At its most simple, lead generation is a two part process. First, finding people that show interest in your product or service. And, second, collecting prospective customers’ contact details and pushing them further down a sales and marketing funnel.

Online businesses today rely on content marketing to capture an audience. Content marketing takes many forms. It could be high-level, generic blog posts that relate loosely to your business. But it could also be highly-specific landing pages that target a high-intent audience. This audience can driven by search engine marketing or email campaigns.

Single page apps (SPA) are a popular way for web developers to build websites and web applications. Instead of a server providing HTML and CSS to a visitor’s browser, an SPA instead delivers Javascript. The browser executes that Javascript, which then renders a page. SPAs are often easier to develop and can deliver a better user experience to your visitors.

SPAs are a great choice for web apps that have a high user dwell time and lots of user interaction. The initial Javascript bundle contains all the logic needed to render and navigate between pages. So visitors can click through to a new page, downloading minimal data if necessary. It also gives a better user experience, enabling animations between pages and infinite scrolling.

SEO issues can cause problems with Google, Bing and other search engines. Many sites have bugs with sitemaps, schema markup, canonical links, 404 pages… The list goes on! Fixing these bugs on your website can be a quick way to improve search engine ranking.

SEO is important for digital businesses. With more competition than ever, ranking well in Google can drive a huge growth opportunity. But SEO also presents a risk, making it imperative to rapidly tackle any SEO issues that arise.

Negative keywords are an important tool for any Google Ads campaign. They can make search and display campaigns more successful, by cutting unprofitable spend. Set at an account or campaign level, negative keywords give you fine control over where your ads appear.

You can think of negative keywords as a black-list of terms for which your ad will not show. You can specify these keywords as broad match, phrase match or exact match terms. This allows you to stop your ad displaying, even if your “positive keywords” target a broad range of search queries or display network pages.

Most online businesses rely on some type of form to drive conversions. Whether a checkout, lead generation or sign up form, a low conversion rate can cost your business revenue and hit your profit margins hard. And it can make marketing campaigns that drive traffic to your website untenable, allowing your competitors to gain market share.

Yet still many online forms go unoptimized. They let high-intent traffic leave sites without making a purchase.

Optimizing your customers’ journeys is a great way to improve the success of your digital business. Understanding what matters to your business means you can set clear goals and measure relevant metrics. And, with an A/B testing program, you can help your business improve in those key areas. 

In recent years, ‘growth hacking’ has become a major area of expertise in the world of entrepreneurs. That’s no surprise. Smart business owners are always looking for clever ways to grow their business.