Funnel design
Why traffic is not the problem
When careers content earns attention but the path to action is weak, the fix is routing and proof—not more reach.
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Article
Journal
Writing we stand behind.
Short reads on positioning, proof, and the moments candidates decide.
Topic
EVP
EVP without journeys is a slogan
EVP work fails when it never connects to the moments candidates actually decide.
Proof
Proof at the moment of doubt
Trust surfaces too late. Move evidence closer to the friction points.
Lead capture
One form, one outcome
A single generic form cannot carry every intent. Split routes or lose signal.
Strategy
Lifecycle-led navigation beats service lists
Buyers think in problems and maturity—not agency service categories.