Back in 2020, when I started my web agency, I did what I had been taught to do: cold outreach, high volume emails, constantly chasing the next project just to keep things moving.

It worked enough to stay afloat, but the income was unpredictable. More importantly, it felt fragile. Every new opportunity depended on more effort, more outreach, more pushing. It wasn’t the kind of business I wanted to build.

So I started paying closer attention to what was actually happening inside my own systems. I tested approaches, invested in courses and tools, and learned - often the hard way - that doing more was rarely the answer.

Everything changed when I stopped focusing on various offers, and focused instead on building one clear path. I pressure-tested the message against real behaviour, looked closely at where people hesitated or disengaged, and adjusted the funnel based on evidence rather than assumptions.

The change wasn’t instant, but it was noticeable. The chasing eased. Decisions became clearer. Leads and clients came through without constant outreach, and the business felt more deliberate and sustainable.

Since then, thousands of business owners have used my resources to simplify how they think about funnels and conversion, and many have trusted me to review and optimise systems that were already live but underperforming.