Ranking in AI answers: what actually changed in 2026
Citation share is the new position one. Here's how we restructured content to earn it.
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Insights · Blog
Weekly notes from inside the accounts.
What we're testing, what stopped working, and what we'd do differently — written by the people running the work, not a content team writing about it secondhand.
Why we stopped optimising to ROAS on every account
Contribution margin tells you whether to scale. ROAS only tells you the ad worked.
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The 20-minute lead response rule, automated
A simple routing change that lifted qualified conversations by a third.
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The diagnosis most brands skip before hiring an agency
Four questions worth answering before you spend anything on media.
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When your own locations compete against each other
Multi-location brands lose more to cannibalisation than to competitors.
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The email flow most D2C brands still haven't fixed
Post-purchase is the highest-leverage, lowest-effort flow in your account — and it's usually untouched since launch.
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Speed is a conversion lever, not an engineering vanity metric
What a second of load time actually costs at different order values.
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Why your ad creative dies faster than your testing calendar
Ad fatigue timelines by platform, and what a real production pipeline needs to look like.
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The founder-content system that doesn't rely on the founder
How to build a repeatable content pipeline around one person's limited time.
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