Research
Research notes·7 min read
The language customers use before they are ready to buy
Find the questions, symptoms and frustrations that appear before a buyer searches for a product category.
Read articleThe Clublob journal
Understand the problem.
Earn the attention.
Research-led ideas on customer language, useful content, digital discovery and measurement. Practical thinking, without exposing private customer data or proprietary tactics.
Ideas worth keeping
Latest thinking
Content systems
Strategy·5 min read
Why publishing more does not always create more demand
A useful content system starts with a customer problem, not a calendar full of empty slots.
Read articleDiscovery
Field guide·8 min read
Build topic depth without repeating the same article
Map causes, consequences, alternatives and desired outcomes into a genuinely helpful body of work.
Read articleAnalytics
Measurement·6 min read
From clicks to customer signals: what to measure
Track the steps that connect attention to visits, enquiries and business outcomes.
Read articleAudience
Research notes·6 min read
The same problem sounds different to every role
How context changes the words a founder, operator and buyer use to describe the same friction.
Read articlePlanning
Workflow·4 min read
A calmer way to turn research into a publishing plan
Prioritise the most useful unanswered questions instead of chasing every trending topic.
Read articleSmall business
Business growth·9 min read
Why your website gets visits but few enquiries
Explore common gaps between what visitors need to know and what a business website actually explains, from unclear offers to missing trust signals.
Read articleMarketing
Marketing guide·10 min read
How to attract the right customers without a bigger ad budget
A practical look at improving relevance, answering buyer questions and making each page more useful to the people you want to reach.
Read articleB2B
B2B growth·8 min read
What business buyers look for before contacting a supplier
Understand the role of clear service information, proof, fit, responsiveness and useful answers in a B2B buying journey.
Read articleLocal business
Discoverability·7 min read
Helping local customers find the service they need
Make service areas, opening information, pricing context and contact options easier for potential customers to understand.
Read articleE-commerce
Customer experience·9 min read
Why shoppers leave product pages without buying
Learn how incomplete product details, delivery uncertainty, weak images and unanswered questions can create avoidable hesitation.
Read articleAgencies
Agency operations·8 min read
How agencies can turn client questions into useful content
A repeatable editorial approach for creating clear, client-specific resources without publishing confidential client information.
Read articleCustomer experience
Customer experience·7 min read
The support questions that reveal a confusing customer journey
Recurring questions can point to unclear instructions, confusing handoffs or missing explanations across a service experience.
Read articleSaaS
SaaS growth·10 min read
How software companies can explain complex products simply
Help prospective users understand who a product is for, which problems it addresses and what a sensible first step looks like.
Read articleContent systems
Content planning·8 min read
Creating helpful articles for customers at different stages
Balance beginner explanations, comparison questions and practical next steps without overwhelming readers or repeating the same point.
Read articleAnalytics
Measurement·8 min read
Which website metrics matter to a growing business?
Connect engagement, enquiries and conversion quality to business goals instead of judging success by page views alone.
Read articleTrust
Business essentials·7 min read
Building trust online when customers have never met you
Use transparent policies, accurate information, credible proof and accessible support to reduce uncertainty for first-time buyers.
Read articleOperations
Team productivity·8 min read
When a growing team needs a clearer way to organise work
Spot signs of scattered information, duplicated effort and unclear ownership, then consider small improvements to everyday workflows.
Read articlePut the ideas to work
Turn customer questions into a clear plan.
Start with your own problem language, then organise the work in one focused workspace.