As a digital marketing consultant, I often work with brilliant business owners who know their businesses inside and out. They’re specialists in their field — but not necessarily in websites or digital marketing.
Because of that, they sometimes miss small but important details that could really help their online presence. It’s not their fault — they don’t know what they don’t know!
Here are six simple, often overlooked ideas that could make a big difference to your website and marketing.
1. Email: The Text-to-Image Ratio Really Matters
One of the top reasons emails don’t land in inboxes is because they’re flagged as spam — and a major factor in that is how many images you use.
Beautiful images look great, but too many can stop your emails getting delivered altogether. Spam filters love text and don’t trust image-heavy emails.
You’re generally advised to aim for around 80% text and 20% images. Personally, I work closer to 60% text — it still looks good but keeps deliverability strong.
So, next time you’re designing an email campaign, keep the balance in mind. Your email is only helpful if it actually gets seen!
2. Search Engine Optimisation (SEO): Focus on Your Customers
SEO sounds like a dark art, but it’s actually one of the simplest and most effective tools when you approach it the right way.
Here’s the trick: think like your customers. What would they search for if they were trying to find your product or service online?
Avoid industry jargon. If you’re not sure, ask a few of your customers, “What would you type into Google to find us?” You might be surprised by what they say.
That insight is gold when it comes to writing content for your website — and it can help you climb the rankings faster than any technical trick.
Find out more about how to write with search engines and customers in mind. Beginners guide to optimising your website content to grow your SEO traffic! – Green Opal | Digital Consultancy
3. Pay Per Click (PPC): It’s More Affordable Than You Think
PPC is one of the most underused tools by small businesses. It gets a bad rap — people think it’s expensive, confusing, or risky. But it doesn’t have to be.
You can start small. Set a budget that works for you — even £10 a day is a good starting point. You’re in control, and you can pause or adjust your campaign whenever you like.
Just make sure you keep an eye on performance and learn as you go. It’s a great way to get traffic quickly and test what’s working.
4. Social Media: Don’t Be Afraid to Ask
When it comes to spreading the word, don’t be shy. One of the best ways to boost your reach is to simply ask your network to support you.
Post your content and then send a quick message to a few friends or family asking them to like, comment, or share. People want to help — sometimes they just need a nudge.
And if you’re posting about a job you’ve done for a client, tag them! It not only shows off your work but also increases the chance of engagement and visibility.
5. Website Buttons: Grey Sends the Wrong Signal
I’ve seen this one more and more lately — grey buttons on websites.
Here’s the issue: in the digital world, grey often means “disabled” or “not working”. So when your call-to-action button is grey, people might not click it at all.
Instead, choose colours that stand out and suggest action — greens, oranges, or bright blues are all good options. Don’t be afraid to test what works best.
It’s a small tweak that can lead to more clicks and better conversions.
6. You’re Learning — and That’s a Good Thing
Many of the mistakes I see aren’t down to laziness — they’re simply because business owners are learning as they go. And that’s completely fine!
But small, unnoticed issues can quietly hurt your online performance. That’s why a fresh pair of eyes can be so valuable.
If you’d like help spotting where you might be missing out on digital opportunities, drop me a message — I’d love to help.
*Source Email Blaster – spam checking tool