Guide · Updated 23 October 2026
Marketing that connects with the rest of your business.
Marketing makes a promise. Your website, sales process and delivery need to fulfil it. This guide helps you prioritise the parts that matter most to your business.
Read the guide
A clear role for each channel and one action to prioritise.
The budget owner, the person managing ads and the person following up sales.
See it in practiceFrom a situation to a next step
Illustrative example · not a client case
A campaign brings more enquiries, but they concern small projects that the business has limited capacity to deliver.
- Investigate
Compare your message with the offer you want to sell. Look at which enquiries become relevant projects, beyond what the advertising platform counts.
- Try
Clarify which projects you want, then refine the messaging, landing page and qualification process. Make sure sales can provide feedback on enquiry quality.
- Follow up
Are you getting more enquiries that fit your offer, capacity and profitability goals?
01 / 08
Start with the economics and customers
Choose which customers and projects you want more of. Consider capacity, margins and the long-term value of a good relationship. High enquiry volume can create extra work if the enquiries poorly match your offer or delivery.
02 / 08
Make your offer specific
Describe the problem you solve, who you solve it for and what customers can expect. Base this on customer questions, sales conversations and actual experience. Document results with a period and method, distinguishing your assessment from measured effects.
03 / 08
Choose channels for the task
Search can meet an expressed need. Social advertising can introduce a relevant offer. Expert content and recommendations can build trust. Choose based on audience, demand and resources, and give every channel a clear role. You do not need to be everywhere.
04 / 08
Let the website help customers move forward
Connect the message in the ad or search result with the landing page. Answer the main questions, show relevant work and make contact or purchase easy. Review the current solution before considering a new build. Better copy, a simpler form or clearer information may be the right first step.
05 / 08
Give each enquiry an owner
Agree what happens after submission. Who replies, what needs clarifying and where is the agreement stored? A CRM should bring together the customer, relevant history, ownership and next steps. Start with the workflow before choosing tools.
06 / 08
Look after the whole customer relationship
What was promised must carry through to delivery. Agreements, tasks, changes and invoice details belong to the same customer relationship. After delivery, the customer may need service, further support or another project. That experience should be available next time you meet.
07 / 08
Measure without mixing up the numbers
Define an enquiry, sale and returning customer before comparing. Conversion rate needs a stated denominator, such as sessions or users. Cost per conversion must use costs and conversions from the same channel, period and definition. Advertising platforms, Analytics and CRM may count differently.
08 / 08
Improve one part and monitor it
Choose a specific bottleneck and a focused change. Agree ownership, capacity and when to review it. Look at quality and business value, and note other changes that may have affected the results. Use what you learn to choose the next priority.
Agree on a commitment.
One practical improvement is a good place to start. Agree on who will take it forward and when you will review whether it works. The plan is included when you download your notes.
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