Growth playbook

Website

Find and fix friction on key pages. Tighten forms and calls to action, match offers to intent on each page, and run a light test plan so more visitors become qualified leads.

Introduction

In 2014, I completed a seven-month traineeship at CXL, where I learned everything there is to know about conversion optimisation. Since then, I’ve built websites for my own marketing agencies and run experiments across e-commerce and B2B funnels.

One thing I’ve learned is that you don’t need huge amounts of traffic or complex A/B tests to start improving your site. Most B2B websites fail on the basics: structure, clarity, relevance and fixing those makes a big difference.

This playbook gives you a no-nonsense, step-by-step approach to improve your site’s performance. Whether you’re starting from scratch or want to refine what’s already live, you’ll learn how to boost conversions without overcomplicating it.

You don’t need perfect data to make progress. You just need to know what to fix and how to fix it. This guide will help you do exactly that.

Chapters

Chapters

No items found.
Tools

Website

tools

Use what you already have. But if you're starting from scratch or want recommendations, these are the tools I use with clients and personally rely on. Consider this a bonus: helpful if you need it, completely optional if you don't.

See all tools
Webflow
Tool

Webflow

Visual site builder with CMS and clean code export, powerful for marketing teams that want speed and control.

Unbounce
Tool

Unbounce

Landing page builder with A B testing and dynamic text, solid for paid traffic when you need fast iteration.

Instapage
Tool

Instapage

Landing page builder with fast templates, A B testing and collaboration, ideal for campaign pages at speed.

Leadpages
Tool

Leadpages

Landing page and lead capture tool with templates and easy forms, aimed at quick campaign launches.

Justuno
Tool

Justuno

On site promotions and forms that help capture leads and run offers with targeting and design control.

Playbooks

Book summaries for marketers

The books that shaped how I think about growth. Read summaries here, then buy what resonates. Learn from the best thinkers in B2B.

See all book summaries
No items found.
Growth wiki

Growth concepts explained in simple language

Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.

See entire growth wiki
Wiki

AIDA

AIDA maps buyer journey: attention, interest, desire, action, letting marketers craft messages that guide prospects from first glance to paid conversion.

Course

Why most B2B marketers don't get the results they want

Most B2B marketers are either Random Ricks (trying everything) or Specialist Steves (obsessed with one channel). Generalists run tactics without strategy. Specialists hit channel ceilings. But there's a better way.

See entire course
Random Rick
Always-busy marketer

Tries everything at once. Posts on LinkedIn, runs ads, tweaks the website, chases referrals. Nothing compounds because nothing's consistent. Growth feels chaotic.

Specialist Steve
Single channel specialist

Obsessed with one tactic. 'We just need better ads' or 'SEO will fix everything.' Ignores the rest of the system. One strong engine can't carry a broken machine.

Solid Sarah
Full-funnel marketer

Finds the bottleneck. Fixes that first. Then moves to the next weakest link. Builds a system that's predictable, measurable and doesn't need 80-hour weeks.

Start for free

Sarah grows faster than Rick and Steve. Want to know how Solid Sarah does it?

Learn how she diagnoses bottlenecks, orchestrates the four engines, and drives predictable growth. Choose if you want to read or watch:

See full course

7-day email course

Learn how she does it in 7 short emails.
use case icon

Read how Sarah thinks in 7 short emails.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Watch module 1 for free

Free module of the full course
use case icon

See how Sarah thinks in 45 minutes.

Playbooks

Other playbooks

Tactical playbooks for every stage of this engine. The playbooks are practical guides for tactical stuff. They complement the (paid) growth framework and help you with the tactics.

See all playbooks
Playbook

Website

Find and fix friction on key pages. Tighten forms and calls to action, match offers to intent on each page, and run a light test plan so more visitors become qualified leads.

See playbook
Website
Playbook

Marketing automation

Keep leads moving with email workflows that educate and convert. Build sequences that help, not annoy, with clear triggers, goals and data capture that syncs to the CRM.

See playbook
Marketing automation
Playbook

Tracking implementation

Set up funnel tracking that works. Use tag manager and analytics to capture key actions and track what actually drives results across channels, forms and the CRM.

See playbook
Tracking implementation
Further reading

More about

Website