The Record is iWeb's regular editorial series, written by the team.
Numbered notes from the engineers, architects and operators who write the source. Two notes per week, edited by the team that builds the work it describes. Not content marketing.
Most agency content reads like marketing because it is written by marketing. We publish from the other side of the wall: the people on the rescue call, the architect picking integration topology, the lead who has to defend the release-freeze decision to the CFO.
Every note answers a question we have actually been asked on a real programme. If the answer reads as obvious to a senior director, we have not finished editing it.
- Operator voice, named author. Every note is filed by a person who has shipped the work it describes. No house-style anonymous "we".
- One real example or it does not run. If the position cannot be defended with a specific platform, sector or programme we have worked on, it stays in the drafts folder.
- Reviewed by a second senior. Every note is read by a second co-founder or practice lead before it ships. Disagreements are kept inside the note, not edited out.
- No gated content. No newsletter trade. The notes are public. The regular briefing is opt-in and contains the same notes, in a different order.
- If we got it wrong, we revise visibly. Material changes are stamped with a reviewed date, not republished as new.
Yes
- Post-mortems from real programmes.
- Architecture decisions and the trade-offs behind them.
- Migration runbooks the team actually works to.
- Difficult-conversation notes (RFPs, freezes, rescue scope).
- Reviewed positions on AI, B2B, replatforming, performance.
No
- Vendor announcements rewritten as opinion.
- Trend pieces with no operator inside.
- SEO-led "ultimate guide" content.
- Anonymous client anecdotes that cannot be defended.
- Anything generated end-to-end by a model with no senior review.
- Cadence
- Two notes per week. Published throughout the month, never in volume runs.
- Notes per week
- Two, edited and reviewed. Quality over volume.
- Note length
- From short field notes (700 words) to pillars (around 2,500).
- Review window
- Every note is reviewed at least once before ship and re-read 90 days later.
- Archive
- The Record opened on 24 March 2026. Older work lives on the company site.
- Corrections
- Material changes are stamped with a reviewed date. Trivial fixes are silent.
Who writes The Record.
Editorial direction: Heddwyn Coombs, Creative and Digital Director. Every note reviewed by a second co-founder or practice lead before it's published.
Andrew PembertonDevelopment Director19 years at iWebAndrew leads the development practice at iWeb and owns the delivery runbooks behind large commerce migrations. He writes about release governance, deployment sequencing, parallel-run strategy, and the engineering decisions that reduce operational risk during complex transformation programmes. Focused on stable delivery, observable systems, and migration approaches that avoid unnecessary disruption to trading.
Heddwyn CoombsCreative and Digital Director29 years at iWebHeddwyn co-founded iWeb and leads creative and digital direction across the agency. Adobe Commerce architect since the Magento 1 era, he writes the strategy notes on platform choice, headless, agentic checkout, AI for commerce and the trade-offs leadership teams hit when modern tooling meets operational reality. Opinionated about data structure, design systems and catalogue size, cautious about unnecessary frontend complexity, and focused on work that stays commercially manageable over time.
Ian GordonBusiness Development Director31 years at iWebIan co-founded iWeb and leads commercial strategy across enterprise commerce programmes. He writes the notes on rescue engagements, procurement failure, platform selection politics, and the point where a transformation programme becomes an operating-model problem instead of a technology one. Focused on commercial clarity, realistic delivery economics, and the gap between what procurement asks for and what the business actually needs.
Jack TaylorUI Frontend Lead8 years at iWebJack leads the frontend practice at iWeb. He writes about Core Web Vitals, search-response performance, frontend architecture, trade-account UX, and the conversion impact of small interface decisions inside high-volume commerce environments. Interested in the relationship between perceived speed, operational usability, and commercial performance across modern storefronts.
Neil BoughtonTechnical Director29 years at iWebNeil leads platform architecture and integration strategy at iWeb. He has designed ERP and commerce integration patterns across manufacturing, wholesale and retail, and writes about operational resilience, release governance, observability, and the infrastructure decisions that determine whether large programmes stay stable under pressure. Bias toward durable, measurable systems over architectural theatre.
Nick PinsonManaging Director31 years at iWebNick co-founded iWeb and leads long-running digital commerce programmes across retail, manufacturing and B2B organisations. He writes about steering committees, operational risk, mobile trade revenue, and the decisions that quietly derail transformation programmes before launch day arrives. Interested in governance, continuity, and the commercial realities behind large-scale digital delivery.
Ricki LarkinAI Solutions Specialist8 years at iWebRicki leads AI implementation across commerce, content and operational workflows at iWeb. He writes about agentic commerce, AI-assisted product enrichment, retrieval quality, governance, and the commercial difference between AI demonstrations and AI systems that survive production use. Consistently focused on practical AI applications with measurable operational payoff.
Tom WilliamsHead of Development10 years at iWebTom heads the development team at iWeb and leads the data practice across PIM, search relevance, product data and operational commerce systems. He writes about migration economics, punchout, catalogue structure, order-management complexity, and the product-data decisions that quietly shape platform performance long before launch. Particularly focused on B2B operational reality and AI-ready commerce data.