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.
How to write a website brief so the fix actually gets done
Website requests stall for four predictable reasons. A website brief with six headings fixes all of them, and the whole thing takes ten minutes to write.
ReadZero-click search: Google is answering the question, so fewer people click
Zero-click search is now the majority of US Google searches. What Google documents about AI Overviews, what independent measurement shows, what is contested, and the one number you should refuse to put in a board pack.
ReadWhat makes a good website? Anyone can build a good-looking one now, and that is the problem
AI builders ship a polished site in an afternoon, so looking good became the entry requirement. What makes a good website now is whether it works for the buyer. Here are the four things that still have not been automated.
ReadEvery click is worth more than it used to be
Clicks cost more, every site looks good and fewer searches send a click at all. The visits you still get carry more of the load. Here is the arithmetic, the cost per lead evidence, and the case against it.
ReadWhy is my website not converting? Finding where paid traffic stops short of an enquiry
A website that gets traffic but no enquiries has one of four problems wearing one name. Here is how to work out which one is yours, in about ninety minutes, without a developer.
Read