Getting found
Marketing
48 guides across 10 sections
Conversion & lead generation10
- A/B testing for small businesses (and when you don't have enough traffic)How A/B testing works, why most small sites don't have the traffic for it, and the practical ways to improve conversions when you can't run a proper test.
- Conversion & lead generationPlain-English guides to turning website visitors into enquiries, bookings and sales, from homepage structure to forms, trust and testing.
- Conversion fundamentals: turning visitors into customersThe umbrella guide to how website conversion works: what to measure, what to expect, and why small improvements compound over time.
- Landing pages vs. your homepage: when you need oneWhat a landing page is, how it differs from your homepage, and the situations where building one is worth the effort.
- Pricing pages: should you show your prices?The trade-offs of publishing prices, the middle-ground options, and how to present pricing so it helps people decide instead of scaring them off.
- The anatomy of a homepage that convertsWhat a homepage has to do, section by section, to turn a first-time visitor into an enquiry, and how to check whether yours does it.
- Traffic but no leads: what to check in your own analyticsA step-by-step list of checks to run in your own analytics, forms and pages to find where visitors drop off without getting in touch.
- Trust signals: reviews, logos, guarantees and where they goWhich kinds of proof make visitors comfortable getting in touch, where to place them on the page, and the rules for using reviews honestly.
- Writing headlines and calls to action that get clickedPractical formulas, before-and-after examples and a checklist for the two pieces of text that do the most work on any page.
- Your 30-minute conversion self-auditA practical, timed checklist for finding the most common reasons your website isn't turning visitors into enquiries or sales.
Email marketing8
- Abandoned cart emails for WooCommerce and ShopifyHow abandoned cart and abandoned checkout emails work on WooCommerce and Shopify, what to put in them, and how to set them up without annoying customers.
- Building your email list without buying onePractical, permission-based ways to grow an email list of people who actually want to hear from you, and why bought lists do more harm than good.
- Choosing a platform: Mailchimp vs Klaviyo vs Kit vs BeehiivHow the four most common email marketing platforms differ, which kinds of business each one suits, and the questions to ask before you commit.
- Email marketingPlain-English guides to email marketing for small businesses, from choosing a platform and growing your list to automations, metrics and staying out of spam.
- Email marketing basics for small businessesWhat email marketing is, why it still works for small businesses, and the handful of things you need in place before you send your first campaign.
- Reading your email metricsWhat each number in your email platform's reports means, which ones to trust, and why open rates have been unreliable since Apple Mail Privacy Protection.
- Staying out of spam: authentication and list hygieneHow to keep your marketing emails out of the spam folder, including SPF, DKIM and DMARC, the Gmail and Yahoo sender requirements from 2024, and keeping your list clean.
- Welcome sequences: the first five emailsA practical plan for the automated emails new subscribers receive, with what each of the first five emails should do and when to send them.
Ads & social media7
- Ads & social mediaPlain-English guides to paid ads on Google and Meta, tracking what they produce, and choosing the social channels worth your time.
- LinkedIn for B2B foundersHow founders and owners of B2B businesses can use their own LinkedIn profile to build trust and start conversations, without becoming a full-time content creator.
- Meta ads basics: what a small budget can and can't doHow Facebook and Instagram ads work, what you can realistically expect from a small budget, and how to set up a first campaign that teaches you something.
- Organic social: which channels matter for your businessHow to choose which social platforms to spend time on, based on where your customers are and what you can keep up, plus a realistic posting plan.
- Sending ads to the right pageWhy sending ad traffic to your homepage wastes money, and how to build or choose a landing page that matches the ad and makes the next step obvious.
- Should you run Google Ads? An honest checklistA practical checklist for deciding whether Google Ads makes sense for your business right now, and how to start small without wasting money if it does.
- Tracking ad conversions properly (GA4, pixels, consent)How to set up conversion tracking for Google and Meta ads so you know what your ad spend actually produces, while respecting cookie consent rules.
Brand & messaging5
- Brand & messagingPlain-English guides to positioning, value propositions, visual identity, brand guidelines and website copy for small businesses.
- Logo vs brand: what you actually need at each stageThe difference between a logo, a visual identity and a brand, and what's worth investing in when you're starting out, growing, and established.
- Positioning in plain English: who you're for and why youWhat positioning means, why it matters more than your logo or tagline, and a step-by-step way to work out who you're for and why they should choose you.
- When to rebrand (and when it's the website that's the problem)How to tell whether your business needs a rebrand, a refresh, clearer messaging, or simply a better website, and how to avoid spending on the wrong fix.
- Writing your one-sentence value propositionHow to write a single clear sentence that tells the right customers what you do, who it's for and why it matters, with a simple formula and examples.
Content & images4
- Landing page anatomyEvery section a high-converting landing page needs: what each one must do, in what order, and common mistakes to avoid in each.
- Lead magnets explainedWhat a lead magnet is, which types actually work, how to deliver one, and how to use it to grow your email list with the right people.
- Writing a pricing page that worksHow to structure, write, and present your pricing so visitors understand the value, overcome hesitation, and choose a plan, or get in touch.
- Writing hero copy that convertsHow to write the headline, subheadline, and call-to-action that sit at the top of your page: the words visitors see first, and judge you by fastest.
Give us access4
- Give us access to your ActiveCampaign accountHow to add us as a user in ActiveCampaign so we can connect forms, build automations, and wire your website into your email marketing.
- Give us access to your Brevo accountHow to invite us to Brevo (formerly Sendinblue) so we can configure transactional email, SMTP, sending domains, and marketing campaigns.
- Give us access to your Eventbrite accountHow to grant us team access to Eventbrite so we can embed ticketing on your website, sync events, and keep your listings accurate.
- Give us access to your HubSpot accountHow to add us as a user in HubSpot so we can connect forms, tracking, and CRM data to your website without exposing your whole sales pipeline.
Industries4
- Direct-to-consumer e-commerce brandsWhat a direct-to-consumer brand's online store needs, from product pages and checkout to subscriptions, email, integrations and the rules on claims and reviews.
- Manufacturing and industrial company websitesWhat a manufacturing or industrial company website needs, from capabilities and specifications to quote requests, distributor support and recruitment.
- SaaS marketing websitesWhat a software-as-a-service marketing website needs, from positioning and pricing pages to trials, demos, documentation and the handoff into your product.
- Websites for B2B professional services firmsWhat a website for a consulting, engineering, IT, marketing or other B2B services firm needs to do, from credibility and proof to lead quality and long sales cycles.
Getting found in AI search3
- How ChatGPT, Perplexity and Google's AI Overviews choose what to citeWhat the AI search companies have publicly said about how their tools find and cite websites, and what that means for your business.
- Is SEO dead? What changed with AI search and what didn'tA calm look at how AI answers have changed search, which SEO basics still matter, and where to adjust your effort.
- Reviews, directories and mentions: why they matter more nowWhy what other websites say about your business shapes both search results and AI answers, and how to build that reputation honestly.
Planning a website project2
- Signs your website is costing you leadsThe common, fixable reasons a business website loses enquiries, how to check for each one yourself, and when the problem isn't the website at all.
- What a fractional CTO or CMO does, and when it beats hiringWhat fractional technology and marketing executives actually do, how the arrangement works, and how to decide between a fractional leader, a full-time hire or an agency.