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Free, practical tips from the HOX team: SEO, ads, social, design and everything in between. Pick a topic and start reading.
Pick keywords by intent, not by volume
A 200-search keyword from people ready to buy beats a 20,000-search one from people writing a school essay.
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One page, one topic
Two pages chasing the same keyword split the votes. Merge them, redirect the loser, and watch the winner climb.
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Write the title tag for the click, not the crawler
Google already knows what the page is about. The title tag is the one line that decides whether a person opens it.
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Set the budget from the margin, not the round number
Work backwards from what a customer is worth and you know what a click may cost before you spend a euro.
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Give every test one variable
Change the picture and the headline together and you learn nothing, whichever ad wins.
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Exclude what you already own
Paying to reach existing customers and people already on the site is the easiest waste to cut.
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The first second decides the post
Nobody reads a caption before they stop scrolling. The frame, the face or the first three words have to do that on their own.
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Post less, in a pattern
Three good posts a week on a fixed rhythm beat a daily scramble, and they are far easier to keep up.
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Answer every comment for the first hour
Early replies tell the algorithm the post is a conversation, and tell the audience that someone is home.
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Put the answer above the fold
In five seconds a visitor should know what you do, who it is for and what to do next. Everything else can wait for the scroll.
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Build on a type scale, not by eye
Five sizes, chosen once, make every page look like it belongs to the same site without a designer checking each one.
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Compress the images before you do anything else
The fastest performance win on nearly every site is a folder of photos that are five times bigger than the screen will ever show.
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Position against a real alternative
A brand is a choice. If you cannot say what the customer would do instead of you, you have not positioned anything yet.
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Write the voice down in one page
Three adjectives and ten example sentences do more for consistency than a fifty-page brand book nobody opens.
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One colour does the work
Give the brand a single colour that is used for one job and nothing else, and people will recognise it from across the room.
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Build the welcome sequence before the newsletter
A new subscriber is the most interested they will ever be. A monthly newsletter makes them wait; a welcome sequence meets them.
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One email, one ask
Three links, three buttons and a PS with a fourth offer means the reader clicks none of them.
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Authenticate the domain before you send anything
SPF, DKIM and DMARC are a morning's work, and without them the best email ever written lands in spam.
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Decide the question before you open the tool
A dashboard with forty widgets answers nothing. Start from the decision you need to make and work back to the one number.
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Name events so they survive the redesign
Track what the visitor did, not which button they pressed. The button will change; the intent will not.
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Report the trend, not the week
A single week is noise. A thirteen-week line with last year beside it is a story a client can act on.
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Answer the objection on the product page
Shipping cost, returns, sizing and delivery time are the four reasons carts are abandoned. Put all four next to the button.
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Let people check out as a guest
Forcing an account before payment is the single most expensive checkbox in e-commerce.
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Set up the three emails that recover revenue
Abandoned cart, browse abandonment and the post-purchase follow-up run on their own and pay for the platform.
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