Insights, page 5
Practical, jargon-free writing on digital, AI and growth, drawn from real client work rather than theory.
72 articles, page 5 of 6
From spreadsheet to CRM: a small business guide to making the switch
38 out of 55 businesses I audited ran their client relationships from spreadsheets. Here's when to switch, what to switch to and how to do it without losing an afternoon.
SEO for small businesses: the quick wins that take an afternoon and last for years
42 of 55 businesses I audited had basic SEO problems. Missing meta descriptions, generic titles, no heading structure. All fixable in an afternoon.
The mobile usability gap: why 64% of small business websites still fail on phones
35 of 55 businesses I audited had mobile problems. Buttons too small to tap, text needing pinch zoom, menus that collapsed on themselves.
How to challenge your agency without falling out with them
A practical playbook for marketing leads whose agency report keeps showing green arrows. How to push back constructively without losing the relationship.
AI Mode is coming. Here is what brands should be doing now – part 3
Google is positioning AI Mode as a replacement for search as we know it. What is worth doing now, and what is just anxiety dressed as strategy.
Why B2B businesses should look at their desktop search data differently – part 2
Most SEO advice is written with smartphones in mind. That's understandable — mobile accounts for the majority of global search volume, most industry | 1968 Consulting
Your organic rankings are fine. So why are clicks falling? part 1
Something strange has been happening in search over the past year or so, and it is showing up in client conversations more often than almost anything | 1968 Consulting
Give the unsuccessful agencies a feedback call
Half a day of structured feedback calls to the agencies that didn't win your RFP. Why it matters and how to do it well.
A pitch day is for probing the gaps, not for repeating the brief
Three agencies, forty five minutes each, eight hours. How to use pitch day to probe the gaps rather than hear the RFP read back to you.
Most law firm websites get rebuilt because nobody could write the brief
Projects that overrun and disappoint usually share one thing. Nobody wrote the brief before briefing the agency. What to write instead.
Why your contract should have the RFP response stapled to it
How attaching the agency's RFP response to the contract stops scope arguments six months into the build. A few hours of work, years of value.
Five things that show up in nearly every law firm digital audit
Five problems that show up in almost every law firm digital audit, with a quick self check for each. For marketing leads without audit budget.
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