Clarity Brief
The best way to know if we'll work well together is to read how I think.
Written by Steph Walker (Sedgwick), who holds the CPACC and has been doing this for 70+ businesses and organizations since 2015.
This is where I share what I’m seeing. What makes a website hold on to the people who were already going to hire you, and what costs you their trust before they ever reach out. Plus what’s worth ignoring in all the noise about SEO and AI.
Also publishing on LinkedIn, if you’d rather read there.
Updates in your inbox
Roughly monthly. One thing I’m seeing, in plain language, and nothing else.
Featured
The Race You’re Not In
In one month my inbox told me to abandon SEO for GEO, that Reddit was where AI found all its answers, and that Reddit was collapsing. All confident, all selling something. The advice contradicts itself because the research does. Here’s what actually matters if you run a small service business.
Latest from The Brief
When Your Name Leads to the Wrong Website
Someone I know has two websites. The one her name points to can’t be reached, and the one that could actually speak for her is the one nobody lands on. On closing the gap between your findable self and your real one.
The Committee You Didn’t Hire
A client reached out recently, mid-launch, a few days away from putting new site copy live. She’s a consultant and strategist who’s spent more than a decade building her practice. She knows what she does and she’s good at it. And after an AI run-through, she was on the edge of throwing a big part of it out. Here’s how it happened.
The 7-Year Overnight Success
Most service-business websites are ‘fine.’ That’s the problem. What passive income thinking did to your website, and the line one client gave when asked how long her business took to build.
Substance wins: what Google’s March 2026 update confirmed about human-written content
Google’s March 2026 core update is rewarding substance over SEO tactics. Most of the analysis is pitched at marketing directors at larger companies. Here’s the plain-English version for coaches, consultants, and therapists, where the news is mostly good.
Case studies
The posts where I show the numbers.
Same writing, with the before and after attached. What changed, what it cost, and what happened in the 90 days after launch.
She Didn’t Need a New Look. She Needed the Site to Actually Work.
The site looked the same after the rebuild. The traffic didn’t. A faster foundation with better structure and SEO took Divorce Matters from 77 to 409 organic visitors in 90 days.
She’d Given Up on Her Website. Then She Handed It Over.
She’d given up on her website after years of designers who never delivered. We rebuilt it, dropped her broken-page traffic to zero, and grew organic visitors from 62 to 466. Then we stayed.
Case Study: From Website Paralysis to 20+ Bookings in 14 Days
Lou wasn’t struggling. Her referrals kept her booked, but her website pulled in 2 to 3 inquiries a year. Two weeks after the rebuild, she had 20+, and a $10 Facebook ad booked eight more. The site stopped being dead weight and started earning its place.
If you'd rather watch than read
I host roundtables with other people who are good at this: brand voice, content, visibility, getting found. The replays are all in one place.
Read as much of this as you like. Or just ask me. A 15-minute Clarity Call might be the faster path.
