The blog
Practical writing on leads that actually convert
No growth-hacks, no hype. Just the maths and mechanics of capturing leads, proving what they cost, and deciding where the budget should go. Written by Mike Atkinson, a technical founder who has built lead systems for two decades.
Lead economics · 10 Feb 2026
What is cost per qualified lead and how to calculate it
The CPQL formula, why raw cost per lead misleads, and a worked example with real numbers. The one metric that decides where next month's budget goes.
Read the guideConversion design · 17 Feb 2026
Why mobile funnels convert better than landing page forms
One question per screen, progressive disclosure, thumb zones and speed — the concrete reasons mobile-first funnels beat long forms.
Read the guideMeasurement · 24 Feb 2026
Lead attribution explained: first-touch, last-touch and multi-touch
The three models, when each fits a small business, and the honest limits of attribution you should plan around before trusting the dashboard.
Read the guidePrioritisation · 3 Mar 2026
A practical guide to lead scoring for small businesses
Behavioural vs demographic signals, per-answer weights, and how to set a threshold that actually prioritises your sales team's time.
Read the guideLead capture · 12 Aug 2026
7 lead capture mistakes that quietly drain your ad budget
The form and funnel errors that burn paid traffic without you noticing — and the cheap fixes that turn the same spend into more enquiries.
Read the guideAttribution · 12 Aug 2026
Prove your marketing ROI in 30 days (even with a tiny team)
Tag every lead, watch cost per qualified lead by source, and stop funding the channels that only look busy — a practical 30-day plan.
Read the guideConversion · 12 Aug 2026
Mobile funnels for trades & small businesses
Turn a phone scroll into a booked job: one question per screen, instant confirmation, and a calendar before the intent cools.
Read the guidePut the reading into practice
Build a mobile funnel that scores every answer, then see cost per qualified lead by source — free to start, no card.