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Deep dives into design thinking, creative process, and the intersection of business and aesthetics.
Analytics should make decisions easier, not make dashboards prettier.
There is a pervasive lie in digital marketing: that "more" equals "better."
More traffic. More pageviews. Lower bounce rates. These are the numbers agencies love to put in monthly reports because they usually go up, and they look impressive to people who don't work in digital.
But they are vanity metrics. They are comfortable lies.
You can have 10,000 visitors a month, but if they are all bouncing off your pricing page or applying for jobs instead of buying services, that traffic is worthless. In fact, it's expensive—it costs money to host and clouds your data.
We need to stop measuring noise and start measuring intent.
Vanity metrics: the comforting lie
Why do teams obsess over pageviews? Because it feels like work. It feels like "brand awareness."
But for a service business, "awareness" doesn't pay the payroll. Pageviews without intent are just noise. We see teams feeling busy—churning out blog posts to spike traffic—while their actual revenue stays flat. They are optimising for the wrong scoreboard.
Define what success actually is
Before we install a single tracking script, we ask: "What does a good day look like?"
For a B2B service firm, success isn't a "hit." It is:
A completed enquiry form (qualified).
A booked consultation.
A click-to-call from a mobile device.
These are the only metrics that matter. Everything else is just leading indicators or distraction.
The intent measurement stack
To track these outcomes, standard Google Analytics isn't enough. We build a specific "Intent Stack":
Event Tracking: We don't just track page loads; we track behaviours. Did they download the prospectus? Did they scroll to the pricing table? Funnels: Where do they drop off? If 100 people visit the "Services" page but only 2 click "Contact," we have a design problem, not a traffic problem. Call Tracking: For local businesses, the phone is often the primary conversion channel. If you aren't using dynamic number insertion (like CallRail), you are blind to half your leads.
Reporting that executives respect
CEOs don't care about "Bounce Rate." They care about "Cost Per Lead" (CPL) and "Revenue Contribution."
Our reporting strips away the metric clutter. We focus on trend clarity. Are we getting more qualified leads this month than last month? Is the cost of acquiring those leads going down? That is the language of the boardroom.
The optimisation loop that compounds
Data is useless if it doesn't change your behaviour.
We use a weekly cadence: Test, Ship, Measure.
Hypothesis: "The contact form is too long."
Test: Remove two fields.
Measure: Did completion rates rise?
This isn't a one-time project; it is a loop. Small, data-backed improvements compound over time to create massive separation from your competitors.
Local growth signals that matter
For local businesses (like our clients in Limerick and Shannon), measurement gets specific.
We look for local intent signals. Are users searching for "Web Design Limerick" finding the homepage or a specific landing page? Are local enquiries converting at a higher rate than national ones?
By isolating this data, we can place local relevance naturally—not by spamming keywords, but by doubling down on the content that actually drives local revenue.
Analytics should make decisions easier, not make dashboards prettier.
There is a pervasive lie in digital marketing: that "more" equals "better."
More traffic. More pageviews. Lower bounce rates. These are the numbers agencies love to put in monthly reports because they usually go up, and they look impressive to people who don't work in digital.
But they are vanity metrics. They are comfortable lies.
You can have 10,000 visitors a month, but if they are all bouncing off your pricing page or applying for jobs instead of buying services, that traffic is worthless. In fact, it's expensive—it costs money to host and clouds your data.
We need to stop measuring noise and start measuring intent.
Vanity metrics: the comforting lie
Why do teams obsess over pageviews? Because it feels like work. It feels like "brand awareness."
But for a service business, "awareness" doesn't pay the payroll. Pageviews without intent are just noise. We see teams feeling busy—churning out blog posts to spike traffic—while their actual revenue stays flat. They are optimising for the wrong scoreboard.
Define what success actually is
Before we install a single tracking script, we ask: "What does a good day look like?"
For a B2B service firm, success isn't a "hit." It is:
A completed enquiry form (qualified).
A booked consultation.
A click-to-call from a mobile device.
These are the only metrics that matter. Everything else is just leading indicators or distraction.
The intent measurement stack
To track these outcomes, standard Google Analytics isn't enough. We build a specific "Intent Stack":
Event Tracking: We don't just track page loads; we track behaviours. Did they download the prospectus? Did they scroll to the pricing table? Funnels: Where do they drop off? If 100 people visit the "Services" page but only 2 click "Contact," we have a design problem, not a traffic problem. Call Tracking: For local businesses, the phone is often the primary conversion channel. If you aren't using dynamic number insertion (like CallRail), you are blind to half your leads.
Reporting that executives respect
CEOs don't care about "Bounce Rate." They care about "Cost Per Lead" (CPL) and "Revenue Contribution."
Our reporting strips away the metric clutter. We focus on trend clarity. Are we getting more qualified leads this month than last month? Is the cost of acquiring those leads going down? That is the language of the boardroom.
The optimisation loop that compounds
Data is useless if it doesn't change your behaviour.
We use a weekly cadence: Test, Ship, Measure.
Hypothesis: "The contact form is too long."
Test: Remove two fields.
Measure: Did completion rates rise?
This isn't a one-time project; it is a loop. Small, data-backed improvements compound over time to create massive separation from your competitors.
Local growth signals that matter
For local businesses (like our clients in Limerick and Shannon), measurement gets specific.
We look for local intent signals. Are users searching for "Web Design Limerick" finding the homepage or a specific landing page? Are local enquiries converting at a higher rate than national ones?
By isolating this data, we can place local relevance naturally—not by spamming keywords, but by doubling down on the content that actually drives local revenue.
Analytics should make decisions easier, not make dashboards prettier.
There is a pervasive lie in digital marketing: that "more" equals "better."
More traffic. More pageviews. Lower bounce rates. These are the numbers agencies love to put in monthly reports because they usually go up, and they look impressive to people who don't work in digital.
But they are vanity metrics. They are comfortable lies.
You can have 10,000 visitors a month, but if they are all bouncing off your pricing page or applying for jobs instead of buying services, that traffic is worthless. In fact, it's expensive—it costs money to host and clouds your data.
We need to stop measuring noise and start measuring intent.
Vanity metrics: the comforting lie
Why do teams obsess over pageviews? Because it feels like work. It feels like "brand awareness."
But for a service business, "awareness" doesn't pay the payroll. Pageviews without intent are just noise. We see teams feeling busy—churning out blog posts to spike traffic—while their actual revenue stays flat. They are optimising for the wrong scoreboard.
Define what success actually is
Before we install a single tracking script, we ask: "What does a good day look like?"
For a B2B service firm, success isn't a "hit." It is:
A completed enquiry form (qualified).
A booked consultation.
A click-to-call from a mobile device.
These are the only metrics that matter. Everything else is just leading indicators or distraction.
The intent measurement stack
To track these outcomes, standard Google Analytics isn't enough. We build a specific "Intent Stack":
Event Tracking: We don't just track page loads; we track behaviours. Did they download the prospectus? Did they scroll to the pricing table? Funnels: Where do they drop off? If 100 people visit the "Services" page but only 2 click "Contact," we have a design problem, not a traffic problem. Call Tracking: For local businesses, the phone is often the primary conversion channel. If you aren't using dynamic number insertion (like CallRail), you are blind to half your leads.
Reporting that executives respect
CEOs don't care about "Bounce Rate." They care about "Cost Per Lead" (CPL) and "Revenue Contribution."
Our reporting strips away the metric clutter. We focus on trend clarity. Are we getting more qualified leads this month than last month? Is the cost of acquiring those leads going down? That is the language of the boardroom.
The optimisation loop that compounds
Data is useless if it doesn't change your behaviour.
We use a weekly cadence: Test, Ship, Measure.
Hypothesis: "The contact form is too long."
Test: Remove two fields.
Measure: Did completion rates rise?
This isn't a one-time project; it is a loop. Small, data-backed improvements compound over time to create massive separation from your competitors.
Local growth signals that matter
For local businesses (like our clients in Limerick and Shannon), measurement gets specific.
We look for local intent signals. Are users searching for "Web Design Limerick" finding the homepage or a specific landing page? Are local enquiries converting at a higher rate than national ones?
By isolating this data, we can place local relevance naturally—not by spamming keywords, but by doubling down on the content that actually drives local revenue.