The second reading, v1.25.1
The confusion the first run measured did not happen again.
Same five readers, same six-step loop, same window sizes, against the home page rebuilt from a business partner’s design. Measured on the page rather than asserted:
| Measured on the home page | v1.20.1 | v1.25.1 |
| where Agent Behaviour Policy first appears | character 5,387 of 9,270 | character 67 of 6,081 |
| Agent Behaviour Policy above the fold | 0 | 1 |
| bare policy / policies in the page body | 6 above the fold alone | 0 |
| behaviour policy, qualified | — | 12 |
| insurance-register words above the fold | 10 | 0 |
| a price above the fold | £5 | £10 |
| screens to the four levels, desktop | — | 4.8 |
| screens to the four levels, on a phone | — | 8.9 |
The insurance broker understood on the first screen what took her three pages before, and said why: “policy here is a document, and they have put the qualifier in front of the noun everywhere I can see.” The phone reader, who stalled at v1.20.1 without ever learning what was for sale, reached a purchase decision at step six. Four of the five would now spend money, against two of five. None of that is a sale; two of the three who would buy said the entry level is cheap enough not to be a decision, which is a compliment to the pricing rather than to the page.
- The word that was wrong is fixed; the vocabulary is now split. The home page says reach, mandate, gap, barriers and carries a note about the file names. The pages it links to use the older words in their own prose — the behaviour-policy page says the grant and the delta, and for-corporate says the grant. Three readers hit it within two minutes of the home page. The investor put it worst: “I am forwarding this to people who will not chase a footnote.”
- Every delivery window starts from a reply that has no clock on it. Levels 3 and 4 say 1 to 3 days and 1 to 5 days from your reply. The reader who would have paid £1,500 the same day could not: “one to five days from my reply still depends on when they reply to me.” The step with no time on it is ours.
- A read key may go to your board, your auditor or your broker — and to a customer? The sentence lists three recipients and the reader with a bank’s questionnaire is a fourth. Whether a read key can go to a customer, and be revoked after the review, decides that purchase and is not on the site.
- The investor still has nowhere to land. At v1.20.1 he found an audience card pointing at a page that did not exist. At v1.25.1 the audience cards are gone, so he finds nothing: no view card among CEO, CTO, CISO and insurer, no page, and no sentence saying the document has the same shape every time — which is the only thing he needs to ask thirty-one companies for one.
- Both dated 2026 facts are unsourced where most people read them. The insurance page gives the exclusion’s announcement date and explains why its figures are deliberately qualitative. The home page states the same two facts with no source and no link, and the home page is the page people reach.
- One sentence about somebody else’s industry is unhedged. “What earns cover back is a written record…” states as settled a thing only an underwriter decides, on a page that hedges everything about its own product precisely. The insurance page’s conditional version is the one to carry. The same reader asked for a line the site does not have anywhere: RiskMandate is not an insurer and places no cover.
- And the small ones, measured. The eighteen vault pages say Buy this policy on their primary button, bare, straight after a home page that says behaviour policy twelve times. for-corporate says See a real policy — the exact phrase two readers took for insurance last time. The header’s button says Get in touch on the home page and Book a demo on three others.
What no reader asked to change, named unprompted by more than one of them: the in design chip on the third step (“the single most credible thing on this site”), model-drafted and marked as such, not a compliance assessment, and the deposit split (“somebody who has been burned by a late delivery themselves”). Two design decisions were vindicated: the product’s name in the first sentence, and the price on the first screen — which v1.22.0 removed on principle and a partner’s design put back. The investor read the price before he read anything else, and it is the reason he will act.