Data-driven decision making that helps leaders.
Most organisations haven’t set up structured tracking, so decisions rest on instinct or opinion. Larger organisations usually have some form of analytics in place, but it may not be collecting useful data.
The ideal scenario for any organisation is good data and analysis that support accurate, data-driven decisions, using whichever tools are best for the job. For most organisations, a small amount of the right data is enough.
What This Covers
Identifying The Right Tools
The right tool depends on the platform – Google Analytics, Squarespace’s built-in analytics, a CMS’s internal hit counts, or whatever the organisation already has in place. In most cases, the basic setup already provides what’s needed: which pages get traffic, how long people stay, where visitors are coming from. A small organisation rarely needs extensive custom configuration.
Search Analysis
Understanding what people are searching for gives content ideas a basis in real demand. This often surfaces gaps – demand that exists but isn’t met by any page on the site. Acting on what the analysis shows, from content to technical SEO, is covered under Communications & Marketing.
Setting Up the Foundations Properly
Every project should start with the basics configured from day one, typically Google Search Console and a Google Business Profile.
Using Data to Settle Real Decisions
Page-level data can show why a page someone insisted on keeping isn’t doing anything for the organisation, or make the case for a new page that data suggests is worth building. Platform-level stats can justify decisions like moving to a responsive design. This kind of evidence tends to settle disagreements, and can also clarify whether previous advice, from an earlier developer or “SEO expert”, held up.
Proven Approach
Every engagement follows the same method: gather all the data available, then turn it into recommendations and, where needed, deliver the solutions. We’re currently applying it for a community sporting club.
Who This Suits
Small and medium organisations that want decisions grounded in data. It suits organisations with no tracking in place, and those with analytics already set up that isn’t informing any decisions.
This service is typically delivered through an Advisory engagement, often as an ongoing arrangement.