What a website redesign should include
Not a list of deliverables. The seven things a redesign has to settle, in the order they get settled, and the two most agencies leave out: the content and the rankings you already have.
Insights
Notes from the work
Essays and shorter notes on brand, product and web design. The thinking we charge for, written down for free.
What the best B2B websites do first
Lists of the best B2B websites tend to rank the prettiest. The ones that sell share four habits above the fold, and none of them is a design trend.
How to write a website design brief
A brief is not a list of pages. It is the five things a designer cannot guess, written down before anyone quotes. Here is what goes in, what stays out, and a tool that drafts one in a minute.
Nobody uses AI they cannot check
Almost right is the expensive kind of wrong. It moves the work from doing the task to checking whether the machine did it, and most products have not designed that part at all.
A brand colour cannot fail contrast
Somebody has run the brand palette through a contrast checker and something came back red. The checker was not testing your brand, and the fix is almost never a new colour.
Hosting churn is not a price problem
Ask hosting companies why customers leave and most say price. Two in five are also being told the customer has gone to Wix or Shopify, and that is not a loss you can discount your way out of.
Your cancel button retains customers
From January, UK subscription rules mean a reminder before every renewal and an exit as easy as the sign-up was. Most hosting companies will send that to Legal, when it belongs to whoever owns the billing screens.
AI disclosure is a design problem
Since 2 August 2026 the EU AI Act requires you to tell people when they are dealing with a machine. Most teams will answer that with a footer, which is the one place nobody looks.
Case studies are how buyers find you
Most case studies are written as a record of what the supplier did. Buyers are scanning for a situation that looks like their own, and most case studies never describe one.
How much does a website cost?
A UK website costs anything from £10 a month to £30,000 or more, and the word "website" is doing a lot of hiding. Template or custom is the real question. Here is how to tell which you need.
How much does a rebrand cost?
A UK rebrand runs £5,000 to £50,000, but the number is set by how much strategy sits behind it, not the size of the studio. Here is where the money actually goes, and when not to spend it.
AI sends fewer, better visitors
AI assistants send about one visit in seven hundred, and those visits convert better than anything else you have. That changes what a B2B website is for.
A rebrand needs one decider
Rebrands are rarely lost at the design stage. They are lost in the meeting where nine people are asked what they think.
A redesign is a content project
Design and build are the predictable part of a website project. The words are not, and the words are yours.
What hosting gets wrong about design
Every hosting website leads with the same three numbers and the same speed claims. Here is why that stopped working, and what technical buyers read instead.
Your website should rule buyers out
Most of your buyers decide before they fill anything in. The useful question is not how to capture them, it is what they cannot find on the site.
