Short, practical writing on visibility, conversion and capacity, from the team doing the work for 120+ UK startups, SMEs and enterprises.
Customer journey vs sales funnel: how they differ, why the funnel counts and the journey designs, and how to use both when planning a business website.
Customer-centric website design for UK small businesses: organise pages, menus and copy around what buyers need, not your services list or org chart.
Score your website's customer journey in an hour with the GBL Journey Fit Scorecard: find, orient, compare, commit and return, 0 to 2 each, out of 10.
What a broken customer journey costs: an illustrative way for UK small businesses to put a monthly figure on lost enquiries, wasted ads and staff time.
Customer journey myths that mislead website projects: the straight-line funnel, the homepage-first visitor, ten personas and more, with what is true instead.
Customer journey website examples for UK small businesses: five patterns, from urgent call-outs to long B2B decisions, and the pages each journey needs.
Customer journey mapping for small businesses: a one-day method using interviews, your inbox and GA4 to map how buyers choose you and fix your website.
A customer journey map template built for website planning: the rows to fill, a worked trades example and how to turn each break into a page or fix.
Buyer personas for website design: when they help, when they become fiction, and how UK small businesses can build two to four research-based personas.
Jobs to be done for website design: how to find the job a buyer hires you for and write service pages around that progress, not your list of features.
Customer interviews for website design: who to ask, 12 questions that reveal how buyers found and chose you, and how to turn answers into page changes.
Customer touchpoints explained for UK small businesses: list every moment buyers meet you, see where the website fits and fix touchpoints that disagree.
30 minutes with our team and you'll know exactly which of the three problems to fix first.
