Landing pages, contact form, price details, accessibility – the decisions that determine whether enquiries come in.
Why content moves around while loading, which six causes are behind it, and how to fix them one by one without breaking the layout.
Why classic A/B tests say nothing below a few thousand visitors, which five approaches work instead, and how to assess changes defensibly anyway.
Why internal links achieve more than most external ones, which five rules apply, and how to connect your existing pages sensibly in two hours.
Three routes compared — a classic CMS, generated static pages, a site builder — with the four questions that carry the decision.
Which four fields stay, which go, why some cost disproportionately much — and the ten technical points that cause abandonment.
Four questions that carry the decision — the three middle options between a full price list and silence, and the effect on enquiries.
When a consent banner is legally required, what measurement remains possible without consent, and what you actually give up.
Who the obligation applies to, what the requirements actually demand, and which ten measures cover most of it.
Address structure, hreflang annotations and language selection — with the six mistakes that make a multilingual site invisible.
From 58 to 100: the concrete changes to our own website, with before and after measurements — and the mistake that cost us 24 points.
Section by section, with reasoning instead of rules of thumb: what belongs at the top, and which five mistakes cost the most enquiries.
