The Visibility Guide · Conversion & customer journey
Conversion & customer journey
What actually gets the customer to take the next step, or close the tab.
10 articles in this category
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Email marketing for local businesses: an underused tool Email is still one of the most cost-effective marketing tools for local businesses. Here's how to do it right. Read the article -
Organic vs paid search, what should you prioritise? Both have their place, but not at the same time and not in the same proportion. Here's the honest walkthrough of when to invest in what. Read the article -
Ad budget for small businesses: what's realistic? How much should a local business spend on advertising? Here's an honest walk-through, broken down by phase and industry. Read the article -
Meta Ads (Facebook/Instagram) for local businesses Meta Ads can drive local bookings, if you know what you're doing. Here's what actually works for Swedish local businesses on Facebook + Instagram. Read the article -
When Google Ads is worth it, and when it's a waste Google Ads can be fantastic or completely wasted for local businesses. Here's how to tell if it suits you, and how to start smart. Read the article -
Prices on the website, or not? An honest walkthrough Whether to publish prices is one of the most debated decisions for local businesses. Here's a pragmatic walkthrough, industry by industry. Read the article -
Repositioning when the market changes Markets change. Businesses have to as well. Here's how local businesses reposition without losing their existing customers. Read the article -
Niche positioning, why narrower often wins The common fear: specialising too narrowly. The reality: a narrow niche is often a local business's strongest advantage. Read the article -
Premium vs budget positioning, choose deliberately Being 'milquetoast middle' is dangerous. Local businesses that pick a clear premium or budget position almost always perform better than those in the middle. Read the article -
Positioning for local businesses, who are you really? Good positioning is the foundation. Without it no marketing works. Here's how local businesses build clear positioning in their market. Read the article
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