Blog
Writing about websites that bring in work: what a clinic, studio or practice actually needs online, and what it can safely ignore.
Featured
SEO for local practices: what actually moves the needle
Most local SEO advice is written for agencies selling SEO. Here is what works for a clinic, studio or practice with one location and a limited budget.
Content flow: how a service website should guide a visitor
The order of your content is not a design choice. It is a decision about what you want the visitor to understand first, and most sites get it backwards.
Recent articles
The intention gap: why most websites fail before they start
A website built around what the business wants to say will always lose to one built around what the visitor came to do. The gap between those two is where most sites fail.
Entry points: where your visitors come from and what they expect
A visitor from Google, a visitor from Instagram, and a visitor from a referral are three different people. Your website has to serve all three without confusing any of them.
What a service business website needs to do
A service business website is not a brochure, a portfolio, or a blog. It is a machine that turns strangers into enquiries. Here is how that machine works.
The booking decision: why people book online, and why they do not
Understanding why a visitor does or does not book is the difference between a website that fills your calendar and one that just sits there.
What a clinic website actually needs
Most clinic websites are brochures. The few that earn their keep do three things, and none of them is a bigger gallery.
How to take appointments from your website
What online booking actually requires, what it changes about your day, and the three settings that decide whether it works.