Service detail
Web, Funnels &
Search
Most sites we are handed are not broken. They load, they look current, someone was proud of them at launch. They just do not help anyone decide. A visitor lands, reads three paragraphs of company description, cannot find the answer to the one question standing between them and an enquiry, and leaves without ever showing up as a problem in your reporting.
Deliverables
- Website audit
- Website and landing page strategy
- Conversion copy and trust
- Forms, calls to action and funnels
- Mobile-first build
- Search foundations and tracking
Overview
Most sites we are handed are not broken. They load, they look current, someone was proud of them at launch. They just do not help anyone decide. A visitor lands, reads three paragraphs of company description, cannot find the answer to the one question standing between them and an enquiry, and leaves without ever showing up as a problem in your reporting.
That is the difference between a digital brochure and a decision environment. A brochure states what you offer. A decision environment takes someone from stranger to enquiry by answering their questions in the order they actually ask them, handling the objection before it hardens, and making the next step small enough to take.
Why it matters
- Website audit. A written audit of the current site read against the decision it has to support, page by page
- Website and landing page strategy. Site architecture and navigation mapped to how your category evaluates, with a page purpose defined for each URL
- Conversion copy and trust. Conversion-focused copy written to the section architecture, headline through to the final ask
- Forms, calls to action and funnels. Lead forms reduced to the fields your team genuinely uses, with the follow-up promise stated on the page
- Mobile-first build. Pages designed for the phone first, then widened, because that is the order most of your visitors experience them
- Search foundations and tracking. Technical search foundations: indexing, page titles and descriptions, heading structure, internal linking, structured data where it applies
Our process
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Diagnose the drop, not the design
We audit the site against the decision it supports: where attention stops, what question goes unanswered, and what the analytics fail to record. Numbers first, then the pages as a stranger reads them, on a phone.
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Design the information and persuasion flow
Before any layout, we settle the order of the argument. That becomes a section architecture: a numbered outline of every block on the page, with its job written next to it.
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Demonstrate with something small and real
Where it makes sense, one page goes live before the whole site changes. A single landing page, tracked properly, tells you whether the argument works before a rebuild budget is committed.
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De-risk the enquiry
Shorter forms that ask only what you will actually use, a clear statement of what happens after submission, and trust signals placed at the moment of hesitation.
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Reinforce so it keeps working
Search is where this compounds. Clean technical basics, a page for each question worth owning, and internal links that lead somewhere.
Before You Ask
Questions we get early.
These come up in almost every first conversation about web work. The answers here are the same ones we give on a call.
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Do you build the site, or only tell us what is wrong with it?
We build. Pages ship, forms work, tracking gets installed by people who then read the numbers. What we will not do is start production before anyone can say what the page is meant to change.
Some engagements stop at the audit and the architecture because the client has a capable internal developer, and handing them a specification is faster and cheaper than us rebuilding it. That is a good outcome, not a lesser one.
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Our site is only a year old. Does it need replacing?
Probably not. Age is rarely the problem. The common problems are an unclear argument, proof placed after the decision point, a form that asks for too much, and no measurement of where people stop reading. All of those are fixable inside the site you already own.
The audit is what settles it. If a rebuild is genuinely the cheaper route, we will say so and explain which specific limitations of the current build forced that answer.
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Can you work on our existing platform?
Usually yes. WordPress, Webflow, Squarespace, Shopify and the common landing page tools are all workable. The platform matters far less than whether your team can maintain what gets built on it.
We choose for maintainability, not for our own convenience. A site your marketing coordinator can update without a ticket beats a technically superior one that only an agency can touch.
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How does search fit in, and how quickly will we rank?
We do search foundations, not ranking promises. That means the technical basics are correct, the content is structured around real questions, and each page you publish has a defensible reason to exist. Anyone offering you a guaranteed position on a timeline is either guessing or selling something else.
Search is also the slowest of the levers, which is why we sequence it last in the Trust Stack and use paid traffic or direct outreach to test the message while the search structure matures.
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How will we know the changes actually caused the enquiries?
Tracking goes in before the changes do, so there is a baseline to compare against. Every enquiry carries its source, and the events we record are the ones tied to your decision path rather than whatever the analytics default happened to be.
Attribution is never perfectly clean. Long consideration cycles, offline conversations and multiple devices all blur it. We will show you the read we can defend, name where the picture is uncertain, and avoid dressing a directional trend up as a proven cause.
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We need it live before a campaign launch. Can you move that fast?
A single focused landing page with tracking is a matter of weeks, not months, provided the message is settled and we can get platform access early. A full site restructure takes longer because the thinking underneath it takes longer.
If the deadline is fixed, we would rather ship one page that works than a whole site that arrives late and unmeasured. Tell us the launch date in the first conversation and we will scope backwards from it.
Start with the diagnosis
Bring the page that is not converting.
The traffic arrives and nothing happens. We read the site against the decision it is meant to support, and tell you honestly whether it needs a rebuild or an argument.