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Case studies

What was done, in what order, what worked and what did not, on real client projects.

Start here A woman points at figures on a laptop while a couple listens behind ribbed glass, with the title Pilotech Complete guide13 min read SEO case study: how an HVAC installer near Paris reached the top of Google SEO case study: how an air conditioning installer near Paris went from a hacked WordPress site to first or second on Google. What I did, in order, and when.
A person pointing at a balance sheet on a laptop, beside a flow diagram and the words B2C → B2B Case study10 min read Running two businesses: why Eden Flats made way for Eden Corporate Mobility Running two businesses alone: why the founder of Eden Flats, an Airbnb concierge in the Paris region, focused on a B2B sister company, and how to choose. A person at a laptop next to a browser wireframe and the words 1 site vs 4 sites Case study9 min read Multiple websites for one business: what Pilotech and Ginov taught me Multiple websites for one business can win you more searches or split your effort. What I learnt from Pilotech's four sites, Ginov and Google's doorway rules. A person at a laptop beside stacked envelopes with one new message and the words 15 clients Case study8 min read Cold email case study: why architects called instead of replying A cold email case study from Paris: three plain-text emails, no links, a phone number, 15 clients in a year, and why architects called instead of replying.

These case studies tell the story behind the projects in the portfolio: the starting point, the decisions, the order of the work, the results and the lessons, including the website that failed because it tried to sell everything. Each one links to the project page with its screenshots and details.

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