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Textiles7 min read
What indigo leaves on the surface of a fibre
Indigo enters a vat in one chemical form and leaves the air as another. The depth at which its blue settles helps explain denim's colour, wool's different response, and the marks of wear.
Measurement4 min read
A thank-you page is not proof that the enquiry arrived
Trace a form submission through to the team that receives it. A successful screen and a usable enquiry are separate things to verify.
Regional search3 min read
Same language, different search vocabulary
Regional search planning needs a check of the words customers actually use, even when every market speaks English.
Search relevance3 min read
Before excluding ‘cheap’, read the rest of the sentence
A word that sounds commercially unattractive can appear in several different customer questions. Review the whole request before deciding it is irrelevant.
Agency work3 min read
A busy agency report is not the same thing as a useful month
I can fill a slide with activity. The harder conversation is whether the customer had a better experience and the business got something worthwhile.
Mobile pages3 min read
I came for an answer and got a popup ambush
My phone is already a small screen. Your website does not need to turn it into an obstacle course before telling me what the service actually includes.
Experiments3 min read
I made a place in the spreadsheet for 'we still don't know'
An inconclusive experiment needs a record and a sensible next step. It doesn't need a success story written around the least awkward figure.
Local advertising3 min read
No, the van cannot teleport across the county
A service area is a working arrangement involving roads, time and actual people. It deserves more attention than a circle drawn because it looks tidy.
Onboarding3 min read
A login is a visit. I'm looking for the moment something became useful.
The first useful action depends on what the service is meant to help somebody do. A successful sign-in is often only the beginning of that story.
Content3 min read
Please stop feeding the blog-content sausage machine
Your website probably doesn't need another thousand words about commitment to excellence. It might need an answer to the question people keep asking.
Small budgets3 min read
Your tiny campaign does not need a bloody empire
A small specialist business needs a few useful enquiries. Somehow we keep responding with enough campaign machinery to invade a continent.
Catalogues3 min read
The catalogue calls it an assembly. The customer calls it a broken handle.
A catalogue can describe every item correctly while missing the language of the person who needs it. A little translation makes the search journey less demanding.