Insights

Here we gather the most important insights, trends, and practical advice from the digital industry. The posts are written by us who work daily with web, SEO, e-commerce, and strategy – so you get knowledge that can actually be used directly in your business.

A woman sits comfortably in a grey armchair in a modern office, wearing headphones and smiling as she uses a laptop.

Google Ads’ new customer goals

Google Ads can now bid higher for lapsed clients and new clients making large purchases. The settings amplify the value you already measure, so your tracking needs to be right first.

A man wearing glasses and a denim shirt smiles and gestures at a conference table in a modern office.

Kravspecifikation för hemsida: de tio områden som avgör projektet

En kravspecifikation för en ny hemsida ska vara fast där projektet är dyrt att ändra och öppen där det går att lära sig något. Tio områden, och två av dem på djupet.

A person looking at code on a computer screen in Pigment's office.

Personas och målgruppsanalys som faktiskt styr webbplatsen

De flesta personas skrivs i en workshop och glöms bort i nästa möte. Så tar ni fram personas som styr webbplatsen på riktigt.

Two women in a modern office. One sits at a computer with a coffee cup, while the other stands beside her looking at the screen.

Tio misstag vi ser i upphandlingar av hemsidor

De flesta webbprojekt som går fel gör det innan byrån är vald. Tio misstag vi ser i kravspecifikationer, och hur ni undviker dem.

Brief to the Web Agency: What It Should Contain

A two-page brief can save weeks of misunderstandings. Write it before asking an agency for a quote, with a template.

ChatGPT Ads

ChatGPT has been showing ads in Sweden since the end of August. Our first campaigns generated clicks for a quarter of Google's price. And zero inquiries.

How You Are Seen When the Answer Is Written by a Machine

AI answers appear in one out of eight Swedish searches — and in one out of three questions. We measured 9,580 keywords and looked at what the answers actually cite.

Person wearing headphones working at a computer with the digital solutions page of Pigment’s website on screen.

The Accessibility Directive 2025: what the law actually requires of you

Since June 28, 2025, accessibility is a legal requirement — even for private companies. What the law actually requires, who is affected, and how you achieve compliance.

What is WCAG?

An introduction to the guidelines that make the web accessible, inclusive, and future-proof.

We help you!

With our comprehensive range of digital services, we can assist you with all the challenges you face. Contact us for a free meeting.

Our Projects

A martial artist stands with arms outstretched in a brightly lit cage in front of an audience.

Svenska Budo & Kampsportsförbundet

Svenska Budo & Kampsportsförbundet is an umbrella organisation for martial arts in Sweden, offering support and resources to clubs and associations. The federation organises training and competitions, promotes budo and martial arts nationally, and champions anti-doping efforts and safe participation. It also hosts events such as Kampsportsgalan and provides insurance and funding opportunities for members. Its work includes digitising administrative processes such as competition cards and event approval applications.

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A person talking on a mobile phone and looking out of a window.

Telekområdgivarna

Telekområdgivarna is an independent organisation in Sweden offering free, impartial guidance to consumers on telecoms services, including mobile and landline services, TV subscriptions and fibre connections. The organisation works with operators and providers to strengthen consumer rights and reduce misleading sales practices and fraud. It also handles complaints and cases relating to telecoms contracts, the right to cancel and service faults. Its core work is consumer advice and complaints handling, and it collaborates with 23 member operators and around 170 municipal networks to improve the handling of fibre-related cases.

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Cirkus

Cirkus is an iconic events venue and restaurant on Djurgården in Stockholm, with over 130 years of history as a meeting place for culture, entertainment and gastronomy. It hosts a diverse range of events, including shows, concerts, galas and private functions, on stages both large and intimate. The venue brings historic circus magic together with modern dining, live entertainment and corporate events.

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Stockholmsmässan

Stockholmsmässan is the Nordic region’s largest exhibition and congress venue. Located in Älvsjö, it covers 114,000 square metres, including 70,000 square metres of exhibition space, and has 76 conference rooms for everything from small meetings to events with up to 30,000 attendees. Each year, the venue hosts around 70 leading trade fairs across a range of industries, including Formex and Antikmässan, as well as numerous international congresses. It provides a platform for exhibitions, congresses and events that bring industry leaders together to connect and exchange ideas.

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Two people working at a table with laptops and a notebook, with a coffee cup in the background.

Rörlighet i staten

Rörlighet i staten is a government collaboration programme that promotes professional development, knowledge sharing and cooperation between government agencies through training, mentoring, networks and staff secondments. Involving more than 20 agencies, the programme aims to create a more dynamic and attractive working environment across central government. By sharing ideas and experiences, it builds awareness, engagement and efficiency.

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Backstage Hotel

Backstage Hotel on Djurgården offers a unique stay inspired by life behind the scenes at a theatre, full of cultural charm and creativity. The hotel opens the door to an artistic world of intimate details and innovative aesthetics, creating a vibrant, immersive experience for every guest.

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Modern white apartment buildings with balconies and windows, surrounded by lush shrubs and trees.

Nybo

Nykvarnsbostäder, called Nybo, is a municipally owned company that owns, builds, and manages properties within Nykvarn municipality. The company focuses on approximately 670 rental apartments as well as municipal properties and premises, with the aim of contributing to higher quality of life for residents through strong customer focus and values such as responsiveness and consistency. Nybo works to offer reliable housing and engaged service to tenants.

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A mirror-like lake reflects a wooded shoreline in autumn colours. Mist hovers above the water.

Sörmland Vatten

Sörmlands Vatten is a municipally owned company responsible for water and wastewater services in the municipalities of Flen, Katrineholm and Vingåker. It provides service updates, fault reporting, an address-based waste collection schedule and an interactive project overview with a map and project list. The aim is to improve communication and services for residents, with a focus on environmental responsibility and ease of use.

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