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Plain-language guides on website UX, SEO, AI search, and conversion. The same fixes that bring more visitors in also turn more of them into customers. Browse by collection below.

Looking for a specific term? See the glossary for plain-language definitions of every metric and module we use.

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How to Write Category Pages That Rank and Convert
E-commerce SEO for Conversions

How to Write Category Pages That Rank and Convert

Most stores pour their SEO effort into product pages and leave category pages as a bare grid of thumbnails. That's backwards. Category pages match the broad, high-volume searches shoppers actually type, and they're where people compare before they choose. This guide shows you how to write a category page that Google can rank and shoppers can buy from: the intro copy, the headings, the filters, the internal links, and the one mistake that wipes out your rankings.

By Emma Pugsley, Co-founder

How to Spot Revenue Leaks on Your Website
E-commerce Conversion Rate Optimization

How to Spot Revenue Leaks on Your Website

Your website looks fine, traffic's steady — and you're still losing sales every day. Revenue leaks are the points where would-be buyers quietly slip away. Here's a 20-minute check to find exactly where you're losing money, put a dollar value on each leak, and fix the biggest one first—no developer required.

By Emma Pugsley, Co-founder

How AI Systems Read Product Pages
AI Search and AEO

How AI Systems Read Product Pages

A product page is no longer only a page for humans to read; it's a data source for machines to extract and quote. The most important page in commerce is also the least legible to AI. If you understand how these systems actually read your pages, you can fix that. This guide walks through it.

By Emma Pugsley, Co-founder

Browse by collection

E-commerce Conversion Rate Optimization

Practical ideas to help stores get more sales from the traffic they already have. Expect clear fixes, prioritised advice, and conversion-focused content for SMB e-commerce teams.

4 posts

Website UX and Usability

Straightforward guidance for making websites easier to use and less confusing to buy from. These posts focus on clarity, usability, and removing friction that blocks revenue.

2 posts

AI Search and AEO

Practical content on how SMB websites can show up in AI search, answer engines, and LLM-driven results. These posts focus on clarity, structure, trust, and content that AI systems can understand well.

3 posts

Product Page Optimization

Advice for turning product pages into stronger selling pages. These posts look at layout, copy, trust, and the details that help visitors decide to buy.

2 posts

Checkout and Cart Optimization

Content about the last step before purchase, where small issues can stop a sale. Expect fixes for cart friction, checkout abandonment, and payment flow problems.

2 posts

Shopify Store Optimization

Tips and teardown-style advice for Shopify stores that want better performance without guesswork. These articles cover common Shopify issues, smart fixes, and small changes that can improve results.

4 posts

E-commerce SEO for Conversions

SEO content that goes beyond traffic and focuses on getting the right visitors to convert. These posts connect search visibility with revenue, intent, and page usefulness.

4 posts

Website Audits and Teardowns

Audits, teardowns, and research-backed breakdowns of what is helping or blocking conversions. These posts are built to be useful, specific, and easy to act on.

4 posts

Latest articles

How to Write Category Pages That Rank and Convert
E-commerce SEO for Conversions

How to Write Category Pages That Rank and Convert

Most stores pour their SEO effort into product pages and leave category pages as a bare grid of thumbnails. That's backwards. Category pages match the broad, high-volume searches shoppers actually type, and they're where people compare before they choose. This guide shows you how to write a category page that Google can rank and shoppers can buy from: the intro copy, the headings, the filters, the internal links, and the one mistake that wipes out your rankings.

By Emma Pugsley, Co-founder

How to Spot Revenue Leaks on Your Website
E-commerce Conversion Rate Optimization

How to Spot Revenue Leaks on Your Website

Your website looks fine, traffic's steady — and you're still losing sales every day. Revenue leaks are the points where would-be buyers quietly slip away. Here's a 20-minute check to find exactly where you're losing money, put a dollar value on each leak, and fix the biggest one first—no developer required.

By Emma Pugsley, Co-founder

LLM SEO: What SMB Brands Need to Know
AI Search and AEO

LLM SEO: What SMB Brands Need to Know

AI tools don't rank your website; they either cite it or ignore it. That single shift is what "LLM SEO" is about, and small brands can win at it without an enterprise budget.

By Emma Pugsley, Co-founder

How AI Systems Read Product Pages
AI Search and AEO

How AI Systems Read Product Pages

A product page is no longer only a page for humans to read; it's a data source for machines to extract and quote. The most important page in commerce is also the least legible to AI. If you understand how these systems actually read your pages, you can fix that. This guide walks through it.

By Emma Pugsley, Co-founder

12 Website Usability Mistakes That Hurt Sales
Website UX and Usability

12 Website Usability Mistakes That Hurt Sales

Even minor errors in layout, text, or images can undermine trust and drag down conversion. Here are the 12 most common ones and how to fix each.

By Emma Pugsley, Co-founder

Shopify Optimization Checklist for Growing Stores
Shopify Store Optimization

Shopify Optimization Checklist for Growing Stores

Once you're scaling (more traffic, more SKUs, more apps, more orders), optimization stops being optional and becomes the difference between profitable growth and pouring money into a leaking bucket. Here's a practical optimization checklist for growing Shopify stores, organised by what to fix in what order.

By Emma Pugsley, Co-founder

Best Shopify UX Fixes for Higher Sales
Shopify Store Optimization

Best Shopify UX Fixes for Higher Sales

Shopify gives you a fast, reliable store out of the box, but "works" and "converts" are two different things. Here are the highest-impact Shopify UX fixes for SMB stores, in roughly the order they tend to pay off.

By Emma Pugsley, Co-founder