Notes
Observations, patterns and field notes from working on established business websites
Decisions
You probably didn't book a call the first time you visited someone you later hired. You read, you left, you came back, and most sites are built for only the last moment of that, which is why the careful buyers quietly leave instead of getting in.
Decisions
Something you wrote gets read closely, all the way through, and then nothing happens. The content didn't fail. Here is the difference between a reader who is interested and one who is ready, and why most pages are built for neither.
Decisions
By the time your best visitors get in touch, they have mostly already decided. Here is why building for the user journey misses them, and what it looks like to design for the decision instead.
Signals
The warm enquiry that already seems to know you usually came back to check you first. Here is what that returning visit is really doing, why it rarely shows up as anything in your reports, and the page where it quietly decides.
Framing
Services pages get traffic. They get attention. They just rarely move anyone forward. Here is what visitors are actually asking when they land on yours, and why most pages answer a different question entirely.
Signals
The homepage gets the most thought and the most budget. It is also rarely where people actually meet you. Here is why high-intent visitors land deep first, and what that means for the page you have been polishing.