THE SURF FIELD NOTES
A clearer view
of what’s ahead.
Useful questions, grounded explanations and practical checklists. A little perspective before you make the next website decision.
How to scope a website budget in Canada
A practical way to compare website proposals by content, functionality, integrations and ongoing responsibility rather than page count alone.
Read the field note Buying a website 02How to choose a web design partner
A practical checklist for evaluating a web design partner’s thinking, evidence, scope, communication and handover before committing to a project.
Read the field note Redesign & launch 03A practical SEO plan for a website rebuild
Plan a rebuild around useful content, intentional URLs, careful launch checks and a clear baseline for measuring search and enquiries afterward.
Read the field note Search & discovery 04SEO and AEO begin with a useful answer
How clear content, technical access, credible evidence and connected customer journeys support conventional search and AI-assisted discovery.
Read the field note Planning & collaboration 05Write a website brief that makes decisions easier
A focused website brief for audiences, services, content, lead handling and launch responsibilities, without turning the first conversation into a specification exercise.
Read the field note AI & operations 06Choose a useful first AI workflow
How to identify an AI task, define its boundaries and connect it to a reliable business workflow with appropriate human review.
Read the field note Brand & experience 07Bring the brand into the whole website
How positioning, writing, imagery and interface choices can create a distinctive website while keeping the offer and customer journey clear.
Read the field note Platforms & ownership 08Choose a website platform around the work
A practical framework for comparing website platforms by publishing, commerce, integrations, ownership and the team’s ability to run the finished site.
Read the field noteYOUR NEXT CHAPTER, ONLINE
Ready to make
some waves?
A little ambition. A clear direction.
Let’s build something that feels like you.
