Online retail · Outdoor goods
Fieldnote Commerce
Product discovery and checkout journey review
+28%checkout completion (illustrative)
- UX & Conversion
- Analytics
- Performance
Services
Find what is holding your website back, then fix it in the right order.
Eight focused services, each ending in recommendations your team can act on. Use one on its own or combine them into a roadmap.
01 / 08
Website Strategy & Positioning
Clarify who the site is for, what it must persuade them of, and how each page earns its place in that story.
Typical duration · 2–3 weeks
Ask about strategy workWho it helps
Teams planning a redesign, entering a new market, or whose site no longer reflects what the business actually sells.
What we review
- Value proposition and headline hierarchy
- Audience segments and their key questions
- Competitor positioning and category language
- Sitemap and page purpose
Typical deliverables
- Positioning summary
- Page-by-page messaging priorities
- Recommended sitemap
Why the findings matter
When visitors understand what you do in the first few seconds, every later improvement has something to build on.
Related case studies
02 / 08
UX and Conversion Review
Walk the journeys that matter—enquiry, signup, checkout—and find where people hesitate, get lost or give up.
Typical duration · 1–3 weeks
Ask about ux & conversion workWho it helps
Sites with healthy traffic but disappointing enquiries, signups or sales.
What we review
- Key user journeys and drop-off points
- Navigation, forms and calls to action
- Trust signals and objection handling
- Mobile interaction patterns
Typical deliverables
- Annotated journey walkthrough
- Friction log ranked by impact
- Quick-win list
Why the findings matter
Small points of confusion compound. Removing them often matters more than driving extra traffic to a leaky journey.
Related case studies
03 / 08
Performance & Core Web Vitals
Diagnose what makes pages slow on real devices and connections, then prioritize fixes your developers can ship.
Typical duration · 1–2 weeks
Ask about performance workWho it helps
Sites with slow mobile pages, heavy media, or Core Web Vitals warnings in Search Console.
What we review
- Largest Contentful Paint, Interaction to Next Paint and layout shift
- Image, font and script loading strategy
- Third-party tags and their cost
- Hosting, caching and rendering approach
Typical deliverables
- Performance baseline
- Bottleneck analysis
- Developer-ready fix list
Why the findings matter
Speed shapes first impressions, and slow interactions quietly erode trust long before anyone files a complaint.
Related case studies
04 / 08
Technical SEO Foundations
Make sure search engines can find, understand and correctly index the pages you care about.
Typical duration · 1–2 weeks
Ask about technical seo workWho it helps
Sites after a migration, with indexing gaps, or with content that should be found but is not.
What we review
- Crawlability, indexing and canonical signals
- Metadata, headings and internal linking
- Structured data accuracy
- Sitemaps, redirects and status codes
Typical deliverables
- Technical SEO audit
- Indexing issue list
- Metadata guidelines
Why the findings matter
Good content cannot perform if it is hidden behind technical mistakes that search engines quietly penalize.
Related case studies
05 / 08
Accessibility & Responsive Audit
Test the site with keyboards, screen readers and real screen sizes, and map issues against WCAG guidance.
Typical duration · 1–2 weeks
Ask about accessibility workWho it helps
Teams with accessibility obligations, public-sector audiences, or a broad customer base.
What we review
- Keyboard access and focus management
- Colour contrast and text alternatives
- Form labelling and error handling
- Layouts from 320px phones to wide desktops
Typical deliverables
- WCAG-referenced issue log
- Severity ratings
- Fix guidance with examples
Why the findings matter
An inaccessible journey excludes real customers and creates avoidable risk for the business.
Related case studies
06 / 08
Analytics & Measurement
Decide what success looks like, then set up tracking that tells you whether changes are actually working.
Typical duration · 1–3 weeks
Ask about analytics workWho it helps
Teams who have analytics installed but do not trust the numbers or use them to decide.
What we review
- Goals, conversions and event naming
- Tag configuration and consent handling
- Reporting views and dashboards
- Data gaps and duplicate tracking
Typical deliverables
- Measurement plan
- Event tracking specification
- Reporting recommendations
Why the findings matter
Evidence turns website debates into decisions, and lets you tell real improvements from noise.
Related case studies
07 / 08
Design System and Content Structure
Bring order to page templates, components and content models so the site stays consistent as it grows.
Typical duration · 2–4 weeks
Ask about design system workWho it helps
Growing teams where every new page looks slightly different and publishing takes too long.
What we review
- Templates, components and their variations
- Content types and CMS structure
- Typography, spacing and colour usage
- Editorial workflow and governance
Typical deliverables
- Component inventory
- Content model recommendations
- Consolidation plan
Why the findings matter
Structure lets your team publish faster without slowly eroding the quality of the site.
Related case studies
08 / 08
Ongoing Advisory
A senior web advisor on call: review designs and builds, help prioritize, and keep measurement honest.
Typical duration · Monthly, ongoing
Ask about advisory workWho it helps
Teams with in-house or agency developers who want independent guidance over months, not days.
What we review
- Design and implementation work in progress
- Roadmap priorities and trade-offs
- Release quality and regressions
- Results against the measurement plan
Typical deliverables
- Recurring advisory sessions
- Written review notes
- Quarterly priorities check-in
Why the findings matter
Continuous, independent review catches problems while they are still cheap to fix.
Deliverables
What you receive, whichever service you choose.
We do not promise rankings, conversion lifts or performance scores. Nobody honestly can. We promise clear evidence, sound reasoning and a plan you can act on.
- 01Findings reportEvery issue explained in plain language, with evidence and a screenshot or reference.
- 02Priority matrixFindings scored for impact and effort, so the critical few stand out from the long tail.
- 03RoadmapA sequenced plan your team, developer or agency can schedule and deliver.
- 04Developer notesSpecific, testable recommendations that translate directly into tickets.
- 05Walkthrough sessionA recorded call to talk through findings and answer your team's questions.
Our approach
How we work, step by step.
A calm, predictable process. You always know what we are looking at, what we found, and what happens next.
Step 01
Listen
Goals, audience, constraints, current performance
A working session to understand what the site must achieve and what has been tried before.
Step 02
Inspect
Content, journeys, accessibility, SEO, technical health
Hands-on review of the live site, analytics and the journeys that matter most.
Step 03
Prioritize
Separate critical fixes from lower-impact ideas
Every finding is scored for impact and effort, so the important work is not lost in a long list.
Step 04
Plan
Roadmap with effort and impact
A sequenced roadmap your team, developer or agency can pick up and deliver.
Step 05
Improve
Implementation support and review
We stay close during delivery, reviewing designs and builds before they go live.
Step 06
Learn
Measure and refine
Check results against the plan, keep what works and adjust what does not.
Related work
See the services in context.
Illustrative demo projects with fictional names and sample outcomes.
Hospitality · Boutique hotels
Harbor & Pine
Performance and content structure improvement
−44%mobile page-load time (illustrative)
- Performance
- Design System
- Technical SEO
Education · Professional courses
Brightpath Learning
Enquiry funnel and accessibility improvements
2.1×completed enquiries (illustrative)
- Accessibility
- UX & Conversion
- Strategy
Next step
Not sure which service you need?
Most teams are not. Request a website review and we will tell you which two or three areas deserve attention first.