CTO & Founder
Having worked in agencies since he left university, Paul drives both the technical output at Filter, as well as being responsible for planning. His key strengths are quickly understanding client briefs and being able to communicate complex solutions in a clear and simple manner.
AI for E-commerce: How AI Is Changing Online Retail
Sixty-four per cent of UK consumers trust AI tools when shopping online. From how customers find products to how brands manage stock and serve personalised experiences, the mechanics of online retail have changed substantially. Here's what's actually happening and what it means for your brand.
How Personalisation Drives Revenue in Hospitality and Travel
A personalised web experience turns browsers into bookers and one-time guests into repeat customers. This guide follows the guest journey from first search to post-stay loyalty, showing where personalisation directly increases revenue for hotels, travel operators, and hospitality brands.
How WordPress Sites Can Prepare for AI Search
WordPress already has most of what AI search platforms need. The problem is that most sites are one or two default configurations away from being invisible to every major AI crawler. This guide covers the specific settings, plugins, and structural changes that actually move the needle.
AI Shopping Assistants: What Brands Need to Know
Two-thirds of UK consumers are open to using AI shopping assistants. But being visible to them requires a different approach to structured data, entity authority, and product feeds — not just strong search rankings. Here's what brands need to understand and where to start.
Website Personalisation: The Complete Guide
Most businesses think personalisation means knowing someone's name. The reality is more structural — and considerably more valuable. This guide covers what website personalisation actually involves, how to segment your audience, what to change on your site, and how to build a programme that delivers measurable results.
WordPress Personalisation: How PersonalizeWP Compares
Your WordPress personalisation options range from enterprise DXP platforms costing six figures to free plugins you can install in two minutes. The right choice depends on what you actually need — not what vendors want to sell you. Here is an honest comparison, from the team that built PersonalizeWP.
How Much Does an Enterprise WordPress Website Cost in 2026?
The website development cost UK businesses face for enterprise WordPress ranges from £40,000 to £300,000 — but that range is useless without context. This article breaks down what actually drives the price, what each budget tier delivers, and how to stop comparing quotes that are measuring different things.
WordPress VIP vs WP Engine: Choosing the Right Enterprise Host
Your WordPress enterprise hosting decision shapes everything from deployment workflow to long-term cost. This comparison breaks down where WordPress VIP and WP Engine each earn their place — based on your traffic profile, compliance requirements, editorial complexity, and budget — so you can choose with confidence rather than conjecture.
The Definitive Guide to Generative Engine Optimisation
Generative engine optimisation (GEO) is the practice of structuring your content and online presence so that AI search platforms — ChatGPT, Gemini, Perplexity, and Claude — consistently discover and cite your website. This guide explains how it works, how it differs from SEO, and how to build a GEO strategy that delivers measurable visibility.
WordPress Full Site Editing: What Enterprise Teams Need to Know
WordPress full site editing changes how enterprise teams build and maintain websites — but the transition from classic themes isn't straightforward. This guide covers what FSE actually delivers, where it falls short, and how to decide whether your organisation is ready to move.
AI Content Strategy: Writing for AI-Powered Search
Most AI content strategy advice focuses on writing style. The real issue is architecture — how content is structured, how deep your topic coverage goes, and how well AI platforms can extract and attribute what you publish. Here is what actually drives AI citation visibility, and how to build a content strategy around it.
WordPress Multilingual: A Guide for Global Businesses
Going multilingual on WordPress is not a translation project — it is an architecture project. This guide covers the five decisions that determine whether your multilingual site performs or frustrates: URL structure, plugin choice, translation approach, content architecture, and ongoing governance.
How Filter Uses AI Internally: Lessons from an Agency That Builds AI Tools
Most agencies talk about AI. We build AI tools — and then use them on our own projects every day. Here is what our ai content strategy actually looks like behind the scenes, where things went wrong, and what we have learned about making AI useful rather than decorative.
AI Visibility Benchmark Report: How UK Websites Perform Across 6 AI Platforms
Only 11% of domains cited by ChatGPT also appear in Perplexity results. We ran AI SEO audit checks across UK websites to measure performance across the six platforms now shaping how audiences discover content. This is what we found.
What Is an AI Readiness Assessment (And Does Your Business Need One)?
An AI readiness assessment helps you understand whether your organisation has the data, infrastructure, skills, and strategy to adopt AI effectively. We explain what it involves, where most businesses get stuck, and how to take the first step.
How We Connected WordPress to AI Using the Abilities API and MCP
We connected WordPress to AI using the new Abilities API and our open-source plugin, Filter Abilities. This integration allows AI assistants to directly manage content, audit SEO, and analyse visitor data, transforming your site into a conversational platform engineered for growth through data-driven insights.
How We Connected WordPress to AI Using the Abilities API and MCP
Our open-source Filter Abilities plugin uses the new WordPress Abilities API to give AI assistants direct access to your site. This unlocks conversational commands to manage content, audit SEO, and analyze visitor data, transforming how you interact with your digital platform.
Filter AI 1.5: AI-Powered Summaries, Grammar Checking, and More Control Over Your Content
Filter AI 1.5 introduces a new Summary block for AI-optimised content, intelligent grammar checking, and gives you more choice when generating titles and rewriting text. This release focuses on giving you more control and helping you create content that performs well with both human readers and AI-powered search engines. We’ve continued to build on user...
Inspiring the Next Generation: Filter Visits Highfield School Sixth Form
Last week, I had the pleasure of visiting The Highfield School Sixth Form in Letchworth to talk with students about careers in the digital agency world. It’s always energising to step away from client work and share what we do with young people who are just starting to think about their futures. Around 30-40 sixth...
Six Tips to Strengthen Website Security and Increase Resilience
This article discusses the importance of website security in light of growing cyber threats and provides six practical tips for enhancing website security. Introduction Cyber security concerns continue to rise for businesses of all sizes, across every sector. The more reliant on technology your organisation becomes, the more likely you are to fall victim to...
How to Optimise Your Content for AI Search: A Practical Guide
AI-powered search demands content structured for easy processing. Use clear titles, schema, lists, and Q&A formats. Write precisely, focusing on intent and context. Avoid text walls and hidden content. Filter AI tools help optimise alt text and FAQ schema. We help businesses get found.
4 Reasons Personalisation Should Be Included in WordPress Core
In this article, we explore why personalisation should be included in the WordPress core by looking at four key reasons. WordPress is the leading content management system (CMS) online today, currently powering over 40% of all websites. Its user friendly interface, extensive plugin ecosystem and robust features make it an excellent choice for businesses. However,...
Top 10 Personalisation Plugins For WordPress
Discover the top 10 WordPress plugins for personalisation that empower website owners to deliver tailored experiences, boost conversions and drive engagement. Introduction Personalisation has become an essential component for modern businesses, and incorporating it into websites is crucial. By offering tailored experiences, businesses can create deeper connections with their audience and achieve various benefits, such...
The Importance Of Search To Your Digital Platform
If your business is in need of a mobile app, you’ll likely agree that cost and time-to-market are two of the most important factors when deciding what approach to take in getting it built. This article explains why using React Native to develop a cross-platform mobile app can provide a wealth of advantages for your business over the alternative options.
UnFILTERed: Two Must-Listen Podcast Episodes for Enterprise Businesses
In case you missed it, we recently started a video podcast called UnFILTERed where we explore the most important topics in the digital space. In the rapidly evolving digital landscape, keeping pace with industry trends and innovations is paramount for businesses striving for success. Here at Filter, we’re thrilled to announce the launch of UnFILTERed,...
Consumer Insights: Technology in Hospitality
In this article, we’ll be exploring the key findings from the hospitality sector from the Zonal GO Technology Report. As an experienced digital technical partner to a variety of different businesses, it’s always important to us that we keep up with the latest industry developments, insights and findings. With this in mind, we wanted to...
Revolutionise Your WordPress Experience with PersonalizeWP 1.6 (formerly WP-DXP)
Filter unveilsPersonalizeWP 1.6, featuring a host of enhanced functionalities and an informative new website, empowering WordPress users to optimise their websites and elevate user experiences. Edit: Please note that WP-DXP is now known as PersonalizeWP. We are excited to announce our newest update for our personalisation plugin, WP-DXP. Version 1.6 introduces a range of exciting...
20 Years of WordPress
We’re proud to be part of the vibrant WordPress community, keep reading to find out more about its 20th birthday. 2023 marks the 20th year of WordPress, the most popular CMS used by millions of businesses and individuals across the globe. According to colorlib ‘810 million websites use WordPress’ which accounts for a whopping ‘43%...
New Update For PersonalizeWP (1.5)
We’re excited to announce our latest update to the PersonalizeWP plugin, keep reading to find out more. Edit: please note PersonalizeWP was formerly known as WP-DXP. As a WordPress VIP agency partner, it’s important to us that we continually make strong contributions within the WordPress community. For this reason, we are very proud of our...
Should Personalisation Be Added To WordPress Core?
You may be hearing more from our founders Oliver Morrison & Paul Halfpenny in 2023, starting with an appearance on the WP Tavern Jukebox Podcast! We’re excited to announce that our very own CTO Paul Halfpenny, recently made an appearance on the WP Tavern Jukebox Podcast! If you’re not familiar with WP Tavern, it’s a...
Hot Off The Press, Introducing WordPress 6.1
The last major WordPress release of 2022 is now available to download. The new upgrade features a new default theme, new templates, tools and lots more. The last WordPress release of 2022 is now live, and it’s a big one. WordPress 6.1 is available to download now and has been titled ‘Misha’ after renowned jazz...
We’ve Been Nominated In The WP Awards!
We’ve been nominated in this years WP Awards for our very own WordPress personalisation plugin, WP-DXP. Keep reading to find out more about WP Weekly and the 2022 WP Awards. Edit: WP-DXP is now known as PersonalizeWP. The WP Awards is organised each year by WP Weekly, which is an esteemed weekly newsletter for WordPress...
WCUS 2022 Speaker Spotlight: Beka Rice
Following on from WordCamp US 2022, we asked our CTO Paul Halfpenny to tell us about his favourite speaker from the event. Photo via Paul Clark – 2022 WCUS Community Album. Paul attended this years sold-out WordCamp US event, in San Diego, which took place from the 9th to the 11th of September. You can...
Paul’s Experience At WordCamp US 2022
Our CTO, Paul Halfpenny, attended WordCamp US last weekend. This was the first in-person WCUS event since 2019. Paul attended this years sold-out WordCamp US event, in San Diego, from the 9th to the 11th of September. WordCamp events take place throughout each year, in many different countries around the world. They are a community-led...
WordCamp US 2022: Paul’s Top Picks
Our CTO, Paul Halfpenny, is heading off to San Diego later this month to attend WordCamp US. Ahead of the event, we asked Paul for his top picks from this years schedule. Our CTO, Paul Halfpenny, will be attending this years WordCamp US conference in San Diego from the 9th to 11th of September. This...
5 New Rules Added To Free WordPress Personalisation Plugin
As a respected digital technical partner to a wide variety of businesses, we are committed to the digital community. As part of our commitment, we continue to improve and develop our very own WordPress plugin, PersonalizeWP. As part of their ongoing commitment to the WordPress community, respected digital technical agency Filter have published an update...
Medivet Custom Reminders Platform
Medivet is one of the largest chains of vet clinics in the UK, and are growing rapidly year on year. With 18 24-hour centres and 300 veterinary practices around the UK, Medivet are a community of passionate veterinary professionals committed to providing truly exceptional care.
New website for leading Mayfair restaurant Babbo
The restaurant was launched by Brazilian international football players Willian Borges and David Luiz, inspired by family and rooted in tradition. The vibrant Italian restaurant has grown quite a following serving old-style cocktails, traditional Italian dishes and classic desserts. With a successful year behind them, the team at Babbo wanted to ensure the website reflected...
Selhurst Park brand refresh
Filter worked collaboratively with the Crystal Palace F.C team to ensure that the updated colour palette was carried across to the website as part of an overall re-launch of the marketing brand, ready for the new season and the 19/20 events programme. Selecting the right colours is central to presenting an appealing presence, conveying emotions,...
Filter Insight: Turning GDPR frustrations into competitive advantage
For well over a year in the lead-up to May 2018, we at Filter were advising our clients to start their preparations to mitigate the impact of the incoming GDPR legislation, and ensure that their data collection practices were robust, secure, and met the key criteria demanded by the new laws. From our perspective, it...
We’re attending WordCamp Europe 2019 in Berlin
Now in its sixth year, WordCamp Europe has established itself as a major event, not to be missed amongst the WordPress community. WordCamp Europe brings together developers, techies and newbies from all over the world into a single place. This year, that place is Berlin! And Berlin is the perfect host, in part due to...
Medivet launch new brand and new website
Medivet is one of the largest chains of vet clinics in the UK, and they are growing rapidly, year on year. With 18 24-hour centres and over 280 veterinary practices around the UK, Medivet are a community of veterinary professionals committed to providing truly exceptional care. With such growth, Medivet were acutely aware that it...
