How Doing Documented Teardowns is a Win-Win

It all started with a reach out and an innocent call.

Me: “Hi Pascal, it’s Dez.”

Then after the small talk, Pascal hit me with a simple line: “How can you help me? With more paying customers.”

I replied: “Look, I’ll figure out what I can do for you and get back.”

I felt dumbfounded.

At least for a day. No time to read? Skip to the video now

What helped?

  • I always looked at web pages with a keen eye, friends’ or acquaintances’ web pages even more so.

  • I remember falling in love with the music of Richie Kotzen then getting a shock when checking his website -

Me and digital marketing:

  • I started out building websites on the turn of the century yet it stayed a side gig. Then my own projects - link to /now page and my new obsession with customer discovery.

So, why digital marketing?

  • I see the enormous squeeze on small and medium businesses these days,

  • Coming from Google, Facebook - see algorithm changes, and stealing the attention span of people. Digital marketing - above all, online - is at the heart of everything we do.

What’s so good in teardowns?

  • It’s the easiest way to create new and relevant content. A win for both the website owner and me.

  • If I get the business onboard, it can serve as the basis for a case study and the framework of the actual consulting job. Again a double win

two workers one with an axe ready to take down anything, with the headline reading Perfection

How I select businesses for digital marketing teardown?

  • There are three groups.
  1. Gods and goddesses of rock. Based on my childhood aspirations.

  2. Local businesses. Living 2 years in Ireland without roots and connections in my new home country is not sane.

  3. International Moving businesses. I have a project idea with a loose hypothesis for the first phase of the international movers’ customer journey and I need to know more of both sides of the job. After two decades in the industry.

Watch the video

Thank you so much for reading this far and watching the video.

Would love to see a specific website or business teardown by me?