Archives: Knowledge Base

Should the homepage explain everything we do?

Most visitors arrive on an interior page, not the homepage — depth belongs there. One primary action, repeated, beats six competing ones.…
What makes a good service page?

The fit filter is the element most often missing and the one that most improves enquiry quality. Lead with the definition —…
How often should a business website be updated?

Service pages, pricing, and team pages need review whenever the underlying facts change. A redesign resets accumulated authority; an update compounds it.…
What is a good bounce rate?

Single-answer pages should have high bounce rates by design. Compare bounce against engagement time before treating it as a problem. A rising…
Why don’t our analytics and CRM numbers match?

Compare the same date range and time zone before concluding anything. Consent tooling and ad blockers suppress analytics events but not CRM…
What is a UTM parameter?

Agree a naming convention before anyone builds a link — inconsistent casing fragments reports. Never apply UTMs to internal links; it resets…
How do we track leads that come in by phone?

Keep the number format and NAP consistent everywhere for local search. Record call outcome, not just call volume — a tracked call…
What is a reasonable website conversion rate?

A 'conversion' at one company is a purchase and at another a newsletter signup — the numbers are not comparable. Segment by…
How should we measure content performance?

Traffic alone tells you almost nothing about commercial value. Track which pages appear in the path of closed deals, not just first…
What is a content audit?

Export all URLs, add traffic and conversion data, then judge each page individually. Most audits find 20–40% of pages serve no purpose.…