Marketing Strategy
Your CPA Website Is Underselling You
Let’s be blunt: a lot of CPA firm websites look like they were assembled from the same boring template factory. Same smiling stock photos. Same vague promises. Same “trusted advisors delivering customized solutions” copy that says absolutely nothing to anyone with a pulse. Meanwhile, the actual firm behind the website may be incredible. The right…
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How We’re Intentionally Building a Culture of Learning Around GAIO (And Why It Matters for You)
Let’s be honest: most marketing teams are pretending they’ve got generative AI figured out. They don’t. The reality? This space is changing so fast that anyone claiming to have a “final playbook” is either guessing or selling something. So instead of pretending we have all the answers, we’ve taken a different approach: We’ve built our…
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The Digital Assets Every Business Should Actually Own (Before It’s Too Late)
Nobody plans to lose control of their own business. And yet… it happens. A lot. Usually not because of some dramatic hack or cyberattack—but because, years ago, someone said, “Eh, just let the developer handle it.” Fast forward: that developer leaves, retires, sells their company—or just ghosts you—and suddenly you don’t control your own domain,…
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Should You Really Go All-In on Video? (Spoiler: Probably Not)
Video is having a moment. Actually… it’s been “having a moment” for like 10 years now. Every platform is pushing it. Every agency is hyping it. And if you’ve talked to a marketer recently, there’s a decent chance someone told you to drop everything and go all-in on video. Cool. Sounds bold. Sounds decisive. Also…
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Rebranding? Don’t Forget the Technical Pieces (Or It’ll Cost You)
When people talk about rebranding, they talk about the fun stuff. Color palettes, logo concepts, tagline workshops, brand personality exercises. And listen… we love that part too. But here’s what almost no one talks about: The technical side of rebranding. Because rebranding isn’t just creative. It’s operational. And if you don’t plan the technical pieces…
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Behind the Scenes: Why We Take a Strategy-First Approach to Website Projects
When most digital agencies talk about starting a website project, you hear words like: Design, templates, layouts. Which is… fine. But here’s the problem. If you start with design, you’re making something look good before you’ve decided what it’s supposed to do. At Spring Insight, we take a strategy-first website design approach. And yes, that…
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What Is a Quiet Launch? (And Why It’s the Smartest Website Launch Strategy)
There’s a moment in every website project where the site is technically done. It’s designed. Built. QA’d. Live. You could announce it. You could blast it on LinkedIn. You could email your entire list and tell the world. But the smartest website launch strategy doesn’t go public immediately. It gets some “internal’ and “happen upon”…
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Evergreen Content in a GAIO World: What Needs to Change (Before AI Leaves You Behind)
Summary You’ve got that one blog post. The one that still performs. Still ranks. Still brings in traffic. It’s evergreen. It’s solid. It’s… fine. But here’s the uncomfortable truth: content that was written for search engines in 2019 is not automatically optimized for generative AI in 2026. And if AI assistants are the new gatekeepers…
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Proprietary vs. Open-Source Website Platforms: What You Really Need to Know
Most businesses don’t choose a website platform. They choose a web designer… who then picks the platform. Which means you might be building your digital future on whatever your developer just happens to like best. Yikes. To cut through the fog, I (Erika Dickstein) sat down with my friend and fellow web strategy nerd Andy…
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Are Websites Dead in the Age of AI?
Summary Every few years, someone declares websites dead. The culprit changes—apps, voice search, social media—but the panic remains the same. And now, with the rise of Generative AI, the “death of the website” rumor mill is spinning again. The logic goes like this: if AI tools like ChatGPT can answer questions without clicking to a…
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