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I know that title sounds harsh, but I think there’s a conversation businesses need to have about how much appearance influences trust. We’re constantly told not to judge things by how they look, yet we all do it every single day. We choose restaurants because they look inviting, pick products from shelves because the packaging catches our attention and make judgements about places within seconds of walking through the door. Websites and branding are no different. When some

There’s a strange thing that happens to websites over time. They grow. A new service gets added, so we add another section. Someone decides customers need more information, so another paragraph goes in. There’s a new accreditation, so we need to mention that. Then somebody thinks the homepage needs another button, another image or another message. None of those decisions seem particularly bad on their own. But give it a few years and you can end up with a website that’s try

We all want attention for our businesses. More people seeing the website, more people noticing the posts, more people opening the emails. It makes sense. If nobody notices us, it's pretty difficult to sell anything. But I think a lot of businesses misunderstand how attention actually works. We assume we get attention by saying more, posting more and being louder. So we cram more information onto websites, post because the calendar says we should and constantly try to find ano

Let’s start with something that probably isn’t going to win me any awards for subtlety. Nobody gives a shit about your marketing. I don’t mean that people don’t care about your business. They might. I don’t mean marketing isn’t important either. It absolutely is. What I mean is that nobody wakes up in the morning hoping to see another beautifully crafted company post, another email campaign or another homepage telling them how passionate a business is about delivering except