Email marketing for small businesses can be overwhelming - there's a lot to consider!

In this comprehensive guide, we're sharing why you should be using email marketing, things to consider, and how to get the best results.

Let's dive in!

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Why Email Marketing Should Be Your Priority

While social media gets a lot of attention, the numbers tell a different story when it comes to email marketing for small businesses. Research shows that 63% of people prefer to stay in touch with businesses through email, compared to just 25% who prefer social media. It's clear that email is still the king of the marketing world!

In addition to this, we love email marketing because:

• You're talking directly to your clients
• You own and control your list (unlike social media platforms!)
• It's more cost-effective than many other marketing avenues
• It's accessible to almost anyone!

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Understanding Your Customer Journey

Before diving into tactics, it's crucial to understand how customers interact with your business, so that you can apply it to your email marketing.

Your email marketing should guide customers through each stage:

• Awareness: Introduce your business and what makes you different
• Interest: Engage with relevant content and value
• Desire: Create urgency and show specific benefits
• Action: Make the purchase decision easy and compelling

Customer Journeys in Practice

For example, if you're a small candle business, your email sequence might look something like this:

1. Awareness Email: Showcase candles, highlight natural ingredients and unique fragrances
2. Interest Email: Invite subscribers to take a quiz to find their perfect summer scent
3. Desire Email: Feature limited-time summer scents that won't be available in autumn
4. Action Email: Announce that popular scents are back in stock (creating urgency through scarcity)

Each email builds on the previous one, gently guiding subscribers toward a purchase while providing value at every step.

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Building Your Email List the Right Way

The foundation of successful email marketing is a quality mailing list.

You may have seen the option to buy lists. Here at Digital Boost, we believe in authenticity so we never advocate buying lists. It's better to have a smaller, authentic list than a large inauthentic one!

How To Grow Your List

We hear you, it's hard when you're starting out and have a low/no list! Here's our top tips to get the ball rolling.

Website Pop-ups and Forms: Offer immediate value like a discount code or free guide in exchange for email addresses. Make sure your offer is desirable enough that visitors want to give their email address.

Lead Magnets: Create valuable content that solves a problem for your target audience. This could be a how-to guide, checklist, or exclusive tips related to your industry. For service-based businesses, this strategy works really well!

Social Media: Promote giveaways and offer exclusive content on your social channels and drive people to sign up for your newsletter list as part of those promotions.

Never Miss a Touch Point: Add your email signup to your website footer, checkout process, business cards, and even QR codes at markets or events - you never know when someone might join your list!

Image credit: ConvertFlow

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Nailing Your Email Content

With attention spans shorter than ever, your email content needs to be focused, valuable, and action-oriented.

The most successful emails follow a simple formula: one email, one clear message, one specific action.

Email Essentials:

Subject Line: This is the first thing your customer sees, so make it engaging enough to stand out in a crowded inbox.

Visual Header: Use images or graphics that immediately grab attention and set the tone for your message.

Focused Content: Keep your main message clear and concise.

Strong Call-to-Action: Every email should have one clear action you want readers to take.

Take Your Emails To The Next Level

Use Bullet Points: Make your content scannable. Most people skim emails rather than reading every word.

Focus on Building Relationships: Emails are a chance for you to nurture relationships with your audience, not get immediate sales. Subscribers might not buy instantly, but consistent, valuable communication keeps you top-of-mind for when they're ready to buy!

Be Valuable: Your emails are a chance for you to show your audience what makes you and your business special. Always aim to give more than you take, the sales will follow.

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So now you've written your email, what's next?

Testing and Optimisation

Never send an email without testing it first. Even experienced marketers rarely send a perfect email on the first try. Testing catches formatting issues, broken links, and ensures your email looks amazing!

Your Pre-Send Checklist

• Check how your email looks on desktop, tablet, and mobile devices
• Check all links and call-to-action buttons are correct
• Check that your image(s) load quickly and have appropriate alt text
• Sense check your subject line - is it catchy?
• Check the overall readability and flow

Follow that checklist before every email send and you'll nail your emails every time!

When should you send your email?

The best time to send emails depends on your audience, but here are some general guidelines to help you get started!

Best Send Days: Monday through Wednesday typically see higher engagement rates, but test different days to see what works for your audience.

Best Send Times: Target times when people transition between work and personal life:

• Early morning (before work starts)
• Lunch hours
• Early evening (just after work ends)

Frequency Guidelines: Start with one email every 4-6 weeks. This maintains awareness without overwhelming subscribers. As you create more valuable content and see positive engagement, you can increase frequency to every 2 weeks or weekly.

Remember: quality trumps quantity. It's better to send one excellent email per month than four average weekly ones.

Measuring Success

Once you're confident with your email marketing, these are the metrics you can start tracking. They'll help you understand what your audience is engaging with and what they want to see more of!

Key Metrics to Monitor

Open Rate: The percentage of subscribers who open your emails. This tells you how effective your subject line was.

Click Rate: The percentage of subscribers who click links in your emails. This tells you how interesting your content is to your audience.

Conversion Rate: The percentage of subscribers who complete your desired action (making a purchase, downloading a resource, etc.). This is your ultimate success metric!

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Ready to get started?

Your Email Marketing Action Plan

1. Choose an Email Platform: Start with a free tier from providers like Mailchimp, ConvertKit, or Mailerlite
2. Create Your First Lead Magnet: Develop something valuable to offer in exchange for email addresses
3. Set Up Signup Forms: Add email capture to your website, social media, and any customer touchpoints
4. Plan Your First Campaign: Write a simple welcome email introducing your business
5. Test Everything: Send test emails to yourself and check formatting across devices
6. Track and Adjust: Monitor your metrics and refine your approach based on results

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Want More Support?

If you're about to embark on your email marketing journey or want support to review your current email marketing plan, our mentors can help!

Our mentoring is free to access and unlimited 😊

Meet the Mentor

Today we're sharing Kate's journey to building Kate Edmondson Bridal! It's a story that shows the power of determination, hard graft, and how game-changing the right business support can be.

Let's dive in!

Early Years

Kate always knew she wanted to design wedding dresses. After studying at London College of Fashion and Epsom School of Art and Design, she landed roles with smaller bridal brands, but quickly hit a ceiling. Although she loved the industry, there wasn't scope for her to design – and that was her true passion.

Having decided to take the plunge into entrepreneurship, Kate was lucky enough to receive a grant from The King's Trust. With this funding, she set up her bridal business from her spare room, complete with second-hand sewing equipment and big dreams!

She began promoting her business to local brides, but launching wasn't easy. She said: "It was quite overwhelming... I felt isolated and didn't really know where to turn."

Despite this, Kate persevered, quietly honing her craft and working to steadily grow her business locally.

The Search for Support

For more than a decade, Kate continued building her business alone. She tried various support programs, but nothing clicked. Most support providers "just didn't get what [she] was trying to do" and made her feel boxed in rather than empowered.

Despite years of hard work and undeniable talent, Kate felt stuck. After 10 years in business, she was still searching for help that truly understood her challenges as a creative founder. People said her work was great, but she couldn't reach the right audience.

Finding Support That Actually Works

Then came 2020. Following the Pandemic, Kate decided to give business support another shot – and this time, everything changed.

A Google search led her to Grow London Local, who referred her to Digital Boost. The experience was completely different from anything she'd encountered before!

"It was just like a different space... and I was thinking, how didn't I find [Digital Boost] before?"

Kate joined Digital Boost's Begin programme – a collaboration with NatWest and Buy Women Built that supports female founders developing product-based businesses. Having received cookie-cutter support previously, Kate now had access to personalised mentoring from experts who understood her industry, valued her creativity, and supported her to lean into her strengths as a founder.

For the first time, business support clicked for Kate!

Getting Crystal Clear on Customers

The Begin programme immediately helped Kate shift her perspective on her business.

"It was so refreshing, especially on the marketing side. I hadn't really spent time on my sales funnel or strategy – I'd been focusing only on the product."

The support helped her narrow her focus and identify exactly who her ideal client was. The programme opened up new avenues for Kate to explore: "Yes, there are brides out there – but who is your bride? Where is she? Where does she hang out?"

This focused approach helped Kate see her brand in a new light and helped her get unstuck!

Fast Results and Renewed Confidence

With a clearer understanding of her customer and a real strategy in place, Kate started seeing results almost instantly.

“I feel confident enough to do the marketing myself, which I never thought I’d be able to do.”

Kate also discovered tools that made content creation far easier – a major win, especially as a dyslexic business owner. AI tools helped with grammar and idea development, reducing her reliance on copywriters.

“I used to pay someone to write my blogs. Now I’ve found tools that help me do it myself – it’s just like, wow.”

Game-Changing Mentoring

Kate's transformation accelerated when she started working directly with Digital Boost's mentors. An SEO mentor helped her understand the technical aspects of her website that she would never have known previously. This meant that when the time came to build her website, Kate was armed with the technical knowledge to confidently brief her website team!

"I knew what to ask... even if I didn't do it myself, I could communicate clearly with the [website] expert."

However, it was her mentoring session with Riannon Palmer, the founder of Lum-uhn PR and Digital Boost mentor, that delivered the most dramatic impact. When an influencer approached Kate about a social media collaboration, despite her initial excitement, something didn't feel right. She trusted her gut and reached out to Riannon through Digital Boost for advice.

Riannon talked Kate through the process of working with influencers, explaining what to expect from collaborations and red flags to watch out for in contracts. Armed with this knowledge, Kate requested payment upfront – only to discover the influencer didn't actually have the money to pay her.

That one session potentially saved Kate thousands!

A Real Success

And where is Kate now? She's running a thriving business. It's not an overnight success because it's real.

Her dedication to learning, growing and adapting has paid off. She's armed with stronger messaging and targeted marketing, she's attracting her dream clients (including a famous film producer's daughter!), and she's more confident than ever.

And with this targeted messaging, Kate now she knows who she's speaking to, how to reach them, and that her voice matters.

"I can tell my story – no one can tell it better than me."

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Hearing real founder stories like Kate's are so exciting! They show just what's possible when passion combines with the right support 🩵

If you've been inspired by Kate's story, why not see how Digital Boost's free mentoring could take your business to the next level?

All images credited to Kate Edmondson Bridal. Sources used: website and LinkedIn

Heard of evergreen content but wondering what on earth it is or how to use it in your business?

Naomi Rose is here to help! In this guest blog, Naomi will teach you about evergreen content and how it can help you to grow your business.

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Let’s talk about the kind of content that grows your business without you having to show up constantly.

Evergreen content is the stuff that keeps working long after you’ve posted it. It builds trust, attracts the right people, and gives your brand longevity without needing you to be online 24/7.

This is how you move from scattergun marketing to something that actually builds momentum.

What is evergreen content?

Evergreen content is content that stays relevant over time. It answers timeless questions, solves ongoing problems, or shares insights that don’t expire with trends.

Think “how-to” tutorials, client FAQs, your signature approach, or common myths in your industry. Even the content that shares a little about you is evergreen content. Done well, it gives people clarity, positions you as the expert, and can show up in search or recommendations months, even years after you post it.

The 3 types of content you need

Evergreen content is essential, but it’s one piece of a bigger puzzle. You need all three types working together:

Evergreen Content
Foundational content that builds long-term visibility and trust. It lives on your website, your YouTube channel, Pinterest boards, TikTok feed—anywhere content can be discovered after the day it’s posted. It’s what new people find when they search. It’s what builds your authority without you being present.

Launch Content
This is your time-sensitive sales content – offers, promos, events, cart opens. It’s what gives your audience a reason to take action now. Great for email, Instagram Stories, countdowns, testimonials, and live content.

Opportunity Content
Trend-driven or reactive content that jumps on what’s happening right now. This is your ‘hot take’ content, seasonal themes, or viral audio on TikTok and Reels. High energy, short lifespan but great for reach if it’s right for your clients.

You don’t need to post constantly but you do need to be intentional. Evergreen content is what keeps your brand visible when you’re focused on doing the actual work.

Where evergreen content works best

This is where strategy kicks in. Not all platforms are equal when it comes to content lifespan.

TikTok – Content here can have a surprisingly long shelf life. Unlike Instagram, TikTok’s algorithm keeps surfacing high-performing content weeks or even months after it’s posted. Educational, how-to, and niche tips do especially well as evergreen pieces here.

Pinterest – A search engine in disguise. Evergreen content thrives here. Pin your blog posts, tutorials, freebies, and checklists. It’s not about likes, it’s about clicks and saves over time.

YouTube – The king of evergreen. A solid video on your method, how you work, or a client FAQ can rank in search and bring in traffic for years. This is long-game content marketing at its best.

Instagram – More short-term, but Reels with educational or relatable content can still land in the feed for weeks. Pin your best evergreen posts to the top of your grid to extend their visibility.

Email – Your best evergreen content should be recycled in your welcome sequences and nurture flows. Don’t post something great once and forget it, use it to keep warming up new subscribers.

Consistency = Reliability

You don’t need to be everywhere. You just need to be consistent where it matters. Evergreen content helps you stay present even when you’re not posting daily.

If someone finds your Instagram today, do they get what you do, who you help, and why they should trust you?

That’s the job of good evergreen content.

Content pillars make this easy

Most people struggle with content because they don’t have structure. That’s where content pillars come in, core themes that anchor your message and keep your content aligned with your business goals.

For example, a coach might focus on:

• Creative mindset and motivation
• Behind-the-scenes of client work
• Their coaching framework
• Marketing tips for creatives
• Stories and transformations

Build your evergreen content around these and you’ll never run out of relevant, valuable things to say.

Who’s doing it well?

Not On The High Street is a brilliant example. Their content pillars are crystal clear: product ideas, behind-the-scenes of small businesses, and seasonal gift guides. Their content is designed to be found and reused across email, Pinterest, and their site.

The Design Trust is another great one. They’re not flashy, but their content is practical, evergreen, and strategic which is ideal for creatives who want to build a long-term, sustainable business.

Conclusion

Inspired to work on your evergreen content? Why not request a free mentoring session through Digital Boost?

In just one hour, you’ll get expert support to work out what evergreen content you could be working on and how to leverage the content you’ve already got to grow!

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Meet the mentor

What happens when experienced professionals donate their expertise to help small businesses thrive? The numbers tell an incredible story: 25,000 businesses supported, 180,000 hours of mentorship delivered

Behind these achievements are our small business mentors—the heart of our community. Today, we're celebrating the exceptional volunteers who went above and beyond in 2025.

Come and meet them here ⬇️

Marketing mentor - Claire Randon

The first, much-coveted award of Marketing Mentor goes to… Claire! Claire has been with us since March 2024 and in that time she's delivered over 80 mentoring sessions 🎉

With over 25 years experience working with small businesses and start-ups, Claire is an absolute power house! She helps founders nail their marketing, by making bold choices that align with their business goals. She's a huge advocate for female founders and makes it her mission to support them on their business journeys.

Praise for Claire:

“Claire is fantastic! She really knows her stuff, and helped to me to visualise and mobilize to the next level with my business vision, website and marketing plan. [Claire] seemed to be able to read my mind and gave so much support and inspiration. She also delivered some honest feedback on my website which I really appreciated - it is so hard to get this when you are a small business owner. I'm so grateful for our sessions and get a lot out of them.”

“Thank you Claire, this first session really got me thinking and gave me some achievable actions to get started with. Your enthusiasm and ability to grasp and help me explore in more detail what I am starting gave me a huge positive boost.”

Leadership mentor - George Ioannou

Meet George, our leadership mentor of 2025! George joined us in 2023 and in that time has delivered over 35 mentoring sessions for our community 🎉

Holding positions as Chief Digital Officer, investor & director, as well as being a founder himself (!), George brings an impressive level of experience to his mentoring sessions.

George has been pivotal in many mentees' journeys, offering critical leadership advice to help them expand their businesses. As an angel investor, he's even gone on to invest in some of his mentees' businesses because of the potential that he's seen!

Praise for George:

“I have now had several mentoring sessions with George, and he always goes above and beyond in each and every meeting. He is extremely knowledgeable on every topic we have covered, and I always leave each session having learnt so much and with a list of action points to attack! Thank you George, and I'll see you next time.”

“Being mentored by George has enabled true confidence in my ability to fulfil my business plan. Not only was his mentoring next level but he also provided effective and efficient practical support that has the potential to led to increased sales for my business, which is key to our survival”

Business strategy mentor - Edward Falzon

Since joining us in 2023, Edward has been an exemplary business strategy mentor!

He's delivered over 35 mentoring sessions and supported our mentees with strategy, fundraising, sustainability, and hiring a team, to name a few 🎉

Edward is a senior operations and technology leader as well as an entrepreneur and non-executive director! He brings a wealth of experience to his mentoring and his mentees love his positive and constructive approach to mentoring.

Praise for Edward:

“I had such an amazing call with Edward. He was extremely helpful in preparing me for my business pitch and gave me valuable feedback that I have now implemented. He is clearly an expert in this area. On a personal note, Edward was a delight to speak with and I felt real synergy on our call. I would highly recommend booking a mentoring session with Edward.”

“Ed has been a super supportive and enthusiastic mentor. We have met a few times now to discuss business planning and pitching and Ed helped me get to the final of a pitching competition. He joins every call with a warm welcome but also gives constructive and direct feedback as needed.”

Most enthusiastic mentor - Lucy Guthrie

This year's Most Enthusiastic Mentor award was very easy to give! If you've met Lucy, you'll know how energy is absolutely infectious.

Lucy is the founder of Mad Creative, a marketing agency helping small businesses stand out from the crowd. She joined us in 2024 through NatWest's employee volunteering programme and since then she's delivered over 40 mentoring sessions!

Whether you're having a 1:1 mentoring session, joining her Masterclasses, or even having the pleasure of hearing her talk on stage, everyone agrees, her energy is unmatched.

Everything she does is done with a smile and we couldn't think of anyone more deserving of this award this year!

Praise for Lucy:

“Lucy played a huge part in helping me progress. The tools she provided assisted me in setting up my Social Media page, and in my most recent session, she provided me with excellent advice, which I am taking with me as I progress my podcast and marketing campaign. Lucy is highly skilled and provided me with honest, useful feedback. Thank you, Lucy, and to Digital Boost; this is such a useful platform for any new business.”

“Lucy was well prepared, a great listener and really attentive to my needs and offered practical thought provoking suggestions on how I can expand my business. The session was a thoroughly enjoyable and inspirational sharing of knowledge and I can highly recommend Lucy as a mentor… Thank You Lucy for your time, energy and input - it was so beneficial and so appreciated 🙏🏻”

All-round small business mentor - Kimberley Taylor

It’s difficult to pick just one person who shone this year, but Kimberley really went above and beyond for Digital Boost!

Kimberley is the founder of Pink Giraffe Marketing and she helps small businesses get confident marketing their businesses.

Through her volunteering, Kimberley has delivered over 40 mentoring sessions, supported us with speed mentoring sessions at our in-person events and, most recently, facilitated our Small Business Jumpstart programme 🚀

Kimberly has thrown herself into volunteering over the last year and we couldn't be prouder of the work that she's done 🩵

Praise for Kimberley:

“A lovely conversation that has really helped me get some much-needed oversight to my marketing situation, many thanks!”

“Kimberley… you built a rapport with me within seconds and I instantly felt like I’ve known you for a while.  You were very easy to talk to and as a result I was completely myself.  You also understood very quickly where my stumbling block was (social media) and told me to take one platform at a time.  I needed to hear that… in addition you gave me some homework to do and hopefully we will have a catch up session in a couple of weeks where I can tell you about all the rambling posts I’m doing on Instagram …I would have you as my mentor any time and I’m so happy to have met you.”

Rising star - Shafaq Shams

So many incredible volunteers have joined our community this year and we’re very excited to announce Shafaq as our Rising Star of 2025! 

Shafaq began mentoring with us through the BT volunteering programme.  She is a senior commercial manager and has a wealth of experience having worked at Vodafone, BT and now Gamma!

Shafaq was encouraged to host a Masterclass with us through her employee volunteering programme. Her session was a huge success and she's gone on to deliver fantastic mentoring sessions for our community. 🎉

Shafaq is continuing to mentor with Digital Boost, sharing her invaluable experience and skills to help founders thrive. We're excited to see what the future holds for Shafaq 🌟

Praise for Shafaq:

“Shafaq not only helped me understand the many points I raised in a long list of questions but she also went above and beyond to offer help and assistance. I came away with several pages of scribbled notes and so many ideas that my challenge now is to find the time to action everything! It was an inspiring session and I left it energised.”

“Shafaq is extremely knowledgeable in the area of pricing strategy which is what I wanted to hear. Given her very recent and lengthy background in large commercial organisations her inside experience and mindset was particularly relevant to us since this is our target audience.”

Outstanding Service Awards

This year, we recognised small business mentors in our community who have delivered outstanding service throughout their time with Digital Boost.

All our winners have delivered hundreds of mentoring sessions, delivered exceptional Masterclasses, and/or supported us at in-person events and beyond.

We're extremely grateful for their incredible support and we're delighted to be recognising their outstanding service to Digital Boost! 🎉

A huge congratulations to:

• Matteo Beroldo
• Callum Finlayson
• Gurpreet Dhillon
• Nick Howe
• Paul Davis
• Ian de Cordova
• Nishanth Logeswaran
• Martina Molinari
• Alvaro Hurtado

Thank you to our Small Business Mentors!

We’re extremely fortunate to have such a wonderful community of small business mentors, giving their time to founders and making a difference in the world. 

If you’ve ever volunteered with us, we just want to say a huge thank you - we appreciate you! 

If you’ve been inspired by our Small Business Mentors of the Year and fancy joining our community of volunteers - we’d love to have you onboard! 🥳

Everybody's talking about Google Ads, but if you've never used them before, they can feel overwhelming to say the least!

In this blog, we're demystifying this topic and showing you how to create your first Google Ads campaign 🎉

Expect jargon-free explanations, step-by-step instructions, and a clear plan to help you take action to create your first ad.

Why Google Ads Work

Google Ads can be true levellers for small businesses. Unlike other advertising avenues where big budgets are king, Google Ads rewards relevance and quality. So even if you don't have a big budget, if you're creating ads that are relevant and high quality, you're in with a shot at standing out from your competitors!

Let's dive into the fundamentals of what it takes to create a Google Ad campaign.

Step 1: How to Choose the Right Keywords

Keywords are the cornerstone of Google Ad campaigns. They bridge the gap between what people are searching for and what you're selling. Here's how to find the best keywords for your campaigns:

The Three Pillars of Keyword Selection

1. Relevancy

Your keywords must be relevant to your products and services. For example, if you're a digital marketing consultant, relevant keywords might include "marketing consultant," "digital marketing expert," or "Google Ads specialist."

2. Search Volume

There's no point targeting keywords that nobody searches for! But don't be discouraged by smaller search volumes - especially if you offer niche services as they can really pay off. Even keywords with modest search volumes can generate valuable leads and conversions when used correctly.

3. Customer Intent

Zone in on what your customers are actually looking for when they're typing a particular word or phrase. Are they ready to buy, looking for information, or just browsing? Ensure your keywords align with your customers' goals.

📸: AS Photography, Pexels

Using Google Keyword Planner

Google provides a free tool called Keyword Planner - here's how to use it:

1. Sign up for a free Google Ads account
2. Access the Keyword Planner tool
3. Enter your initial keyword ideas
4. Review the search volume data and related suggestions
5. Look for keywords with decent search volume that match your business's goals

The tool will show you monthly search volumes, competition levels, and suggested bid ranges, which will help you develop your campaigns!

Understanding Match Types

Google offers three keyword match types, each controlling how closely a user's search needs to match your keyword:

• Exact Match: Your ad only shows for that exact keyword
• Phrase Match: Your keyword must appear in the search, but can have words before or after it
• Broad Match: Your ad can show for loosely related searches

Pro tip: Start with exact match keywords. While Google often recommends broader match types (they generate more clicks and revenue for Google), exact match gives you better control over your budget and ensures higher relevance.

Step 2: How to Write Compelling Ad Copy

Ad copy is the same as any other copy - it needs to make a good first impression! Ensure it grabs your customers' attention, shows the value you're offering and encourages your customer to click through.

Creating Effective Ad Copy

Show Your Unique Selling Point (USP)

What makes your business or charity different? Maybe you're a specialist in a particular industry, have years of experience, or offer something unique. We call this your unique selling point (USP), and it's essential you make this clear in your ads.

Match Your Keywords

You want your content to match the keywords that your audience is searching for. For example, if your customer searches "digital marketing consultant", you need to ensure that that phrase appears somewhere in your content.

Include a Clear Call to Action (CTAs)

The most common mistake that we see is small businesses not having clear CTAs on their content. Tell people exactly what you want them to do, e.g. "Call today," "Book a consultation," "Get your free quote," or "Learn more about our services."

Use Social Proof

Share testimonials, years of experience, certifications, or awards - this will build trust with your audience and lead to better conversion on your campaigns.

Maximise Your Headlines

Google allows up to 15 headlines per ad, and their algorithm will test different combinations to find what works best. Here's how to make the most of this:

• Create headlines that highlight different benefits of your services or products
• Include your main keyword in multiple headlines
• Vary your approach (benefits, features, social proof, urgency)
• Keep each headline under 30 characters
• Make each headline unique and compelling

Use AI Tools Wisely

AI tools can help generate ad copy ideas, but use them as a starting point, not the final solution.

Here's how to use AI for your Google Ad campaigns:

1. Copy text from your website or service pages
2. Include customer testimonials
3. Ask AI to generate headlines based on this information
4. Specify character limits and your target keywords
5. Refine and personalise the suggestions

Step 3: How to Set Up Powerful Ad Extensions

Ad extensions are additional pieces of information that make your ads larger and more informative. They're often overlooked but can significantly improve your campaign's performance.

Site Links

Direct users to specific pages on your website. For a consultant, this might include case studies, testimonials, or service pages. For a charity, consider donation pages, volunteer opportunities, or impact stories.

Callouts

Short, punchy benefits like "Free Consultation," "24/7 Support," or "Registered Charity." These help your ad stand out and communicate key selling points.

Location Extensions

If you're a localised business or have a physical location, don't skip this step! Location extension show your address and can include a map, making it easier for people to find you.

Call Extensions

Allow people to call you directly from the ad - perfect for service businesses and charities where phone contact is important.

Testimonials Extensions

Showcase your Google reviews or testimonials directly in your ads. Your click-through rates could significantly increase as a result of this social proof.

Step 4: How to Choose the Right Landing Pages

Where you send your traffic is just as important as the ad that generated the click. Here's how to get this right:

The Homepage Mistake

Most businesses make the mistake of sending all their Google Ads traffic to their homepage. Instead, try directing your ads to the most relevant page to create a better customer experience and increase the chance of conversion!

Here's how to create a clear path from search to conversion:

• If someone searches for "vacuum cleaner," send them to your vacuum cleaner page, not your homepage
• If they search for "donation," send them to your donation page with a clear call to action
• Always match the landing page to the specific keyword and ad that your customer clicked

Creating Effective Landing Pages

Your landing page should:

• Directly relate to the ad and keyword
• Have a clear, prominent call to action
• Load quickly on mobile devices
• Provide the information promised in your ad
• Remove distractions that might lead visitors away

Step 5: How to Improve Your Ad Strength Score

Google assigns an "Ad Strength" score to your campaigns, which affects both your ad performance and costs. Here's how to achieve an "Excellent" rating.

• Add Multiple Headlines: Use as many of the 15 available headline slots as possible
• Create Unique Content: Avoid repeating the same message across headlines
• Include Keywords: Ensure your target keywords appear in your headlines
• Use Varied Descriptions: Write different descriptions that highlight a range of benefits
• Add Relevant Extensions: Include site links, callouts, and other relevant extensions

Why Ad Strength Matters

Google uses your Ad Strength score as part of their auction system. Higher scores can lead to:

• Lower costs per click
• Better ad positions
• More impressions for your budget
• Higher quality traffic

Getting Started: Your Google Ads Action Plan

Ready to create your first Google Ads campaign? Here's your step-by-step action plan:

Week 1: Research and Planning

1. Identify 3-5 high-priority keywords for your business or charity
2. Research search volumes using Google Keyword Planner
3. Analyse your competitors' ads for inspiration
4. Check your website for suitable landing pages

Week 2: Create Your Campaign

1. Write 5-10 compelling headlines (remember the 30-character limit)
2. Create 2-3 unique descriptions (90 characters each)
3. Set up relevant ad extensions
4. Choose your target locations and audience

Week 3: Launch and Monitor

1. Start with a modest daily budget
2. Monitor performance closely
3. Make adjustments based on early data
4. Gradually increase the budget for successful campaigns

With this action plan and our top tips for optimising your Google Ads, we've no doubt that your first Google Ads campaign will be off to a flying start!

Get help from our mentors

Feeling stuck with your Google Ads? You're not alone!

Here at Digital Boost, we can match you with mentors who specialise in Google Ads. They'll help you understand how best to use and monitor your Google Ads to ensure you're not wasting your money and seeing real results!

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Meet the Mentor

This blog was inspired by one of our Digital Skills Labs, which are sponsored by NatWest.

NatWest is proud to sponsor Digital Skills Labs with Digital Boost, and equally proud to share details of the wide range of support we offer to individuals and businesses across the UK.

The NatWest Accelerator is now more accessible than ever – offering 24/7 support through the NatWest Accelerator app.

Attend in-person events, access 12 physical hubs across the UK, and join a community of founders in your city! Search and download “The NatWest Accelerator” App.

📲 Download now on the App Store or Google Play.

In today’s digital world, your website is often the first impression customers get of your business.

For those of us DIY-ing our websites, it can be easy to make simple mistakes that can cost you business and customers.

But don't worry, we're here to help! We’ve created a free website checklist for small businesses so that you optimise your website and grow your business 😊

Let's dive into the 12 most common mistakes and how to fix them 👇

1. Centred Text Blocks

The Mistake: Large blocks of centred text are hard to read and can frustrate visitors.

Fix It: Reserve centred text for headlines or short phrases. Use left-aligned paragraphs to improve readability, especially on mobile.

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2. No Clear Calls to Action (CTA)

The Mistake: Without a clear CTA above the fold of your website, visitors won't know what action you want them to take.

Fix It: Include strong, action-focused CTAs on every page - e.g. 'Book a free consultation', 'Join our mailing list'. Make sure they're clear and visible to the visitor - try using bold text and contrasting colours on your buttons to improve visibility!

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3. Poor Colour Contrast

The Mistake: Using low contrast colours in your content can make it hard to read and inaccessible for those with some disabilities.

Fix It: If you already have a brand colour palette, check its accessibility using free tools like Adobe Colour Contrast Analyser.

If you don't have a brand palette yet, you can use Coolors to generate a palette that works for your brand! Just make sure to run it through a contrast checker before rolling it out across your website 😊

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4. Not Enough White Space

The Mistake: Over-crowding pages and not leaving enough white space can make your website look overwhelming.

Fix It: Use white space to give your content some breathing room. Try adding padding around key elements on your website like CTAs and titles.

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5. No cookie consent

The Mistake: Not having cookie consent or a secure site (SSL). Without these two key things, your site won't seem safe or compliant and may deter customers from working with/buying from you.

Fix It: Ensure you have a GDPR-compliant cookie banner that follows consent rules. And install a free SSL certificate from your website hosting provider to show customers your site is safe!

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6. Using Linktree

The Mistake: This is a controversial one, but sending social media traffic to Linktree means lost visitors to your site and missed analytics.

Fix It: Create a branded 'links' page on your site that you can use in place of Linktree. Doing this will give you better tracking, improve your SEO and build trust with your brand too!

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7. No Social Proof

The Mistake: Not using testimonials and reviews on your website. Visitors need to see that you're a business that they can trust and social proof is a great way to do this!

Fix It: Use real reviews from Google or Facebook on your website - they're free to embed to give it a go! Include names, photos, and even business details where you can to bring your testimonials to life.

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8. Not Sharing Your Personality Or Story

The Mistake: Creating generic content and not sharing your personality or story on your website. People connect with people, and if you're not showing your personality or story it can be hard to connect with your audience and build loyalty.

Fix It: A great place to start is your 'About' page. Share your story and include why you started, your mission, and photos of you/ your team. If you're not ready to share pictures just yet, start with your story and build from there!

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9. Walls of Text

The Mistake: More isn't always more - big paragraphs can scare readers off - especially on mobile.

Fix It: Break up text with subheadings, bullet points, and images. This will improve your site's readability and help your SEO too!

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10. No Blog Content

The Mistake: Not having a blog means missing opportunities to rank in search engines and add value to your audience.

Fix It: Start writing blog posts for your site! You can try answering customer questions, educating your customers about your industry, or sharing freebies and knowledge to add value and build trust.

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11. Low-Quality or Irrelevant Images

The Mistake: Using low-quality pictures or images that don't match your brand can make your site feel unprofessional.

Fix It: Use high-quality, relevant images - preferably of your actual team or products, where you can. If you don't have those yet, stock photos or AI generated images can work, but just ensure they're always relevant and high-quality.

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12. No Email Sign-Up or Social Media Links

The Mistake: Not having an email sign-up button or links to follow you on social media means that visitors may leave your site and not be able to connect with you again.

Fix It: Add a newsletter sign-up somewhere on your website. Make it clear why the visitor should sign up! You might like to include an incentive like a freebie download or a discount on your products. Don’t forget to include links to your active social media accounts somewhere on your site too!

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Ready to Improve Your Website?

Many of these fixes are quick wins you can implement today! We recommend starting with the most critical issues and then working your way through the rest of the list. Once you've completed all 12 steps, you'll have a great website for your customers to enjoy 💪

✅ Need help getting started? Download our Free Website Checklist for Small Businesses!

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This guide is based on insights from Suzi Brown of The Smart Bear, a seasoned web developer with 12+ years of experience helping small businesses and charities create websites that work.

Meet the mentor

If you're posting content and not seeing results, this blog is for you!

Often if you're not seeing results, it's likely that your content isn't connecting properly with your audience.

In this blog, we're sharing a framework to help you create content that converts 😊

Let's dive in!

Why Most Content Fails to Convert

Everyone can create content, but creating content that's effective is the challenge! Many founders make these mistakes

• Focusing on clicks over connection
• Chasing followers instead of building loyalty
• Promoting products instead of transformations
• Ignoring their customers' emotions and buying behaviours

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How to Create Content That Converts in 3 Simple Steps

Step 1: Identify What Your Audience Wants

You need to know what makes your customer tick. Fall in love with your customers' problems and pain points by asking yourself these questions 👇

• What do they read, watch, and listen to?
• Which brands do they love? Why do they love them?
• What are there fears and worries?
• What transformation are they hoping for?
• What motivates them to buy?
• How do they want to feel when they buy from you?

It's well known that 95% of purchase decisions are driven by emotion, so make sure you're tapping into that first, then logic second 💪

Step 2: Connect Emotionally

Customers don't buy what you do, they buy why you do what you do!

Follow this framework to tap into your customers' emotions at every step of the buyer journey👇

1. Recognition – Show them a problem they didn’t know they had
2. Be the expert – Share valuable educational content that shows your expertise
3. Proof – Show them why your solution is the best option for them
4. Purchase – Make your offer feel like a no-brainer
5. Post-Purchase – Reinforce their decision and nurture long-term trust

Step 3: Be Strategic With Your Content

Content takes many forms. Ensure you're using a range of content types to meet all your customers' needs.

• Evergreen Content – Core messages that reinforce your values and expertise (repeat these often!)
• Launch Content – Campaigns that promote specific products or services
• Opportunistic Content – Trend-driven posts that tap into what's current and culturally relevant

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Examples of High-Converting Content

• A charity using personal stories to highlight real impact
• A local business offering behind-the-scenes videos to build connection with their audience
• A consultant sharing case studies that show client transformations

These work because they focus on people, not just promotions.

Free Tools to Help You Create Better Content

• Google Trends – Find out what your audience is searching for
• AnswerThePublic – Discover the questions your audience is asking
• Canva – Design amazing graphics for free!

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Conclusion

Content creation is a long game. Focus on staying consistent and truly connecting with your audience, and the results will come!

Need support? Don't struggle alone! Our mentors can support you with your content creation strategy for free 💪

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Meet the mentor

Often we think the hardest part of building a business is finding the right idea. But as many entrepreneurs know, the idea is the easy bit! The hard part is figuring out how to find your target audience. Without knowing your target audience, you could be selling to the wrong people and leaving yourself drained, so it's really important to get it right!

In this blog, we're sharing a 5-step framework that's going to help you engage and nurture the right clients 💪

Why Finding Your Target Audience Matters

Learning how to find your target audience isn’t just smart marketing—it’s essential for business growth.

When you tap into your target audience:

• You’ll see up to 40% higher engagement rates and 30% better conversion rates
  
• You’ll retain 20% more clients and customers
  
• You’ll cut acquisition costs by up to 25%
  
• You’ll build 60% more trust in your brand
  
• Most importantly, you’ll save time and energy by focusing on those who genuinely need what you offer

Sources provided by Anna taken from Edelman Trust, Bain & Company, Hubspot

Step 1: Start With Reflection

Before getting into the nitty-gritty of the data, start with a self-reflection.

Ask yourself:

• Who were my most difficult clients?
• Which clients raised red flags or drained my energy?
• Which customers were my favourite?
• Who brought out my best work?
  

If you haven't got any clients yet, don't worry! Use this self-reflection to dream up who your ideal client is and isn't to help you better hone in on who you want to attract 😊

Step 2: Review Your Customer Base

A key part of how to find your target audience is identifying where your most profitable and satisfying business comes from. Use a simple spreadsheet with these columns:

• Customer (name or identifier)
  
• Source (how they found you)
  
• Product/Service (what they bought)
  
• Profit (percentage or value)
  
• Want More? (yes/no)
  

You’ll quickly start to see which sources and customer types bring the most value!

Step 3: Define and Understand Your Target Market

Next steps, define no more than three distinct audience segments. For each one, outline:

• Where they spend time online (social media platforms, search engines, online communities)
  
• Where they are offline (local events, organisations, communities)
  
• What interests and hobbies they have (these help build relatable content!)
  
• Their core needs and pain points
  
• The emotions behind those needs (e.g., stress, frustration, overwhelm)
  
• A one-line message that speaks directly to their desires or struggles
  

By getting clear on both the logical and emotional needs of your audience, you'll craft messages that hit home with your audience and drive more sales!

Step 4: Create Detailed Customer Profiles

Next, bring your audience to life with detailed customer profiles (also known as buyer personas). This is a powerful step in learning how to find your target audience and connect with them authentically.

For each profile, include:

• Basic demographics (age, gender, job role, etc.)
  
• Key challenges and motivators
  
• Personal interests and habits
  
• Purchase drivers (what makes them say "yes")
  

Name each persona after a real client if possible. Refer back to these profiles when creating content, designing services, or planning your marketing campaigns.

Step 5: Find the Balance Between Acquisition and Retention

The final step in this process is to find the balance between acquiring and retaining clients. Your current audience matters more than new leads. It's not about always going after new clients, it's about recognising the clients that you have and deepening relationships with the right ones.

Here’s how you can retain your ideal clients:

• Share testimonials, case studies, and success stories from your clients
  
• Communication is key - make sure you're communicating consistently and meaningfully
  
• Focus on offering value at every step - it's not all about paid services, offer real value to your clients, and they'll keep working with you!
  
• Know your customer so well that you can anticipate their future wants and needs (even before they can!)
  

Taking the time to nurture current clients pays off! It's often easier (and more profitable) to grow your business with existing customers than always chasing new ones!

Conclusion

When you truly understand your ideal client, everything else falls into place!

You'll:

• See increased engagement and conversions by speaking directly to the right people
  
• Build stronger brand trust and credibility
  
• Improve customer loyalty
  
• Reduce wasted time and marketing costs chasing the wrong leads
  

If you try this 5-step process, please let us know! We'd love to hear how you get on targeting your ideal clients 😊

Meet the Mentor

In today's digital landscape, knowing how to build a personal brand isn't just a nice to have—it's essential for business growth. As the saying goes, people buy from people. But what exactly is a personal brand, and how do you build one that feels authentic rather than awkward? 🤔

In this blog, we’re sharing tips and tricks to help you build a personal brand that's authentically YOU!

What is a personal brand?

Before diving into how to build a personal brand, let's clarify what it actually means. Personal branding is the process of promoting what you stand for and positioning yourself as an authority in your industry. The key is to lean into your uniqueness and build a reputation of trust.

Why you should build a personal brand

Having a personal brand helps you to:

• Attract your dream clients
• Build trust with your audience
• Stand out in your industry
• Unlock opportunities that you might never have considered!

How to build your personal brand

1. Remember: It's Your Journey

No two people have the same journey - so lean into your unique lived experiences and let your journey shine.

➡️ Try: writing your story down on paper. Give it a beginning, a middle, and an end - you'll be surprised what comes out in your story!

💡 Tip: Avoid comparing yourself to others. Everyone starts somewhere, and even if you offer similar products or services as others, your story is different, and that's your advantage.

2. Find Your Inner Power

This is a great exercise that filters into all areas of your business! Once you've worked out your story, find out what makes you uniquely you.

Take time to:

• Find out what makes you unique
• Recognise your superpower—what do you do exceptionally well?
• Believe in your ability to provide value
• Embrace and share your unique story

Try ➡️ Asking a friend what they think your superpower is ⚡️ Friends can sometimes see things that we can't see!

💡 Tip : Struggling to be confident? Take time to reflect weekly on what you've done and see if you can pick out times that you showed your superpower. The more you notice yourself having that superpower, the more confident you'll become.

3. Be authentic without giving the "ick"

Many of us put off building a personal brand because we think "nobody wants to hear from me." But the truth is, humans are curious by nature! We're all nosey and we're interested in genuinely getting to know the real people behind our favourite businesses.

When you start showing up authentically online, you're developing key principles in the 'know, like, trust' sequence that all marketing relies on.

• People get to know you through consistent content
• They begin to like you because you educate, entertain, or evoke emotion
• They start to trust you because you remain authentic and consistent

➡️ Try: Reviewing content creators that you love and writing down what it is that you like about that. This will help you understand what qualities you might like to bring out in your own authentic personal brand!

💡 Don't force it - we get the 'ick' when we can tell something is fake. Don't show up online trying to be someone you're not because your audience will quickly see through it. Be your own amazing self and let your authenticity shine!

4. Lean into the power of storytelling

The best personal brands leverage the power of storytelling. Humans have been telling stories for thousands of years - it's in our DNA!

By leaning into your story, you're showing openness and vulnerability, which naturally builds your audience's trust 🤝

Great storytelling elicits emotion and invites your audience to connect with you.

➡️ Try: Reviewing the journey you created earlier on, and seeing if you can pull out key moments that you can lean into for your storytelling. Look out for key moments that will help you reach others with similar experiences to create those connections 🩵

💡 Tip: Remember the 3 'E's of using storytelling in your content:

• Educational: Helping your audience learn about something
• Emotional: Making genuine connections
• Entertaining: Capturing attention and interest

How to show up on camera

For many people, getting your face out there is a big part of personal branding. Just like we said at the start, people connect with people. Having a friendly face incorporated into your business and brand helps foster those connections.

Now, having your face out there isn't for everyone - we'll be covering alternatives in the next section, so don't worry! But if you're ready to try getting in front of a camera, here are our top tips to help you get started.

1. Practice regularly: No one's first take is ever perfect and everyone has to start somewhere. The key is just to start and practice as much as possible!
   
2. Find where you're comfortable: Most people aren't comfortable filming in public, so find what works for you. Maybe it's at home at your desk, or out on a dog walk - find what works for you and be consistent to build up your confidence.
   
3. Have a content plan: Knowing what you need to film or create helps keep you focused and removes the pressure.
   
4. Don't overthink it: Remember, if you help even one person, your content has had impact! Focus on the value you're giving and have fun with it 😊
   

It's not all about being on camera

Not everyone is comfortable showing their face, and that's perfectly okay!

Here are a couple of ways you can create a personal brand that's "faceless":

• Text-based content: Maximise your educational posts with text-based content that shows your personality
• Voice-overs: Try narrating over B-roll footage or behind-the-scenes footage to bring a "voice" to your brand without showing your face!
• Memes: Finding or creating humorous, relatable content that fits your brand voice can help you connect with your audience on a more personal level
• Stop-motion videos: These are particularly great for product-based businesses as you can create short-form video content that's highly engaging without needing to appear on camera
• User-generated content: Also known as UGC, this strategy leverages content your customers or collaborators have created. It allows you to engage with your audience, create relatable content, and bring to life the "humans" at the heart of your business 😊

Ready to build your personal brand?

If you remember one thing, make it this: be authentically you. Everything else you can tweak, test, and experiment, but underpinning everything is being yourself 😊

If you'd love support defining or testing your personal branding, why not book a 1:1 mentoring session with Digital Boost's mentors?

We've got 1000s of volunteer mentors all here to support you on your journey! All our services are 100% free to access, so you can grow your business without spending a dime.

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Meet the mentor

When Stefania left her stable job in retail management to become a freelance graphic designer, she knew she was taking a leap. What she didn’t yet know was that Digital Boost's mentoring for entrepreneurs would be the missing piece to take her from uncertainty to growth. Through mentoring, she’s overcome overwhelm, developed confidence, and been inspired to mentor others too.

A Creative Leap

Like many entrepreneurs, Stefania found her passion early in life. She was a budding artist in school and later studied graphic design and marketing. She went on to build a long and successful career in fashion retail. But after discovering yoga, Stefania’s goals began to shift.

Yoga unlocked the courage Stefania needed to leave her stable job and return to her creative roots. She retrained as a graphic designer, started freelancing and started her new chapter as a brand design coach.

Digital Boost's Mentoring for Entrepreneurs

Although Stefania had the passion and skill, she soon realised that the “business” side of being her own boss was unfamiliar territory. She struggled with pricing, marketing, and self-promotion, and realised she needed a helping hand.

A friend mentioned Digital Boost, a platform that offers free mentoring for entrepreneurs. Stefania had never heard of Digital Boost, but decided to take a chance.

She was hesitant, believing it was too good to be true. But to her delight, there was no cost to Digital Boost’s services! Stefania said: 

“The fact that it was free, was helpful because I was at the stage, [...]  of setting up my own business. So having the kind of support and being free, it helped me manage my other expenses as well.”

The perfect match

Stefania sent a mentoring request to Digital Boost’s mentors and was matched in her first week with Martina. 

“I knew from the first call. She was amazing,” Stefania recalls. “It’s so nice to have someone you can bounce ideas off and know they’re going to keep you accountable — but also just be there.”

What began as a single session turned into a long-term mentoring relationship that’s still going today! 

“[Mentoring] helped me get that confidence at the beginning, when I had none,” Stefania explains. “Having access to someone who really knew digital marketing and could just tell me, ‘Right, this is how you can plan your content, here’s how ads work’—that made such a difference.”

Real-life growth

With Martina, Stefania was able to not only build her confidence but make tangible progress with her business too.

In each session, Martina would support Stefania with an action plan.  She’d help Stefania break her big goals into manageable steps. “I’d always come out of those sessions knowing exactly what to do next,” Stefania says. “It wasn’t just emotional support — it was real, practical advice.”

Through this support, Martina guided and challenged Stefania to think differently. She challenged Stefania to think about her pricing, how she marketed herself, how she converted clients. “She told me I could charge more. I didn’t believe her at first,” Stefania laughs. “But she was right. I saw it for myself — clients didn’t push back.”

Stefania had taken courses previously, but mentoring was different. She said: “I think if I’d just done a course, I’d have watched the videos and then forgotten about them. [...] with mentoring, it was personalised. It was real-time. I could ask, ‘This client said this — what do I do?’ and get an answer that helped right then.”

Giving Back Through Mentoring

Inspired by her own mentoring experience, Stefania realised she could help others with her design and marketing skills! 

Stefania now volunteers as a Digital Boost volunteer so that she can give back and support others.

“Because I know how much it helped me — especially in those first months — I want to offer that to someone else now,” she says. “Even if it’s just helping someone see that they’re not alone, that they can do it… that’s huge.”

Conclusion

 From listening to her intuition and beginning her entrepreneurial journey, to totally skyrocketing her confidence and her sales, to giving back to the community, Stefania’s story is a tale of inspiration. 

Her story is proof that with the right support, anything is possible. 

“I still message Martina now and again, even if it’s just to say thank you,” Stefania says, smiling. “Because I wouldn’t be where I am without her.”

Inspired by Stefania’s story? Why not try our mentoring and see what’s possible? 

📸 photo credit: Stefania Ruggeri, Brand Design Coach