Practice 02 of 05
TheSite
Every pound spent anywhere else ends up on your site. That makes it the highest-leverage surface you own and, in most businesses, the least attended to. This practice covers how the site is organised, how quickly it loads, how clearly it explains the offer, and the sequence of changes that make more of the traffic you already have turn into something.
Asset: the pages you send everyone to
- Page structure
- Speed
- Copy clarity
- Testing
How we run it
The working approach.
- 01
Watch before theorising
Session recordings, funnel data, on-site questions and a few customer conversations. Every team already has three theories about why people leave; the point of this stage is to find out which one to spend money on.
- 02
Fix the load, then the layout
Most traffic is mobile, often on an indifferent connection. Weight and blocking scripts cost you visitors you have already paid for, and no amount of layout work compensates for a page that takes five seconds to appear.
- 03
Say the thing first
Pages fail more often from vagueness than from design. We make the offer, the proof and the next step legible in the first screen, and cut whatever is there because somebody once asked for it.
- 04
Change in a way you can keep
Recommendations land as templates and patterns rather than one-off pages, so the improvement survives the next content update and the next hire.
What you are left holding
The things that stay after we go.
- 01
A walkthrough of the journey your buyers actually take, with the drop-offs named
- 02
Page-level recommendations, wireframed where the change is structural
- 03
A performance budget your developers can hold new work to
- 04
Rewritten copy for the pages that carry the most traffic
- 05
A prioritised change list with expected effect and build cost
- 06
Testing where your traffic supports it, sequenced changes where it does not
On the ladder
How durable is this layer?
Every practice sits somewhere on the ladder of things a business can own. Knowing which rung you are buying is the difference between an investment and a subscription.
The site
Every channel eventually points here, so this is where clarity pays the widest dividend. Structure, speed and plain explanation come before any attempt to send more people to it.
- Journey walkthrough with drop-offs named
- Performance budget and template repairs
- Rewritten copy on the pages that carry traffic
Questions
About this practice.
Either. We can produce wireframes, copy and specifications for your developers, or implement directly in your CMS where you would rather we did. What we do not do is turn a conversion project into an unannounced rebuild.
Where to start
Find out how much of it you actually own.
Tell us what you have and we will send back an independent read: which parts would still be working if the advertising stopped, which would not, and what we would build first. No obligation attached to any of it.