Insights

Better questions.
Sharper websites.

Ideas that travel further

Practical thinking for teams planning, buying, running or improving an important website.

What a website brief should answer before design starts

Website strategy

A useful brief does not prescribe the homepage. It gives the design team enough truth to solve the right problem.

11 July 2026

6 min read

Why “100 on Google” is the wrong website promise

A perfect lab score can be useful. Promising it unconditionally confuses a diagnostic number with the experience real customers receive.

The better platform is the one that fits how often content changes, who owns it and how much structure the website needs.

What we write about

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Goals, audiences, briefs, scope and the decisions that shape the work.

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Hierarchy, storytelling, proof, interaction and accessible communication.

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Core Web Vitals, budgets and making ambitious experiences feel fast.

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CMS, integrations, architecture and long-term ownership trade-offs.

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