Marketing area
Websites
Your website is the only marketing asset that works for you 24 hours a day in every market you serve. It is the home base every other channel sends people to and the surface where most buying decisions are made. Treat it as a product, not a project.
A marketing website has to do several jobs at once: explain what you do, build trust, rank in search, load fast on a phone in poor signal, and convert visitors into the next step of your funnel.
Information architecture
Architecture is the skeleton of the site - how pages relate, what sits in the navigation and what is one click away. Strong IA mirrors how your buyers think, not how your org chart looks. Card sorting and tree testing with real users beats hours of internal debate. Keep top-level navigation short; deep structures hide your best content.
Conversion design
Every important page needs a job. Hero sections answer "what is this and is it for me?" within five seconds. Product and service pages stack proof - features, outcomes, testimonials, case studies - around clear calls to action. Forms ask for the minimum needed to take the next step. Test changes against a baseline; do not redesign on opinion.
Performance and Core Web Vitals
Speed is a feature. Google's Core Web Vitals - LCP, CLS, INP - influence both ranking and conversion. Optimise images, defer non-critical scripts, lean on a CDN, and budget every new third-party tag against its impact. A site that loads in under two seconds on a mid-range phone outperforms a beautiful one that does not.
SEO foundations
Technical SEO lives at the website layer: crawlable URLs, clean redirects, canonical tags, structured data, XML sitemaps, hreflang for international, and consistent metadata. Get these right once and your content programme has a much easier job.
Accessibility and compliance
WCAG 2.2 AA is the practical baseline. Beyond ethics and reach, accessibility laws are tightening globally. Cookie consent, privacy policies and analytics configuration all need to match the jurisdictions you operate in - GDPR, ePrivacy, UK GDPR, CCPA and more.
Platforms and the build
Choose the platform that lets your team move fastest without painting you into a corner. Headless CMS stacks suit content-heavy sites with custom front-ends. All-in-one builders work for simpler marketing sites. Composable architectures with a CDN, a CMS and a search layer have become the default for growth-stage companies. The wrong choice usually shows up two years later as a re-platform.
Analytics and iteration
Instrument the site properly from day one: page views, key events, scroll depth, form submissions and funnel steps. Pair quantitative analytics with session replay and qualitative research. The website you launch should be the worst version users ever see - improve it monthly.
Tools
Website and landing-page tools worth knowing.
Builders, experimentation platforms and CRO tools to ship and improve the pages that do the converting.
Landing pages and CRO
Build, test and optimise pages that convert.
- Unbounce
Drag-and-drop landing page builder with strong A/B testing and AI copy tools.
- Instapage
Premium landing page platform geared at paid teams - personalisation, experiments and ad mapping.
- Leadpages
Affordable landing page and lead-capture tool aimed at small businesses.
- Webflow
Visual website builder that outputs production-grade code. Used for marketing sites and landing pages alike.
- Framer
Modern site builder with stunning animations and a fast workflow for marketing pages.
- VWO
Experimentation platform covering A/B testing, personalisation and behaviour analytics.
- Optimizely
Enterprise experimentation and DXP. The serious choice for large CRO programmes.
- Convert
Privacy-friendly A/B testing and personalisation, popular with agencies and CRO consultancies.