Guides & templates
Capability statement guide + template
What buyers check to qualify you, how to write the one-page statement, and a template with a worked example you can print or save.
Explore↗Everything we’ve built to help.
Guides, templates, tools, studies, and a reference library for established B2B companies. Most of it asks for nothing in return.
Guides & templates
Practical, download-and-use resources for established B2B companies.
Guides & templates
Website RFP guide + template
How to hire a web design agency without guessing: a fillable RFP for a new build or a redesign, with the SEO requirements that protect what your site has earned.
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Guides & templates
How to choose a web design agency + comparison sheet
The questions that separate firms, what good answers sound like, and a one-page sheet for comparing up to three agencies on the criteria that predict a good outcome.
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Guides & templates
RFP scoring matrix + vendor evaluation template
A weighted scorecard for comparing website proposals, with criteria and weights prefilled for a B2B project so the best deck doesn't beat the best plan.
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Guides & templates
SEO audit checklist + template
A fillable audit for someone who owns a B2B site and is not an SEO: five sections in the order that finds the expensive problems first, each row naming the tool and where to look.
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Guides & templates
Technical SEO checklist + template
The machine layer only: crawling, architecture, Core Web Vitals, structured data, redirects and mobile, with the pass condition stated for every row.
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Guides & templates
Website redesign checklist + template
Nine phases from stating the problem to the first month after launch, built around keeping the search visibility you already have. Fillable Word and PDF.
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Guides & templates
Website migration checklist + template
The technical half: URL inventory, redirect mapping, content parity and the launch-day indexing check that decides whether rankings survive the move.
Explore↗Tools
Send us your site and get something back, no call required.
Tools
Alkali Score
A 0-100 grade for your B2B website, benchmarked against 55,000+ sites, with the first fix we'd make.
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Tools
Homepage benchmark
Your homepage scored on the eight checks from our study of 55,000+ B2B sites, plus the first fix.
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Tools
Homepage mockup
We rebuild your homepage around what's quietly costing you customers and send it back. Yours to keep.
Explore↗Studies & reports
Original research on how established B2B websites actually perform.
Studies & reports
The State of the Established B2B Website
Our benchmark study of established B2B websites: where they win buyers and where they quietly lose them.
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Studies & reports
B2B website speed benchmarks
56,005 US B2B homepages scored on Google PageSpeed: the median takes 3.7 seconds to show anything, and 70.5% are past the three-second mark.
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Studies & reports
How often AI assistants recommend US manufacturers
20,548 US manufacturers tested against ChatGPT, Gemini, and Google's AI: about half weren't recommended when a buyer asked for their service near their town.
Explore↗Warning Signs
Questions our clients wish they'd asked a previous vendor sooner, with the checks to run yourself.
Warning Signs
Do you actually own your website?
Domain, hosting, CMS, code, analytics: five checks that take fifteen minutes and need nobody's permission.
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Warning Signs
Should a small website change take weeks?
Whether the delay is the queue or the build, diagnosed from your own email history.
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Warning Signs
Should you have to tell your web vendor what to do?
Where the expert relationship ends and unpaid design work begins, and the one-email test.
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Warning Signs
Should you only hear from your vendor at renewal?
What a working web partnership sounds like month to month, and how to tell dormant from done.
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Warning Signs
Are you paying monthly and owning nothing?
What the monthly fee actually buys, and the checks that show whether you would keep anything if you left.
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Warning Signs
Whose name is on your domain registration?
The one asset you can't rebuild, and your email rides on it. The two-minute ICANN lookup, the 60-day transfer lock, and the script.
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Warning Signs
Why can't you see your own website analytics?
If your traffic data only arrives as a vendor PDF, the vendor is grading its own work. The GA4 ownership checks and how to get the property transferred.
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Warning Signs
Why did your rankings drop after the redesign?
Missing redirects, cut content, or a staging block left live: the Search Console checks that tell you which one it is.
Explore↗Comparisons
Straight answers to the either-or questions buyers ask us most.
Comparisons
SEO vs. GEO
Ranking on Google versus being cited by AI, and why you need both.
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Comparisons
WordPress vs. Webflow
Which platform fits an established B2B company, and the tradeoffs.
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Comparisons
Redesign vs. rebuild
When a refresh is enough and when the site needs to come down to the studs.
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Comparisons
In-house vs. agency
Where an in-house hire wins, where a partner does, and how to decide.
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Comparisons
Sanity vs. Contentful
Two headless CMS platforms compared on editor experience, modelling, and what each actually costs at B2B scale.
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Comparisons
Agency vs. freelancer
What each is good at, what each costs, and which risk you are taking on.
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Comparisons
Custom website vs. template
When a template is genuinely enough, and what it costs you when it is not.
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Comparisons
Headless CMS vs. traditional CMS
The architecture decision, in terms a business owner can act on.
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Comparisons
RFP vs. RFQ
Which document you actually need, and what each one gets you back.
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Comparisons
AEO vs. SEO
Being found on Google versus being quoted by AI assistants, and how they differ.
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Comparisons
EDI vs. API
How buyers connect to suppliers, and which one your customers will ask for.
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Comparisons
HubSpot vs. WordPress
Where the website should live versus where the marketing operation should, and why choosing one doesn't mean giving up the other.
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Comparisons
HubSpot vs. Salesforce
Speed and simplicity against depth for complex, long-cycle sales, and which one needs a dedicated admin.
Explore↗Rankings
Neutral, source-verified rankings of the tools and platforms B2B teams evaluate.
Rankings
Best headless CMS for B2B
Sanity, Contentful, Storyblok and more, compared on editor experience, developer flexibility, and total cost.
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Rankings
Best AI visibility tools
The AEO trackers that tell you whether AI answers cite your brand, compared on data depth, coverage, and price.
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Rankings
Best B2B CRM
HubSpot, Salesforce, Pipedrive and more, compared on pipeline management, integrations, and total cost.
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Rankings
Best B2B ecommerce platforms
The platforms built for selling to other businesses: customer pricing, quotes, purchase orders, ERP.
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Rankings
Best enterprise CMS
What changes at enterprise scale: governance, multi-site, localisation, and the licence costs nobody quotes upfront.
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Rankings
Google Analytics alternatives
Analytics tools compared on what they replace, data ownership and price.
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Rankings
Best conversion rate optimization tools
Eight CRO tools compared on verified pricing, and which ones actually work at B2B traffic volumes rather than ecommerce ones.
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Rankings
Best customer portal software
Eight customer portal platforms compared on verified pricing, and the per-seat trap that gets expensive at B2B customer counts.
Explore↗Reference
The always-on library.
