Marketing insights for growing businesses
Practical guides on online marketing, Shopify, AI tools and performance marketing, written by Frederiek Pascal.
Articles
Prompt writing: how to write better AI prompts (with examples)
Want to write better prompts for ChatGPT, Claude or Gemini? The simple 4-step formula, copy-paste example prompts for marketing and the pitfalls
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Zero-click search and AI Overviews: how to stay visible
More and more searches end without a click. What zero-click searches and AI Overviews mean for your traffic, and the strategy to stay visible
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What is an AI agent? A guide with examples and how to build one
What is an AI agent, what is agentic AI and what's in it for your SME? A clear guide with examples and how to build an agent with Claude Code and MCP
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Claude Cowork explained: what it is, what it costs and how it relates to Claude Desktop
Claude Cowork lets Claude finish tasks on its own across your files, calendar and tools. What it is, what it costs and how it differs from Claude Desktop
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Vibe coding and Claude Code: hype, or how you actually build software?
Vibe coding lets AI write your code. Great for prototypes, risky for production. Here's how to build real software with Claude Code
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What is MCP? The protocol that lets AI read and operate your business systems
MCP is the open standard that lets AI read your data and operate your tools, the USB-C for AI. What it is, what it enables and what to watch for
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How do I get ChatGPT to recommend my business?
ChatGPT recommends businesses based on sources it trusts. Here's how to make your SME visible in ChatGPT, Perplexity and Google AI Overviews
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Why is my webshop not converting?
Your webshop isn't converting because there's a leak in your funnel. Here's how to find the cause per step, from traffic to checkout, with the right numbers
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AI consultancy for SMEs: from advice to working systems
AI consultancy for SMEs shouldn't stop at a report. See how I implement AI into working systems, founder-led and tailored to your business.
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What does a website cost? From build price to total cost
What does a website cost? There is no fixed price: the cost depends on scope, platform and the total cost over three years
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Astro or WordPress? Why the choice for new SME websites is shifting
WordPress was the default for SME websites for years. Discover why building an Astro website is the smartest choice for your site
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Claude Skills explained: what they are and how to install them
Claude Skills are instruction packages that make Claude consistently better at specific tasks. What they are, how to install them and which ones you need.
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