Field notes

What we changed, and what the numbers did next.

We run these sites ourselves, so the posts are drawn from real accounts: the tests that worked, the ones that did not, and the settings most owners never touch.

Latest

Why we will not let you sign up online

There is no self-service checkout on this site, and that is deliberate. An explanation of what the audit call is actually for.

8 October 20261 min read

Read the post

The 9pm enquiry you never knew you lost

Most small business sites go quiet exactly when buyers are free to browse. Here is what that costs, and the one change that recovers it.

8 October 20261 min read

Heatmaps settle arguments that opinions cannot

Every redesign starts with someone saying the homepage is too long. A scroll map tells you whether that is true in about ten minutes.

8 October 20261 min read

Protecting Margin and Profits Against Bloated Software Tool Stacks

Sprawling software subscriptions quietly drain margin and create operational risk. Here's how consolidating hosting, billing, and lead intake into one platform protects the bottom line.

17 September 20263 min read

Your Website Is Working. So Why Is It Not Bringing You More Business?

Most businesses have a website. Far fewer have a website that actively helps them run and grow their business. Missed leads, outdated content, disconnected tools, unanswered questions, and poor visibility into customer behavior can quietly cost businesses opportunities every day. Discover why modern websites need to do more than look good—and how Website-as-a-Service can turn your website into an ongoing business system.

16 September 20269 min read

One email a month. No filler.

What actually moved conversion rates for the businesses we run, written up plainly enough to copy.