FutureProof Digital

FutureProof Digital Web Design, SEO and related services. Focused on SME, start-up and political campaigns To be visible and available to our clients at every stage of the process.

Mission Statement

To develop, design, deliver and maintain websites of the highest possible quality at a price point that small businesses and start-ups can afford. Visual impact, user experience and an impressive web presence should not be the reserve of the corporate sector. A large budget should not be required in order to provide a high quality experience to your customers. A website, an adve

rtising campaign, or the branding of a social media profile, is a collaboration between the client and FutureProof Digital. To converse with the client in whichever way they decide; in person, by phone, email or message. To provide free and unbiased consultation. To provide an upfront breakdown of costs, timescale and requirements, even if this means losing contracts. To honestly evaluate the needs of the business, not in a “customer is always right” sense, but delivering what is best for them. Sometimes a business owner may have formed damaging options over the years, we will always tell the truth. Make innovation our growth driver. Many businesses seek to grow their business by cutting costs, increasing prices and moving into new locations. FutureProof Digital will grow by placing themselves at the forefront of developments in the sector. To play a role in the development of WordPress, Elementor and Crocoblock, our primary software solutions, as tools for the growth of our clients. To build a website admin experience that’s as easy and fun as a social media platform like Instagram.

13/08/2026

You can’t make €50,000 sales with a €500 budget…

I spoke to a new business a few weeks ago in the construction sector. It’s a hybrid service product they sell, and it’s 50,000.

I went through the basics with them over the phone; they need to work on their website, they seed SEO, they need to work hard on their social media (lots of video) and they need a budget for ads, probably Meta, maybe Google Ads too.

Now, I didn’t dig too deep into the numbers, or the market, but I told them that to sell a €50,000 thing, they need to be willing to spend €5,000 - €7,000 in marketing to make that sale… and this was really scary for them.

It doesn’t matter how good your thing is, if you can’t invest enough to tell enough people about it, so that at least 1 of them buys it, then you can’t get off the ground.

By the way, this wasn’t a “quote” only a small percentage of this would be for work I do. Most of the budget would be spent on social media and ads.

On top of that, you can’t spread this budget out indefinitely. You can’t spend €5,000 over 6 months and expect to make 1 sale. A month would be the max.

Apply these numbers in your business, see what it looks like. Marketing budgets can be anywhere from 5% to 25% depending on the industry, so I tell most business owners they need 10-15% of their projected turnover.

If you want to have a chat about numbers leave a comment, send an email, give us a call and we’ll schedule some time.

12/08/2026

Do more of what works…

This might sound obvious, but it’s really common.
A business picks a marketing channel, and it starts to work… but not enough. They get some interactions, some activity, some leads or sales… but not enough.

In this scenario, 9 times out of 10, the business should do more, spend more, but so many businesses give up on a channel too early… way too early.

Some keep the first channel going, and add another one, splitting the budget. But more often they give up on the first channel altogether; all the time, effort and money is wasted, starting again from scratch.

Here’s the thing; every channel works. Yes, SEO works better in some industries than others, PPC works better in some industries than others. But they all work.

And they all have one thing in common; they all require time, they obviously need money, but more so time… time learning how they work, and getting better at it.

Pick a channel, give it time, invest in it, and learn, get better at it. Don’t hop around from channel to channel, spread thin, never giving any of them the attention required to get good at it.

I’m running Google Ads right now… and it’s hard. I first ran Google Ads more than 10 years ago, in a different business, but it’s changed so much in that time that it feels like I need to learn everything again. So I’ve employed an expert. I know it works, that’s how Google makes so much money, I just need to invest more in it.

And you should invest more in your best channel.

11/08/2026

“Our competitors do this, we should do it too”

or (and this is worse)...

“Our competitors don’t do this we shouldn’t either”

They’ve tried it and it didn’t work. And this could be for any number of reasons; they didn’t give it enough time, they didn’t spend enough etc.
They haven’t tried it at all.

You’ll never know which one it is.

If you need your first marketing channel, or you need a new one (we won’t get into that, because you probably don’t), then maybe try a channel that your competitors are ignoring and/or failing at, because you might win there.

Try make it something you enjoy.

If you like writing try SEO, content marketing, blog posts, email, linkedIn.
Then level-up with Google Ads.

If you like being in front of the camera; Instagram, Facebook, YouTube.
Then level-up with Meta Ads.

Following your competition might not be the best strategy.

The stats…
In 5 years time, 3 of them will be closed.
The 4th will be struggling.

If you want to be the 1 in 5 that's successful you need to do something they’re not doing… you need to be different, not the same.

10/08/2026

You can’t out-market a low close rate.
What’s close rate?
The percentage of leads (or leads you speak to) that become customers. And it’s one of the most important numbers in your business.

Let’s look at some numbers. 2 Similar Businesses

Both have an average order value of €1,200, and 60% gross margins. Spend €600 per month on ads, and €400 for someone to run them, €1,000.

This €1,000 in spend generates 20 leads per month.

Business A has a close rate of 10% and makes 2 bookings. Business B has a close rate of 40% and makes 8 bookings.

Business A = €2,400 (gross margin €1,440)
Business B = €9,600 (gross margin €5,760)

Business A struggles.
Business B grows.

The marketing has performed equally well for both businesses.
But the results are wildly different.

Business A fires their marketing agency and gives up on ads; they convince themselves that ads don’t work for them.

Business B employs more staff, and doubles their ad budget.

31/07/2026

How to design a service landing page for a roofing contractor, that turns website traffic into sales and new customers. A live walk through on a real client site.

Head over to the YouTube Channel...
https://www.youtube.com/watch?v=nzRALomFQLM

30/07/2026

You're thinking about site speed all wrong…

Site speed or page load time = The number of seconds it takes for a website to display, usually on a mobile phone.

Speed is a comparative “tie-breaker” metric; if you’re faster than your competition, and you load fast enough for people to stay on your site (1 or 2 seconds) then you’re set, because most websites are way slower than you think.

How do we optimise speed ?... professional hosting = SiteGround

29/07/2026

We’ve just started work on a new website for a client in Chicago.
But they started out as an SEO client.

The audit told us one thing… SiteJet won’t cut it.
This business needs WordPress.
All of the issues lead back to this root cause.

Market leader = WordPress
Roughly 10,000 clicks per month.

The problem isn’t always what you think it is.
You need traffic, leads and sales, but they come in as a result of a strong foundation, so don’t be sold on an inferior platform; Wix, Squarespace etc.

28/07/2026

The LLMs are answering people's questions. Outside of the tech world, that’s how most people are using it… like a smarter Google. The data tells us that people's queries are getting longer, and more conversational.

This is taking traffic from websites. AI Overviews are taking traffic too, but clicks have been on the decline for a while, this is just the latest hit.

Some businesses are running from this new reality. Some are ignoring it altogether, choosing to focus on other channels. But what if there was a way to combat, or even capitalise on the new way people search.

For years I’ve been talking about topical authority, and now every AI search guru is too. It’s always made sense, and it makes even more sense now. Answer people’s questions on your website and they’ll find you… and so will Google… and they’ll reward you with traffic and rankings.

If you're in professional services; law, accounting, finance, this could be the apocalypse, or it could be the golden age.

Use the conversations you have with clients as your content, because if they ask you in person you can be sure that thousands of other people are asking the same question online; Google, Chat GPT Claude, everywhere.

27/07/2026

Describe what you do…

Don’t presume that people landing on your website, or Google, understand your business as well as you do. List all of your services, and use the language people use when they search, and that might not be the way you describe yourself.

Here’s an example; a roofing contractor does a lot of different things, there’s 9 here, and we’ll be adding more over the coming months, plus 2 or 3 more counties. These are all terms people use when they search… and that’s what Google’s looking for.

You should add all of these, and detailed descriptions, to your Google Business Profile. This will really help your local rankings and search traffic.

Audit complete for Best carpet Cleaning Pro, located in the area, this month the real work begins.Their current wa...
02/07/2026

Audit complete for Best carpet Cleaning Pro, located in the area, this month the real work begins.

Their current was built on a very outdated platform, so we're moving to ; new structure, new URLs.

The service page will get a new layout, but the existing will be maintained, for now at least.

This is a local business, but operates in a number of locations that get their own search traffic, which can be complicated. I focus on a single location at a time, in this case the suburb of Joliet.

Stay tuned for more updates.

Address

13 Cluaine Lachna, Castleplunkett
Castlerea
F45AD95

Telephone

+353851729200

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