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Insights on how people really choose

Guides and articles on brand, websites and marketing.

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The Sayfa Systems homepage, its RHINO platform over a steel frame and its products along the foot

Guide · Search

What AI search means for growth

A buyer can now meet a shortlist in an AI answer before they meet your website. What that changes for brand, content, proof and measurement, and what to ask for.

Hayley Simpson, 3 November 2026 · 7 min read

A white boardroom with a dozen empty chairs around one long table

Guide · Strategy

Marketing to a buying committee

When an organisation buys, several people can say no. How to map who decides, what each of them needs to see, and how to equip the person who argues your case.

Hayley Simpson, 3 November 2026 · 7 min read

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What AI search means for growth

A buyer can now meet a shortlist in an AI answer before they meet your website. What that changes for brand, content, proof and measurement, and what to ask for.Guide · 7 min readStrategy

Marketing to a buying committee

When an organisation buys, several people can say no. How to map who decides, what each of them needs to see, and how to equip the person who argues your case.Guide · 7 min readSectors

How corporate healthcare services earn the trust of insurers, solicitors and case managers

When an insurer or a solicitor chooses a provider for someone else, their name goes on it. What earns that trust, from interviews with the people who choose.Guide · 7 min readBehavioural design

Behavioural design when people buy for themselves: a guide for leadership teams

People choosing for themselves decide in a spare moment, often on a phone, with old habits and quiet doubts. What holds them, what moves them, and what to ask for.Guide · 7 min readBehavioural design

Behavioural design when an organisation is buying: a guide for leadership teams

Someone buying for an organisation carries the risk and has to argue the case. How behavioural design helps, where the honest line sits, and what to check.Guide · 7 min readStrategy

Why “we need more leads” is usually the wrong brief

More leads is an answer, not a diagnosis. How to find the part of the journey that is losing you business, and what to brief instead.Article · 7 min readConversion

Why your homepage headline is costing you enquiries

The one line nearly every visitor reads is often spent saying nothing. Two quick tests show whether yours is, and how to fix it in an afternoon.Article · 7 min readConversion

Why one clear call to action beats five

A page that asks for everything tends to get nothing. Why one clear next step beats a menu of buttons, and how to choose it, place it and word it.Article · 8 min readBehavioural design

Why defaults quietly decide more than your sales pitch

The option you set as the default often beats the case you make for another. Where defaults hide, where the honest line sits, and how to check your own.Article · 8 min readBrand

Why a point of view beats being good at everything

Being good at everything for everyone feels safe, and gives no one a reason to choose you. Why a clear stance works better, and how to find yours.Article · 8 min readBrand

What is brand strategy?

The plan for how your organisation wants to be known, by whom, and why. What goes into one, how to build it, and how to tell when you need a new one.Guide · 10 min readBrand

What is brand positioning?

The place you choose to hold in people's minds, and why they should pick you. What it is, some examples, how to find it, and how to tell whether it is working.Guide · 10 min read

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One useful piece a month on brand, websites and how people choose. No spam.

Strategy

What is a marketing agency, and what does one do?

What marketing agencies actually do, the main types, how working together usually runs, and the questions that sort a good one from the rest.Guide · 10 min readWebsites

What is a brochure website?

A small website with limited functionality: a handful of pages on who you are, what you offer and how to get in touch. What goes on one, who it suits and when you will outgrow it.Guide · 11 min readHuman-centred design

What good discovery actually looks like

Discovery can be a kick-off meeting and a shared folder, or the part that decides whether the work rests on evidence. Here is how to tell the difference.Article · 8 min readStrategy

What does a marketing consultant do?

What a marketing consultant actually does, stage by stage, when one is worth hiring, how they differ from an agency, and how to get real value from the work.Guide · 10 min readBrand

What a brand actually is (and isn’t)

Most people point at the logo. A brand is the set of decisions underneath it, and the logo is only where those decisions become visible.Article · 7 min readSearch

What AI search means for your website

More people now ask an AI assistant before they search. What that changes for your website, what it doesn’t, and five things to do about it this quarter.Article · 8 min readWebsites

The real cost of a confusing website

Confused visitors don’t complain. They leave, and you never see them. What makes a website confusing, why adding more makes it worse, and how to test yours.Article · 8 min readHuman-centred design

The one question that improves any piece of marketing

One question, asked honestly of every page, email and post, does more than any framework. What it asks, why so much marketing fails it, and how to use it.Article · 7 min readHuman-centred design

The jobs-to-be-done lens, in plain terms

People don’t buy what you are. They hire you to make progress on something. What the jobs-to-be-done lens is, how to find the real job, and what it changes.Article · 8 min readMarketing

The content that actually earns citations

Content gets cited when it holds something worth borrowing: a finding, an example or an explanation nobody else has. Here is how to make yours.Article · 8 min readBehavioural design

Social proof that works (and the kind that doesn’t)

Logos and star ratings signal popularity. Proof that persuades settles a specific fear, from someone like the reader, at the moment they hesitate.Article · 8 min readSectors

Recruitment marketing in a market of lookalikes

Most recruitment brands say the same three things, so none of them is a reason to choose. How to find the claim that is true of you, and build around it.Article · 7 min readBrand

Rebranding without throwing away what already works

Most rebrands start by asking what to change. The better first question is what is worth keeping, because recognition built over years is hard to win back.Article · 7 min readBehavioural design

Marketing to a sceptical buyer, without sounding like everyone else

Some buyers are trained to disbelieve you. Respect the caution, say one plain thing, and give them something they can check.Article · 7 min readStrategy

Marketing strategy, a practical guide

Who you need to reach, what to say and where to focus. A step-by-step way to build a marketing strategy for a business, a charity or a public body, with examples from real work.Guide · 13 min readStrategy

Marketing agency or in-house team?

Cost, skills, availability and an outside view, compared honestly. Why many organisations end up with a mix, and five questions to help you choose.Guide · 10 min readStrategy

Making a genuinely complex offer simple

Some offers really are complicated. The job isn’t to hide that or drown people in it, but to do the work of simplifying so they can decide.Article · 8 min readBehavioural design

Loss aversion, used honestly

People feel a loss more sharply than an equal gain. Used badly, that becomes pressure. Used honestly, it shows someone a cost they are already paying.Article · 7 min readWebsites

How to write a homepage people actually read

People scan a homepage before they read it. How to write one where the headline and subheadings tell the whole story, and the paragraphs are a bonus.Article · 7 min readWebsites

How much does a website cost in the UK?

What a website costs depends on a handful of decisions, not the number of pages. The real cost drivers, the running costs people forget, and how to set a budget.Guide · 10 min readSectors

Healthcare marketing and the buying committee

In healthcare, almost nobody buys alone. Start with a map of who decides, give each of them the proof they need, and arm the person arguing your case.Article · 7 min readConversion

Designing an enquiry journey people finish

The gap between interested and in touch is where websites lose people they have already won. How to design an enquiry journey people actually finish.Article · 8 min readHuman-centred design

A year of human-centred marketing, in one page

The whole argument on one page: understand the people who choose, design for how they really decide, take away what gets in the way, and keep learning after launch.Article · 8 min read

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Branding and identity

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We plan every page around the questions buyers arrive with and the doubts that slow them down.

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We set the commercial priorities first and build the content and search programme that keeps you visible across a long sales cycle.

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