CRM and automation
Connecting forms, email and CRM
Sending email and storing an enquiry are separate operations. Securing the record first and exposing notification failures prevents email problems from losing enquiries.
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CRM and automation · 2 min readDefining CRM enquiry and proposal stages
Without ownership and a visible next step, CRM becomes just a list. Shared stage definitions and assigned responsibilities reduce uncertainty in follow-up.
Technical infrastructure · 2 min readAn introduction to website accessibility checks
Accessibility is more than colour or font size. Keyboard operation, understandable forms and logical screen-reader order also belong in the design.
Technical infrastructure · 2 min readPlanning backups and restoration
Having a backup file does not prove restoration works. Files and database must match, the copy must be protected and restoration tested separately.
Technical infrastructure · 2 min readA cPanel deployment checklist
A locally working site may have different live configuration. PHP extensions, database upgrades, HTTPS and email delivery each need verification on the production host.
Technical infrastructure · 2 min readPrioritising Core Web Vitals improvements
One test score does not represent every visitor. Understanding devices, networks and data sources helps distinguish real experience problems from cosmetic score changes.
Technical infrastructure · 2 min readChoosing image sizes and formats for the web
A larger image file does not always look better. Oversized sources slow loading, while excessive compression harms detail; assess quality and dimensions together.
Analytics and measurement · 2 min readData quality and common measurement errors
Missing data and poor performance are different problems. Test records, duplicate events and mismatched periods can lead to misleading success or failure judgements.
Analytics and measurement · 2 min readWhat belongs in a monthly marketing report?
Monthly reporting works with consistent definitions across periods. Keep platform metrics separate from CRM outcomes and make the evidence behind each decision explicit.
Analytics and measurement · 2 min readChecking a conversion funnel
A fall in total enquiries does not show where the problem occurs. Breaking the flow from visit to stored enquiry reveals device- or channel-specific bottlenecks.
Analytics and measurement · 2 min readCreating a UTM naming standard
Different spellings for one campaign split reports into separate rows. A shared naming glossary helps teams compare sources, channels and campaigns more reliably.
Analytics and measurement · 2 min readPreparing a GA4 event plan
Good measurement does not start by collecting every click. Choose actions relevant to business decisions, avoid personal data and evaluate cookie preferences before running analytics.
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