Web & Conversion37
Choosing a CMS: Match the Platform to the Operating Model
A technology-neutral framework for comparing publishing needs, integrations, governance and total maintenance effort.
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ETX NOTES · THINKING FOR THE REAL WORK
Useful thinking
Less noise. Better questions. Practical decisions.
Guides and perspectives on conversion-focused web, growth marketing, creative systems, CRM and applied AI.
New on the desk
What is worth understanding now?
No inflated promises. Just useful context for making a stronger business decision.
Paid Growth38
Remarketing With Consent, Restraint and Context
How to design useful follow-up audiences and messages without turning every website visit into repetitive pursuit.
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SEO & AI Discovery39
A Content Refresh Workflow for SEO and Buyer Trust
How to decide what to update, consolidate, redirect or retire based on accuracy, intent and commercial usefulness.
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Brand & Creative40
A Creative Testing Framework for Meaningful Learning
How to structure concepts, variables, asset labels and decision rules so campaign creative produces reusable knowledge.
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Social & Content41
How to Choose the Right Social Channels for Your Business
A framework based on audience behaviour, content fit, business journey and sustainable production rather than platform popularity.
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CRM, Data & AI42
A First-Party Data Strategy People Can Understand
How to collect less, explain it better and turn consented customer data into useful service and marketing decisions.
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Website Speed as a Customer and Business Issue
How to prioritise performance work around real user journeys instead of chasing a perfect score in isolation.
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What Happens After the Form? Build a Lead Response System
A practical operating model for acknowledgement, routing, context and ownership after a campaign generates an enquiry.
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International SEO for Entering a New English-Speaking Market
Plan domains, language signals, market-specific content and measurement before duplicating a successful local site.
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Map Marketing Automation Before You Build It
A blueprint for triggers, states, messages, ownership and exceptions that prevents brittle workflows and customer confusion.
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Accessible Websites Make Important Journeys Easier
Practical accessibility choices that improve clarity, resilience and task completion for a wider range of people.
Read the insightPaid Growth48
Why a Digital Campaign Stops Working: A Diagnostic Order
A calm troubleshooting sequence for separating measurement, delivery, creative, page, offer and sales-process problems.
Read the insightInsight is useful. Applied insight is better.
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