Marketing insights for small businesses
Practical, plain-English articles on websites, SEO, social media, email and the systems that tie them together, plus case studies from our client work.
Case Study: Rebranding ClinSearch Resources from Recruiter to Trusted Clinical Partner
Client Overview ClinSearch Resources helps organizations in clinical development build and strengthen the teams behind their programs. Founded and led by CEO Michele Nicklis, the firm works with sponsors and emerging biotechs, CROs, research sites and site networks,...
Case Study: A Fresh, Patient-Friendly Website for Color Chiropractic in Bellingham
Client Overview Color Chiropractic is a holistic chiropractic practice in Bellingham, Washington, led by Dr. Richard Tran, DC and Dr. Michelle Hsu, DC. The practice offers chiropractic adjustments, pregnancy care (Webster Technique), nutritional therapy, functional...
Integrated Marketing Strategy: Four Channels, One Plan
A physical therapy practice launches a new service for runners. It gets a nice Instagram campaign. Meanwhile, the website still lists services from two years ago, the SEO work is targeting “back pain treatment,” and the monthly email goes out with a recipe...
Why Isn’t My Marketing Working? 4 Usual Suspects
A landscaping company posts three times a week, has a decent-looking website, and boosts a post now and then. Twelve months in, the owner’s verdict is simple: marketing doesn’t work for a business like ours. Then someone opens the website contact form...
Case Study: A New Website for Gailor Hunt, Raleigh’s Divorce Law Firm
Client Overview Gailor Hunt Davis & Taylor, PLLC is a divorce and family law firm in Raleigh, North Carolina. Established in 1994, the firm is known as one of North Carolina’s most accomplished divorce practices, with attorneys recognized by Best Lawyers, Super...
Setting Strategic Goals: Measuring Marketing Success Beyond Vanity Metrics
Most marketing reports measure what’s easy to count, not what pays the bills. Followers, impressions and page views are fine to know, but none of them tell you whether marketing is producing customers at a cost you can afford. If you want to know whether...
Messaging That Converts: Blending Emotional and Data-Driven Hooks
Messaging that converts does two jobs at once. It makes the reader feel understood, and it gives them a reason to believe you can actually help. Most marketing copy does one or the other. Emotion without proof reads like a pep talk, and proof without emotion reads...
Why Your Website Is Your Top Salesperson (and How to Make It Act Like One)
Your website talks to more potential customers than anyone on your team. It’s open at 11 p.m. when someone finally has time to look you up, and it’s the first thing a referral checks before they call. The question is whether it’s doing that job well,...