01How business gets customers from the internetA look at every channel customers come from: search, maps, advertising, AI answers, referrals. How they differ, what they cost, how they connect and w12 min02Where to start promotion: the first 90 daysA step-by-step plan for the first three months: what to do in week one, month one and by the end of the quarter. What counts as a normal result and wh13 min03SEO or advertising: what to choose at the startAn honest comparison of the two channels: speed, cost, risk and payback. When to start with advertising, when with search, and when you need both.11 min04What a customer costs: how to count and not fool yourselfHow to calculate cost per enquiry and cost per customer, how they differ, what lifetime value is, and how to tell whether advertising pays off or eats13 min05A one-year marketing plan for a small businessHow to put together a working plan with no theory: from a money goal to quarterly tasks and budget allocation. With a worked calculation and control p14 min06How to choose a contractor and not lose moneyWhat to ask before signing, which promises signal a scam, what an honest report looks like, and what must remain yours when the work ends.12 min07Guarantees, timelines and price: what can honestly be promisedWhat a contractor can guarantee and what they cannot, what makes up the price, which timelines are realistic per channel, and what an honest contract 10 min08Myths about promotion that cost moneyA look at twelve beliefs that cost businesses their budgets: guaranteed first place, permanent links, «build it and forget it», redesign as a cure for11 min