests and fixes
Most slow WordPress sites share four causes: a slow server, oversized images, too many plugin and marketing scripts, and no caching. Here is how to test yours in 20 minutes and who should fix each cause.
ReadWhat is a good conversion rate? 2026 benchmarks by industry and channel
For lead generation websites the best 2026 benchmark puts the average at about 5%, with most industries between 2% and 8%. Stores run at 1% to 3%. Here is what each benchmark actually measures.
ReadWhat is a good bounce rate, and why GA4 engagement rate matters more
In GA4, bounce rate is the share of sessions that were not engaged, and most published benchmarks cannot be traced to a study. Here is what a good bounce rate means, the benchmark you can defend, and the metric that matters more.
ReadTrust signals that make B2B buyers enquire
The trust signals that move B2B enquiries are specific proof placed beside specific claims, not badges in the footer. Here is which signals matter, where they go and how strong the evidence behind each one really is.
ReadAd costs are up, clicks are down: the 2026 case for fixing what happens after the click
Google clicks cost about 14.5% more than two years ago and 68% of US searches now end without a click. Every visit you still get is dearer and scarcer, which makes conversion the cheapest growth left. Here is the evidence, the arithmetic and the case against.
ReadWhat is post-click optimisation? The half of marketing most budgets ignore
Post-click optimisation is improving everything a visitor experiences after the click, so more of them become enquiries. With clicks dearer and scarcer every year, it is the half of marketing you own.
ReadMicrosoft Clarity vs Hotjar (2026): which one does a marketing team need?
Clarity is free with no traffic limits. Hotjar has become Contentsquare, and new Hotjar accounts can no longer be created. A side-by-side table checked on both vendors' sites, then a verdict by team.
ReadMicrosoft Clarity: the marketer's guide to finding why visitors leave
Microsoft Clarity is a free heatmap and session recording tool. Here is how to set it up, what to look at first for enquiries, how it works with GA4, and what Australian businesses should know about privacy.
ReadMessage match: what it is, examples and how to check yours
Message match is how closely the page a visitor lands on repeats the promise of the ad they clicked. Here is the definition, good and bad examples side by side, and a two-minute way to check your own.
ReadLanding page vs homepage: where should your ads send people?
A landing page is built for one audience, one promise and one action; a homepage introduces the whole business. For most paid campaigns, send people to a page that keeps the ad's promise. Here is how to decide, by campaign type, with the arithmetic.
ReadLanding page optimisation: the 2026 checklist for paid traffic
Landing page optimisation is making the page after the click keep the ad's promise, load fast on a phone, prove its claims and make the next step easy. Here is the checklist, with how to check each item.
ReadGoogle Ads landing page experience: how to fix "below average"
Landing page experience is Google's rating of how relevant and useful your page is to people who click your ad. Here is what "below average" means, how to diagnose it and Google's own fixes, in order.
ReadHow to increase your website conversion rate: fixes ranked by effort and impact
Fix what is broken before you optimise what works. Thirteen conversion fixes ranked by effort and impact, each tied to the evidence behind it, plus a way to rank your own.
ReadHow to get your business cited by ChatGPT: a practical checklist
Let OpenAI's search crawler in, get indexed in Bing and Google, answer the buyer's question in your opening lines with sourced facts, and get other sites talking about you. Here is the checklist.
ReadHow much do Google Ads cost in 2026? CPC benchmarks and what drives them
The average Google Ads click costs USD 5.42 in 2026, from USD 1.63 to USD 9.87 by industry, and there is no minimum spend. What you pay depends on competition and on the quality of your ads and landing page.
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