The field guide
Short, opinionated essays on what works for independent UK trades on the web. Real numbers, real businesses, no listicles. Updated as we build.
What's coming
Each piece sits on the line between a sales-page argument and a how-to. Written when we have something useful to say, not on a content calendar.
Do plumbers actually need a website in 2026?
The honest answer for a sole trader: yes, but probably not the one a Yell.com salesperson sold you.
NICEIC, EICR, and what to put on your website
The three credibility signals UK electricians can show, and the three to leave off.
Why roofers lose 40% of leads in the contact form
A walkthrough of every form on the first page of Google for a roofer query, and where they all fail.
What an HVAC website should put above the fold
Domestic versus commercial, F-Gas signalling, and the one number that converts.
The trial-session conversion problem
Why "Book a free trial" buttons collect dust, and the four-line copy change that fixes them.
How luxury detailing sites should be photographed
The lighting setup, the angles, and the post-processing that separates a £200 detail from a £2,000 ceramic.
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