The thinking behind the work
A website needs to help someone make a decision. Here is the fuller story: what we investigate, what the research tells us, how we create the work and what you receive.
Start with the people who need to choose you
Why one generic message is not enough
Take a fictional engineering supplier. Three people can influence the same purchase, but each needs a different answer. Research establishes who matters in your market, which other suppliers they compare and what would make your offer relevant.
The person using the service
They need relevant capabilities, practical limitations and an explanation they can connect to their situation.
The website should showThe problem addressed, the suitable use cases and what needs assessment.
The person approving the spend
They need scope, dependencies, the proposal process and what is included before they can judge the investment.
The website should showHow a project is scoped, what affects cost and the next decision.
The person checking the supplier
They look for relevant experience, supported claims, clear responsibilities and people they can speak to.
The website should showApproved evidence, specific capability and an accountable contact.
Engineering, professional services, hospitality and training have different buyers, language and decisions. A gallery category is a starting point. Your own research determines your website.
The research changes the brief
The research brief asks what buyers need, how competitors present their offers and what your market expects. That gives the writing and design a job to do. These studies inform the method; they do not predict the example profits.
The decision starts before the conversation
In 6sense’s 2025 survey, 94% of buying groups said they ranked their shortlist before contacting sellers.
Nearly 4,000 buyers; purchases of at least $25,000. Self-reported higher-value B2B buying, rather than every SME enquiry.
What we do with that: investigate buyers’ decision questions, requirements and concerns, then show relevant answers and proof before asking for a conversation.
Read the buyer researchInvisible friction can change the outcome
Vodafone reported 8% more sales in a 50/50 landing-page test. The faster variant reduced Largest Contentful Paint by 31%.
A single enterprise experiment, reported in 2021. The pages looked and functioned alike; this is not an SME profit benchmark.
What we check: loading, mobile tasks and the enquiry journey, alongside the visual design.
See the experiment and its methodPeople scan for the answer they need
Nielsen Norman Group’s research summary draws on 13 years of eyetracking, more than 500 participants and over 750 hours of observation.
Its 2020 review describes scanning and varied reading patterns. It does not identify a single layout that increases every business’s sales.
What we make: original answers shaped around what buyers need to decide, checked with likely users to see whether they can find and use them.
Explore the reading researchWe research your buyers’ decisions, compare competing offers and investigate what people expect in your market. That helps define your position before original content and design begin. A template alone does not do that work. WordPress can also support fully bespoke work; the process and work included make the difference.
Understand how we use evidenceWhat missed opportunities can mean
100% bespoke websites · Buyer research first
We research your buyers, your competitors and your market. Then we build a bespoke website around what customers need, what makes you different and why they should choose you.
Example only · 1,000 small businesses
| Month | Potential profit missed |
|---|---|
| 0 | £0 |
| 3 | −£6,000,000 |
| 6 | −£12,000,000 |
| 9 | −£18,000,000 |
| 12 | −£24,000,000 |
Suppose each example business misses 4 suitable customer enquiries a month. If 1 in 4 (25%) became a job, each could bring £2,000 profit after project costs. An enquiry is someone asking about your service.
1,000 × 4 × 25% × £2,000 × 12 months = £24m
Same example.
Add more businesses together.
Look at the value across a year
The value depends on your business. For a company winning £20,000 contracts, the same visitors and a one-percentage-point change in enquiry rate could mean a substantial difference. Here is the arithmetic.
Imagine 1,000 relevant visits a month. Compare 3% of visitors enquiring with 4%. Both versions close 20% of enquiries, with the same assumed contract value.
This is one fictional business, not a total across sectors. These are assumptions to explore, not industry benchmarks or promised results. Actual traffic quality, conversion, deal value and capacity need investigation.
Illustrative calculation · One business
| Scenario | Annual contracts | Annual contract value |
|---|---|---|
| 3% enquiry rate | 72 | £1,440,000 |
| 4% enquiry rate | 96 | £1,920,000 |
| Difference | 24 | £480,000 |
1,000 × (4% − 3%) × 20% × £20,000 × 12 = £480,000
Contract value is not profit. Delivery, sales, website and ongoing costs must be deducted when assessing returns. The assumed change from 3% to 4% has not been measured or established by the research above. This is not a forecast.
How a better website could help
Relevant answers, credible proof and a journey built around the buyer can make it easier to judge whether you are right for them.
Imagine research and testing helped recover half of the opportunity in the opening model. That would be £12,000 per example business, before paying for website improvements and ongoing care.
We investigate what customers are trying to achieve, what could stop them buying and what they need from a supplier. Then we test the proposed content and journey.
See what a custom project involvesSame 1,000 example businesses · 50% recovery assumed
| Month | Potential recovered profit |
|---|---|
| 0 | £0 |
| 3 | +£3,000,000 |
| 6 | +£6,000,000 |
| 9 | +£9,000,000 |
| 12 | +£12,000,000 |
Recovery is an assumption: half of the earlier £24m opportunity, or £12,000 per example business per year. Both charts use the same £24m magnitude scale.
£24m × 50% = £12m before improvement costs
This is a “what if”, not a forecast or client result. The research does not establish a 50% recovery rate. Actual improvement, attribution and net profit must be measured after costs.
Turn understanding into the finished work
Built around the decision your customer makes
Your knowledge starts the brief. Buyer needs, competing offers and market expectations shape the plan. Original writing, design and development turn it into your website. Darren at DS Repro connects the work and your feedback.
Needs, worries, requirements and the proof that helps them decide.
Other offers, common claims and gaps where your business can stand apart.
Sector norms, buying expectations, search language and changing priorities.
One clear position for your business. Turned into your words, your design and your search plan.
Investigate buyers’ problems, requirements and decisions. Compare competitor offers and market expectations to find a credible position for your business.
Why investigate user needs?Turn that position into original words: answers buyers need, reasons to choose you and evidence they can check. You review the facts behind each business claim.
See how original content is plannedShape the layout, visuals and customer journey around the research. The design should help buyers recognise their needs and see how your business responds.
Explore the website conceptsAsk likely buyers to try realistic tasks. Check whether the website reflects their needs, answers their concerns and helps them judge the fit.
How task testing reveals problems“Top 1%” is our quality ambition, not a measured global ranking. Your project needs clear checks for understanding, usability, distinctiveness and ownership.
Bring a useful first briefDissect the work behind the page
Each part answers a different question. The research informs the words; the words and buyer journey shape the design; the build and testing make the agreed experience usable.
Investigate buyers’ needs, concerns and search language. Review competing offers, market expectations and your credible differences. Check assumptions against enquiries and buyer feedback.
A buyer briefBuyer needs, market context, useful differences and the evidence to show.
Why investigate real needs?Create original content from your expertise and the research. Explain who you help, how the service fits and what supports each claim.
Your own contentA question-to-answer plan, original copy and approved business facts.
Why original, useful content?Choose page order, emphasis, visuals and next steps around the decision. Help each buying role find the information they need.
A bespoke designA visible route from the buyer’s problem to evidence and a useful action.
Why make relevant answers visible?Research intent, plan relevant topics and structure helpful answers. Prepare the agreed technical foundations for public search and AI-assisted discovery.
One content foundationSearch language, direct answers, clear context and launch checks.
How search preparation worksAsk likely users to find an answer or take a realistic next step. Record confusion, revise the page and agree what to measure after launch.
A testable websiteTask findings, reviewed pages and a baseline for future improvement.
How to test with likely usersThe links explain the research and professional guidance behind the method. They do not establish a sales uplift for your project. Client reviews, research scope and testing are agreed before work begins.
See what to bring to the first conversationHow a buying concern becomes a page
Original content begins with the customer’s question and your actual expertise. The aim is a specific, useful explanation supported by facts you can stand behind.
A statement any supplier could use
It sounds positive, but it does not help an engineering buyer judge whether you handle their equipment, their site or their problem.
A buyer-specific content brief
For a fictional specialist, the page could explain supported systems, site information, assessment limits and the route to a technical conversation.
This is an imagined content example, not a claim of delivered engineering work. Your service facts and evidence need approval. Generic AI wording is not a substitute for that knowledge, research or review.
Bring the questions your customers actually askSearch. Answers. AI discovery.
Buyer research shows what people search for and the questions behind those searches. We use that to plan original content for search engines (SEO), clear direct answers (AEO) and AI-assisted discovery.
Look inside the content and search planGoogle’s current AI Search guidance emphasises useful original content and established SEO foundations. Visibility, answer placement and AI citations are not guaranteed. Launch eligibility and technical controls are reviewed for the agreed project.
SEO. AEO. AI discovery.
Search preparation is part of the content plan. We investigate what a buyer is trying to find, then create useful pages that explain your offer in that context.
Research topics and search intent, then plan original pages, descriptive headings, links and technical foundations for a public launch.
Answer the questions directly. Define the service, explain conditions and support important claims with relevant facts.
Keep the same business facts accessible, consistent and understandable when search systems choose sources for generated answers.
Google’s AI Search guidance treats these foundations as part of SEO. There is no guaranteed ranking, answer placement or AI citation. Search eligibility and technical controls are reviewed for the agreed project; a public release alone does not guarantee discovery, ranking or inclusion in an AI-generated answer.
Read how evidence informs the contentEvidence, translated into decisions
A published finding is not a ready-made answer for your business. We use it to frame the questions, then investigate your buyers and test the proposed experience.
In 6sense’s 2025 survey, the supplier favoured before seller engagement became the eventual winner 77% of the time.
Same higher-value B2B survey as the opening statistic. Retrospective reports do not isolate the effect of a website.
Our response: help buyers assess fit and supporting proof while they are researching.
Read the sourceNielsen Norman Group’s reading research describes scanning patterns that vary with the task, motivation and individual.
A public research synthesis, not evidence that one layout works for every business.
Our response: give each buying question a clear heading, relevant answer and useful next step.
See the reading researchGOV.UK research guidance recommends investigating user goals and difficulties, then testing realistic tasks with actual or likely users.
Practical service-design guidance. It does not predict a commercial return.
Our response: connect a business assumption to a research question, a design decision and a check.
Explore the research methodWhat you are commissioning
A template supplies a layout. The buyer investigation, original writing, evidence, journey and testing are separate work. WordPress can support bespoke projects too; the platform alone does not tell you what work is included.
The audience, needs, questions and agreed measures that guide the project.
Your own approved words and visual experience, reviewed against the buyer brief.
The agreed pages, search preparation, task checks and arrangements for access, editing, hosting and care.
Purpose can have personality
Different audiences deserve different presentations. These concepts show possibilities; your project begins with your own customers.
Technical services made understandable before a buyer asks for a survey.
A vivid retail direction with distinct product categories and a straightforward shop route.
A warm local-business direction with inviting products and an obvious visit route.
Imagined concepts using original artwork and generated photography. They are not delivered projects or evidence of commercial results.
Explore the thinking behind more website conceptsThe MarketAccord delivery model
A different way to make ambitious websites and useful software possible.
Page & Process operates through the MarketAccord initiative. Several specialist teams work together, collectively contributing 90% of each project’s working hours voluntarily. Their combined expertise brings research-led websites and bespoke software within reach of more professionals and businesses.
The aim is exceptional custom work for a fraction of a comparable UK agency cost. The teams’ shared contribution puts more expertise within reach; Darren explains the scope and paid costs before you decide.
See what your budget could make possible90% refers to project working hours. Your quotation sets the paid work, third-party services, hosting and ongoing support. The hours contribution does not determine a fixed price discount.
Start with the buyer, not the theme
Bring Darren your business, your customers and the decisions your website needs to support. We can work out what should be investigated before designing the pages.