Questions to ask a marketing agency before signing a six-month agreement
Before signing a six-month marketing agreement, ask questions that reveal exactly what you will get, how progress will be measured, who will do the work, and…
Conversion event or qualified lead? Why your analytics and your sales numbers disagree
Your analytics and your sales numbers disagree because they count different things. Analytics counts conversion events: a form submitted, a phone number tapped, a thank-you page…
How AI search tools choose which local businesses to mention, and what is still unknown
AI search tools such as Google's AI Overviews, ChatGPT and Perplexity tend to mention local businesses that are clearly described, consistently listed and well reviewed across…
What homeowners look for on a roofing company website before requesting an estimate
Before requesting a roofing estimate, homeowners look for evidence that the company is legitimate, local and experienced with their specific job.
Redesign or repair? How to decide whether your website needs a rebuild
Repair your website when the foundation is sound and the problems are specific: a weak service page, a buried phone number, slow images, missing tracking.
Service area pages: when a location page helps and when it is a duplicate
A location page helps when it gives someone in that place genuinely useful information they would not find on your other pages: the work you have…
Plumbing websites and emergency calls: making the phone number impossible to miss on mobile
On a plumbing website, the phone number should be visible on every screen of every page when viewed on a phone, and one tap should start…
How to read a marketing report: work completed versus results
A useful marketing report separates two things: the work that was done, and the results that were observed. Most confusing reports mix them together, so a…
Is your business ready for Google Ads? Five checks before you spend
Your business is ready for Google Ads when five things are true: people search for your service in your area, you have a page that turns…
How to track which marketing produced a phone call
To know which marketing produced a phone call, you need a way to connect each call to where the caller came from.