Insights and learning
Practical guides for buying, planning and improving your marketing, website and operations.
Practical advice. Visible examples.
Use the guides to understand the work, ask better questions and make a more informed next decision.
Browse the full collectionLocal SEO guide for service businesses
What should a local business owner do first?
Local SEO cost and deliverables
What would your service cost for my situation?
Google Business Profile checklist
Can I check my profile and identify what needs fixing?
Choosing Business Profile categories
How do I choose categories for my real business?
Reviews and response workflow
How do I request and respond to reviews in practice?
Service-area website page planning
Does my business need separate area pages?
Local citation audit checklist
Which inconsistent listings should I correct first?
Measuring local SEO enquiries
Can I tell whether local SEO brings real enquiries?
Local SEO versus Google Ads
Should I choose SEO or Google Ads now?
Multi-location Business Profile management
How will you manage several real locations consistently?
Technical SEO audit checklist
Can I understand the severity of audit findings?
JavaScript rendering and SEO
How do I know whether my important content is visible?
Canonical URL troubleshooting
How can I recognise and resolve a canonical conflict?
SEO redirects and launch checklist
What must we check before and after a site launch?
Core Web Vitals audit for business websites
Which speed problems matter on my website?
XML sitemap and robots checklist
Can I verify the intended pages and controls are correct?
Build a topic cluster without duplicate pages
How do I avoid producing several pages that answer the same question?
SEO content brief template guide
Where can I get the template described in this guide?
Prepare a website for AI search discovery
What useful work can I do without buying exaggerated AI-search promises?
Find and fix content cannibalisation
Which of my overlapping pages should change?
Ecommerce category and product SEO
How should product and category pages serve different buyers?
Digital PR assets for service businesses
What kind of useful asset could my business publish?
Website development cost factors
Can I understand the likely cost before enquiring?
Shopify versus WordPress for your business
Which platform should I choose and where do I go next?
Website redesign SEO checklist
Can we redesign without losing useful pages and enquiries?
Shopify website planning checklist
What do you need from me to start a Shopify build?
Custom Shopify theme versus purchased theme
Is a custom theme worth the extra work for my store?
Shopify product page conversion checklist
What should I improve on my product page first?
Shopify speed optimisation guide
What can safely be improved in my store?
Audit Shopify apps for performance
Which apps add value and which create avoidable overhead?
Shopify migration checklist
Can I see all the work involved in a migration?
Shopify migration SEO risks
How will SEO risks be identified and monitored during migration?
WooCommerce to Shopify migration guide
What must I check before leaving WooCommerce?
Shopify migration timeline and responsibilities
How long could this take and where do I need to help?
Shopify theme build handover checklist
What files, training and access should I receive?
Shopify maintenance checklist
What routine work keeps my store dependable?
When to build a custom Shopify app
Can an existing app solve this more economically?
Shopify B2B discovery checklist
What B2B requirements must be confirmed before we choose a solution?
WordPress website planning checklist
What decisions and assets must I prepare for my new site?
WordPress versus custom website development
Should I choose WordPress or a custom application?
WordPress maintenance and recovery plan
Can I understand the recovery plan before an incident?
Landing page conversion guide
How can I improve this campaign page?
Landing page versus website homepage
Should my campaign use a landing page or the homepage?
Lead generation form optimisation
Can I collect useful leads without making the form frustrating?
A/B testing readiness checklist
Is an experiment justified by my traffic and decision needs?
SaaS MVP planning guide
What belongs in my first SaaS release?
SaaS development cost drivers
What costs continue after the MVP is built?
SaaS integration requirements checklist
What can block an integration project?
Website maintenance handover checklist
Can another provider take over safely?
Google Ads landing-page checklist
Does my ad promise match what visitors find on the page?
Google Ads cost and agency fees
What is the full cost of running this engagement?
Google Ads negative keyword workflow
How do I remove irrelevant traffic without excluding good prospects?
Track calls and forms from Google Ads
How do I know a real call or enquiry is counted once?
Marketing budget planning for service businesses
What can I afford to test given my margin and capacity?
Meta lead quality improvement guide
Why are my leads poor and what should change first?
Meta ads creative testing framework
What will we test and who creates each asset?
Local Services Ads versus Google Search Ads
Which ad option fits my business?
Email campaign versus lifecycle automation
Do I need a one-off campaign or an ongoing workflow?
How to evaluate a marketing agency proposal
How can I compare your proposal with another agency's?
Lead follow-up workflow blueprint
What happens to a new lead from arrival to human follow-up?
CRM implementation checklist
What is needed for a CRM implementation to succeed?
Lead scoring and qualification guide
How do we decide which leads deserve attention?
Speed-to-lead measurement guide
How long do leads wait for a meaningful response?
CRM and website integration guide
Will submitted website leads appear correctly in our CRM?
AI receptionist implementation checklist
What must an AI receptionist pass before we let it handle calls?
AI receptionist versus answering service
Would an AI receptionist or human answering service fit my calls?
WhatsApp customer support workflow
How does a customer reach a human when the chat cannot help?
Shopify order confirmation automation
Does confirmation in the conversation really update the order?
Webhook reliability checklist
What happens when an event fails or arrives twice?
Marketing automation ROI worksheet guide
Where is the ROI worksheet described here?
Website enquiry tracking plan
What events represent actual business enquiries?
Marketing metrics that support decisions
Which numbers should make me change a business decision?
GA4 and GTM implementation checklist
How can I tell that tracking setup is complete?
GA4 duplicate conversions troubleshooting
Why are my conversion counts inflated?
Lead generation dashboard blueprint
Can I see what the proposed lead dashboard looks like?
Connect marketing leads to revenue
Can you follow a lead through to a sale?
UTM naming and governance guide
Can I create a correctly named campaign link now?
Looker Studio dashboard requirements
What access and recurring costs does a dashboard need?
Search Console reporting for lead generation
Can search reporting explain where useful enquiries originate?
HVAC marketing planning guide
How should we plan around repair peaks and replacement opportunities?
Plumbing marketing planning guide
How should emergency and scheduled-job acquisition differ?
Roofing marketing planning guide
How do we plan marketing around inspections and a longer decision process?
Electrical marketing planning guide
How should we prioritise different electrical enquiries?
Landscaping marketing planning guide
Should we focus on recurring maintenance or larger landscaping projects?
Remodelling marketing planning guide
How do we manage a long enquiry-to-project cycle?
Cleaning marketing planning guide
Which cleaning customer segment should we prioritise?
Dental practices marketing planning guide
How should the practice plan acquisition around appointment capacity?
Ecommerce brands marketing planning guide
How do we plan around orders, repeat purchase and margin?
B2B service companies marketing planning guide
How do several decision makers move from interest to a sale?
Diagnose redirect errors after a Shopify migration
Can I solve a specific post-migration redirect failure?
Find third-party scripts slowing a Shopify store
How do I trace a specific script that slows the store?
Why a form submission is counted twice in GA4
Can I trace one form submission being counted twice?
Audit content missing from initial HTML
Can I investigate content missing from the raw response?
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