Reviewed 2026-10-07
How to create a digital strategy
Create a digital strategy that connects goals, audience and economics to websites, channels, follow-up and measurable priorities.
Read the guideStrategy, business development
and digital development
More of the right customers.
Better control.
You want to develop your business, attract more of the right customers and know what is happening. I help you identify what is holding you back, prioritise what matters most and put improvements into practice.
Approx. NOK 50m
in annual Google Ads spend
across the accounts I work with.
A selection of clients and projects
Selected collaborations
All workStrategy, marketing, SEO, websites and systems
PEC
From the first search to completed follow-up.
Strategy, advertising, SEO, websites and PEC Platform have been developed together. In the year after the website launch, recorded form enquiries increased by 40.4%.
From our work with PEC Design, content and digital development
Boxx
A major purchase. A clearer path to the right choice.
Size, condition, depot and delivery all need to be clear before a customer can choose a container. We have brought these decisions together in one digital customer journey, connecting the website, ordering and follow-up.
Published website Strategy, advertising, website and app
Ima Helse
From idea to everyday client support.
Together with Mathilde, we have worked on the offer, marketing and digital experiences. The website explains the service, while the app and working tools support ongoing client relationships.
Published website Strategy, marketing and Google Ads
Lappeliten / Inkeria
Strategy across the online shops.
Strategy, marketing and Google Ads for Lappeliten and several of Inkeria’s websites. The website is shown as context for the collaboration.
Published website SEO, content and web development
Bondeguiden
Built around the questions people actually ask.
A connected specialist website with topic pages, useful guides and relevant onward links. Search engine optimisation is part of both its content and technical structure.
Published website New website launched October 2026
Skytale
A complex product. A clearer website.
New content structure, design and development for Skytale’s public website. Visitors get a clear path from use cases to product information and contact.
Published website Where is
your business getting stuck?
When you are busy running the business, it can be hard to see what should come first. We look at the whole picture before choosing what to change.
Strategy and business development
We work hard. But where are we heading?
We review your offer, customers and profitability. You get help choosing what to focus on, what to leave aside and a plan you can work to.
Marketing and sales
We need more of the right customers.
We investigate who you should reach, why customers choose you and what happens from the first visit to the sale. Then we improve messaging, advertising, the website and follow-up.
Digital development and CRM
Too much depends on me remembering everything.
Enquiries, agreements and tasks need a shared overview. We connect or build solutions with clear responsibilities that follow the customer through delivery and future work.
One partner.
From priorities to delivery.
Strategy is about where you want to go. Business development is about improving your offer, sales and operations. Digital development creates the websites, CRM and systems that make it work in practice.
I work with you and the people who will use the solutions. We start with what you have, choose a manageable first step and follow up on what actually improves.
Websites, marketing and systems need a shared direction.
Map the situation
Understand your customers, offer, finances and ways of working.
Choose goals
Clarify where you want to go, who you want to reach and what you want to sell.
Make a plan
Prioritise actions, responsibilities and a small set of KPIs.
Deliver
Improve websites, marketing and systems where they are needed most.
Measure and adjust
Track progress and use what we learn to set the next priority.
The first 90 daysSee an example strategy project
A plan for the next 90 days.
An initial strategy project gives you a practical basis for prioritising. Its scope is tailored to your business and what you want to achieve.
- A review of customers, offers, sales, marketing and systems
- Prioritised audiences and services, with customer value considered
- A plan for the next 90 days, with actions, responsibilities and priorities
- A baseline, KPIs and an agreed review schedule
From priorities
to delivery.
90days- Month 1Find the right starting point
Choose the offer, audience and measures.
- Month 2Put the plan to work
Improve the landing page and follow-up.
- Month 3Learn from what happens
Review enquiries and adjust the work.
Every action has an owner, a deadline and a measure. We agree on the order and pace together.
Working together, in our clients’ words
The follow-through
makes the difference.
Good collaboration means understanding the need, being available and following through. Here are some of our clients’ experiences.
Customer quotes translated from Norwegian. Original sources are linked below.
Seng.no / Sengemakeriet
“Færder Marketing has helped us at Sengemakeriet/Seng.no on several occasions. Kjetil has a high level of expertise and many good ideas.”
Kuba Norge AS
“They always respond quickly and listen to our input while contributing good, creative ideas.”
Bondeguiden.no
“Kjetil at Færder Marketing has been a great help with setting up new websites, website optimisation, SEO advice and fast hosting services. Delivered beyond expectations!”
Boligogfritid.no
“Kjetil at Færder Marketing has been a great help with setting up Google Ads, website optimisation, SEO advice and fast hosting services. Delivered beyond expectations!”
Diameta and Go´nok
“Fantastic service and very skilled people. They also focus on social responsibility, which we at Go´nok greatly appreciate, as they provide pro bono work on our website.”
New digital experiences
View all projectsBoxx
From need to choice, ordering and follow-up.
Design · E-commerce · Digital developmentIma Helse
From idea to a service in use.
Strategy · Marketing · Website · AppSkytale
A complex product, clearly explained.
Design · Content · Website
Arvemappa
A home for memories and what the family needs to keep.
Own venture · Product developmentWhat happens after the customer gets in touch?
The ad, the website, the sale and what happens afterwards need to work together. Choose a stage to see how we can improve the whole journey.
What we learn feeds back into the plan.
What do we want to achieve – and for whom?
We review your customers, offer and what you already have. Then we prioritise actions and agree on how to measure whether they work.
What should your business prioritise first?
From a real project
Lappeliten / Inkeria
Strategy and marketing across several websites.
Read about the workChoose who to reach and what to sell.
We prioritise a specific offer and build messaging and landing pages around it. Channels and budgets follow the audience, and measurement helps us improve along the way.
Which offers attract the customers your business wants more of?
From a real project
Kuba
Website and digital marketing for a broad range of HSE and occupational health services.
Read about the workMake it easy to understand and get in touch.
Customers need answers to their questions. A well-designed form also gives the business the information it needs to follow up.
What do you need to know before replying?
From a real project
Vestfold Maritim
A form that gathers relevant customer information before follow-up begins.
Read about the workSomeone needs to take ownership of the enquiry.
Who owns the enquiry, how quickly does the customer get a reply and what happens next? We choose, adapt or build a system that fits the way you work, so information follows the customer from the first reply through to an agreement and further follow-up.
Do you know which enquiries turn into profitable customers?
Try handling an enquiryIllustrative example
- 1Received
- 2Responsibility
- 3Next step
Request for a quote
The need has been described. The customer is waiting for a reply.
- Owner
- Not yet assigned
- Next step
- Awaiting clarification
Receiving an enquiry is just the beginning. First, someone needs to take responsibility.
From our work on group management systems
PEC Platform and Itide Intra: Shared customer information, cases and responsibilities across departments.
PEC Platform Itide IntraFrom the first job to a lasting customer relationship.
The customer relationship continues through delivery, service and further work. CRM brings together the customer, agreements, history, ownership and next step. Invoicing is one of the processes that can connect to this overview.
How many times do you enter the same information?
What we review together
From agreement to the next need.
- DeliveryWhat has been promised, who does the work and how do we track progress?
- InvoicingDo agreements, deliveries and billing information follow the same customer?
- Further follow-upWho gets in touch after delivery and identifies the next need?
And back to the plan. We look at which enquiries turn into sales, what is delivered and invoiced, and what customers are worth over time. That informs the next priority.
See what we measureWhat needs to improve?
More visits is one measure. Which visits turn into good customers is another. We choose measures based on your goal and use them to identify the next improvement.
What we track
Relevant enquiries and cost per enquiry
We count sales enquiries after removing spam, tests and duplicates. Costs are assessed for the same period and source.
How do we use what we learn?
Which offers and channels bring enquiries the business wants to pursue?
Relevant data sourcesContact forms, ad accounts and CRM
What we track
Enquiry or purchase conversion rate
The proportion of measured sessions with at least one confirmed enquiry or purchase. We agree on which actions and visits to count and use the same definition when comparing periods.
How do we use what we learn?
Where do we lose interest on landing pages, in forms or during checkout?
Relevant data sourcesWeb analytics and confirmed enquiries or purchases
What we track
Response time, responsibility and progress
We measure the time from receiving an enquiry to the first personal reply, the proportion with an assigned owner and how long cases remain at each stage.
How do we use what we learn?
Where does progress stall, and who is responsible for addressing it?
Relevant data sourcesCRM, assigned owners and workflow timestamps
What we track
Sales conversion, margin and customer value over time
We follow agreed groups of enquiries through to sales. Where the data supports it, we assess customer value using margin, repeat purchases and the cost of follow-up.
How do we use what we learn?
Which customers and services offer room for better margins?
Relevant data sourcesCRM, sales and financial data
What we track
Search impressions, clicks and relevant traffic
We track agreed searches, audiences and pages over a defined period. Paid and organic traffic are assessed separately.
How do we use what we learn?
Are we reaching the people and needs we have chosen to focus on?
Relevant data sourcesSearch data, ad accounts and web analytics
Before starting, we agree on the baseline, definition, data source and measurement period. The comparison must account for seasonality, budgets and changes in tracking.
How we document resultsPEC · One year before and one year after
+40.4%
More form enquiries
in the year after launch.
Results across PEC’s departments, measured over two comparable years.
See the work and measurement methodPercentage change
Form enquiries+40.4 %
Visits (sessions)+7.9 %
- Before
- Feb 2024–Jan 2025
- After
- Feb 2025–Jan 2026
All recorded form submissions, including job, service and other enquiries. Phone calls and direct emails are excluded. Submissions are not the same as unique customers or won contracts.
The comparison shows changes after launch. Advertising, demand and other changes can also influence the results.
+41.1 %
Higher form conversion
Relative increase in the proportion of measured visits with a form submission in GA4.
−17.0 %
Lower bounce rate
Relative decrease in the proportion of non-engaged sessions.
+13.1 %
More engagement per user
Increase in average active engagement time per active user in GA4.
−19.6 %
Lower cost per conversion
Cost per conversion in Google Ads, compared over the same periods.
A process you can manage is a result in its own right.
PEC Platform and Itide Intra bring together customer information, cases and responsibilities. This provides a basis for seeing where follow-up stalls and what needs to improve. Time savings and profit increases have not yet been quantified in these case descriptions.
See how follow-up connectsSee the whole picture
before you decide.
Review the journey with your team: Where do customers come from, what happens after first contact and where is work being duplicated? These resources help you put the right questions on the table.
Three questions to start with
- Which customers and jobs would you like more of?
- Where are you losing time, visibility or opportunities?
- What would solving this mean for your business?
Insight for your next decision.
All articles
Reviewed 2026-10-07
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Read the guide
What would you like to achieve
with your business?
Tell me a little about your business, what you want to improve and what is difficult today. You do not need to know which solution you need before we talk.
You talk directly to me. We clarify needs, priorities and whether working together is a good fit. I take on new work when I have the capacity to follow it through properly.
Kjetil Fagereng[email protected]926 99 301