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Guides and Insights

Strategy, SEO, social media, advertising, content and branding. Practical articles, with no oversized promises.

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A landing page has one job. The elements that serve it — and the ones that, however attractive, get in its way.

A technically perfect photo can sell less than an imperfect shot that answers the right question. Here are the questions that matter.

If it takes a paragraph to explain what you do, the problem isn't the writing: it's the choice that hasn't been made yet.

Being everywhere feels prudent and is almost always the choice that produces the least. How to decide where to focus your energy.

Restrictions arrive without warning and appeals are slow. What you need to have ready beforehand.

You don't need expensive kit for decent content. You need four things — and one matters more than the other three.

Tone isn't a list of adjectives. It's better defined by what you never say and how you say the difficult things.

The answer isn't the same for everyone — it depends on how people look for you today. The criteria to decide without wasting the first investment.

It's an old debate and the answer has changed. Today one variable many people neglect carries more weight.

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