The library
Answers to the question you were about to Google.
Practical marketing, design and online presence advice for local businesses. Every number in here traces to a named source. Where a figure could not be verified, I say so instead of making one up.
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Measuring Marketing Without a Degree
The handful of numbers a small business should actually track, the ones safe to ignore, and the one question that tells you more than… Read
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How to Brief a Designer
Most disappointing design work traces back to the brief. What to include, what to leave out, and how to give feedback that produces a… Read
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Product Pages That Actually Sell
What a product page has to do to convert, why roughly seven in ten carts get abandoned, and the specific gaps that cause people… Read
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Rebuild It or Fix It?
How to decide whether your website needs repairs or replacement, without relying on the opinion of whoever stands to be paid for the answer. Read
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Five Expensive Website Mistakes
The five failures I find most often on small business websites, what each one actually costs you, and roughly how long each takes to… Read
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Local SEO Fundamentals
The parts of local search that actually move the needle for a small business, in order, without the jargon or the monthly retainer. Read
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What Makes a Small Site Convert
The elements that actually turn a visitor into an enquiry on a small business website, in the order they matter, with the common failures… Read
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Brand Identity Is Not a Logo
What you are actually buying when you pay for brand identity, why a logo on its own solves almost nothing, and how to tell… Read
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Captions That Sound Like a Person
Most small business captions are written in a voice nobody actually uses. Here is why that happens, what it costs, and how to write… Read
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Why Your Engagement Dropped
Engagement falls for a lot of reasons and most of them are not about you. How to tell an actual problem from normal variation,… Read