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.
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Warning Signs
Has your web developer stopped responding?
Whose accounts the site lives in decides what the silence costs you. The hour of checks that shows what you can recover without them, and the request to send.
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Warning Signs
Is your web designer overcharging you for simple things?
Each charge has a legitimate version. Your certificate details, your host's plan page and GA4's standard reports show which one you're paying for.
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.
