Technical buyers decide in your docs
Technical buyers open the documentation before they talk to anyone. On most hosting, cloud and SaaS sites it is the one part of the buying journey nobody owns.
Insights
Notes from the work
Essays and shorter notes on brand, product and web design. The thinking we charge for, written down for free.
Rebrand when the business changed, not when you got bored
A rebrand is for when the business has changed. If you still sell the same thing to the same people, you need a refresh, and the recognition you would throw away took years to build.
Your empty state is the onboarding
A B2B trial is mostly decided on a screen with nothing on it. Design the empty state first, because it is the only onboarding every trial user actually sees.
Comparison pages should say where you lose
A vs page where you win every row reads as an advert, and buyers discount it. Name who should pick the competitor and the rest becomes believable.
Free migration is not a migration promise
A customer leaving another host buys the move before they buy your servers. Free tells them what migration costs; the page has to show them what happens.
Your website quits at the shortlist
Most B2B sites are built to win a place on the shortlist and then stop. The buyer's next three weeks are spent with a security questionnaire and a finance director, reading pages nobody wrote.
Your usage dashboard reports the wrong month
The cost question used to be settled on a pricing page. In a product billed by usage it is settled every month inside the panel, on a screen most teams still treat as reporting.
Design agency or freelancer: which should you hire?
When a freelancer is the right hire, when an agency is, the hidden costs of each, and the senior studio in between where the people who pitch the work are the people who do it.
Signs your B2B website needs redesigning
Eight signs a B2B website has stopped doing its job, from the sales team sending decks to a pricing page that is a form, each with a test you can run today. And the one sign that is not a sign.
How much does a website redesign cost in the UK?
A UK website redesign runs £3,000 for a template refresh to £40,000 and up for a product-led site. Here are the three bands, what moves the price, what does not, and how to tell which one you are in.
Buyers read your outage history
Technical buyers open your status page before your pricing, and they scroll back. Your incident history is doing sales work whether you wrote it that way or not.
How to choose a design agency
Seven questions that sort a shortlist of UK design agencies in an afternoon, how to score the answers, and the three replies that should end a conversation. Written by an agency, which is why it includes the questions we would rather you did not ask.
What a website redesign should include
The seven things a website redesign has to settle, in the order they get settled, and the two that most agencies leave out: the content and the rankings you already have.
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 useful website brief covers 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, and how much strategy sits behind it sets the number more than 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. So the useful question is what they go looking for on your site and cannot find.