A proven lead generation playbook

This section sets the scene for the whole Playbook. It explains how modern websites actually generate enquiries and why most businesses struggle online. I’ll walk you through the mindset, the approach, and the simple framework we use to help companies get more from their website without confusing jargon or technical waffle.

Before any website or marketing work can take off, you need to be clear about who you are, what you stand for, and who you’re trying to reach. This section explains, in plain English, how to define your message, your audience, and your value, the basics that make everything else work properly.

If you can’t measure what’s happening on your website, you can’t improve it. This part of the Playbook shows you the simple tracking setup we use — GA4, conversions, paths, and useful reports, all explained in a way that actually makes sense to business owners. No technical jargon, just clarity.

Here, we look at how to quickly spot what’s working and what isn’t on a website. This is where we assess things like page visibility, navigation, search basics, and the general health of the site. Everything is explained simply so you can understand the issues without getting lost in SEO speak.

A website only works when people can find what they’re looking for easily. This section covers planning your pages, organising your content, and creating the right pathways so visitors naturally move towards making an enquiry. Simple, logical structure, that’s the aim.

Not every website needs a full rebuild. Many just need a few practical improvements. In this section, we cover the fixes that make the biggest difference, clearer headings, better layouts, stronger calls-to-action, cleaner forms, and quick technical wins that help the site run better

Your content is where your expertise comes alive. This section shows how to create useful, trustworthy content without overthinking it. FAQs, blog posts, case studies, guides — all written in a natural voice that helps people understand what you do and why it matters. This is content that helps your website work harder.

SEO doesn’t need to be complicated. Here, we focus on the essentials: search intent, the right kind of pages, internal linking, and simple optimisations that help your site show up for the right searches. No technical jargon, just the things that make a real difference.

If you’re running ads, you want them to pay their way. This section explains how Google Ads actually works, what Performance Max is doing behind the scenes, and how to match ads with your website so you get better quality leads. I keep this simple, practical, and focused on results.

You need a steady stream of new contacts coming in. This section covers how to encourage people to share their email, how to create small free resources that build trust, and how to follow up without being pushy. It’s all about real relationship-building, not pressure selling.

Websites aren't "Set and Forget". This section shows how to keep improving things over time, small monthly tweaks, reviewing what’s working, adding fresh content, watching user behaviour, and staying ahead of competitors. This is where long-term growth really happens.