Evidence, not opinion: how we choose what to publish
Why our site carries links to public review profiles instead of testimonials we wrote ourselves — and what that changes about the way we work.
4 min read
Most websites are judged on how they look in a meeting room. That is the wrong test. The right test is a stranger on a phone, mildly interested, with a competitor tab already open.
The ten-second test
Open your home page on a phone. Count to ten. Can a stranger say what you sell, who it is for and what to do next? If not, no amount of advertising will fix the leak — it will only make it more expensive.
Traffic is rented. The clarity of your own pages is owned.
What the site owes you
- A page for every question a buyer asks before they contact you.
- An enquiry path that works with a thumb, on a slow connection.
- Analytics you can read without a specialist to interpret them.
- Speed: every second of load time is a share of enquiries you never see.
What you owe the site
Content only your team knows: real project details, real numbers, real photographs of real work. An agency can structure and write, but it cannot invent the evidence. The sites that outperform are the ones whose owners hand over the substance.
Where to start
Pick the five questions your sales team answers most often. Give each one a page. Measure enquiries, not visits. Repeat every quarter. That single habit outperforms most redesigns.
Published by Fibvo, Bengaluru and Erode, India — working with clients in other time zones. If you disagree with any of this, we would genuinely like to hear it — tell us why.
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