Web & Conversion01
How to Build a Conversion-Focused Website Strategy
A practical way to connect positioning, user journeys, proof and follow-up before design decisions take over.
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ETX NOTES · THINKING FOR THE REAL WORK
Useful thinking
Less noise. Better questions. Practical decisions.
Guides and perspectives on conversion-focused web, growth marketing, creative systems, CRM and applied AI.
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Web & Conversion
No inflated promises. Just useful context for making a stronger business decision.
Web & Conversion02
Website Redesign Without Losing SEO or Conversion Data
A redesign migration checklist for preserving valuable URLs, search signals, analytics and customer journeys.
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Landing Page Message Match: From Ad Promise to Action
How to reduce campaign friction by continuing the same intent, offer and language after the click.
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Ecommerce Product Pages That Help Customers Decide
A product-page framework for clarity, confidence and fewer surprises between discovery and checkout.
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B2B Website Information Architecture for Complex Offers
How to organise services, industries, proof and expertise so different buying groups can find a relevant path.
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How to Write a Website Brief That Leads to Better Work
The decisions, evidence and constraints a web team needs before proposing pages, technology or visual concepts.
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Choosing a CMS: Match the Platform to the Operating Model
A technology-neutral framework for comparing publishing needs, integrations, governance and total maintenance effort.
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Website Speed as a Customer and Business Issue
How to prioritise performance work around real user journeys instead of chasing a perfect score in isolation.
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Accessible Websites Make Important Journeys Easier
Practical accessibility choices that improve clarity, resilience and task completion for a wider range of people.
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