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The E-commerce Conversion Optimisation Playbook
A working framework rather than a list of tips. It covers what to measure and why site-wide conversion rate is the least useful number you have, how to diagnose the reasons behind the drop-off using evidence you can gather in a week, the documented fixes that need no test at all, and how to work out whether your traffic can resolve an A/B test before you run one. Built for store owners, marketing managers and product teams who have plateaued and want to know where to spend the next month.
15 pages · Optimization & Maintenance, Design

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The Website Maintenance Runbook

Most businesses do not have a maintenance problem, they have an ownership problem: nobody is accountable, so nothing is checked, and the first sign of trouble is a customer email. This runbook turns maintenance into a small number of named, scheduled, boring tasks across five categories — availability, security, performance, correctness and recoverability. It covers what should be monitoring without you, weekly, monthly, quarterly and annual routines, an incident runbook with severity levels, an ownership table and a one-page maintenance calendar.

16 pages · Optimization & Maintenance

The Lifecycle Email & Automation Playbook

Every other acquisition channel is rented; email is a list you own. The catch is that it only works if it lands, and mailbox providers now enforce what used to be best practice. This playbook starts with deliverability — authentication, subdomain warming, engagement-based sending and the complaint thresholds that decide whether you are delivered at all — then specifies the eight lifecycle flows in order of return, the segmentation worth its complexity, and a measurement model that survives inflated open rates. Includes a 90-day build order and a flow specification template.

16 pages · Digital Marketing

The Web Accessibility Compliance Kit

Accessibility became a compliance question in 2025 and 2026. The European Accessibility Act has applied since 28 June 2025 to businesses selling to EU consumers wherever they are based, and the DOJ extended the ADA Title II web deadlines in April 2026 to 2027 and 2028 without suspending the underlying obligations. This kit explains what the standards actually require, the ten failures that appear on almost every site, why overlay widgets do not solve the problem, how to audit properly when automated tools find only a third of real issues, and how to remediate in priority order. Includes a 30-point checklist and guidance on publishing an accessibility statement.

15 pages · Design, Development

The Website Security Hardening Checklist

Your website is not being targeted by a sophisticated adversary; it is being scanned continuously by tooling looking for known vulnerabilities, weak credentials and exposed configuration. That distinction decides where effort is worth spending. This checklist works through six layers — access and identity, software supply chain, hosting, application hardening, data and compliance, and monitoring and response — with a 40-point audit list, an incident runbook outline, and a three-item shortlist for teams with no security specialist.

16 pages · Optimization & Maintenance, Development

The Google Ads Account Audit Workbook

Most Google Ads audits start with bids and end with a recommendation to increase budget. This one starts with whether the account is measuring anything real, because every recommendation downstream of a broken conversion signal is confident and wrong. Nine scored sections covering conversion tracking, structure, search terms, Performance Max and its 2026 controls, bidding, ads, landing pages, audiences and reporting — plus current benchmark medians from 13,474 US campaigns, an 18-point scorecard and a 90-day remediation plan.

16 pages · Digital Marketing

The B2B Website Redesign Playbook

Most B2B redesigns are judged on the wrong thing: the site looks better and, a year later, pipeline is where it was. Three failures account for nearly all of it — the project was scoped as a design exercise when the real problem was positioning, nobody protected the existing search traffic, and the site was designed for one buyer when the purchase is made by a committee. This playbook is structured to prevent all three, from the evidence-gathering week through positioning, architecture, the page system, asset protection, conversion design and a three-layer measurement model that survives a long sales cycle.

16 pages · Design

The Shopify Store Launch Checklist

A Shopify store can be trading in a fortnight, which is why so many launch with a broken tax setting, no redirect map and a pixel that fires twice. This checklist is organised by phase rather than by department, because the expensive mistakes are sequencing mistakes — decisions made after the build that should have been made before it. Ten phases from catalogue structure to the first thirty days, including the checkout extensibility deadlines that have now passed, and a one-page sign-off sheet nobody launches without.

16 pages · Development, Optimization & Maintenance

The Core Web Vitals Field Guide

Most Core Web Vitals work fails the same way: somebody runs Lighthouse, optimises for the score, and the field data never moves. This guide separates the two kinds of data, breaks each metric into the parts that can actually be fixed, and gives the remedies in the order they usually pay. It includes the current pass rates across 11.1 million origins, the commercial case from the Deloitte study, platform-specific notes for WordPress, Shopify and React frameworks, and a 25-point field checklist.

15 pages · Optimization & Maintenance, Development

The Technical SEO Audit Checklist

Most technical audits fail in one of two ways: they produce 200 findings nobody actions, or they check the easy things and miss the architectural problem doing the damage. This is the sequence we run instead — seven passes from indexation to internationalisation, each producing a small number of findings that either matter or do not, plus the six problems we see most often, a prioritisation model and a one-page reporting template. Written for in-house SEOs, marketing managers and developers who need an audit that ends in shipped fixes.

17 pages · Optimization & Maintenance

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