Strategy
Company development strategy - basic principles
A practical introduction to strategic planning, market evidence and the mistakes that appear when enthusiasm runs ahead of a workable commercial plan.
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Digital growthinsights
Practical guidance on strategy, acquisition, lifecycle and digital experience to support better growth decisions.
Copywriting
What is copywriting and why does your site need it?
How clear website copy supports comprehension, search visibility and conversion - and where naming, slogans and commercial offers fit.
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Copywriting
How to choose a copywriter
A practical look at evaluating copywriters, avoiding empty promises and finding a writer who understands the audience and purpose.
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SEO
What is SEO and organic website promotion?
A plain-language introduction to search optimisation, realistic timescales and the difference between organic visibility and paid placement.
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Branding
About logos: how to design the right logo
A useful logo should be simple, distinctive, scalable and appropriate to the company it represents.
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Design
Functional design principles from FolkWeb
Why visual choices should support a clear function, fit the subject and remove unnecessary friction.
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Web development
How to order and promote a website
A website creates credibility only when people can find and use it; this guide compares common delivery routes and planning considerations.
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Lifecycle marketing
Postal mailings and email marketing
Email works best with a permission-based customer list, clear segmentation and useful offers - not purchased databases.
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Performance
How to speed up a WordPress website with plugins
A performance guide about plugin weight, caching, optimisation and why every dependency should justify itself.
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Advertising
Advertising: which approach is better?
A practical discussion of informative advertising, intrusive formats and keeping attention on the product.
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Copywriting
What is a copywriter?
What copywriters contribute to websites, campaigns and product communication.
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Design
Designers and clients: what is the difference?
A candid guide to expectations, budgets and communication between clients and designers.
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Web development
What plugins are needed for WordPress?
A guide to common WordPress plugin categories and the performance cost of unnecessary add-ons.
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Advertising
Advertising banners: which format should you order?
A comparison of graphic, animated HTML5 and text banners, with guidance on matching format to purpose.
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SEO
How to promote your website: SEO foundations
A guide to technical quality, useful content, relevant search intent and sustained organic promotion.
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