Content and measurement
The production and analysis work that keeps a site earning its keep once the launch is over.
A site is usually at its best on launch day and drifts from there unless somebody is paying attention. This is the work that keeps it useful: producing the content it needs, and measuring whether any of it is working.
What we take on
Content structure and templates for teams who publish regularly. Migration and clean-up of content that has accumulated for years. Automated production for catalogues, listings and other material that is repetitive at volume. Analytics and tag setup with the consent wiring done properly. Conversion and behaviour analysis. Search visibility work on sites we build and sites we did not. Reporting a decision-maker can read without a translator.
Production, with a person in the loop
Where content production is mechanical at scale we automate the mechanical part and leave the judgement to people. Drafts get generated, a person approves what publishes, and the boundary between those two is written down rather than assumed.
Measurement worth having
Measurement gets set up to answer questions the business is actually asking. Five numbers that change a decision beat forty that decorate a dashboard nobody opens. We will also tell you when the honest answer is that the traffic is too small to conclude anything yet.
Consent, and what it does to the numbers
Analytics in the EU runs on consent, and the cost of that rarely gets priced in before the work starts. With a banner configured properly a site sees the visitors who agreed and very little from everyone else, and the proportion moves with the audience. We wire the consent signal so the tag actually hears the answer, and we check that nothing stores before it is allowed to. Then we tell you what share of arrivals your reports are built on.
The fault we find most often is a tag that loads, reports, and has been denied storage since the day it went in. The dashboard looks alive. The numbers under it are a fraction of the traffic and usually nobody knows which fraction.
Tags go in because somebody decided they should. Anything that arrived bundled with a theme or a plugin and is quietly calling home comes out.