Insights

Notes from delivery work

These notes record positions the studio has tested in client engagements. They are not legal, financial or medical advice.

How these notes are written

Each note comes from work delivered for clients, and examples are de-identified. Positions are stated with the evidence behind them, and revised when the evidence changes.

The four topics we keep returning to

Most client problems trace back to one of four areas, so the notes concentrate on them.

• Conversion: where visitors stop, what the page asks of them, and what the checkout or form actually requires.
• Discovery: how the business is found in search, in maps and in the results that appear before the website.
• Performance and accessibility: load time, mobile layout and screen-reader support, measured rather than assumed.
• Positioning: whether the brand says one clear thing, consistently, everywhere it appears.

New notes are added when a pattern appears across several engagements rather than on a publishing schedule.

How to read a note in ten minutes

Each note opens with the situation, then the checks used to diagnose it, then the change applied. Skipping to the change without the checks usually produces the wrong fix, because two sites can show the same symptom from different causes.

Numbers quoted in notes come from client work and are reported against the baseline measured before the change, over the period stated in the note.

Corrections and requests

If a note conflicts with what you measure in your own business, send the data and the position will be reviewed. Topics worth writing about can be requested through the contact page.