How we write our guides

Who the guides are for

Every guide in Insights is written for business owners and managers making decisions about websites, ecommerce, search and digital growth. We do not publish content aimed at their customers, because that would compete with the businesses we work for.

Where the facts come from

Claims about how people search, how Google behaves or what a regulator requires are attributed to a named source with a link. Figures about business websites come from our own Website Grader, which measures real sites; when we quote them, we say so and how many sites they cover.

Evidence and experience

Our editorial focus is website design, enquiry journeys and connected business systems. An organisational byline identifies the editorial desk, not a named specialist review. Where a person contributes first-hand work, we identify their role and link to an available public profile.

Worked examples are labelled as illustrative unless backed by an identifiable project and evidence. We use current primary sources for platform behaviour and separate official guidance from our recommendations. We do not infer secret ranking weights or promise rankings from a checklist.

How AI is used

Our article writer researches each topic, reads current sources and writes to a specific business brief. Articles publish automatically after checks for required fields, length, headings, source references and internal links. These checks do not verify every factual claim. Human approval is not part of the publication process. Automatically published articles are labelled accordingly, and our team can correct or withdraw them. Calculators and checklists have a separate review process before publication.

What we will not do

We do not invent statistics, testimonials, case studies or client names. Sample material on this site is labelled as such. We do not accept payment for coverage, and we do not publish content about products or services we have not examined.

Corrections

If something is wrong, tell us through the contact form and we will correct it and note the change on the page.