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.
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Featured
The Lawsuit Posts Are Real. The Panic Isn’t.
The lawsuit posts are real, but most cases target online stores in a handful of US states. This is a plain-language look at the rules in Alberta, Ontario, the US and Europe, from someone who is 1,000% not a lawyer.
Latest from The Brief
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.
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.
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.
CORE Support Services: a website that shows the people, not just the services
CORE Support Services serves about 215 adults and youth. They came to us already knowing the website had to work for their clients and families, and wanting it to show the people, not just the list of services. 4 years on, it is still not anybody’s job internally.
Glooscap First Nation: one accurate place the community can trust.
Glooscap First Nation’s story was being told on other people’s platforms, some of it inaccurate. They wanted one place the community owned and could trust. Here’s what we built, and what the Chief Administrative Officer says has and hasn’t changed since.
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.
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.
