Honest calculations instead of rough guides – automation, agency, advertising and the question of where each sum invested brings more.
Why the click price is the wrong basis for comparison, under which three conditions ads pay off, and what minimum budget it takes.
How tool sprawl arises, which four questions to ask per tool, and how to get from twelve to five in three steps without losing data or processes.
Why monthly comparisons are systematically wrong with long cycles, how to match costs and returns in time, and which two proxies report earlier.
Three routes compared — a classic CMS, generated static pages, a site builder — with the four questions that carry the decision.
Why a percentage of revenue misleads, which three quantities actually determine the amount, and how to split the budget across the four items.
Four questions that carry the decision — the three middle options between a full price list and silence, and the effect on enquiries.
Six starting points from the form field to changing channel — with effort, expected effect and the order to actually work through them in.
What both routes actually cost — including the items that appear in no quote: onboarding, coordination and knowledge loss.
Licence, setup, upkeep and the items that appear in no quote — with a worked calculation for three company sizes and the question of when it starts to pay.
Five signs the spreadsheet no longer holds — with a transparent cost calculation, the limits of both approaches, and a way to move without losing data.
