If I had to start over in digital marketing, there’s very little I’d change because every step, mistake, and challenge has shaped who I am today. That said, there’s one thing I wish I had done differently: hiring a team sooner. Building a team and creating solid Standard Operating Procedures (SOPs) would have freed up my time to focus on growth earlier in my career. However, those early hands-on experiences were crucial to building my current expertise.
The more I reflect on my journey, the more I realise that the foundational lessons I learned aren’t just about building a business—they’re universal principles for success in digital marketing. Whether starting from scratch or looking to refine your craft, these lessons might resonate with you.
My Journey: From Tinkering to Building
I didn’t set out to run an agency. Growing up as an immigrant, I didn’t speak English when I arrived in Australia. I was an introvert, content with tinkering on Photoshop and designing things. By the time I was in high school, I was building basic websites for friends and family, often just for fun. My first foray into marketing came when I started experimenting with Google Ads for my parents’ businesses. It was exhilarating to see those ads work and generate leads. That’s when I realised the power of digital marketing.
But it wasn’t just about building websites but about making them work. I became obsessed with ranking them on Google. I didn’t feel confident testing strategies on client sites early, so I built and ranked hundreds of my own. This was how I learned the ropes. I tested everything: keywords, site structures, content strategies, and even early versions of what we now call local SEO. Those experiments became the foundation of my understanding of how search engines work.
The Importance of Systems
Looking back, I realised I needed more structure while I had the technical skills. Creating SOPs and hiring a team earlier would have saved countless hours and allowed me to scale faster. As I built my agency, I learned how critical it is to have systems in place—whether for project management, client communication, or campaign execution. Without these, scaling can feel like a never-ending juggling act.
At the same time, I’ve always avoided overcomplicating things. For example, I still steer clear of custom coding on websites because it can become a nightmare to maintain over time. Instead, I focus on scalable, practical solutions that allow businesses to grow without constant technical headaches.
What I’d Do Differently Today
If I were starting over today, I’d focus on a few key areas right out of the gate. First, I’d prioritise niche selection and planning. The foundation of any successful website is understanding its audience and purpose. You can create something valuable by researching what people are searching for and identifying underserved niches. Tools like Google Keyword Planner and Google Trends are indispensable for this.
Once the niche is identified, the next step is building a simple, fast, and user-friendly website. In the past, I wasted time on overly elaborate designs that didn’t add value. Today, I focus on creating sites that deliver a seamless experience for users and search engines alike.
The Role of Quality Content
Content has always been the backbone of my SEO strategies. Early in my career, I outsourced a lot of content because I didn’t have the time or skill to write hundreds of articles. Today, I understand the importance of crafting content that is not just keyword-optimised but also genuinely helpful. It’s about answering questions, solving problems, and providing value to readers.
When writing or commissioning content, I focus on structure and clarity. The basics still matter: engaging headlines, thoughtful subheadings, and proper formatting. These elements make a huge difference not only in rankings but also in user experience.
From Traffic to Conversions
Getting traffic is one thing; getting the right traffic is another. One of my biggest lessons is that not all traffic is created equal. I’ve seen sites with impressive visitor numbers fail to generate meaningful results because they weren’t targeting the right audience. That’s why I prioritise precision targeting in both organic and paid campaigns.
For example, the key is to focus on intent-driven keywords and compelling ad copy for Google Ads and Facebook Ads. SEO is about targeting terms that bring visitors and align with business goals—whether it’s lead generation, sales, or brand visibility.
Lessons from My Bosses
Throughout my career, I’ve had both terrible and amazing bosses. The bad ones taught me what kind of person I didn’t want to be, while the good ones inspired me with their leadership and vision. Those lessons shaped how I approach running my agency today. I strive to create a culture where my team feels supported and empowered. Because, at the end of the day, no one builds success alone.
Why I Want to Create a Course
If I were to start over—and I might turn this into a course—I’d focus on teaching the fundamentals that often get overlooked. I want to show people how to build a niche site from scratch, rank it, and monetise it. This would include everything from niche selection to content creation, SEO, and even lead generation strategies.
The course would be practical and hands-on. We’d cover choosing the right monetisation strategy, whether affiliate marketing or lead generation, and scaling once you’ve got traction. I aim to take the guesswork out of the process so that others can avoid the trial-and-error phase I went through.
Final Thoughts
Starting over isn’t about regret; it’s about reflection. The experiences I’ve had, the mistakes I’ve made, and the lessons I’ve learned have all contributed to the success I enjoy today. Whether you’re just starting or looking to level up, the principles remain the same: focus on value, stay consistent, and always keep learning.
If this resonates with you and you’re interested in learning how to build and rank niche sites, reach out. Who knows? You might be part of the first group to test my course. Let’s create something impactful together.
