Stop Chasing Viral: Here Are The Metrics That Matter

Listen, we totally get it. It’s easy to see a ton of views or a bunch of likes and assume your marketing is working, but these metrics only give a tiny glimpse into the giant picture that is digital marketing. Here are the metrics you should be tracking too.

Engagement:

This is every like, comment, save, and share wrapped up in a bow. This is a strong signal that shows your content was worth pausing for. A high engagement rate means your content is on the right track, and your target audience finds it relevant or interesting enough to pause.

How To Fix It:

In our last blog post (insert link to blog), we talked about the importance of making sure your content feels personal to your audience. If a user doesn’t feel like your content is for them, they’re more likely to scroll past without giving it a second thought. If you want to improve your engagement rates, make sure your content is relevant, unique, engaging, and tailored to your community. 64% of consumers are more likely to engage when communications feel personalized.

Shares are one of the best indicators your content is landing with your audience. If someone is sharing your content with their peers, it means they found your content engaging, useful, relevant, or entertaining. This is a great sign your content is on the right track.

An extra benefit of shares: Shares = free brand awareness. Users who share your content are doing the work for you, and sharing your brand to new consumers.
An extra extra benefit of shares: The algorithm is likely to push content that has a high number of shares, meaning your content will appear on more feeds organically.

How To Fix It:

Low shares? It may be because your content feels too much like an ad, or because you’re not giving viewers a reason to share it. Think about why people share content. People share content that’s relatable, helpful, educational, supports a cause they care about, and that starts conversations. If your content isn’t any of those things, your audience probably won’t share it.

Video Views (specifically, view duration):

A view isn’t always a strong signal on its own. What matters more is how long people stick around.If you see low views, that means you didn’t hook your audience. If you’re seeing low view duration, that means you got your audience’s attention, but couldn’t keep it.

How To Fix It:

Start with a clear hook and keep earning attention throughout (think pace, value, sound effects, pattern interruptions, engaging visuals, etc) You want to continue to give your viewers a reason to watch all the way through.

Conversions:

This is the ultimate marker. Likes, shares, views are all great, but conversions are what prove your content is driving business results. A conversion is any desired action you’re aiming for, whether that’s a purchase, booking, email signup, form fill, etc. This shows us that your content is turning interest into action.

Click Through Rate:

This is the number of people who clicked your content or ad. CTR measures the “I want more” value of your content. This might sound similar to a conversion, but a CTR only measures clicks, it doesn’t measure how many people completed the goal after clicking. This is still highly valuable insight, as it shows your content is effectively driving customers to make the first step.

How To Fix Them:

I grouped these two together because they often go hand in hand. CTR is the first step towards a conversion. If you’re seeing a low CTR, it’s likely because viewers didn’t see the value in clicking your link. If you’re seeing a high CTR, but low conversions, it’s likely due to your website’s design and user experience. Consumers want a visually pleasing, well laid out website, and they want to be able to find what they need in seconds. If your website is outdated and disorganized, it could be costing you customers. Read more about the common website mistakes we see and how to fix them here.

At the end of the day, likes and views are only a small part of the story. When you dive deeper and look at metrics like these, you can stop guessing when it comes to your online strategy. Follow the data, double down on what works, and tweak what doesn’t. When you measure the right things, you can create content with purpose that drives real growth. If you want to learn more about metrics, here's a handy cheat sheet you can reference.

Ready for a data driven strategy that’s tailored for your business? Book a discovery call with us using the link below.

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The Biggest Website Mistakes We See (And the Fixes We Recommend)

At ICS Creative Agency, we have built, rebuilt, audited, and rescued over a thousand websites. Patterns emerge fast. The same mistakes show up again and again, across industries, budgets, and platforms.

This is not a theoretical list. These are real problems we see every week and the exact fixes we recommend to make sites actually perform.

If any of these sting a little, good. That means there is opportunity.

1. The Website Looks Fine But Does Nothing

This is the most common failure.

The site is clean, modern, maybe even pretty. But it has no clear job. No direction. No reason for a visitor to take action.

If someone lands on your homepage and cannot immediately answer:
What do you do?
Who is this for?
What should I do next?

You are losing business.

The fix we recommend
Design every key page around a single primary action. Call, book, buy, download, or contact. Then remove anything that competes with that action.

Clarity beats creativity every time.

2. Writing Copy for Yourself Instead of Your Customer

Most websites talk way too much about the company and not nearly enough about the customer.

Long origin stories.
Buzzwords.
Vague claims like innovative, cutting edge, next generation.

None of that answers the only question a visitor cares about:
How does this help me?

The fix we recommend
Rewrite your core pages using this filter:
Problem first.
Outcome second.
Proof third.
Company last.

If your homepage opens with your company name instead of a customer problem, it is already off track.

3. Treating the Homepage Like the Whole Website

Some businesses obsess over the homepage and completely neglect the rest of the site.

Thin service pages.
No supporting content.
No depth for search engines or humans.

The result is a site that looks polished but has no authority.

The fix we recommend
Build strong, focused service pages. One service, one page, one clear message. Then support those pages with real content that answers real questions.

Your homepage introduces you.
Your service pages close the deal.

4. Ignoring Mobile Performance

If your site is not excellent on mobile, it is broken.

Most traffic today is mobile. Yet we still see:
Tiny text.
Hard to tap buttons.
Forms that are painful to complete.
Pages that load slowly on phones.

This kills conversions quietly.

The fix we recommend
Design mobile first, not mobile adapted. That means prioritizing load speed, readable typography, and simple layouts on small screens before worrying about desktop polish.

If it does not work with one thumb, it does not work.

5. No Trust Signals Where They Matter

You might be credible. Your website does not prove it.

We often see testimonials buried on a random page, certifications hidden in a footer, or logos so small they are meaningless.

Visitors are skeptical by default.

The fix we recommend
Put proof next to decisions.

Testimonials near calls to action.
Reviews near pricing.
Logos and credentials where users hesitate.

Trust is not a bonus. It is a requirement.

6. Slow Load Times and Bloated Pages

A slow site is a silent conversion killer.

Heavy images.
Too many plugins.
Animations that look cool but do nothing.
Cheap hosting.

Every extra second costs you leads.

The fix we recommend
Optimize images properly.
Remove unnecessary scripts.
Audit plugins aggressively.
Invest in proper hosting.

Speed is part of user experience. It is also part of SEO.

8. Treating the Website as a One Time Project

This is the most dangerous mindset of all.

Websites are launched and then ignored for years. Content gets outdated. Technology falls behind. User expectations change.

The site slowly stops working.

The fix we recommend
Treat your website like an evolving asset. Review it quarterly. Update content. Improve pages that underperform. Add based on what users actually do, not what you assume.

The best websites are never finished.

Final Reality Check

Your website is either helping your business grow or quietly holding it back.

There is no neutral.

If you recognize more than one of these issues, that does not mean your site is a failure. It means it is underutilized.

At ICS Creative Agency, our job is not just to make websites look good. It is to make them work harder than your competitors.

If you want a brutally honest assessment of where your site is leaking opportunities, that is where real improvement starts.

Want Us To Review Your Website and provide feedback on where you can improve? Book a free discovery call today.

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The Biggest Website Mistakes We See (And the Fixes We Recommend)

Vision Boarding Your Brand Goals for 2026

Where creativity meets strategy - and your brand gets a clear direction for the year ahead.

If you’re someone who loves a good vision board.. whether it’s magazine cutouts, a million tabs open in Canva, or a Pinterest board that’s slowly becoming a personality trait, good news: your brand can benefit from that same kind of visual clarity.

Because here’s the truth:

The brands that win in 2026 won’t just set goals - they’ll see them.

So welcome to visual goal-setting for your business!

Why Vision Boarding Works for Brands (Not Just People)

Most businesses jump straight to strategy: KPIs, timelines, budgets, platforms.
But before all of that, you need a picture of where you’re going.

A brand vision board helps you:

Translate your abstract goals into something concrete
Spot gaps between where your brand is and where you want it to be
Build internal alignment across your team
Stay inspired all year long

It’s part dreaming and part planning - which is exactly where the magic happens. When you clearly define what you want your brand to look like, feel like, and be known for, you naturally start making decisions that support that vision. You prioritize differently. You show up more consistently. You notice opportunities you might have missed before. So let’s break it down into a few simple steps to help you get started.

Step 1: Start With Your Big 2026 Intentions

Ask yourself:

What do you want your brand to feel like next year?
What do you want to be known for?
What needs to change?
What needs more focus?

For some brands, it’s expanding into new markets.

For others, it’s time for a rebrand.

And many are simply craving consistency - showing up on social more often and more intentionally.

Whatever it is, start here.

Step 2: Build Your Brand Moodboard (Digital or IRL)

Now it’s time to visualize it.

Visualization isn’t just a creative exercise, it’s a powerful planning tool. When you can see your brand direction, it becomes easier to make confident decisions around content, design, and marketing. Visual references help align ideas, reduce guesswork, and give your team a shared point of understanding.

A brand moodboard can turn vague ideas into something tangible. It bridges the gap between what you want and what you actually create, keeping your brand focused, consistent, and intentional as you move into the year ahead.

Now, pull together images, colours, textures, fonts, and inspiration that match the energy you want to bring in 2026. Think:

Brand aesthetics
Photography styles
Colour palettes
Graphic directions
Content themes
Packaging ideas
Office culture moments
Competitor inspo (it’s okay… we all do this!)

If you’re a Canva person: create a full canvas and start dropping in visuals.
If you’re old-school: grab scissors, glue, a latte and go wild.

There’s no right or wrong way to do this. The goal isn’t perfection, it’s just about giving your idea somewhere to live. If it feels aligned and inspiring, you’re on the right track!

Step 3: Map Your Vision to Real Marketing Goals

Here’s where the strategy shows up.

Once you have your visuals, ask:

“What does this look like in action?”

Your vision board does more than inspire, it reveals. As patterns start to emerge, you may notice gaps or opportunities you hadn’t fully named before. Maybe your board leans heavily into people and culture, but your current content doesn’t. Maybe it highlights polished visuals, but your brand photography feels dated. Or maybe it surfaces ambitions around growth, community, or consistency that haven’t yet been reflected in your marketing.

These details help give language to what your brand needs next. They turn instinct into insight, making it easier to prioritize where to invest your time, energy, and budget.

For example:

A sleek, elevated aesthetic → time for new brand photography
Content featuring people → build a consistent behind-the-scenes series
A bold, colourful moodboard → introduce fresh graphic elements
Photos of product shelves → invest in packaging or retail readiness
Screenshots of competitors doing video well → commit to monthly video production
More community/event imagery → plan a 2026 community strategy
Imagery of growth charts → update your digital ads plan

Your vision board becomes the foundation for your content, branding, campaigns, and marketing budget, helping you move from inspiration to intentional action.

Step 4: Turn Your Vision into a 12-Month Plan

Break your vision into:

Quarterly focuses
Monthly content themes
Key campaigns
Platform priorities
Brand deliverables (photo shoots, video shoots, website updates, etc

This not only sets the tone for the year, it keeps the team aligned and accountable.

Pro tip: Never start a year without knowing at least your Q1 content and Q1 campaigns.

Your future self will thank you.

Step 5: Check In and Refine as You Go

Brands evolve so your goals should stay in sync.

Once you’ve created your vision board and pulled clear goals and direction from it, use that foundation as a reference point throughout the year. A simple quarterly check-in helps you see how things are unfolding and whether your marketing is still moving in the direction you set out to go.

Every quarter, ask:

Are our efforts supporting the goals we defined?
Is our marketing still aligned with the direction we set?
What’s working well so far?
Do we need to pivot, adjust, or add anything based on what we’re learning?

These check-ins aren’t about starting over, they’re about staying intentional. Small adjustments along the way help ensure your strategy continues to reflect your goals, your growth, and the realities of your business.

Where Brands Get It Wrong

A few common pitfalls we see:

❌ Making a beautiful moodboard… and never linking it to strategy
❌ Setting goals but not updating content pillars
❌ Forgetting to budget for the creative needed to support the vision
❌ Trying to change everything at once
❌ Not involving the whole team

The more collaborative the process, the stronger and more aligned your 2026 will be.

The Real Benefit? Brand Alignment

Vision boarding isn’t about making something pretty.

It’s about direction.

When everyone sees the same vision:

Your branding becomes more consistent
Your content feels more intentional
Your campaigns land better
Your customers understand you faster
Your team feels guided and confident

That’s the power of visual clarity.

Ready to Bring Your 2026 Brand Goals to Life? ✨Let’s map it out together in the new year.

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The Biggest Website Mistakes We See (And the Fixes We Recommend)

Marketing Terms You’ve Heard But Might Not Understand (Explained)

What’s a bounce rate? How does retargeting actually work? And what even is a CTA? In this jargon-free blog, we’re breaking down the most common marketing terms in plain English so you can feel confident in your strategy and your next meeting.

Marketing moves fast. New tools, new platforms, new buzzwords, and suddenly you’re sitting in a meeting hearing phrases like “your bounce rate is high” or “we’ll retarget that audience next quarter” and wondering if everyone else secretly took a course you missed.

If you’ve ever nodded during a conversation even though you weren’t 100% sure what a term meant… you’re not alone. And you’re not behind.

At ICS, we talk about marketing all day but we also understand that our clients shouldn’t need a dictionary to understand their own strategy. So today, we’re breaking down some common (and confusing) marketing words to help you feel more confident next time this jargon pops up.

Let’s jump in.

Bounce Rate

What it means:

The percentage of people who visit your website and leave without clicking anything else.

Think of it like:

Someone walking into your store, taking one quick look, and immediately walking back out.

Why it matters:

A high bounce rate can be a red flag, but not always.

Bounce rate is heavily influenced by the purpose of the page.

For example, blog posts are meant to answer a question quickly so visitors often leave after reading (which is normal). A product page or service page, however, should encourage people to explore further. When we analyze bounce rate for clients, we look at intent, traffic source, and page experience to understand what’s actually happening behind the number.

CTA

Why it matters:

Call-to-action. CTA is anything that tells someone what to do next: “Buy now,” “Learn more,” “Book a call,” etc.

Think of it like:

Your friendly nudge that says, “Hey, here’s your next step forward.”

What it means:

Clear CTAs guide your audience and increase results. Without them, people often just… leave or get captured by something else.

A strong CTA doesn’t have to be salesy, it just needs to be clear.

If someone has read your entire page or watched your video, they expect a next step. A CTA is your opportunity to move them toward action in a way that feels natural. At ICS, we often test different CTA styles to see what audiences respond to best.

SEO

What it means:

SEO means Search Engine Optimization - which is improving your website so search engines like Google rank it higher.

Think of it like:

A librarian organizing books so people can easily find what they’re looking for.. and recommending yours when it fits their needs.

Why it matters:

Better SEO = more organic visibility = more customers finding you without ads.

SEO isn’t just one thing. It includes your site structure, page speed, content quality, keywords, and even how users behave on your pages. It’s a long-game strategy, but once it kicks in, it can become one of your strongest and most reliable traffic sources. That’s why we recommend our clients treat SEO as a foundational part of their digital presence - it works quietly in the background while you focus on running your business.

Retargeting

What it means:

Ads that show to people who have already interacted with your business online, visited your site, added something to cart, watched a reel, etc.

Think of it like:

Seeing a familiar face in a crowd - you’re far more likely to stop, engage, and pay attention because you already recognize them.

Why it matters:

Ads that show to people who have already interacted with your business online, visited your site, added something to cart, watched a reel, etc.

Think of it like:

Seeing a familiar face in a crowd - you’re far more likely to stop, engage, and pay attention because you already recognize them.

Impressions

What it means:

The number of times your post or ad was shown, not the number of people, just total views. This can include the same person seeing it multiple times.

Think of it like:

A billboard on a busy highway, the same person might pass it (and see it) several times.

What it means:

Shows reach and visibility, even if people didn’t click.

Impressions help you understand how often your content is appearing in people’s feeds. High impressions with low engagement may mean your content needs stronger hooks, visuals, or messaging. High impressions with strong engagement? That’s a sign your content is resonating.

You don’t need a marketing degree to feel confident in your strategy, you just need information that makes sense.

At ICS, we believe in building strong relationships with our clients.

That means:

explaining things clearly
giving you transparency into your results
empowering you to make informed decisions

and handling the heavy lifting so you can focus on running your business.

When you understand the language, you understand the strategy and that’s where impact is made. Our goal at ICS is to make marketing feel approachable, not overwhelming. If you ever feel stuck or confused by your analytics, you can always count on us to break it down and help you see the bigger picture.

Clear information leads to confident decisions, and we’re here to help you make both!

Feel like your marketing strategy needs a reboot? Schedule a free discovery call today.

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The Biggest Website Mistakes We See (And the Fixes We Recommend)

How We Build Custom Websites (From Brief to Launch)

How do we build a website, from start to finish?

Good question! Every project and client is a little bit different, so the exact starting events can shift according to unique needs, but we try to stick to a similar format each time. Lets take a look at the process!

Step 1:

WE LISTEN (YOU TALK).

This part has as many names as there are different marketing agencies. We like to call it a discovery call, but in reality, this is the part where we’re just here to listen. Once you reach out, our friendly business development manager, that’s a mouthful, we call him Kevin, will reach out to schedule this first session.

There are a few things you could do to prepare. You don’t need to know the ins and outs of how websites work, but it is helpful to think about what you’d like your website to do for you. This includes thinking about functionality, whether you’d like to collect emails and phone numbers from folks contacting you with questions; whether you’d like provide online quotes or sell products directly; whether you’d like to have a separate, password-protected portion of your website for members only, these are all things that can be discussed in an introductory call.

It’s also important to consider who will be working on the project, and bring them into the first introductions whenever possible. Sometimes the decision-makers aren’t interested in being part of these calls, and we’re happy to supply quotes for services you aren’t sure you can sell to your boss. Just let Kevin know where you’re at, he knows all about bosses.

Step 2:

WE PLAN.

Here, Kevin puts together a road map to navigate from where you are to where you want to be. We outline your marketing goals, key milestones, a realistic timeline, and possible routes to get there. Sometimes, this includes complementary (and sometimes, complimentary!) services or add-ons that you might not have realized could be useful.

This leads to a second call where Kevin presents our proposal, going over the available options and budget constraints, and you take some time to think over your options.

Step 3:

We listen again (and the project officially begins).

After the paperwork is signed and the rough plan is in place, things can officially begin. In the office, we call this milestone “the kickoff.” Damaris, our project manager, schedules a meeting with you, your team, and any ICS-ers involved in the project. Sometimes, this part can feel a bit redundant. Often, Kevin will review information he gathered in the first two meetings, and ask you to introduce your business and marketing goals all over again. It may seem like overkill, but the person who best understands your business is you, and that’s who we want to hear from.

We take this time to review some industry competitors, success stories, demographic data, etc, as well as take a moment to understand your taste. After all, a successful website is one that both you and your target audience can appreciate.

Step 4:

We begin (writing).

Sometimes the kickoff unearths new data or requirements and the initial road map needs to be adjusted, but usually, we’ve done enough research that we’re ready to start. Any changes at this point are clearly and concisely communicated, so we can make sure you’re on board with the final, detailed plan.

All websites start with the text, or “content”. Without knowing what we need to say, how can we figure out how best to say it? Unless otherwise discussed, our project manager will usually lead this portion, conducting research and creating a collaborative draft (usually a Google Doc) for your team to review and edit. These are big documents—every page and every paragraph of your website (right down to image captions) is eventually in this document!

As this is finalized, design begins in tandem, which leads us to the next step…

Step 5:

We design.

Steps 4 and 5 overlap a little bit here. Content doesn’t have to be perfectly fine-tuned in order for design to start, and design doesn’t happen all at once. We start with the home page, which is like the show suite in a new housing development. The home page sets the tone for look and feel, branding (your logo and how it’s featured), colours, user interface (buttons!), you name it. It can influence content a little bit, and the two begin to shape each other.

Once the home page design is approved on your side and you’re happy with how everything is starting to look, we send that for development (another overlapping step), and begin designing all the subsequent pages, which we call “inner pages”, “child pages”, and sometimes even “secondary pages” depending on the amount of information we are trying to organize, which refers back to Step 4, where content has already been planned.

Step 6:

We BUILD.

This is another overlapping step, where we start bringing your approved designs to life on a live development website. As mentioned in Step 5, the build starts when the initial home page design is ready. This sounds complicated, but it’s just our attempt at keeping things moving as quickly as possible, to make sure you see the result of your marketing investment as soon as you can.

The home page is built while your inner pages are designed and reviewed with your team (Step 5 again). These steps work in tandem (and remember that at the same time, you’re also finalizing your content). Then when the inner page designs are ready to go, they get added on to the already-built home page. Once the whole website is functional, we loop back to the finalized content and insert that into the pages waiting to be filled in.

Step 7:

We REVIEW.

Okay, the rollercoaster is mostly over. Don’t worry if you lost track at some point, we didn’t. We try to guide you through the whole process, using our communication software, Slack, and using regular updates on hours and progress (and costs!) via PDF reports that you can download and save for your own records. We send these out on a weekly schedule, as well as at important milestones (eg: the initial home page approval we talked about in Step 4).

We’re ready to listen instantly, and you can install Slack on your laptop, phone, home computer, tablet, wherever—and we’re there, ready to answer your questions or remind you of action items we need from your team.

In the meantime, Step 7 involves a detailed quality assurance of your entire website, across multiple browsers, operating systems, and devices. We are human (we haven’t trained an AI for this yet), and so we also bring you into this process. We share the development site and ask that you and your team keep an eye out for buttons that don’t go to the right page, contact details that need to connect to different people, and forms that could be optimized to better suit your users.

Once everyone is satisfied that the website is bulletproof, we can begin Step 8. But remember, websites are live online, and edits are easy. Your team can do them, our team can do them, and little issues are not a stress, but are often helpful learning opportunities while you figure out how to use this huge new tool.

Step 8:

We launch (to infinity & beyond).

Here’s the exciting part: social media announcements, user feedback, analytics, compliments (hopefully!). We hope your whole team is excited about their new face online. We keep Slack available for a time while you learn the ropes of managing your site, and we offer ongoing support services via a monthly service level agreement (you can chat about options like this with Kevin during your project closing process).

This is a great opportunity to give us feedback. Tell us where we failed, tell us where we worked magic, we want to hear it all. Every website we build, we try to make it our best one and we are constantly learning (and let’s face it, the internet changes daily).

So, let us know if you’d like to be part of the process and find out how we can give your company the online presence that it deserves. Your clientele will thank you.

Thinking about a website upgrade? Let’s map out your build together - from brief to launch.

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Tactics to Align Your PPC and SEO for Better Results

PPC and SEO are often treated as separate strategies, but when they work together, they create a powerful growth engine.

Paid ads drive instant visibility, while SEO builds long-term authority. Aligning them helps reduce wasted spend, improve click-through rates, and dominate search results.

Let’s explore five actionable tactics to bring these channels into sync...

1. Share Keyword Insights to Strengthen Targeting

PPC campaigns generate immediate keyword performance data.. click-through rates, conversion rates, and cost per click. Use this data to prioritize high-value terms for SEO content. Similarly, SEO analytics can uncover long-tail keywords that are cheaper and more effective to target in paid campaigns. Sharing insights ensures you’re investing in terms that drive both traffic and conversions.

2. Align Messaging Across Ads and Organic Content

Consistency builds trust. Your PPC ad copy, meta descriptions, and page titles should deliver a unified message. When users see similar messaging in both paid and organic results, they’re more likely to click and convert. Create a shared brand voice and align calls-to-action across channels for a seamless user journey.

3. Optimize Landing Pages for Both Paid and Organic Traffic

Strong landing pages benefit everyone. For PPC, they lower cost-per-click by improving Quality Score. For SEO, they help pages rank higher by reducing bounce rates and increasing engagement. Include clear headlines, fast loading speeds, and mobile-friendly designs. Test variations to see which elements perform best across both channels.

4. Cross-Analyze Data to Drive Smarter Decisions

Instead of reviewing PPC and SEO separately, combine metrics to identify patterns. If certain organic pages underperform, boost them with paid ads. If PPC costs spike on certain terms, focus SEO efforts there to reduce reliance on paid spend. Use GA4 and other analytics tools to track conversions holistically, not by channel.

5. Own the SERP for Maximum Visibility

The ultimate goal is to dominate the search results page. Running PPC ads while ranking organically increases brand credibility and click-through rates. Even if users scroll past ads, seeing your brand repeatedly reinforces trust. Together, these tactics help you capture attention at multiple touch points and improve overall ROI.

Takeaways:

When PPC and SEO work together, they create a feedback loop that drives stronger results than either could achieve alone. Share insights, align messaging, and optimize your strategy holistically to get more from every dollar and every click.

Want better ROI from your ad spend? Let’s audit your PPC and SEO strategy and unlock real results.

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G4: What Business Owners Should Actually Look At

When it comes to digital marketing, few things overwhelm business owners more than Google Analytics 4 (GA4). The platform is powerful, but it can also be confusing. With so many metrics, reports, and dashboards at your fingertips, it is easy to fall into the trap of tracking the wrong things or focusing only on vanity metrics that do not drive business results.

The truth is, most business owners don't need to become analytic experts but they do need clarity. Understanding metrics can allow you to help make smarter business decisions and grow the business. Let’s explore what people think matters in GA4 versus what they should really be focusing on.

WHAT MOST PEOPLE THINK MATTERS

When business owners first log into GA4, they often gravitate toward the “big numbers” that are easy to spot:

Total Users and Sessions: How many people came to the website
Page Views: Which pages people are looking at most often
Bounce Rate or Engagement Rate: How many people leave quickly or interact with the site
Average Session Duration: How long visitors stick around

While these metrics have value, they can be misleading. Your website could get thousands of visitors a month, but if none of them convert into leads or sales, then those numbers don't matter. Similarly, a high bounce rate does not always mean failure. It could just mean visitors quickly found the information they needed, like your phone number.

WHAT BUSINESS OWNERS SHOULD ACTUALLY FOCUS ON

The goal of GA4 is not to give you a pat on the back for traffic. The real value lies in connecting website activity to results. Here are the metrics and insights that truly matter.

1. CONVERSIONS, NOT JUST TRAFFIC.

The single most important metric in GA4 is conversions, the actions people take that directly tie to your goals.

These could be:

Contact form submissions
Online purchases
Phone calls
Newsletter sign-ups
Quote requests

Instead of asking “How many people visited my site this month?” the better question is “How many of those visitors became leads or customers?”

Example: A plumber might see steady website traffic, but GA4 reveals that only 2 percent of visitors are booking consultations. That tells the firm it needs to improve its call-to-action buttons, form placement, or overall messaging.

2. TRAFFIC SOURCES THAT DRIVE BUSINESS

Not all traffic is created equal. GA4’s acquisition reports show where visitors are coming from:These could be:

Organic Search: Google, Bing, Yahoo etc.
Paid Search: Google Ads
Social Media: Organic Traffic from Meta, LinkedIn, Redditt etc
Referrals: Directory websites, partnership or sponsored links from other websites
Direct traffic: People who know your URL and visiting directly.

What business owners often overlook is the quality of these traffic sources. For instance, organic search might drive fewer visitors than Facebook, but if those visitors convert at a higher rate, SEO deserves more of your attention and budget. Similar to outbound campaigns, if you are investing in a billboard with a unique landing page URL that is only shared there this can help understand if the brand awareness you're gaining from that billboard is translating into interested buyers.

3. Understanding Your Customer Journey

One of GA4’s strengths is showing the path users take before converting. This is called the conversion path or customer journey. Instead of focusing only on the first or last click, GA4 can show that someone might discover your business on Google, later click on a retargeting ad, and finally convert after visiting your site directly.

Understanding this journey helps business owners allocate marketing dollars more wisely.

Example: Example: A construction company might find that people rarely convert on their first visit. Instead, most conversions happen after visitors come back three or four times, often through Google Ads re marketing. That means retargeting campaigns are critical to their lead funnel.

4. CONTENT THAT CONVERTS, NOT JUST POPULAR CONTENT

GA4 lets you see which pages not only get traffic but also contribute to conversions. This is where many businesses are surprised.

Example: A blog post on “How to Choose the Right Roofing Material” may not be the most visited page overall, but it might drive a significant number of quote requests. That means it is not just informational content, it is a conversion driver. On the flip side, your homepage might get the most traffic, but if it is not converting, it is time to rethink the layout.

5. LIFETIME VALUE, NOT JUST IMMEDIATE RESULTS

GA4 allows for tracking customer lifetime value, especially when integrated with platforms like Google Ads or e-commerce tools. For many businesses, the real money is not in the first sale, it is in repeat purchases, long-term contracts, or upsells.

Example: A subscription-based service might see that customers acquired through organic search stick around for 12 months on average, while those from Facebook ads only stay 3 months. Even if the Facebook customers are cheaper to acquire, the long-term ROI is higher from SEO.

TURNING INSIGHTS INTO ACTION

Data without action is just noise. Once you know what matters in GA4, the next step is to make changes based on those insights.

Here is how to approach it:

Set up conversion tracking properly and make sure GA4 is tracking form fills, calls, and sales
Review acquisition reports regularly and double down on the traffic sources that drive conversions
Analyze conversion paths to understand how many touches it takes for customers to buy or reach out
Audit content performance and identify which pages assist in conversions and optimize them further
Look beyond short-term wins and consider the lifetime value of different customer segments

The next time you are viewing your website metrics, focus on the data that truly connect your marketing to your bottom line. Don't be distracted by vanity metrics but instead ask yourself, Is my website actually helping me generate more leads, more sales, and more loyal customers?

That's the number that matters.

Want to grow your sales with smart data utilization? Schedule A Free discovery call.

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Should you care about SEO in 2025?

With AI-generated content flooding the web, new social platforms taking over attention spans, and Google constantly tweaking its algorithm, it’s easy to wonder if SEO still matters in 2025.

The short answer is yes. But it’s not the same SEO you knew even a few years ago. Search engine optimization is evolving, and your approach needs to evolve with it. If you want to stay competitive, get found online, and grow your business without relying entirely on paid ads, now is the time to reassess how you're showing up in search.

Let’s break down what’s changed, what still works, and how to adapt your strategy to stay ahead.

Search Has Changed, But It Still Matters

People are still searching. They still go to Google, Bing, voice assistants, and even ChatGPT to ask questions, compare options, and make decisions. What has changed is how they search and what they expect to find. Search in 2025 is more visual, more conversational, and more contextual. People are using voice search, AI tools, and mobile-first experiences to get quick, tailored answers. Search engines now surface content from summaries, snippets, and structured data, not just traditional website links. That means SEO still plays a major role in digital visibility. It just looks a little different.

What Still Works in 2025

Even with all these changes, some SEO fundamentals haven’t gone anywhere.

Helpful, quality content
Search engines reward content that actually answers questions and delivers value. That means your site should be written for people first. If it’s useful, informative, and reflects your expertise, you’re in a good place.
Clean, fast, mobile-friendly websites
User experience is a ranking factor. A slow or outdated site that’s hard to navigate will drop in rankings no matter how good your content is.
Smart keyword strategy
Keywords still matter, but it’s about understanding intent. What are your potential customers really searching for? What questions are they asking? Answer those in their language.
Reputable backlinks and authority
Links from trustworthy sources continue to send strong trust signals to Google. Earning links through good content, media features, or collaborations is still a core part of any SEO strategy.

What’s Different This Year

While the foundation stays the same, SEO has adapted to major shifts in technology and user behaviour.

AI-driven search results
Google’s Search Generative Experience and similar tools are changing how people see results. AI can summarize answers right in the search results, meaning users may get what they need without clicking through. Your content needs to be structured in a way that lets search engines easily pull those key insights.
Zero-click searches
More searches now end without a click. Whether it’s a quick fact, local info, or product comparison, users often get the answer immediately on the search page. That means you’re not just optimizing for clicks anymore. You’re optimizing for visibility, branding, and presence.
Local SEO matters more than ever
If you run a local business, your Google Business Profile, reviews, and citations are critical. With the rise of voice search and “near me” queries, your local presence online can directly affect your real-world foot traffic.
E-E-A-T: Experience, Expertise, Authority, and Trust
Google now places major emphasis on who is behind the content. That means showcasing your credentials, experience, and real-world proof matters. Think testimonials, case studies, media mentions, and team bios.

How to Adjust Your Strategy Now

To make SEO work in 2025, you need to think beyond rankings. You need a strategy that combines user-focused content with technical know-how and brand building.

Write for real people
Before you publish anything, ask yourself if it actually helps someone. Would you read it? Would your customers?
Use AI, but don’t rely on it
AI tools are great for outlines or brainstorming, but the final product should always reflect your voice and expertise. Audiences can tell when content feels generic, and search engines can too.
Focus on structure and clarity
Make your content easy to scan, easy to read, and easy to pull into search results. Use clear headings, bullet points, and short paragraphs.
Keep your site updated
Your website shouldn’t sit still. Regular content updates, technical checks, and UX improvements are part of maintaining strong SEO over time.

Should You Still Care About SEO in 2025?

Yes. If you want to be found online by people who are actively looking for what you offer, SEO is still one of the most cost-effective tools available. But you have to do it right. SEO today is less about hacks and more about clarity, strategy, and delivering real value. If you’re not sure where your site stands, we can help. Our team offers a full SEO check-up to see what’s working, what’s not, and where the biggest opportunities are.

Your customers are still searching. Let’s make sure they find you.

Not sure where your site stands? Let us run an SEO check-up and help you optimize for what’s next.

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Should you care about SEO in 2025?

How to Spot AI in Marketing (And Why It Matters)

AI has taken the marketing world by storm. From generating social media posts to writing emails and even designing ad campaigns, it’s everywhere. And truthfully, it can be an amazing tool.

But here’s the thing: just because AI is available and you're using it, doesn’t mean your using it well.

As someone who's been in marketing long before these tools existed, I’ve seen both the right and wrong ways to use AI. When it’s done right, AI can elevate a campaign. Done wrong, and it can flatten a brand's voice, confuse customers, and hurt sales.

The best thing you can do with AI is get a better understanding of how to use it properly and recognizing when it’s being misused.

Let’s walk through some of the most common signs you're looking at AI-generated marketing content, and how to make sure your brand doesn't fall into the trap.

WHY AI BECAME SO POPULAR IN MARKETING?

Before we dive into the signs, let’s be fair to AI. It’s efficient. It can crank out blog posts in seconds, build out email sequences, and even provide data-driven insights for campaign optimization. Did AI write this blog? No. Did AI review this blog, give notes and check all grammar and flow? Sure did. AI helps businesses save time and money, especially when internal teams are small or stretched thin. But AI can’t do everything. It lacks experience, emotion, and strategic thinking that makes marketing truly effective. And if you rely on it too heavily, that starts to show.

FOUR SIGNS YOU'RE LOOKING AT AI-GENERATED MARKETING

1. The Language Feels… Empty
You've probably read content that sounds good on the surface but says absolutely nothing. Phrases like “empower your success,” “drive innovation,” or “unlock your full potential” sound polished but lack substance. AI often defaults to these vague, generic catchphrases because they’re safe but they don’t actually tell your audience anything meaningful. I don't know about you but I'm tired of reading any sales and marketing blog only to read "it's time to double down."

2. The Brand Voice Is All Over the Place
One minute the brand sounds formal, the next it’s overly casual. AI tools can mimic tone, but being consistent across platforms is a struggle. Without human oversight, this inconsistency can quickly make a brand feel disjointed and untrustworthy.

3. It’s Buzzword Soup
If every sentence includes terms like “next-gen,” “cutting-edge,” “synergy,” or “game-changer,” there’s a good chance AI had a hand in writing it. These words get thrown around a lot by AI tools because they’re seen as high-impact but when used without context or real value, they just become noise.

4. There’s a Lot of Fluff, but Not Much Insight
AI is good at filling space. You might end up with a 1,000-word blog post that reads like it’s going somewhere but never actually does. It might have a structure, it might hit keywords, but it doesn’t deliver insights, opinions, or stories. It’s just content for content's sake and most of the time, its bad content.

5. It just seems...weird?
Sometimes things just feel a bit off, especially in videos, photos, or graphics. In video, you might notice that the speech doesn’t match the movement of the person's mouth. In photos, there could be an extra finger or even a missing hand. The inconsistencies are subtle, but if you look closely, they’re there.

A great example is this video created for Liquid Death, a canned water brand. It was made entirely with AI and shows how powerful these tools are becoming. Yes, there are visual glitches and red flags, but imagine the cost of producing this same video without AI. The budget would be on a completely different level.

Using AI the Right Way

Let me be clear: I’m not anti-AI. In fact, our team uses it, strategically. I get the question a lot from clients. "Are you using AI on our account?" Absolutely. We use AI strategically. We use it to save time so we aren't stuck in mundane tasks but more so focused on the big picture. AI can be a great starting point, but the final product still needs a human touch.

We also lean on AI for data analysis, personalization, and campaign optimization. These are areas where machines truly shine and can help us move faster and smarter. When it comes to storytelling, emotional resonance, and long-term brand building? That’s human territory.

WHY THIS MATTERS TO YOUR BUSINESS

Your customers know when something feels off. They might not say it out loud, but they can sense when a message feels disconnected and that matters.

Great marketing builds trust. Trust builds loyalty. Loyalty drives sales.

If you’re putting out content that’s generic, inconsistent, or lacks personality, you’re not just missing an opportunity, you could be actively turning people away. On the flip side, when you combine AI efficiency with real strategy, creativity, and consistency, you get the best of both worlds. You scale smarter, stay on brand, and connect with your audience in ways that actually move the needle.

The takeaway

AI isn’t going away. And it shouldn’t. It’s a valuable tool when used with intention but it’s not a replacement for strategy, experience, or human insight. If your marketing feels like it’s missing something, or worse, like it’s blending in with everything else out there, it might be time for a new approach.

Need help increasing sales? Schedule a free discovery call.

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Lessons from Iconic Canadian Brands: How to Build Loyalty That Lasts

Every brand wants loyal customers. But the best brands, the ones people love, go beyond good products or clever ads. They tap into something deeper: identity, emotion, and a sense of belonging.

As the summer unfolds and we reflect on recent Canada Day celebrations, it’s worth taking a closer look at how some of the country’s most iconic brands have done just that. Companies like Tim Hortons, Roots, and Moosehead have built more than just customer bases, they’ve built communities. These brands have earned not just business, but affection, by standing for something bigger and making people feel part of it.

So how do they do it? And more importantly, how can you tap into that same emotional power to build loyalty that lasts?

1. TIM HORTONS: STORYTELLING THAT FEELS LIKE HOME

Tim Hortons excels at emotional branding—creating campaigns that reflect a shared way of life. Their recent “Canadian Dream” campaign, narrated by Kiefer Sutherland, is a heartfelt “love letter” to the country. Rather than pushing a product, the campaign highlights Canadian values: kindness, resilience, and community by celebrating the country’s landscapes, communities, and everyday heroes. It uses scenic imagery from coast to coast and everyday settings like rinks, hospitals, and highways to evoke feelings of belonging and national identity

But Tim Hortons doesn’t rely on sentiment alone. They know how to make us laugh, too - like their “Cream Boston” ads during a Leafs vs. Bruins playoff game, or their football-season twist on The Good Ol’ Hockey Game. Their humour is clean, clever, and proudly Canadian. That same wit carried through to their recent collaboration with Ryan Reynolds. The “Good Ol’ Canadian Takeout” campaign used Reynolds’ signature humour to celebrate the simple joy of takeout coffee -turning it into a fun, relatable moment that felt like a shared inside joke for Canadians coast to coast.

Their community efforts back it all up, campaigns like Smile Cookie Week raise millions for local charities, and their holiday giving initiatives show up in meaningful, consistent ways across the country. Whether it’s a tear-jerking ad, a playful tweet, or a simple act of giving, Tim Hortons reflects the best of Canadian values: generosity, humility, and connection.

✅ Takeaway for small businesses: Emotional branding works when it’s genuine. Use storytelling that reflects your audience’s everyday life. Celebrate community. Balance heart with humour. When people feel seen in your brand, they’ll keep coming back.

2. MOOSEHEAD: PROUDLY LOCAL, BOLDLY CANADIAN

Hailing from Saint John, New Brunswick, Moosehead is more than Canada’s oldest independent brewery - it’s a symbol of Canadian grit, tradition, and pride. Family-owned and operated since 1867, the brand has stayed true to its roots through decades of change and evolving industry trends. For many Canadians, Moosehead isn’t just a beer, it’s a legacy. One that’s been passed down through generations, shared at backyard barbecues, cottage weekends, and coast-to-coast celebrations. It’s the drink of choice for so many not because of a flashy campaign, but because it feels familiar, genuine, and proudly Canadian.

The brand has continued to double down on what makes it different: its East Coast roots, independent spirit, and strong community ties. Campaigns like “We’ve Got a Beer With Your Name On It” reflect these values, inviting people to nominate real achievements and receive personalized Moosehead cans. It was a celebration of personal milestones, hard work, and the everyday resilience that feels distinctly Canadian. More than just a slogan, it was Moosehead’s identity in action. More recently, Moosehead launched The Presidential Pack, using a playful nod to “Put Your Loonie Where Your Moose Is,” cleverly tying cultural pride to product choice. The campaign struck the perfect balance between comic relief during uncertain times and strong brand loyalty - bringing the Moosehead community together when it counted and reminding Canadians why supporting local still matters.

At the same time, Moosehead has also created space to evolve. Without ever losing sight of its core values, the brand has expanded its offerings to appeal to a broader range of tastes and remain relevant across demographics. From its iconic lager to crisp light options and fruit-forward brews, Moosehead continues to meet the moment, proving that you can grow without outgrowing who you are.

3. ROOTS: NOSTALGIA, NATURE, AND NATIONAL IDENTITY

While brands like Tim Hortons and Moosehead are woven into everyday Canadian rituals, Roots occupies a more lifestyle-driven space. It’s not your morning coffee or your game-day beer - it’s the brand you pack for the weekend at the lake or wear curled up by the fire. Its emotional connection is quieter, more personal, and often tied to comfort, nature, and nostalgia.

Roots appeals to the eco-conscious, outdoorsy side of Canadian identity. From their handcrafted leather goods made in a Toronto-based factory, to their use of organic cotton and recycled fibres in everyday essentials, Roots has built a brand around quality, sustainability, and national pride.

Roots also walks the talk when it comes to environmental stewardship and community support. In 2024, they launched a three-year partnership with the Nature Conservancy of Canada to help protect the Frontenac Arch, one of Ontario’s most biodiverse natural corridors. The campaign tied their commitment to conservation back to their birthplace in Algonquin Park, reinforcing how their designs and values are deeply inspired by the Canadian wilderness.

This wasn’t their first collaboration with NCC, in 2019, Roots celebrated International Beaver Day with a limited-edition collection featuring the iconic beaver and other Canadian wildlife. The best part? 100% of profits from Canadian sales went directly to habitat conservation efforts, turning a simple T-shirt into a powerful give-back campaign rooted in national pride and environmental impact.

Roots may not be on every street corner, but their consistency in aligning product, design, and purpose gives them a quiet kind of brand power. Especially with Canadians who value local craftsmanship, giving back to their communities, and embracing the natural beauty just outside their door.

Takeaway for small businesses: You don’t have to be loud to build brand love. When your values show up consistently in your products, partnerships, and purpose, you create trust. By aligning with what matters to your audience, whether that’s sustainability, local pride, or giving back, your brand becomes more than something they buy - it becomes something they believe in.

Looking for ways to stand out in your market? Schedule a free discovery today.

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Stop Chasing Viral: Here Are The Metrics That Matter

Engagement:

How To Fix It:

Shares:

How To Fix It:

Video Views (specifically, view duration):

How To Fix It:

Conversions:

Click Through Rate:

How To Fix Them:

Ready for a data driven strategy that’s tailored for your business? Book a discovery call with us using the link below.

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1. The Website Looks Fine But Does Nothing

2. Writing Copy for Yourself Instead of Your Customer

3. Treating the Homepage Like the Whole Website

4. Ignoring Mobile Performance

5. No Trust Signals Where They Matter

6. Slow Load Times and Bloated Pages

8. Treating the Website as a One Time Project

Final Reality Check

Want Us To Review Your Website and provide feedback on where you can improve? Book a free discovery call today.

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Vision Boarding Your Brand Goals for 2026

Why Vision Boarding Works for Brands (Not Just People)

Step 1: Start With Your Big 2026 Intentions

Step 2: Build Your Brand Moodboard (Digital or IRL)

Step 3: Map Your Vision to Real Marketing Goals

Step 4: Turn Your Vision into a 12-Month Plan

Step 5: Check In and Refine as You Go

Where Brands Get It Wrong

The Real Benefit? Brand Alignment

Ready to Bring Your 2026 Brand Goals to Life? ✨Let’s map it out together in the new year.

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Bounce Rate

What it means:

Why it matters:

CTA

Why it matters:

What it means:

SEO

What it means:

Why it matters:

Retargeting

What it means:

Why it matters:

Impressions

What it means:

What it means:

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How We Build Custom Websites (From Brief to Launch)

Step 1:

WE LISTEN (YOU TALK).

Step 2:

WE PLAN.

Step 3:

We listen again (and the project officially begins).

Step 4:

We begin (writing).

Step 5:

We design.

Step 6:

We BUILD.

Step 7:

We REVIEW.

Step 8:

We launch (to infinity & beyond).

Thinking about a website upgrade? Let’s map out your build together - from brief to launch.

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Tactics to Align Your PPC and SEO for Better Results

1. Share Keyword Insights to Strengthen Targeting

2. Align Messaging Across Ads and Organic Content

3. Optimize Landing Pages for Both Paid and Organic Traffic

4. Cross-Analyze Data to Drive Smarter Decisions

5. Own the SERP for Maximum Visibility

Takeaways:

Want better ROI from your ad spend? Let’s audit your PPC and SEO strategy and unlock real results.

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