Insights, page 4
Practical, jargon-free writing on digital, AI and growth, drawn from real client work rather than theory.
78 articles, page 4 of 7
Google Analytics was installed but nobody looked at it
32 out of 55 businesses I audited had Google Analytics on their website but weren't using it. Here's the four things to check monthly that take ten minutes.
“Our web developer disappeared”
11 of the 55 businesses I audited had a broken relationship with their web developer. Here's how to make sure you're never stranded if yours walks away.
What 55 audits taught me
Two years, 55 businesses, 728 pages of reports. The patterns that showed up again and again, and why small firms struggle with digital.
The first question I always ask
Before checking page speeds or meta descriptions, I ask the same question: what does this business actually need digital to do? The answer is almost never what the owner thinks.
Why I always look at the competition
Competitor analysis was part of 32 out of 55 audits. Most businesses had never systematically looked at what their competitors do online. Here's why it's one of the most useful things I do.
Two websites, one mission
An ethical recruitment firm had two websites for two audiences. Double the maintenance, double the problems. Here's why one good site with clear navigation beats two mediocre ones.
From networking group to the United Nations
A professional networking group for women in a male-dominated industry grew into an international organisation. The digital platform was still designed for local meetups.
The workshop that changes lives
A woodturner running commercial manufacturing alongside training for veterans and people with mental health difficulties. A website that needed to serve both. And a content strategy nobody expected.
Not every digital problem is about websites
One of the 55 businesses I audited employed hundreds of people. They didn't need marketing help. They needed to replicate the creative accidents that happen when people work in the same room.
The instrument maker targeting Japan
A manufacturer moving production back to the UK. A cult following in Japan. Products costing thousands. The digital challenge: building an e-commerce experience worthy of the product.
The company that was already winning
One of the 55 businesses I audited had grown from 8m to 30m turnover and was already number one nationally. They wanted an Amazon-style customer journey. Here's what that taught me.
When the website IS the business
For some businesses I audited, the website wasn't a marketing channel. It was the entire business. Here's what changes when every page speed issue costs you actual revenue.
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