Make your information easier to understand and cite

Build credible, well-structured content with clear entities, evidence, expertise and useful original information.

Start with the customer decision

Good advertising begins with the decision a customer is trying to make. Identify the problem, urgency, location, information needed and the action that should happen next. This keeps campaigns focused on usefulness rather than volume.

Build a clear foundation

Use accurate business information, a fast mobile-friendly website, understandable services, transparent next steps and reliable tracking. Promotion cannot compensate for confusing offers or weak customer experience.

Choose fewer channels well

Select channels based on customer behaviour and buying intent. A local service company may benefit from search visibility and reviews, while a visual consumer brand may also gain from social media. Consistent execution usually beats scattered activity.

Measure business outcomes

Track qualified enquiries, booked work, revenue, margins and repeat business. Clicks and impressions provide context, but they do not show whether advertising is creating profitable customer relationships.

Improve through evidence

Review results regularly, speak with customers and refine weak points. Better headlines, faster pages, clearer pricing guidance and simpler forms can often improve performance without increasing ad spend.

A practical checklist

• Define the customer and desired action
• Confirm accurate business and service information
• Make the page easy to use on a phone
• Answer common questions before asking for contact
• Track qualified leads and completed sales
• Review results and customer feedback monthly

Frequently asked questions