Paul Edwards - ICW Digital

Because charity sites rely on people completing actions (donating, signing up, enquiring, downloading resources), small amounts of extra friction can have an significant impact on conversion rates. Read more 👉 lttr.ai/AqiUM #WebDesign #DigitalAccessibility

If your values need a poetic heading and a paragraph explaining what you “really mean”, they are probably too vague to guide decisions. Read more 👉 lttr.ai/AqiTs #Positioning #BrandStrategy #MarketingStrategy

New clients, in particular, smaller companies or sole traders, are always worried that if they reveal their budget for a web design project that they will be ripped off. Read more 👉 lttr.ai/ApQis #WebDesign #WebsiteProject #BusinessOwner

If a journey fails outright in a particular browser, it’s not just “some users had a worse experience”, it’s lost donations, lost sign-ups, and less support reaching the people who need it. Read more 👉 lttr.ai/AqiTt #WebDesign #DigitalAccessibility #UserExperience

A good local SEO setup is usually one strong site that gets stronger over time Read the full article: Why Buying Multiple Domains Won’t Boost Your Local SEO (And What to Do Instead) ▸ lttr.ai/ApQir #LocalSEO #TechnicalSEO #WebsiteManagement

If you’re not 100% sure what your website project will involve, you’re not alone. Most sites carry a lot of history. Read the full article: Paid Discovery: A Low-Risk Way to Start a Website Project (And Test the Fit) ▸ lttr.ai/AqiTm #WebDesign #WordPress

Too often, branding guidelines make lofty claims that don’t match internal practices or external perceptions. Read more 👉 lttr.ai/ApQiq #BrandStrategy #BrandGuidelines #MarketingTeam

Turning complexity into simple, practical systems — I take messy workflows, unclear processes, and fragile setups and turn them into documented routines, repeatable actions, and understandable structures. Read more 👉 lttr.ai/ApQip #BusinessStrategy #Positioning

Most “simple” website projects aren’t simple until someone’s mapped the risks. Paid discovery is how you get clarity before you commit. Read more 👉 lttr.ai/AqRTt #WebDesign #WordPress #WebsiteStrategy

Would this help someone make a decision on a real Tuesday afternoon, or would it just sound nice in a slide deck? Read the full article: Stop writing about values and start writing about how you actually work ▸ lttr.ai/ApQi2 #Positioning #BrandStrategy

You need to audit the entire customer journey, from the first marketing email through to the final checkout error message Read the full article: Why I Abandoned My Cart (And 34% of Your Customers Do Too) ▸ lttr.ai/ApMts #WooCommerce #ConversionRateOptimisation

I'm sure you have experienced it, you approach a bunch of web designers or design agencies for quotes for a website and then they ask... Read more 👉 lttr.ai/ApQi1 #WebDesign #WebsiteProject #BusinessOwner

Risk scoring involves setting up a simple matrix where you base your final decision upon a number of scored factors. Read the full article: Decision Filters: How to Build a System That Tells You When to Say Yes ▸ lttr.ai/ApQim #DecisionMaking #BusinessSystems

Involve the people doing the day-to-day work in the thinking, so that plans survive contact with reality. Read more 👉 lttr.ai/ApQik #Positioning #BrandStrategy #MarketingStrategy

It sounds obvious, but you'd be surprised how many projects jump straight to “we need a new website” without asking “do we actually need a new website, and if so, why?” Read more 👉 lttr.ai/ApQi0 #WebsiteProject #WebDesign #WebsiteManagement

In modern local SEO, buying more domains is rarely something that generates results. Read the full article: Why Buying Multiple Domains Won’t Boost Your Local SEO (And What to Do Instead) ▸ lttr.ai/ApQij #LocalSEO #TechnicalSEO #WebsiteManagement

Email deliverability has become a real cost centre Read the full article: What It Really Costs to Run a WordPress Website in 2026 ▸ lttr.ai/ApQih #WebsiteMaintenance #WebsiteManagement #WordPress

Reality Check: Do the brand’s promises (e.g., “unmatched quality” or “sustainability”) match day-to-day operations? Read the full article: Rethinking Brand Guidelines: From Tick-Box Exercise to Actionable Toolkit ▸ lttr.ai/ApQig #BrandStrategy #BrandGuidelines

If your chosen web designer is doing her/his job, the budget conversation should happen early on in the relationship. Read more 👉 lttr.ai/ApQiz #WebDesign #WebsiteProject #BusinessOwner

If you jump straight to “what should my website look like?” without clarity on values, purpose, mission, and vision, you're building on guesswork. Read more 👉 lttr.ai/ApQid #BusinessStrategy #Positioning #BusinessOwner