SELECTED WORK / WEBSITES · PLATFORMS · APPS
Client websites, our own working products and native apps. Two selected hospitality and brand concepts are clearly labelled.
A marketing studio with a personal point of view.
A complete identity and website for Madina Kabidenova’s marketing studio. The MK monogram, blue palette and scroll-controlled film lead into case studies and a callback form connected to Telegram and corporate email.
An independent studio, made tangible on the web.
Our live JD Studio website brings web design, application development and automation into one studio identity, with motion-led storytelling, selected work and a direct project enquiry path.
Hard music needs a home outside the feed.
A completed artist platform connecting identity, releases, editorial, studio services and international booking.
Breaks. Minimal. Beyond the frame.
An artist website for a Bangkok-based DJ performing across Asia. Live-session video, selected SoundCloud mixes and direct Telegram booking bring his sound and identity together.
Scan the site. Know what to fix first.
A website diagnostic with a prioritized report, available performance signals and automatic email delivery. Available on the web and iPhone.
Learn verbs in your browser. Keep practising on iPhone.
A language-learning website and native iPhone app for English and other languages. Search verbs, explore conjugation tables, listen to pronunciation and practise active recall with multilingual explanations. The web version works on phones, tablets and desktop browsers.
Find the next key for your DJ set.
An offline harmonic-mixing companion for iPhone and iPad. Choose a key on the 24-key Camelot wheel to see compatible neighbours and relative major or minor keys. Includes haptic feedback and VoiceOver support, with no account or advertising.
Find the right car. Request availability for free.
A two-sided marketplace connecting guest discovery and booking requests with host inventory and operations.
A sense of place before the first visit.
A fictional island retreat presented through a cinematic arrival, villa selection and an editorial guide to the stay.
A product story with a slower rhythm.
A fictional cold-brew brand explored through scroll-driven product imagery, flavour discovery and a clear mobile reading flow.
Browser reconstructions and technical demonstrations, shown separately from our client work and original products. These are not commissions from the brands in the source material. Original source notices and documented limitations are retained; a browser reconstruction is not the original editable project or backend.
A cinematic environment study shown through two still images. No playable film or recovered UE5 runtime.
Open showcase ↗
Three silent WebGL city studies with landmark cards. Phones use portrait orientation; zoom is desktop-only.
Explore demo ↗
A silent terrain and water study with adjustable height and depth. Requires WebGL.
Explore demo ↗
Four strand-motion studies for desktop. The original mobile compatibility fallback is retained; no interactive phone version.
Explore demo ↗Behind the build: how JDMEET Music connects artist identity, releases and booking.
Planning the next chapter for your business? Explore our website redesign and rebuild services or discuss your website or app project.
WHAT WE DO
Brand websites, landing pages and e-commerce. A clear story and a useful next step.
Web platforms, customer portals and native apps — designed around a real workflow.
Analytics, acquisition, technical care and considered improvements after launch.
HOW WE WORK
Your business, audience and the outcome we need to create.
Visual direction and a working prototype before development.
Development, integrations and testing across screen sizes.
Launch, measure, maintain and improve.
MONTHLY CARE PLANS
$0 setup · Month-to-month. Before tax and approved third-party costs. Scope and homepage preview approved before first payment.
US$149 / month
Give customers a clear reason to get in touch.
US$249 / month
Turn enquiries into a clear next step.
US$499 / month
Give customers and your team one place to follow a request.
Choose a plan to send an enquiry here. No payment is taken and no subscription starts.
Before choosing, read what to define in a website care plan: responsibilities, exclusions and evidence of ongoing care.
YOUR NEXT CHAPTER
NORTH GROWTH LAB / JOURNAL
33 articles
PRODUCT LAUNCH / FIRST-PARTY CASE STUDY
How NGL Website Scan turns one public URL into an iPhone audit across SEO, conversion, trust, performance and accessibility.
8 min · September 5, 2026WEBSITE / OPERATIONS GUIDE
A practical scope for website maintenance, monitoring, backups, lead delivery, reporting and accountable support—plus the items that need separate approval.
11 min · October 20, 2026TILDA / WEBSITE AUDIT
Audit a Tilda website across search visibility, page clarity, forms, analytics, mobile performance and the complete lead-delivery path.
8 min · August 28, 2026WEBSITE SCORE / DECISION GUIDE
Learn how to interpret a website audit score, separate lab data from business evidence and choose the first finding worth verifying.
8 min · August 27, 2026WEBSITE AUDIT / PRACTICAL GUIDE
Use this practical website audit checklist to review one public page across discovery, clarity, confidence, action, performance and accessibility.
9 min · October 21, 2026PORTFOLIO / ARTIST WEBSITE
A real artist website build connecting identity, releases, interactive tools and booking, with a dated launch-to-release handoff checklist.
10 min · October 15, 2026PRODUCT UPDATE / WEBSITE DIAGNOSTICS
See how North Growth Lab's free website scanner combines a commercial rubric, mobile Lighthouse, CrUX field data and a proprietary Growth Path Map.
7 min · August 24, 2026BOOKING SOFTWARE / REQUIREMENTS GUIDE
Define availability, capacity, payments, waitlists, integrations, recovery and ownership before estimating a custom booking system.
18 min · August 16, 2026RESTAURANT SOFTWARE / SCOPE GUIDE
Define restaurant app scope across ordering, menus, payments, POS, staff workflows, loyalty, failures and ownership before requesting an estimate.
20 min · August 16, 2026CLOUD / DEVOPS / BUYER GUIDE
Compare DevOps consultants with 12 practical questions covering releases, recovery, observability, cloud cost, ownership and handoff evidence.
20 min · August 16, 2026CUSTOM SOFTWARE / CHECKLIST
Use eight evidence-led gates to scope, test, launch and hand over custom software—from the first workflow to recovery, ownership and operations.
18 min · August 16, 2026GOOGLE ADS / MEASUREMENT
Map a Google Ads landing-page lead from accepted form to delivery, qualification and customer outcome with a practical search-to-sale measurement plan.
16 min · August 16, 2026LANDING PAGES / TEMPLATE
A copy-ready Google Ads landing page brief connecting search intent, ad promise, proof, qualification, tracking, lead routing and launch acceptance before design begins.
15 min · October 15, 2026MARKETPLACE / BUILD STUDY
An anonymized product study of building a two-sided car-rental marketplace across web discovery, mobile workflows, bookings, payments and operations.
16 min · August 20, 2026WEBSITE / DECISION GUIDE
A practical framework for deciding whether to redesign the current website, rebuild the platform or improve the highest-leverage pages without replacing everything.
12 min · August 13, 2026WEBSITE / PLANNING GUIDE
A realistic website redesign or rebuild timeline covering discovery, copy, development, content and SEO migration, integrations, quality assurance and launch.
12 min · August 14, 2026WEB APP / BUDGET GUIDE
Web application development typically costs $10,000–$100,000+, depending on workflows, roles, data, integrations and risk. Compare practical 2026 scope bands.
14 min · August 14, 2026WEB INTERACTION / CASE STUDY
How North Growth Lab designed and built a responsive six-pad rhythm sampler with real audio, rapid retriggering and live waveform feedback for the JDMEET artist website.
7 min · August 25, 2026GOOGLE ADS / DECISION GUIDE
Landing page or website for Google Ads? Use a six-check decision matrix, hotel and design-studio examples, and a practical brief to choose the right destination.
20 min · October 15, 2026LANDING PAGES / BUDGET GUIDE
A transparent guide to landing-page scope, cost drivers and budgeting for businesses that need qualified leads from paid search—not a decorative one-page design.
9 min · August 14, 2026PRODUCT LAUNCH / FIRST-PARTY CASE STUDY
North Growth Lab has released Verb Lab for iPhone: a free verb reference and practice app covering English, French, Spanish, German and Portuguese.
9 min · September 5, 2026PRODUCT / DECISION GUIDE
A practical decision framework for choosing a website, web application, iOS or Android app—and knowing when the business needs a connected combination.
11 min · August 1, 2026MOBILE / PLATFORM STRATEGY
Compare iOS, Android and simultaneous mobile development by audience, product behavior, device requirements, release operations and commercial evidence.
12 min · August 14, 2026WEB / TEMPLATE
Plan a brand-led website redesign with an editable brief, scope and migration worksheets, evidence requirements and clear launch acceptance criteria.
12 min · October 15, 2026WEB / BUDGETING
A practical way to budget a small-business website redesign without comparing proposals that include completely different work.
9 min · August 20, 2026PAID GROWTH
A decision framework for choosing the first paid channel based on demand, urgency, visual proof and sales capacity.
10 min · August 14, 2026CONVERSION
A diagnostic sequence for separating traffic-quality problems from message, trust, friction and follow-up problems.
8 min · July 26, 2026AI / AUTOMATION
Where AI can shorten response time and improve qualification—and where a human must stay accountable.
9 min · July 26, 2026CONVERSION / TOOL
A practical 40-point review for service and professional-business websites, organized by the order in which visitors make decisions.
11 min · July 26, 2026SEO / FOUNDATION
A service-business SEO architecture for turning real jobs, proof, service areas and lead paths into crawlable pages without thin location-page sprawl.
16 min · August 21, 2026LEAD ECONOMICS / GUIDE
A practical cost-per-lead formula, worked example and break-even model for deciding what a qualified inquiry can responsibly cost.
10 min · August 1, 2026LANDING PAGES / SEARCH
A B2B Google Ads landing page checklist covering message match, proof, lead qualification, measurement and sales handoff before you scale paid search.
14 min · August 14, 2026FIRST-PARTY CASE STUDY
How we rebuilt our studio website around real projects, distinct service pages and crawlable content, with a practical release record and clear measurement limits.
9 min · October 15, 2026GOOGLE ADS / DECISION GUIDE · 20 min
Updated October 15, 2026
Landing page or website for Google Ads? Use a six-check decision matrix, hotel and design-studio examples, and a practical brief to choose the right destination.
A person who searches for a specific service has already narrowed the problem. If the ad promises that service and the click opens a broad homepage, the visitor must search again through navigation, product categories and company positioning. That extra interpretation is avoidable friction.
The right destination is the smallest credible page that confirms the searched need, explains fit, provides evidence and offers the appropriate next step. Sometimes that is a dedicated landing page. Sometimes a strong service page already does the job.
Start with the buying situation represented by the search and ad—not with a rule that every campaign needs a new page. The best destination is the existing or new page that can continue that situation with the least ambiguity while preserving enough evidence to earn the next action.
These are hypothetical planning examples, not client case studies or measured campaign results. A high price alone does not decide the destination: the buyer's question and the evidence needed to answer it do.
Review the closest existing service page with the campaign owner and the person who receives leads. Score each check 0 when it passes with current evidence, 1 when it is partial or unverified, and 2 when it clearly fails. Record the URL, ad group and evidence beside the score; a preference for a shorter page or a new design is not evidence.
The total exposes assumptions; it does not predict conversion rate. A single two-point failure in lead delivery, eligibility or the primary action can block launch even when the total is low. Fix technical acceptance first, then keep the destination stable long enough to compare qualified outcomes rather than reacting to a few clicks.
Dedicated does not mean disconnected. A Google Ads landing page should still show the real company identity, relevant proof, policies and useful navigation when visitors need verification. Removing every exit can make an unfamiliar business feel less trustworthy, especially in considered B2B and service purchases.
A well-built service page can serve organic search, referrals and paid acquisition together. This is efficient when the intent is stable and the page already names the service, audience, operating market, process, evidence and action behind the campaign.
The page does not need to be short. It needs to be coherent. Page length should follow the amount of uncertainty a buyer must resolve before taking the next step.
For a considered purchase, photography, typography and motion can help explain the quality of the offer. They do not replace specific information. Let a hotel visitor see the accommodation, let a design buyer inspect real work, and let a product buyer understand materials and availability before asking for commitment.
Keep the essential promise and next step readable without waiting for a film, opening a menu or completing an animation. Retain useful routes to the company, relevant work and policies. An unfamiliar premium brand needs verification, not a page with every exit removed.
Qualification should clarify fit rather than manufacture exclusivity. Ask only for information the receiving team will use. Show budget guidance or a minimum scope only when the business has approved it; do not invent starting prices or promise a response time the team cannot maintain.
A B2B buyer may click alone but rarely decides alone. The page must help that person explain the problem, fit, implementation and commercial next step to colleagues. That usually requires more evidence than a headline, three benefit cards and a form.
Keep the page focused on one buying situation, but include the company identity, relevant capabilities, process, proof, expected response and qualification criteria. A focused B2B page can still link to deeper company information when verification is part of the decision.
A homepage must orient several visitor types. Paid search usually knows more: the query, ad group, device, geography and promised service. Sending that known intent to a general homepage throws away useful context.
The homepage can still be appropriate for branded searches, broad category campaigns or a business with one simple offer. Test the actual journey rather than applying a universal rule. If the visitor can identify the promised service and next step within seconds, the page may be focused enough.
Do not choose a winner from button clicks alone. Preserve the landing page and campaign context with each inquiry, then compare qualified outcomes. A page with fewer submissions can be stronger when it filters poor fit and produces better conversations.
A UK campaign does not automatically need a duplicate country page. Keep one destination when the service, proof and buying situation are genuinely shared; localise the commercial details that affect the decision and measurement. Create a separate UK destination only when the offer, eligibility, evidence or handoff is materially different.
Treat consent and conversion measurement as one launch requirement. Use the current ICO guidance to determine the rules and any applicable exemptions for the actual technologies in use; Google also provides consent-mode guidance for UK advertisers. Test the initial, accept and reject states, and have the responsible privacy adviser approve the business's implementation. Consent mode is a technical control, not a substitute for that assessment.
A campaign that serves several US states does not automatically need one near-identical page per state. Keep one destination when the offer, eligibility, proof and handoff are genuinely shared. Create a separate state or metro destination only when the buyer receives materially different coverage, evidence, pricing, requirements or routing.
Match the page's service-area promise to the campaign's actual location settings. Google Ads uses presence or interest by default, while advertisers can choose presence when only people likely to be in the targeted area qualify. Google also describes location targeting as a best-effort signal rather than a perfect boundary, so the form and sales handoff still need to confirm eligibility.
A hotel guest may research the destination from another country, and a property owner may commission a design studio before moving. Do not automatically exclude those buyers by treating physical presence as a proxy for fit. Record where the buyer can be located separately from where the stay, product delivery or service takes place.
Complete one record per materially different buying situation. Have the campaign owner and the person handling the enquiry agree on it before design begins. Leave unknowns visible instead of filling them with assumptions.
Before commissioning a new landing page, audit the closest service page. If message, proof and tracking can be corrected without creating another URL, improve it first. Create a dedicated page when the campaign genuinely requires a distinct promise, audience or conversion path.
The objective is not to accumulate landing pages. It is to make every paid click arrive at the clearest credible continuation of its search.
Our Growth Scan can help surface technical issues on an existing destination. It does not decide message match, validate campaign economics or prove that a lead reached the right person. Use its findings alongside the six checks, not as a conversion forecast.
Send the click to the page that most closely continues the search and ad promise. A dedicated landing page is usually strongest for one narrow offer or buying situation. A focused service page can be equally responsible when it already provides exact message match, relevant proof, a suitable action and clean measurement. Use the homepage mainly for branded search or a genuinely simple company-wide offer.
No. Google Ads requires a working, relevant destination, not a new page for every campaign. Improve an existing service page when it already matches the intent and can support the required proof, qualification, tracking and lead handoff. Build a separate page when the campaign needs a materially different promise, audience, offer or conversion path.
You can, but a homepage is often too broad for non-branded paid search. It is a reasonable destination when the query names the business, the company has one simple offer or the first screen clearly confirms the advertised service and next step. Otherwise, use a focused service or landing page so the visitor does not have to find the offer again.
Not automatically. Reuse one page when several ad groups represent the same buyer situation, proof requirements, eligibility and action. Create another destination only when the visitor needs meaningfully different information or routing. Near-duplicate pages for keyword synonyms divide maintenance without improving the decision.
Yes. A service page can support paid and organic traffic together when its title and first screen match the campaign, unrelated offers do not dominate, credible proof is easy to verify, the form or booking path fits the visitor and campaign context reaches analytics or the lead system.
Compare them with the same campaign intent and a stable lead-response process. Track qualified conversion rate, cost per qualified lead, appointment and show rate, and eventual customer outcomes—not only button clicks or raw forms. Confirm delivery and attribution first, then wait for enough relevant traffic before declaring a winner.
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