Online marketing glossary A–Z

When a page address or domain changes, a 301 redirect sends users and Google to the new address. Without it you lose traffic, links and rankings built up over years.

What it means in practice

A 301 redirect is a permanent redirect from one URL to another. When someone (or Google’s crawler) visits the old address, they are automatically sent to the new one, and the search engine knows the change is permanent.

Why it matters for your business

Without redirects, changing page addresses or the domain means 404 errors and the loss of traffic and rankings built up over years. A 301 redirect passes most of the old page’s SEO value to the new one.

Examples and good practice

• When moving to a new website, prepare a list of old and new URLs.
• Redirect each old page to its equivalent, not everything to the homepage.
• Avoid redirect chains (A→B→C).
• After the change, check Search Console for 404 errors.

How Novi handles it

When Novi replaces your existing website, we set up 301 redirects from the old addresses to the new ones. That way you don’t lose the traffic or rankings your old site earned.

404 errors frustrate visitors and waste link value. They should be monitored in Google Search Console and fixed with redirects. A good 404 page guides the user onwards.

What it means in practice

A 404 error is the “page not found” message shown when someone visits an address that doesn’t exist – e.g. after a page was deleted, its URL changed or a link has a typo.

Why it matters for your business

404 errors frustrate visitors and make them leave. If links from other websites pointed there, you also lose those links’ SEO value.

Examples and good practice

• Monitor 404 errors in Google Search Console.
• Redirect deleted pages (301) to the closest equivalent.
• Create a friendly 404 page with search and links.
• Check links after bigger changes to the website.

How Novi handles it

Novi websites have a friendly 404 page, and when migrating from an old website we set up 301 redirects so nobody ends up nowhere.

In an A/B test half of the visitors see version A and the other half version B – e.g. a different headline or button colour. The version that brings more enquiries or sales wins. That way decisions are based on data, not gut feeling.

What it means in practice

An A/B test shows two versions of the same element – e.g. a headline, button or image – to two groups of visitors at the same time. After enough visits you check which version brings more enquiries, calls or sales.

Why it matters for your business

Small changes can strongly affect results, but intuition is often wrong. A/B testing lets you decide based on data and steadily get more customers from the same traffic.

Examples and good practice

• Test one change at a time, e.g. only the button text.
• Start with high-impact elements: headline, offer, contact button.
• Wait for enough visits before drawing conclusions.
• Record results so you don’t repeat the same tests.

How Novi handles it

Novi websites come with proven sales layouts from the start. For campaigns (e.g. the Landing page module) you can test headline and offer variants, and Heatmaps show what’s worth changing.

Advisor tip: Tell the client: “We don’t guess what works – we test it on real visitors.”

What the user sees immediately decides whether they stay. The most important information and the CTA belong there.

What it means in practice

Above the fold is the part of a page visible immediately after opening it, without scrolling. The term comes from newspapers, where the most important news was placed above the fold of the front page.

Why it matters for your business

What users see straight away decides whether they stay. The key information, benefit and contact button should be visible without scrolling – especially on phones with small screens.

Examples and good practice

• Show immediately: what you do, where, and how to get in touch.
• Put the phone number or a button in the header.
• Don’t fill the whole first screen with just a photo.
• Check the view on different phones.

How Novi handles it

Novi websites keep key information and a contact button above the fold – on desktop and mobile.

A client who feels heard trusts the advisor more readily. Active listening also helps tailor your arguments more accurately.

What it means in practice

Active listening means listening attentively with full engagement: without interrupting, with follow-up questions, paraphrasing (“So what matters most to you is…”) and responding to emotions.

Why it matters for your business

A customer who feels heard trusts the advisor more and is more open to a proposal. Active listening also helps you choose arguments precisely – you talk about what matters to the customer, not about everything.

Examples and good practice

• Keep eye contact and don’t interrupt.
• Paraphrase to confirm understanding.
• Note key needs and concerns.
• Link your arguments to the customer’s words.

How to use it in a sales conversation

When the client says “I can’t take calls while working”, come back to it later: “You mentioned phone calls – online booking solves exactly that problem”.

AEO means writing clear, specific answers to customers’ questions, supported by structured data and an FAQ section. This lets Google, ChatGPT and voice assistants quote your business as the source of an answer. Every Novi website includes AEO elements as standard.

What it means in practice

AEO is a way of writing and structuring content so that search engines and AI assistants can lift a ready-made answer from it. Instead of long, generic descriptions, the page contains the real questions customers ask and short, unambiguous answers, while structured data (e.g. FAQPage) tells machines where those answers are.

Why it matters for your business

More and more people no longer browse ten links – they read one answer in Google, ChatGPT or from a voice assistant. If your website provides that answer, your business is named as the source: a new form of free promotion and trust.

Examples and good practice

• Collect 10–15 questions customers really ask on the phone and answer them in an FAQ section.
• Start each answer with the key fact in the first sentence, e.g. “Replacing a tap usually takes 1–2 hours”.
• Include numbers, indicative prices, lead times and your service area.
• Mark up the FAQ with structured data so search engines recognise question–answer pairs.

How Novi handles it

Every Novi website has an FAQ section with questions typical for your industry, written in your customers’ language and marked up with structured data. The content is built so that Google, ChatGPT and Gemini can quote it easily.

Advisor tip: Ask the business owner which questions customers ask most often – that is ready-made material for AEO.

Good after-sales service increases satisfaction, retention and referrals. Novi clients have support throughout the hosting period.

What it means in practice

After-sales service is everything that happens after the purchase: onboarding, support, answering questions, solving problems, reminders and further development of the relationship.

Why it matters for your business

Good after-sales service increases satisfaction, retention and referrals. A customer left without contact after buying easily regrets the decision – even if the product is good.

Examples and good practice

• After launch, call or message to ask whether everything works.
• Explain where to find help and how to request changes.
• Show results, e.g. the first enquiries from the website.
• After a few weeks, ask for a review and a referral.

How to use it in a sales conversation

At Novi clients have support throughout the hosting period, a simple CMS with a manual or online workshop, and the option to extend the website with modules.

AI citations are a new form of visibility, comparable to a top position in Google. They depend on the credibility, structure and clarity of the content.

What it means in practice

An AI citation is when an AI assistant or search engine (ChatGPT, Perplexity, Google AI Overviews) names your business or website as a source for its answer – often with a link or your company name.

Why it matters for your business

It’s a new form of visibility, comparable to a high Google ranking. The user receives a recommendation from a tool they trust, so such contact is very valuable.

Examples and good practice

• Publish concrete, verifiable facts about your service.
• Answer questions in short, self-contained paragraphs.
• Build credibility with reviews and mentions on other sites.
• Monitor whether and how AI mentions your business.

How Novi handles it

Novi websites are built to be easy to quote (GEO/AEO). The AI visibility monitoring module checks every month whether AI mentions your business and suggests improvements.

Advisor tip: Say: “The goal is for ChatGPT to link to your website.”

A website owner can decide whether to allow these bots access. For visibility in AI answers it is usually worth allowing them.

What it means in practice

AI crawlers are automated programs from companies building AI models and search engines that visit websites, e.g. GPTBot and OAI-SearchBot (OpenAI), ClaudeBot (Anthropic), Google-Extended and PerplexityBot. Some collect data to train models, others fetch content for live answers.

Why it matters for your business

If you block these crawlers in robots.txt, your website may not appear in AI answers. For local businesses that want to be recommended by ChatGPT or Perplexity it usually pays to allow them.

Examples and good practice

• Check whether your robots.txt blocks AI crawlers.
• Distinguish training and search crawlers – you can decide separately.
• Keep your website fast so crawlers can fetch it easily.
• Publish content you want AI to quote.

How Novi handles it

On Novi websites AI search crawlers have access to the content, so your business can appear in answers from ChatGPT, Perplexity and Google AI.

This is one of the reasons why AI-assisted content must be verified. Clear facts on a business’s website reduce the risk of wrong information about it in AI answers.

What it means in practice

AI hallucinations are cases where a language model confidently states false information: invented facts, prices, quotes or even non-existent companies. It happens because the model predicts plausible text rather than checking truth.

Why it matters for your business

For a business this means two risks: publishing errors in AI-assisted texts, and wrong information about your business in ChatGPT or Gemini answers if clear data is missing online.

Examples and good practice

• Check every fact, number and name in AI texts.
• Publish clear information about your business: indicative prices, scope, hours.
• Keep your data consistent on Google, directories and your website.
• Check from time to time what AI says about your business.

How Novi handles it

All Novi texts created with AI help are checked by a person. Clear facts and structured data on your website reduce the risk of AI making things up about your business.

When a business has no good photos, AI images quickly provide attractive illustrations that match the industry. At Novi we combine them with editing the client’s real photos, because authenticity strengthens E-E-A-T.

What it means in practice

AI images are graphics and illustrations generated by artificial intelligence from a description. They can show interiors, situations, products or backgrounds in a style matching the brand – without a photo shoot.

Why it matters for your business

When a business lacks good photos, AI images quickly make a website look attractive. But customers and Google trust authentic photos most: projects, the team and the workplace – so AI should complement, not replace, real photos.

Examples and good practice

• Use AI for backgrounds, illustrations and general scenes.
• Show projects, team and premises in real photos.
• Avoid AI images that pretend to be specific projects.
• Keep a consistent style of colour and lighting.

How Novi handles it

At Novi we combine AI images with editing of your real photos, because authenticity strengthens E-E-A-T. The professional photo shoot module gives you a full set of your own photos.

More and more Google searches end with an AI answer before the user clicks any link. To appear in such a summary, a website needs a clear structure, trustworthy content and structured data. It is the new battleground for local businesses’ visibility.

What it means in practice

AI Overviews are AI-generated summaries that Google shows above the regular search results. They answer the question in a few sentences and link to the websites they used. They appear especially for “how”, “how much” and “which to choose” questions.

Why it matters for your business

If your business is not part of such a summary, many users never see your website – they get their answer before they scroll. Being a source in AI Overviews gives you visibility even when your classic ranking is not number one.

Examples and good practice

• Write content that directly answers customer questions, e.g. “How much does tiling cost in Kraków?”.
• Use a clear structure: headings, lists and short paragraphs.
• Show credibility: projects, reviews, company details and experience.
• Use structured data so Google understands what you do and where you work.

How Novi handles it

Novi websites are written and built with AI Overviews in mind: clear answers, logical headings, an FAQ section, LocalBusiness structured data and E-E-A-T signals. That gives your business a real chance to become a source for these summaries.

Advisor tip: Show the AI Overview for the client’s industry on a tablet – it makes a big impression.

AI speeds up writing, but without verification content easily becomes generic or wrong. At Novi AI is a tool – a human is responsible for the quality, facts and local character of the content, which good E-E-A-T requires.

What it means in practice

AI-generated content is text, descriptions or images created with tools such as ChatGPT or Claude. It can speed up work considerably, but without human oversight it is often generic, repetitive or contains factual errors.

Why it matters for your business

Google doesn’t penalise the use of AI as such, but it rewards content that is helpful, accurate and based on experience. Mass-generated generic texts lose visibility and don’t earn customers’ trust.

Examples and good practice

• Use AI for drafts, structure and ideas, not for finished texts nobody has read.
• Add your own experience, numbers, project examples and local details.
• Check every fact, price and name.
• Keep a consistent brand tone.

How Novi handles it

At Novi AI is a production tool, and a person is responsible for quality: texts are reviewed, enriched with facts about your business and tailored to your industry. That’s a requirement for good E-E-A-T and for trust.

Alt text tells Google and blind users what a photo shows. Well-written alt text improves accessibility and helps in image search. On Novi websites every image gets a descriptive alt text.

What it means in practice

Alt text (the alt attribute) is a short description of an image stored in the page’s code. Visitors don’t see it, but search engines, screen readers for blind users and the browser read it when an image fails to load. Good alt text describes what is actually in the picture and in what context.

Why it matters for your business

Photos of your work are some of the strongest content on a service business website. Without a description Google doesn’t know what they show, so it won’t display them in image search. Alt text also improves accessibility, which is increasingly a legal requirement.

Examples and good practice

• Instead of “IMG_2034.jpg” write “Bathroom with sand-coloured tiles – project in Gdynia”.
• Describe the image naturally, without stuffing keywords.
• Icons and decorative graphics can have an empty alt so they don’t disturb screen readers.
• Give files descriptive names too, e.g. bathroom-gdynia.jpg.

How Novi handles it

On Novi websites every image gets descriptive alt text in the page language, and files are compressed and sensibly named. It’s part of both SEO and accessibility (WCAG) – something you don’t have to manage yourself.

Advisor tip: In short: “Even your photos work on your Google ranking with us.”

Search engines use anchor text to understand the topic of the target page. Instead of “click here”, write “tiling price list”. Good internal linking with descriptive anchors strengthens the SEO of the whole site.

What it means in practice

Anchor text is the visible, clickable text of a link. If a page says “See our tiling price list” and the words “tiling price list” are linked, those words are the anchor. Search engines treat it as a preview of what is behind the link.

Why it matters for your business

Descriptive anchors help Google understand what each page is about and strengthen its ranking for specific phrases. Users also know immediately where a link leads, which improves usability and conversion.

Examples and good practice

• Avoid “click here” and “more” – say what the visitor will find instead.
• Link from your texts to service pages, the price list and projects.
• Use varied, natural wording rather than the same phrase every time.
• For external links to your website, an anchor with your company name is usually best.

How Novi handles it

On Novi websites internal linking is planned together with the site structure: services, projects, FAQ and contact are connected with descriptive links. That way every page supports the others.

A customer may first see an ad, later come back via Google and then call. The attribution model decides which channel gets the credit.

What it means in practice

Attribution is how credit for a conversion is assigned to different marketing channels. A customer may first see a Facebook ad, then find you on Google and finally call after visiting your Google profile – the attribution model decides which channel “gets” that customer.

Why it matters for your business

The chosen model determines which activities you consider effective and where you move budget. Looking only at the last click often undervalues ads and awareness-building content.

Examples and good practice

• GA4 uses a data-driven model by default.
• Compare conversion paths, not just the last channel.
• Use UTMs so channels are recognised correctly.
• Ask customers how they heard about you.

How Novi handles it

The Lead and ROI dashboard on Novi websites combines data from different channels and shows where your customers really come from.

B2B (business-to-business) means the customer is a company, not a consumer. Novi advisors work in a B2B model – they talk to owners of small businesses. In B2B what counts is substance, trust and return on investment.

What it means in practice

B2B (business-to-business) is a model in which a company sells products or services to other companies rather than private individuals. Decisions are usually more rational: costs, return on investment, timing and trust in the supplier matter.

Why it matters for your business

Novi advisors work precisely in the B2B model – they talk to owners of small businesses. Understanding how an entrepreneur thinks helps you talk about what matters to them: customers, time and money, not technology.

Examples and good practice

• Talk about business results: more enquiries, fewer calls, time saved.
• Respect the customer’s time – specifics instead of long introductions.
• Show examples from businesses in the same industry.
• Give clear prices and conditions.

How to use it in a sales conversation

In a conversation with a business owner, start with their situation: where their customers come from today and how many enquiries they miss. Then show on the tablet how a Novi website can change that – with a clear price of PLN 1,995 net.

Advisor tip: Speak the language of business benefits: more enquiries, a better image, less work.

Advisors who run their own business can work with Novi on a B2B basis, invoicing their commission.

What it means in practice

B2B cooperation means a person running their own business works with a company as an independent entrepreneur and invoices for services rather than being employed.

Why it matters for your business

For people with a business it’s a convenient form: they decide on their working time, deduct costs and can work with several companies. It does require handling taxes and social security themselves.

Examples and good practice

• Check that your business covers the right activity codes (PKD).
• Issue invoices according to the agreed schedule.
• Remember VAT if you’re VAT-registered.
• Agree the scope of services and terms in the contract.

How to use it in a sales conversation

Advisors running their own business can work with Novi on a B2B basis, invoicing for commission.

In the B2C model a business sells products or services to private individuals – e.g. a hairdresser, a bathroom showroom or a renovation company. Most Novi clients work in B2C, so their website has to convince ordinary people looking for a service nearby.

What it means in practice

B2C (business-to-consumer) is a model in which a company sells products or services to private individuals – e.g. a hairdresser, bathroom showroom, renovation company or restaurant. Customer decisions are often faster and more emotional.

Why it matters for your business

Most Novi clients operate in B2C, so their website must convince ordinary people looking for a service nearby: quickly, simply, with reviews, photos and easy contact. These needs differ from B2B.

Examples and good practice

• A B2C website: photos, reviews, indicative prices, quick contact.
• Mobile comfort and online booking matter.
• Emotions and trust work more strongly than spec tables.
• Local SEO and the Google profile are key.

How to use it in a sales conversation

When talking to a B2C business owner, show how their customers search for services on their phone and what they see at competitors. A sample website from their industry says more than a description.

Backlinks work like recommendations: the more valuable sites link to you, the more Google trusts your website. For local businesses, links from industry directories, local portals and business partners are valuable.

What it means in practice

A backlink is a link from another website pointing to yours. For Google each such link is a vote of confidence: someone considered your site worth recommending. What matters most, however, is not the number of links but their quality and topical relevance.

Why it matters for your business

Backlinks are one of the most important ranking factors. A business with a few links from local portals and partners usually outranks competitors with none. Good links also bring direct traffic from people who are already interested.

Examples and good practice

• Ask regular partners and suppliers for a link on their website, e.g. under “Recommended contractors”.
• Make sure you are listed in local directories and industry portals.
• Sponsor a local event or sports club – you usually get a link in return.
• Avoid link farms and “1,000 links for PLN 99” offers.

How Novi handles it

A Novi website is technically ready for link building: fast, well structured and with content worth linking to. For your Google profile and directories we use consistent company details, which strengthens the effect of every link.

Regular, automatic backups protect against the effects of failures, attacks and mistakes. With Novi, backups are included in the hosting price.

What it means in practice

A backup is a copy of the whole website – files and database – from which it can be restored after a crash, attack, failed update or accidental deletion.

Why it matters for your business

Without a current backup, recovering a website can take days and cost far more than the site itself. With a backup you simply restore the version from before the problem.

Examples and good practice

• Make backups automatically, ideally daily.
• Store copies outside the main server too.
• Keep several versions back, not just the latest.
• Occasionally test that a backup can be restored.

How Novi handles it

On Novi websites automatic backups are included in hosting. The Protection Plus module adds off-site backups for even more security.

Advisor tip: Ask the client when they last backed up their website – they usually don’t know.

BANT helps you quickly judge whether a client is worth your time. With Novi the budget is low, so need and authority matter most.

What it means in practice

BANT is a simple method for qualifying a customer by four criteria: Budget, Authority, Need and Timing. It lets you quickly judge the chance of a sale.

Why it matters for your business

BANT helps structure the conversation and avoid wasting time on customers who can’t or won’t buy. It doesn’t have to be a rigid questionnaire – the answers often come up naturally.

Examples and good practice

• Budget: does the price fit the business’s means?
• Authority: can the person decide?
• Need: is the business really losing customers without a good website?
• Timing: when does the client want to start?

How to use it in a sales conversation

At Novi the budget is low and transparent, so need and authority matter most. Focus on showing the problem and talking to the owner.

Benchmarks help assess whether, for example, a website’s conversion rate is good compared with the industry.

What it means in practice

A benchmark is a point of reference – a result you compare your own data with, e.g. the average conversion rate in your industry, a typical cost per click or competitors’ page speed.

Why it matters for your business

Numbers alone say little: is a 2% conversion rate a lot? A benchmark lets you judge where you stand in the market and set realistic goals.

Examples and good practice

• Compare yourself with businesses in the same industry and region.
• Use your own data from previous months as a benchmark too.
• Treat market averages as guidance, not the final goal.
• Update benchmarks once a year.

How Novi handles it

The Monthly results report on Novi websites compares your results with previous periods and typical values for your industry.

A high bounce rate may mean the page loads too slowly, does not meet the user’s needs or looks bad on a phone. GA4 replaced it with engagement rate, but the term is still widely used.

What it means in practice

Bounce rate is the share of visits in which the visitor saw only one page and left without any interaction. In Google Analytics 4 it was replaced by engagement rate, but the term is still widely used.

Why it matters for your business

A high rate may mean the page loads too slowly, doesn’t meet needs or looks bad on mobile. It isn’t always bad, though – someone may have found the phone number and called straight away.

Examples and good practice

• Look at it together with conversions, not on its own.
• Speed up the site and improve the mobile version.
• Match content to what the visitor was looking for.
• Show a clear next step: phone, form, price list.

How Novi handles it

Novi websites are fast, mobile-friendly and have clear calls to action, which naturally lowers bounces. Phone clicks are measured as conversions, so a quick call isn’t counted as a failure.

Branding is the logo, colours, tone of voice and the impression a business leaves on customers. Consistent branding on the website, social media and business cards builds trust. A Novi website is designed in the client’s own colours and style.

What it means in practice

Branding is everything that shapes a company’s image in customers’ minds: name, logo, colours, photo style, tone of voice, service and the impression after contact. It’s not just graphics but a promise the business makes and keeps.

Why it matters for your business

Strong, consistent branding makes customers remember you, tell you apart from competitors and pay more for trust. An inconsistent image – different colours on the website, social media and van – weakens credibility.

Examples and good practice

• Define what sets you apart and whom you serve.
• Fix your visual elements and stick to them everywhere.
• Use one tone on your website, in emails and on the phone.
• Make sure the customer experience confirms the brand promise.

How Novi handles it

A Novi website is designed in your company’s colours and style. The marketing concept and logo design modules help build or tidy up your brand.

Breadcrumbs, e.g. “Home / Services / Tiling”, make navigation easier and help Google understand the site structure. They are often shown in search results as well.

What it means in practice

Breadcrumbs are a short navigation trail showing where you are on a website, e.g. “Home / Services / Tiling”. Each part is clickable and lets visitors go one level up in a single move. Breadcrumbs can also be marked up with BreadcrumbList structured data.

Why it matters for your business

They make orientation easier, especially on mobile and on larger websites with many services. Google often shows them in results instead of a long URL, which makes the result look tidy and trustworthy.

Examples and good practice

• Place breadcrumbs above the H1 heading of a page.
• Use short, clear names for each level.
• Add BreadcrumbList structured data so Google recognises them.
• The homepage doesn’t need breadcrumbs.

How Novi handles it

Service, industry and knowledge base pages on Novi websites have breadcrumbs wherever they help navigation – just like this page (“Novi / Knowledge base A–Z”). The site structure is planned logically from the start.

An address on your own domain looks professional and builds more trust than a free mailbox. With Novi, email is part of the hosting.

What it means in practice

Business email is an address on your own domain, e.g. contact@yourcompany.pl, instead of a free mailbox such as yourcompany@gmail.com. It can run on the hosting server or in services such as Google Workspace or Microsoft 365.

Why it matters for your business

An address on your own domain looks professional, builds trust and strengthens your brand with every message. It also gives control: mailboxes belong to the company, not to an employee or a private account.

Examples and good practice

• Create role addresses: office@, contact@, invoices@.
• Set up a signature with company details and a website link.
• Configure SPF, DKIM and DMARC so emails don’t land in spam.
• Use the same domain as your website.

How Novi handles it

Business email is part of Novi hosting. For larger teams the Google Workspace or Microsoft 365 module adds full mailboxes with calendar and documents.

Advisor tip: A @gmail.com address on a business card is a great conversation starter.

CAC is compared with LTV. A healthy business acquires customers for less than their long-term value.

What it means in practice

CAC (Customer Acquisition Cost) is the cost of acquiring one customer: total marketing and sales spend in a period divided by the number of new customers.

Why it matters for your business

CAC is compared with LTV. A healthy business acquires customers for less than their long-term value. When CAC rises, look for cheaper channels or improve conversion.

Examples and good practice

• Count all costs: ads, commissions, materials, time.
• Compare CAC across channels.
• Aim for an LTV:CAC ratio of at least 3:1.
• Lower CAC with a better website and referrals.

How to use it in a sales conversation

For a business owner a good website is a way to lower CAC: instead of paying for every click, it wins customers from Google, AI and referrals. It’s an argument that works well in conversations.

With caching, the server does not have to generate the page from scratch every time. It is one of the simplest ways to greatly improve speed.

What it means in practice

Cache means storing ready versions of pages or files so they don’t have to be generated anew on every visit. There is server-side, browser and CDN caching.

Why it matters for your business

With caching, a page loads many times faster and the server handles more visitors. It’s one of the simplest and most effective ways to improve speed.

Examples and good practice

• Enable page and object caching on the server.
• Set browser caching for images and styles.
• Clear the cache after content changes.
• Exclude the cart and forms with personal data from caching.

How Novi handles it

Novi websites have caching configured on several levels. After changes in the CMS the relevant parts refresh automatically.

A CTA leads the visitor to the next step. Without a clear call to action even a beautiful website does not generate enquiries. On Novi websites CTA buttons are visible in key places, also on mobile.

What it means in practice

A CTA (call to action) is a button or link telling visitors what to do next: “Call now”, “Book an appointment”, “Get a free quote”. A good CTA is visible, specific and promises a benefit.

Why it matters for your business

Without a clear call to action even a beautiful website generates no enquiries – visitors admire it and leave. A clear CTA on every page can significantly increase contacts.

Examples and good practice

• Use verbs and specifics: “Book a measurement within 48 h”.
• One main CTA per section, not five at once.
• Highlight CTAs with your accent colour.
• Repeat the CTA after every key section and at the end of the page.

How Novi handles it

On Novi websites CTA buttons are visible in the header, the hero section and after every key section – on mobile too.

Advisor tip: Ask: “What should a customer do after landing on your website?” – and show how Novi makes it easy.

When the same content is available at several addresses, the canonical tag prevents duplication problems and concentrates SEO value on one address.

What it means in practice

The canonical tag (rel="canonical") is a hint in the page code telling search engines which URL is the “original” when the same or very similar content is available at several addresses – e.g. with URL parameters, with and without a trailing slash, or a print version.

Why it matters for your business

Without a canonical tag Google chooses which URL to show and may spread SEO value over several copies. A correct tag concentrates links and signals on one proper address.

Examples and good practice

• Every page should declare itself as canonical.
• Pages with filters or parameters (?sort=) point to the base version.
• Don’t combine canonical and noindex on the same page.
• Check in Search Console which URL Google chose as canonical.

How Novi handles it

Novi websites automatically add correct canonical tags to every page, including language versions, so you don’t have to deal with it.

A case study is one of the strongest E-E-A-T elements, especially in B2B. It shows experience in practice.

What it means in practice

A case study is a detailed description of one project: the client’s situation, the problem, the chosen solution, the process and concrete results – ideally with numbers, photos and a client quote.

Why it matters for your business

A case study shows experience in practice and is one of the strongest E-E-A-T elements. Especially in B2B and for pricier services it persuades better than any offer description.

Examples and good practice

• Describe the starting point and the client’s goal.
• Show the process and decisions, not just the end result.
• Give concrete results: time, savings, growth.
• Add photos and a short client statement.

How Novi handles it

Novi websites have room for case studies and projects. Content Power Pack pages can take the form of case studies from your work.

A Content Delivery Network shortens loading times, especially for images and scripts, and makes a website more resilient to outages and attacks.

What it means in practice

A CDN (Content Delivery Network) is a network of servers in many locations that store copies of a website’s files – images, styles and scripts. Visitors receive them from the server closest to them.

Why it matters for your business

A CDN shortens loading times, relieves the main server and increases resilience to outages and attacks. For a local business in Poland it helps mainly with large galleries and higher traffic.

Examples and good practice

• Sites with many images and videos benefit most.
• A good CDN also adds DDoS protection.
• Remember to purge the CDN cache after changes.
• Check whether the CDN supports modern image formats.

How Novi handles it

Novi hosting is fast without a CDN for a typical local website, and we can add a CDN for higher traffic or media-heavy modules.

Sole proprietorships are registered in CEIDG. It is a public source of basic data about businesses.

What it means in practice

CEIDG (Central Register and Information on Economic Activity) is the public register of sole proprietorships and civil partnerships in Poland. It contains the name, address, NIP, REGON, activity codes and status of each business.

Why it matters for your business

In CEIDG you can check for free whether a business exists, is active and what it does. It’s a public source of basic company data, useful for verifying clients and preparing for a conversation.

Examples and good practice

• Before a visit, check the business’s status and industry.
• Verify details for the agreement and invoice.
• Note the business start date.
• Commercial companies are in KRS, not CEIDG.

How to use it in a sales conversation

CEIDG data helps a Novi advisor prepare for a visit and verify agreement details. The company behind Novi is itself registered in CEIDG.

A well-designed chatbot answers frequent questions 24/7 and hands over to a human when needed.

What it means in practice

A chatbot is a program that holds a conversation with users in a chat window on a website, in Messenger or WhatsApp. Simple chatbots follow fixed scripts, while modern AI-based ones understand questions in the user’s own words and reply naturally.

Why it matters for your business

Customers want answers immediately, also in the evening and at weekends. A good chatbot answers common questions, collects contact details and hands over to a person when needed – so you don’t lose enquiries.

Examples and good practice

• Teach the chatbot your prices, hours, service area and FAQ.
• Always offer the option to reach a person.
• Collect name and phone number for a call-back in the conversation.
• Review conversations to improve answers.

How Novi handles it

The AI assistant module is a chatbot trained on your offer, and the WhatsApp chatbot works in WhatsApp and Messenger. All enquiries land in the lead inbox.

Users ask ChatGPT things like “recommend a good plumber in Poznań”. The assistant bases its answers partly on content available online. Businesses with a well-described, trustworthy website have a better chance of being mentioned.

What it means in practice

ChatGPT is OpenAI’s AI assistant used by hundreds of millions of people. It increasingly replaces the search engine: users ask it things like “recommend a good plumber in Poznań” or “how much does a business website cost”. With search enabled, ChatGPT browses the web and cites sources.

Why it matters for your business

If customers ask AI instead of Google, your business has to be visible there too. ChatGPT recommends businesses it finds clear, consistent and credible information about – no website or a vague one means you are left out.

Examples and good practice

• Describe clearly on your website what you do, where, for whom and roughly how much it costs.
• Collect reviews on Google and other platforms – AI takes them into account.
• Keep your company details consistent across the internet.
• Check from time to time what ChatGPT answers about your industry in your town.

How Novi handles it

Novi websites are prepared for AI search (GEO): clear facts about the business, FAQ, structured data and E-E-A-T elements. The AI visibility monitoring module checks every month whether ChatGPT recommends your business.

Advisor tip: A strong argument: “Your customers are already asking AI – your business has to be there.”

Low churn means satisfied customers and stable revenue. In a subscription model it is one of the most important metrics.

What it means in practice

Churn is the cancellation rate – the share of customers who stopped using a service in a period, e.g. cancelled their subscription. If 2 out of 100 customers leave in a month, churn is 2%.

Why it matters for your business

Low churn means satisfied customers and stable revenue. In a subscription model it’s one of the most important metrics – even small monthly churn has a big impact over a year.

Examples and good practice

• Ask departing customers for the reason.
• React to signs of dissatisfaction before a customer leaves.
• Show the service’s value regularly, e.g. in reports.
• Provide quick support.

How to use it in a sales conversation

When selling, set realistic expectations – clients who know what they get stay longer. Support and website care included in Novi hosting keep churn low.

Like ChatGPT and Gemini, Claude increasingly helps people find information and compare businesses.

What it means in practice

Claude is Anthropic’s AI assistant, similar to ChatGPT and Gemini. It is known for accurately understanding long texts, careful writing and caution with information. People use it for writing, analysis, coding and increasingly for finding information.

Why it matters for your business

The more people use different AI assistants, the more important it is that your business is well described online. Like other assistants, Claude recommends businesses it finds clear and credible information about.

Examples and good practice

• Provide clear facts about your business on your website.
• Keep data consistent across directories and your Google profile.
• Collect reviews – they’re an important credibility signal.
• You can use Claude for draft texts and replies to customers.

How Novi handles it

Novi uses Claude models in website production and AI modules, always with human oversight. Your website is prepared so Claude and other assistants understand it well.

An effective close is a natural question about the decision once doubts are cleared – not pressure. The client should feel it is their good choice.

What it means in practice

Closing the sale is the moment the advisor asks the customer for a decision – e.g. signing the agreement, placing the order or scheduling the start – after discussing needs, presenting and answering doubts.

Why it matters for your business

An effective close is a natural question about the decision, not pressure. Many advisors don’t ask directly and lose the sale although the customer was ready. The customer should feel it’s their good choice.

Examples and good practice

• Summarise the benefits the customer mentioned themselves.
• Ask directly: “Shall we get started?”.
• Propose a concrete next step and date.
• After the decision, explain clearly what happens next.

How to use it in a sales conversation

On the tablet you can immediately show the cart and the agreement with a finger signature. Explain the next steps: brief, preview on day 4, launch on day 5.

Shifting buttons and text lead to accidental clicks. A stable layout means a better experience and a better Google score.

What it means in practice

CLS (Cumulative Layout Shift) measures how much page elements move while loading – e.g. text suddenly jumping down because an image, banner or ad appeared. It’s the third Core Web Vital.

Why it matters for your business

A shifting layout causes accidental clicks and irritation. A good score is under 0.1; a stable layout means better experience and a better Google assessment.

Examples and good practice

• Specify dimensions for all images and videos.
• Reserve space for banners and embeds.
• Load fonts so they don’t change the text layout.
• Don’t insert content above text already on screen.

How Novi handles it

Novi templates reserve space for images and dynamic elements, so the layout stays stable while loading.

A CMS (Content Management System) is software used to create and update website content. The most popular CMS in the world is WordPress. Novi websites are built on proven, secure technology that we update regularly.

What it means in practice

A CMS (Content Management System) is software in which you edit texts, images, pages and settings without coding. The most popular CMS in the world is WordPress.

Why it matters for your business

A good CMS gives you independence: you update prices, add projects or change opening hours yourself without waiting for a developer. It must also be updated regularly to stay secure.

Examples and good practice

• Edit texts and images in a visual editor.
• Add new pages from ready-made templates.
• Modules (e.g. booking) have their own settings panels.
• Security updates are handled by your hosting provider.

How Novi handles it

Every Novi website comes with a simple CMS to change content and manage modules. You get a manual or a short online workshop, and we handle technical updates for you.

Novi advisors don’t search for customers blindly: head office prepares a list of businesses without a website or with a weak one. So even a “cold” visit starts with a specific, visible problem to solve.

What it means in practice

Cold leads are potential customers who had no previous contact with the business and haven’t shown interest – e.g. companies on a list that are yet to be visited or asked about their needs.

Why it matters for your business

A conversation with a cold lead requires building trust quickly and showing a concrete benefit. That’s why preparation matters: the more you know about the business, the faster the conversation becomes “warm”.

Examples and good practice

• Before the visit, check the business on Google and Maps.
• Start with an observation, e.g. “I couldn’t find your website on Google”.
• Respect their time – short and to the point.
• Propose a small, easy step: a free preview.

How to use it in a sales conversation

Novi advisors don’t look for clients blindly: head office prepares a list of businesses without a website or with a weak one. That way even a “cold” visit starts from a concrete, visible problem to solve.

Advisor tip: Start with an observation: “I saw you send customers to Facebook – let me show you what you’re missing.”

Colours evoke emotions and help people recognise a brand. A Novi website is designed in the client’s company colours.

What it means in practice

A colour palette is a set of a few colours used consistently in a company’s communication: primary, accent, background and text colours. Each has a defined code (e.g. HEX) so it looks the same everywhere.

Why it matters for your business

Colours evoke emotions and help people recognise a brand. A well-chosen palette makes a website look consistent and professional, while highlighted buttons draw the eye to contact.

Examples and good practice

• Choose 1 primary, 1 accent and 2–3 neutral colours.
• Reserve the accent colour for buttons and key elements.
• Check text-to-background contrast.
• Record colour codes and use them everywhere.

How Novi handles it

A Novi website is designed in your company’s colours, with refined contrast and highlighted contact buttons.

At Novi an advisor earns a high commission on every website sold, paid in two parts: after the client pays and after the website launches.

What it means in practice

Commission is performance-based pay – the advisor receives it for each completed sale, instead of or in addition to a fixed salary.

Why it matters for your business

A commission model rewards effectiveness and gives a lot of freedom in organising your time. It does require consistency: the number of conversations and follow-ups translates directly into earnings.

Examples and good practice

• Plan the number of visits and presentations each week.
• Focus on sales quality – happy clients refer others.
• Track your results in the pipeline.
• Learn from training and from the best advisors.

How to use it in a sales conversation

At Novi an advisor receives an attractive commission for every website sold, paid in two parts: after the client’s payment and after the website launch. You’ll learn the details of the terms during recruitment.

A blog attracts long-tail traffic and builds topical authority. Consistency and real value for the reader are what count.

What it means in practice

A company blog is a section of the website with regularly published articles: guides, answers to questions, project write-ups, news and inspiration related to your industry.

Why it matters for your business

A blog attracts long-tail search traffic, builds topical authority in Google and AI, and provides material for social media and newsletters. Regularity and real value matter, not the number of texts.

Examples and good practice

• Write answers to customers’ specific questions.
• Link articles to service pages.
• Publish regularly, e.g. a few times a month.
• Update older articles instead of only adding new ones.

How Novi handles it

The company blog module adds a blog to your Novi website, and the Content Power Pack or AI blog posts module provides regular publications.

Consent Mode helps stay compliant with regulations while still partly modelling conversion data.

What it means in practice

Consent Mode (now version 2) is a Google mechanism that tells Google Analytics and Google Ads whether the user agreed to analytics and advertising cookies. The tools then adapt their behaviour to that consent.

Why it matters for your business

Since 2024 Consent Mode v2 has been required in the EU to use the full capabilities of Google Ads and remarketing. It also allows modelling some conversions from users who didn’t consent, without breaking the rules.

Examples and good practice

• Set consent to “denied” by default before the user chooses.
• Update the consent state after a click in the banner.
• Verify the setup in Google Tag Assistant.
• Use a certified banner (CMP) at larger scale.

How Novi handles it

Novi websites with the GDPR and cookie package include Consent Mode v2: denied by default, updated after the banner choice and compatible with Google Ads.

Many people prefer writing to calling, especially in the evening. A simple form with a few fields increases the number of enquiries. Novi forms are protected against spam and work on every device.

What it means in practice

A contact form is a set of fields on a website through which a customer sends an enquiry: name, phone or email and a message. It can also include a service choice, preferred date or photo upload.

Why it matters for your business

Many people prefer writing to calling – especially in the evening, at work or when they want to describe a problem. A good form collects more enquiries, and well-chosen fields give you the data needed for a quote straight away.

Examples and good practice

• Limit fields to what’s necessary.
• Add a service or budget choice if it helps quoting.
• Show a clear confirmation and expected response time.
• Protect against spam without annoying puzzles.

How Novi handles it

Novi forms are short, spam-protected and work on every device. The multi-step quote form and lead inbox modules help collect and handle more enquiries.

A cluster consists of a pillar article and detailed pieces. This structure helps Google understand the topic and builds topical authority.

What it means in practice

A content cluster is a group of related texts around one topic: a pillar article (broad and extensive) plus several detailed texts linking to it and to each other. E.g. the pillar “Bathroom renovation” with texts on costs, tiles, plumbing and timelines.

Why it matters for your business

This structure helps Google understand that you’re an expert on the topic and helps users find all answers in one place. It’s one of the most effective ways to build visibility.

Examples and good practice

• Start with the service page as the pillar.
• Add 4–8 texts answering detailed questions.
• Link every text to the pillar and to related texts.
• Update the pillar as you add new texts.

How Novi handles it

Content Power Pack pages are planned as clusters around your services. Every new page strengthens the service page it leads to.

Instead of pushy advertising, content marketing gives the audience real knowledge. This builds the business’s authority and makes it appear in search for many queries. Well-written content also fuels SEO and AEO.

What it means in practice

Content marketing means creating and publishing valuable content – guides, articles, videos, checklists or case studies – that helps customers instead of pushing ads. Sales follow from trust built through knowledge.

Why it matters for your business

Good content attracts customers from Google and AI for hundreds of queries, builds an expert image and shortens sales conversations because customers arrive already convinced. It also fuels SEO, GEO and social media.

Examples and good practice

• Answer the questions customers ask on the phone.
• Show projects with a description of the problem and solution.
• Publish regularly, e.g. 2–5 texts a month.
• Reuse one piece of content across channels: website, social, newsletter.

How Novi handles it

The Content Power Pack is content marketing as a subscription: new, in-depth SEO/AI pages every month, written for your industry and town.

A content plan helps publish valuable material regularly and tie it in with the industry’s seasonality.

What it means in practice

A content plan is a publishing schedule: which texts, posts and videos will be created, on what topic, in which channel and when. It takes into account industry seasonality, sales goals and customer questions.

Why it matters for your business

Without a plan, content is published chaotically or not at all. A plan ensures the regularity Google and followers expect and lets you get ahead of the season instead of reacting last minute.

Examples and good practice

• Collect customer questions and seasonal topics.
• Schedule publications 3 months ahead.
• Link topics to the services you want to sell.
• Reuse one topic in several formats.

How Novi handles it

The Content Power Pack includes a topic plan for your industry: new pages every month published according to the plan and seasonality.

For students under 26 a contract of mandate can be particularly advantageous. The terms are agreed individually.

What it means in practice

A contract of mandate (umowa zlecenie) is a civil-law contract under which a person performs specific tasks for the principal, e.g. sales conversations. It isn’t an employment contract and offers more flexibility.

Why it matters for your business

For students under 26 a contract of mandate can be particularly advantageous, as it often doesn’t involve mandatory social security contributions. It’s a popular form of side work.

Examples and good practice

• Check whether you qualify for the contribution exemption (student under 26).
• Note how and when you’ll be paid.
• Agree the scope of tasks and territory.
• Keep a copy of the contract and settlements.

How to use it in a sales conversation

Novi advisors can work under a contract of mandate. The details of the terms are agreed individually during recruitment.

Sufficient contrast is the basis of readability and accessibility, especially on a phone in sunlight.

What it means in practice

Contrast is the difference in brightness between text and background (or between a button and its surroundings). WCAG recommends at least 4.5:1 for normal text and 3:1 for large text.

Why it matters for your business

Adequate contrast is the basis of readability and accessibility – especially on phones in sunlight and for older people. Light grey text on white may look elegant, but many people simply won’t read it.

Examples and good practice

• Check contrast with free online tools.
• Avoid light grey text on white.
• Place text on photos over a darkened overlay.
• Contact buttons should clearly stand out from the background.

How Novi handles it

Colours on Novi websites are chosen with adequate contrast, and contact buttons clearly stand out from the background.

Users ask full questions and follow up. Websites with natural language and specific answers fit this model better.

What it means in practice

Conversational search means looking for information through dialogue: the user asks a full question, gets an answer and follows up, e.g. “and which of them has a free slot on Saturday?”. ChatGPT, Gemini, Perplexity and Google’s AI mode work this way.

Why it matters for your business

Customers no longer type “plumber Kraków” but describe their problem. Websites answering specific situations and questions in natural language fit these conversations better and get recommended more often.

Examples and good practice

• Write content addressing customers’ specific problems.
• Use natural language and full sentences.
• Add an FAQ with questions phrased the way customers ask them.
• Give details someone might follow up on: timing, prices, coverage.

How Novi handles it

Novi content and Content Power Pack pages are written around customer questions, not just short phrases. That prepares your website for conversational search.

A conversion is the moment a visitor becomes a potential customer. The conversion rate shows what percentage of visits end in such an action. The goal of a Novi website is not just traffic, but conversions.

What it means in practice

A conversion is the moment a visitor takes an action important to your business: sends a form, calls, books an appointment, subscribes or buys. It’s the step from “browsing” to “I want this”.

Why it matters for your business

Traffic is only a means – conversions count, because they mean customers. Two websites with the same traffic can bring very different numbers of enquiries depending on how they guide visitors.

Examples and good practice

• Define what a conversion is for you: call, form, booking.
• Place a clear contact button on every page.
• Simplify forms – only the necessary fields.
• Measure conversions in GA4 and compare monthly.

How Novi handles it

Novi websites are designed for conversions: visible buttons, phone in the header, short forms, reviews and clear benefits. The goal isn’t just traffic but new customers.

Advisor tip: The client doesn’t need “a website” – they need calls from customers. Talk about conversions.

If 100 people visit a website and 3 send the form, the conversion rate is 3%. Better design, content and CTAs can double that result without more traffic.

What it means in practice

Conversion rate is the percentage of visitors who take the desired action – e.g. send a form, call or book. If 500 people visit and 15 send an enquiry, the conversion rate is 3%.

Why it matters for your business

It’s one of the most important metrics for a business website. Raising it from 1% to 3% triples your customers without extra ad spend.

Examples and good practice

• Show the phone number and contact button prominently.
• Add reviews, projects and guarantees next to the offer.
• Simplify forms and the path to contact.
• Test headlines and offers (A/B tests).

How Novi handles it

Novi websites are designed to turn visitors into enquiries: a clear offer, visible CTAs, trust signals and short forms. Conversion tracking shows the results in numbers.

Under the GDPR and telecom law a website must inform about cookies and obtain consent for non-essential ones. A well-designed banner is clear and does not get in the way of using the site.

What it means in practice

A cookie banner is a message shown on the first visit that informs about cookies and lets visitors accept or reject non-essential ones – e.g. analytics and advertising. A good banner offers a real choice, including detailed settings.

Why it matters for your business

Without a correct banner you face legal risk (GDPR, electronic communications law) and lose data in Google Analytics. A pushy or misleading banner, on the other hand, puts visitors off.

Examples and good practice

• Provide “Accept”, “Necessary only” and “Settings” buttons.
• Don’t run analytics and ads before consent.
• Use Google Consent Mode v2.
• Add a link to change consent, e.g. in the footer.

How Novi handles it

The GDPR and cookie package on Novi websites includes a clear banner with a settings panel, Consent Mode v2, a consent log and a “Cookie settings” link in the footer – just like on this website.

Cookies are used for analytics and advertising, among other things. Non-essential cookies require the user’s consent via the cookie banner.

What it means in practice

Cookies are small files a website stores in the browser. Necessary cookies make the site work (e.g. cart, login), while others are used for analytics, personalisation and advertising.

Why it matters for your business

Non-essential cookies require the user’s consent. Without proper consent management a business risks fines, and without consent it loses some analytics and advertising data.

Examples and good practice

• Divide cookies into necessary, statistics and marketing.
• Start tools only after consent.
• Let users change their decision easily at any time.
• Describe cookies in your privacy policy.

How Novi handles it

The GDPR and cookie package on Novi websites manages cookie consent with a settings panel, Consent Mode v2 and a consent log.

Good copywriting speaks the customer’s language, shows benefits and removes doubts. On Novi websites copy is written for the specific industry and city, not copied from a template.

What it means in practice

Copywriting is writing texts meant to persuade readers to act: headlines, service descriptions, button texts, ads or emails. Good copywriting combines benefit-led language with specifics and an understanding of the customer.

Why it matters for your business

It’s text, not graphics, that ultimately persuades customers to get in touch. Generic phrases like “professional and reliable” say nothing – concrete benefits, numbers and answers to concerns sell.

Examples and good practice

• Write about benefits for the customer, not only about yourself.
• Use specifics: lead times, indicative prices, guarantees.
• Address concerns, e.g. “will there be a mess?”.
• Write in your customers’ language, without jargon.

How Novi handles it

On Novi websites copy is written for your specific industry and town, not copied from a template. The premium copywriting package bases texts on an interview with you.

After a core update, rankings can change significantly. Websites with reliable content and strong E-E-A-T are usually the most resilient.

What it means in practice

A core update is a broad update to Google’s main algorithm, announced several times a year. It doesn’t target one specific thing; it changes how the quality and relevance of websites are assessed across the internet.

Why it matters for your business

After a core update rankings can rise or fall noticeably, even if you changed nothing. Websites with accurate, helpful content and strong trust signals are the most resilient.

Examples and good practice

• Don’t panic in the first days – changes usually take 1–2 weeks.
• Compare traffic before and after in Search Console.
• If rankings drop, improve content quality rather than single “tricks”.
• Expand your website regularly, not only after drops.

How Novi handles it

Novi websites focus on quality and E-E-A-T, which every update aims for. The monthly report helps you spot changes after a core update quickly.

Core Web Vitals include LCP (loading of the main content), INP (response to interaction) and CLS (layout stability). Google takes them into account in rankings. Novi websites are optimised for these metrics.

What it means in practice

Core Web Vitals are Google metrics measuring how a website performs from the user’s perspective: LCP (how quickly the main content appears), INP (how quickly the page responds to clicks) and CLS (whether elements jump around while loading).

Why it matters for your business

Google takes these metrics into account for rankings, and users feel their effects immediately. A slow, “jumpy” website loses customers before they read the offer.

Examples and good practice

• LCP under 2.5 s: a light header image and good hosting.
• INP under 200 ms: fewer heavy scripts and plugins.
• CLS under 0.1: reserved space for images and ads.
• Check results in PageSpeed Insights and Search Console.

How Novi handles it

Novi websites are optimised for Core Web Vitals during production: fast hosting, image compression, lazy loading and lean code.

CPA tells you what a new lead really costs. A good website lowers CPA because a larger share of visitors sends an enquiry.

What it means in practice

CPA (cost per acquisition/action) is the cost of one conversion – an enquiry, call, booking or sale. It’s calculated by dividing campaign spend by the number of conversions.

Why it matters for your business

CPA shows what a new lead really costs and lets you compare channels: are customers cheaper from Google Ads, Facebook or SEO? A good website lowers CPA because more visitors send an enquiry.

Examples and good practice

• Set a maximum CPA at which the campaign is profitable.
• Measure conversions precisely: forms and calls.
• Improve the landing page before raising the budget.
• Compare CPA across campaigns every month.

How Novi handles it

Novi websites are designed for conversions, which lowers campaign CPA. The Lead and ROI dashboard shows the cost per enquiry for each channel.

In Google Ads or Meta Ads campaigns you pay for each click on the ad. CPC depends on competition in the industry and the quality of the ad. A good landing page lowers the real cost of acquiring a customer.

What it means in practice

CPC (cost per click) is the cost of one click on an ad in systems such as Google Ads or Meta Ads. You pay not for impressions but for each visit to your website.

Why it matters for your business

CPC depends on competition in your industry, region and ad quality. More important than CPC itself, however, is how many clicks turn into customers – a good landing page lowers the real cost per customer.

Examples and good practice

• Target ads at specific phrases and your service area.
• Match the landing page to the ad’s message.
• Exclude unprofitable phrases (e.g. “free”, “jobs”).
• Measure cost per enquiry (CPA), not just CPC.

How Novi handles it

Novi websites are ready to serve as effective ad landing pages: fast, with a clear CTA and conversion tracking. The Google Ads campaign module covers setup and management.

CPM is used mainly in brand-awareness campaigns. It shows how much it costs to reach an audience, regardless of clicks.

What it means in practice

CPM (cost per mille) is the cost of a thousand ad impressions. You pay for how many people saw the ad, regardless of whether anyone clicked.

Why it matters for your business

CPM is used mainly in awareness and reach campaigns – e.g. before a season, when opening a new location or for local promotion. It shows how much it costs to reach people in a channel.

Examples and good practice

• Use CPM when the goal is awareness, not immediate enquiries.
• Set the audience and area precisely.
• Compare CPM with cost per enquiry in other campaigns.
• Use attractive creative – a low CPM is useless without attention.

How Novi handles it

Reach campaigns (e.g. in the Facebook & Instagram campaign module) draw attention to your brand, and your Novi website turns interest into enquiries.

A CRM stores contacts, conversation history and sales stages. Novi advisors work with company lists and statuses prepared by head office.

What it means in practice

A CRM (Customer Relationship Management) system manages customer relationships: it stores contacts, conversation history, quotes, tasks and sales stages in one place.

Why it matters for your business

A CRM ensures no customer is forgotten, follow-ups happen on time and you see how many sales opportunities are in progress. It’s the basis of organised selling.

Examples and good practice

• Record every contact and conversation outcome.
• Set reminders for next steps.
• Use statuses, e.g. “new”, “preview”, “offer”, “won”.
• Regularly tidy up old, inactive contacts.

How to use it in a sales conversation

Novi advisors work with company lists and statuses prepared by head office. For clients, the lead inbox (CRM lite) module collects website enquiries in one place.

Example: alongside the website the client buys a Google Ads campaign or a photo shoot.

What it means in practice

A cross-sell is offering a customer a product or service that complements what they’re buying – e.g. a Google Ads campaign, photo shoot or booking system alongside the website.

Why it matters for your business

A well-chosen cross-sell increases the customer’s result (e.g. website + ads = more enquiries sooner) and the value of the relationship. The key is matching the industry and a real need.

Examples and good practice

• Offer only what fits the client’s industry.
• Explain how the add-on strengthens the core service.
• Show prices clearly – including monthly fees.
• Better 1–2 relevant add-ons than a long list.

How to use it in a sales conversation

The Novi module finder helps choose modules for the client’s industry. In a conversation, show the 2–3 most important ones, e.g. online booking for a salon or a quote form with photos for a renovation company.

CTR (click-through rate) measures how attractive a search result or ad is. CTR in Google is influenced by the page title, meta description and rich results from structured data.

What it means in practice

CTR (click-through rate) is the percentage of people who saw your Google result, ad or link and clicked it. If a result was shown 1,000 times and got 50 clicks, the CTR is 5%.

Why it matters for your business

A higher CTR means more visits from the same position at no extra cost. In Google Ads it also affects the cost per click – a more attractive ad pays less.

Examples and good practice

• Write titles with service, town and benefit.
• Add a call to action in the meta description.
• Use structured data to earn rich results.
• Check CTR in Search Console and improve the weakest pages.

How Novi handles it

On Novi websites titles, descriptions and structured data are prepared so results stand out in Google and invite clicks.

Understanding the customer journey helps design a website that answers questions at the right moment: first “is this the right business for me?”, then “how much does it cost?”, and finally “how do I get in touch?”.

What it means in practice

The customer journey is the path a customer takes from first noticing a need to buying and beyond: recognising the problem, searching for information, comparing offers, contacting, buying, being served and recommending.

Why it matters for your business

Understanding this path helps design a website and marketing that answer questions at the right moment: first “is this business for me?”, then “how much does it cost and can I trust it?”, finally “how do I get in touch?”.

Examples and good practice

• Early in the journey: guides and educational content.
• When comparing: reviews, projects, prices, guarantees.
• At the decision: simple contact and a quick reply.
• After purchase: a review request and reminders.

How Novi handles it

Novi websites are structured along the customer journey: from a clear promise through proof and prices to simple contact. Automation modules handle the stages after an enquiry.

More and more users use dark mode. Modern websites take readability in both variants into account.

What it means in practice

Dark mode is an interface version with a dark background and light text. Many people enable it on their phone or system to reduce eye strain in the evening or save battery.

Why it matters for your business

Modern websites should be readable in both variants. Logos, icons or images with transparent backgrounds can look bad if the browser forces dark colours and the site isn’t prepared.

Examples and good practice

• Check your website with dark mode on your phone.
• Prepare a logo version for dark backgrounds.
• Avoid black text on transparent images.
• Ensure contrast in both modes.

How Novi handles it

Novi websites are designed for readability and contrast, and logos have versions for light and dark backgrounds, so they look good in dark mode too.

In small businesses the decision-maker is usually the owner. A conversation with an employee without authority rarely ends in a sale.

What it means in practice

A decision-maker is the person authorised to decide on a purchase – in a small business usually the owner or partner, in a larger one someone with the relevant responsibility or budget.

Why it matters for your business

A conversation with an employee without authority rarely ends in a sale – even if interested, they have to “pass it on”, and arguments get lost along the way. Establish early who decides.

Examples and good practice

• Ask early: “Who decides about marketing here?”.
• If the decision-maker isn’t there, book a specific time.
• Leave material, but don’t count on it being passed on.
• With partners, invite both to the presentation.

How to use it in a sales conversation

In small businesses the decision-maker is usually the owner. A Novi advisor arranges the presentation so the owner sees the website preview personally.

A design system speeds up building new pages and guarantees a consistent look. Novi uses its own component system.

What it means in practice

A design system is a set of rules and ready components – buttons, cards, forms, colours, typography and spacing – used to build further pages and screens. It’s more than a template: a shared design language.

Why it matters for your business

A design system speeds up building pages, guarantees a consistent look on every page and makes expansion easier. Changing one component updates it everywhere.

Examples and good practice

• Define colours, fonts and spacing as variables.
• Create reusable components.
• Document when to use which element.
• Extend the system instead of creating exceptions.

How Novi handles it

Novi uses its own component system, so every website is consistent, quick to build and easy to extend with new modules and pages.

WCAG guidelines cover contrast, text size, image descriptions and keyboard navigation, among other things. An accessible website is better for all users.

What it means in practice

Digital accessibility means everyone can use a website comfortably – including people with low vision, blind users, people with limited mobility and older users. The standard is WCAG, covering contrast, text size, image descriptions and keyboard navigation, among others.

Why it matters for your business

An accessible website is better for all users, and since 2025 accessibility requirements cover more and more businesses in the EU (European Accessibility Act). It’s also a positive signal for search engines.

Examples and good practice

• Ensure sufficient contrast between text and background.
• Add alternative text to images.
• Make sure the whole site can be used with a keyboard.
• Label all form fields.

How Novi handles it

Novi websites are designed for readability and contrast. The accessibility audit and fixes (WCAG) module checks the site and applies the required fixes.

DNS works like the internet’s phone book. Correct DNS configuration is needed for the website and business email to work properly. Novi takes care of this as part of the technical launch.

What it means in practice

DNS (Domain Name System) translates a domain name such as yourcompany.pl into the address of the server running the website or email. DNS records define where website traffic goes (A record), where email goes (MX record) and how email senders are verified (SPF, DKIM).

Why it matters for your business

A wrong DNS entry can take your website offline or stop emails arriving. DNS changes spread across the internet in minutes to a few hours, so they need planning.

Examples and good practice

• When changing hosting, update the A/CNAME records.
• Set MX records according to your email provider.
• Add SPF, DKIM and DMARC for email.
• Note the previous settings before changing anything.

How Novi handles it

Novi handles DNS setup – website, email and email security – as part of the technical launch. You don’t need to know the details.

A domain is a business’s digital address. With Novi the domain is always registered in the client’s company name – it is their property. A short, memorable domain strengthens the brand.

What it means in practice

A domain is a website’s address on the internet, e.g. yourcompany.pl. It consists of a name and an ending (.pl, .com.pl, .eu). Your business email is also based on it, e.g. office@yourcompany.pl.

Why it matters for your business

The domain is part of your brand and trust – customers remember it, type it and see it in emails. It matters that it’s registered to your company: then you can move your website at any time and aren’t tied to one provider.

Examples and good practice

• Choose a short name that is easy to say.
• Avoid hyphens and tricky Polish characters in the address.
• Also register popular variants or typos if important.
• Watch the renewal date so you don’t lose the address.

How Novi handles it

At Novi the domain is always registered in your company’s name and is your property. We handle the registration, admin and technical setup for you.

Advisor tip: Emphasise: “The domain is yours. No traps.” That builds trust.

Domain authority (e.g. DA or DR) is a metric created by SEO tools that estimates how strong a website is. It grows when valuable websites link to yours. Higher authority usually makes it easier to reach top positions.

What it means in practice

Domain authority is a score that estimates the “strength” of a whole website, calculated by SEO tools such as Moz (DA) or Ahrefs (DR). It’s not an official Google metric, but it reflects well how many valuable sites link to your domain and how trusted it is online.

Why it matters for your business

Websites with higher authority rank more easily, also for harder phrases. For a local business the goal isn’t a score like a big portal, but an edge over competitors in your town and industry.

Examples and good practice

• Earn links from local partners, suppliers, associations and media.
• List your business in reliable industry directories with the same name, address and phone number.
• Publish content others like to link to: guides, price lists, projects.
• Don’t buy bulk links – they can hurt more than help.

How Novi handles it

The domain is registered in your company’s name, so all authority you build stays with you. Novi websites have a solid technical foundation and content that attracts natural links, and modules like the Content Power Pack keep strengthening it.

Copied descriptions, e.g. from a manufacturer, make it hard to stand out in Google. Unique copy written for the specific business and city is standard on Novi websites.

What it means in practice

Duplicate content is content that appears in identical or nearly identical form in several places – on your website under different URLs or on different websites, e.g. copied manufacturer descriptions or the same texts used by many companies.

Why it matters for your business

Google usually shows only one version of such content. If your texts are copies, your website often loses to the original or a bigger site and has nothing to stand out with.

Examples and good practice

• Write your own service descriptions instead of copying manufacturers or competitors.
• Pages for different towns must differ in content, not just the town name.
• Use the canonical tag for technical duplicates.
• Check whether someone has copied your texts.

How Novi handles it

Every Novi website has unique copy written for your business, industry and town. Pages from Local SEO+ and the Content Power Pack are written separately too, never copied.

Advisor tip: Ask the client whether they copied descriptions from competitors or a manufacturer – a common problem.

E-E-A-T describes whether content comes from someone you can trust. It is strengthened by projects, reviews, certificates, contact details and information about the team. Novi websites are designed to make these signals visible.

What it means in practice

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. Google uses these criteria to judge whether content can be trusted. It isn’t one score but a set of signals visible on your website and around the internet.

Why it matters for your business

Customers and search engines look for proof that you are a real, experienced professional. A website without project photos, reviews and company details looks anonymous – both to people and to algorithms, which then prefer to recommend competitors.

Examples and good practice

• Experience: photos of your own projects, case studies, years in business.
• Expertise: certificates, licences, training, guides written by you.
• Authority: Google reviews, mentions in local media, partners.
• Trust: full company details, tax ID, address, terms and privacy policy.

How Novi handles it

Novi websites are designed so E-E-A-T signals are visible from the first screen: projects, reviews, team information, certificates and full contact details. It’s one of the reasons they look and work like websites costing ten thousand złoty or more.

Advisor tip: Ask about certificates, years of experience and project photos – that is gold for E-E-A-T.

Marketing contact by phone or email may require prior consent, also in B2B. That is why the Novi model is based on advisors’ personal visits.

What it means in practice

The Electronic Communications Law (PKE) is a Polish act from 2024 that regulates, among other things, direct marketing by phone, SMS and email and the rules for using cookies. It replaced earlier telecommunications provisions.

Why it matters for your business

Marketing contact by phone or email may require the recipient’s prior consent, also in B2B. Breaking the rules risks fines and damages the company’s reputation.

Examples and good practice

• Don’t send offers by email or SMS without consent.
• Collect contact consent in forms and document it.
• Make withdrawing consent easy.
• Remember the rules also cover cookies on websites.

How to use it in a sales conversation

That’s why the Novi model is based on advisors’ personal visits rather than mass calls or emails. On clients’ websites, forms and the cookie banner comply with the rules.

A good elevator pitch makes clear who you are, what problem you solve and why it is worth talking further. Every Novi advisor practises their pitch during training.

What it means in practice

An elevator pitch is a short, roughly 30-second statement saying who you are, what problem you solve, for whom and why it’s worth talking further – as if you only had one elevator ride.

Why it matters for your business

The first seconds decide whether a business owner gives you their time. A good pitch is simple, specific and focused on the customer’s benefit, not on describing your company.

Examples and good practice

• Start with the customer’s problem, not yourself.
• Give one concrete benefit with a number.
• End with a question or a small next step.
• Practise aloud until it sounds natural.

How to use it in a sales conversation

Example: “I help businesses like yours win customers from Google. Within 24 hours I can show you what your website could look like – for free. Shall I show you an example from your industry?” Every Novi advisor practises their pitch in training.

Advisor tip: Novi pitch: “We build professional websites for local businesses – a complete website for PLN 1,995. May I show you what yours could look like?”

Newsletters, reminders and email offers have a high return on investment, but require recipients’ consent and valuable content.

What it means in practice

Email marketing is communicating with customers by email: newsletters, service reminders, offers for regular customers, confirmations and automated sequences after an enquiry.

Why it matters for your business

Email has one of the highest returns in marketing because it reaches people who already know you. It requires consent, good content and attention to deliverability so emails don’t land in spam.

Examples and good practice

• Collect GDPR-compliant consent.
• Segment recipients, e.g. new and regular customers.
• Send useful content, not just promotions.
• Configure SPF, DKIM and DMARC for better deliverability.

How Novi handles it

The newsletter & email marketing and automated follow-up modules on Novi websites let you run email marketing without separate tools.

In GA4 it replaced the bounce rate. High engagement means the content meets visitors’ needs.

What it means in practice

Engagement rate in Google Analytics 4 is the share of engaged sessions – those lasting over 10 seconds, including at least two page views or ending in a conversion. It replaced the bounce rate known from earlier versions.

Why it matters for your business

High engagement means the content meets visitors’ needs. Low engagement can point to a poor match with the query, slow loading or a page that’s hard to read on mobile.

Examples and good practice

• Compare engagement between traffic sources.
• Check the pages with the lowest scores.
• Improve the headings and first screen of those pages.
• Combine with heatmaps to understand the causes.

How Novi handles it

Novi websites are designed to show the offer clearly from the first screen and guide visitors onward. The Monthly results report explains engagement in plain language.

Search engines and AI understand the world through entities and the connections between them. Consistent business data helps identify a business unambiguously.

What it means in practice

Entities are clearly identifiable “things”: businesses, people, places, products or concepts. Search engines and AI no longer look only at words but understand which entity is meant and how it connects – e.g. that your business is an electrician in Wrocław with a specific address and reviews.

Why it matters for your business

When Google clearly recognises your business as an entity, it more easily connects reviews, mentions and content to it – and shows it more readily in knowledge panels, maps and AI answers.

Examples and good practice

• Use the same company name everywhere.
• Link your website to your Google profile and social profiles.
• Use Organization/LocalBusiness structured data with sameAs links.
• Describe clearly who you are and what you do.

How Novi handles it

Novi websites include structured data describing your business as an entity, linked to your Google profile and social profiles. This helps search engines and AI recognise you unambiguously.

In GA4 everything is an event. The most important events are marked as conversions so you can see how many enquiries the website brings.

What it means in practice

An event in Google Analytics 4 is any recorded user action: a page view, scroll, phone click, form submission or booking start. GA4 bases all measurement on events.

Why it matters for your business

Events tell you not only how many people visit but what they do there. Key events are marked as conversions so you can see how many enquiries the website brings.

Examples and good practice

• Measure clicks on phone, email and WhatsApp.
• Measure form submissions and bookings.
• Mark key events as conversions.
• Name custom events clearly, e.g. phone_click.

How Novi handles it

The Google Analytics 4 and conversion tracking module on Novi websites sets up events for calls, forms and bookings from day one.

An FAQ answers customers’ doubts before they call and is great material for SEO, AEO and AI assistants. With structured data, an FAQ can be better understood by search engines.

What it means in practice

An FAQ (Frequently Asked Questions) is a section with the questions customers ask most, each with a short answer. A good FAQ isn’t a list of generalities – it addresses real doubts: price, lead time, service area, warranty or payment methods.

Why it matters for your business

An FAQ saves you time because customers get answers before they call and contact you already convinced. It’s also perfect material for Google, AI Overviews and AI assistants, which like to quote short, concrete answers.

Examples and good practice

• Note down the questions asked on the phone for a week – that’s your ready-made list.
• Answer in 2–4 sentences, starting with the key fact.
• Add FAQs to service pages, not only to a separate FAQ page.
• Mark up the section with FAQPage structured data.

How Novi handles it

Every Novi website has an industry-specific FAQ section written in plain language and marked up with structured data. You can extend it later in the CMS, and the AI assistant on the website uses the same answers.

A favicon is a small detail that signals professionalism and helps users spot the site among many open tabs. Google also shows it next to results on mobile.

What it means in practice

A favicon is a website’s small icon shown on the browser tab, in bookmarks, history, on the phone’s home screen and next to Google results on mobile. It’s usually a simplified mark from the logo.

Why it matters for your business

It’s a small detail that signals professionalism and helps people recognise your site among many open tabs. A missing favicon or the system default looks careless, also in search results.

Examples and good practice

• Use a simple mark that’s readable at 16×16 px.
• Prepare versions for different devices (including an iPhone icon).
• Ensure contrast on light and dark tabs.
• Use the same mark as in your logo.

How Novi handles it

Every Novi website gets a favicon prepared from your logo, in a set of sizes for browsers and phones.

Google picks a concise, accurate answer from one page. Well-built FAQs and lists increase the chance of getting this spot.

What it means in practice

A featured snippet is a short answer Google shows at the very top of the results, in a box, with a link to the source page. It can be a paragraph, a list of steps or a table.

Why it matters for your business

A featured snippet gives huge visibility – often more than the first position – and builds an expert image. The same snippets are often read out by voice assistants and used by AI.

Examples and good practice

• Answer the question in 40–60 words directly below a question heading.
• Use numbered lists for step-by-step instructions.
• Use tables for comparing prices or specifications.
• Make sure the page is already in the top ten – that’s where Google picks snippets from.

How Novi handles it

Novi content, especially FAQs and Content Power Pack pages, is written in a snippet-friendly format: question as heading, short answer, then details.

A Web Application Firewall blocks typical attacks and bots. It is an important security element for any website built on a popular CMS.

What it means in practice

A Web Application Firewall (WAF) is a filter that analyses traffic coming to a website and blocks suspicious requests: hacking attempts, attacks on forms, malicious bots and mass password guessing.

Why it matters for your business

Sites on popular systems such as WordPress are scanned daily by automated bots looking for weaknesses. A WAF stops most of them before they reach the site.

Examples and good practice

• Enable protection against brute-force logins.
• Block known malicious addresses and bots.
• Combine a WAF with updates – one doesn’t replace the other.
• Monitor blocked attacks in reports.

How Novi handles it

The Protection Plus and 24/7 monitoring module adds a web application firewall, malware scanning and uptime monitoring to your Novi website.

Many sales close only at the second or third contact. The website preview within 24 hours is the perfect reason for a follow-up.

What it means in practice

A follow-up is contacting a customer again after the first conversation, offer or presentation – a call, message, email or another visit – to answer questions and move towards a decision.

Why it matters for your business

Many sales close only on the second or third contact. No follow-up is the most common reason for losing customers who were interested but hadn’t decided yet.

Examples and good practice

• Agree the next contact date in the first conversation.
• Give a new reason to get in touch, e.g. a ready preview.
• Be helpful, not pushy.
• Record follow-ups in the system so you don’t forget.

How to use it in a sales conversation

The 24-hour website preview is the perfect reason for a follow-up: “We’ve prepared your website – can I show it to you tomorrow at 10:00?”.

Advisor tip: Agree a specific date to come back already during the first visit.

The footer is an important place for NAP data, links to the privacy policy and the key pages.

What it means in practice

The footer is the bottom part of every page. It usually contains company details (name, address, phone, email), opening hours, links to key pages, terms and privacy policy, and social media icons.

Why it matters for your business

Many visitors scroll to the bottom looking for contact details or company information. A complete footer builds trust, and consistent NAP data supports local SEO.

Examples and good practice

• Show full NAP details and opening hours.
• Add links to terms, privacy policy and cookie settings.
• List key services or industries.
• Add a short company description and certificates if relevant.

How Novi handles it

The footer on Novi websites contains full company details, legal links, cookie settings and key pages – just like on this website.

The GDPR defines how a business may collect and process data, e.g. from a contact form. A website should have a privacy policy and secure forms.

What it means in practice

GDPR (in Polish: RODO) is the EU regulation defining how businesses may collect, store and use personal data – e.g. name, phone or email from a contact form.

Why it matters for your business

Every business with a website collects data, if only through a form or analytics. Missing a privacy policy, consents or security means risking fines and losing customer trust.

Examples and good practice

• Publish a privacy policy with the data controller’s details.
• Collect only data you really need.
• State in the form why you process the data.
• Provide a cookie banner and secure (HTTPS) forms.

How Novi handles it

Novi websites have secure forms, HTTPS and space for a privacy policy. The GDPR and cookie package adds a ready policy, a consent banner with Consent Mode v2 and a consent log.

Gemini answers users’ questions and powers some AI features in search. Like ChatGPT, it uses content available online. A clear, trustworthy website increases the chance the business is suggested as an answer.

What it means in practice

Gemini is Google’s AI model and assistant. It runs as a separate app, on Android phones, in Gmail and Docs, and it powers some of the AI features in Google Search. That gives it direct access to a huge amount of information about businesses.

Why it matters for your business

Because Gemini is closely connected to Google, your website, Google Business Profile and reviews directly influence what the assistant says about your business. Businesses with consistent, credible data get recommended more often.

Examples and good practice

• Complete your Google Business Profile and link it to your website.
• Describe your services concretely, with town and scope, not in generalities.
• Keep opening hours and contact details up to date everywhere online.
• Collect new reviews regularly.

How Novi handles it

Novi websites combine your Google Business Profile, structured data and content written for AI search. That gives Gemini a clear, consistent picture of your business.

Generative AI is changing how content is created and information is found. At Novi it speeds up website production, while a human controls the quality.

What it means in practice

Generative AI is a type of artificial intelligence that creates new content – text, images, music, code or video – from an instruction (prompt). Unlike classic systems it doesn’t just analyse data but produces it.

Why it matters for your business

It changes both how websites and marketing are made and how customers search for information. Businesses using it wisely save time – those ignoring it become less visible in AI answers.

Examples and good practice

• Use AI for draft posts, review replies and ideas.
• Always check facts and adapt the tone to your brand.
• Don’t mass-publish texts nobody has read.
• Make sure AI can easily find true information about you.

How Novi handles it

At Novi generative AI speeds up website production, which is why you get a premium website in 5 days at an affordable price. A person controls quality, facts and style.

GEO is the successor of classic SEO in the AI era. What counts are clear facts about the business, specific answers, quotable content, reviews and structured data. Every Novi website is prepared for GEO as standard – a rarity even at expensive agencies.

What it means in practice

GEO (Generative Engine Optimization) means optimising a website for AI-driven search and assistants such as ChatGPT, Gemini, Perplexity and Google AI Overviews. Classic SEO fights for a position in a list of links; GEO fights for AI to mention your business in its answer.

Why it matters for your business

More and more buying decisions start with a question to an AI. Businesses that AI knows and trusts get customers without paying for ads – those AI knows nothing about simply disappear from the conversation.

Examples and good practice

• State clear facts: scope of services, towns, indicative prices, years of experience.
• Write quotable content: short definitions, lists, answers to questions.
• Build credibility with reviews, projects and consistent company details.
• Let AI crawlers access your website and use structured data.

How Novi handles it

GEO is standard on every Novi website: content structure, FAQ, structured data, E-E-A-T signals and access for AI crawlers. On top of that, the AI visibility monitoring module checks whether AI recommends your business.

Advisor tip: Use a simple comparison: “SEO is Google, GEO is ChatGPT – Novi does both.”

Google Ads lets you appear quickly for specific searches, e.g. “electrician Kraków”. You pay per click. Campaign effectiveness depends heavily on the quality of the page the customer lands on.

What it means in practice

Google Ads is Google’s advertising system in which your ad appears above or below free results, in Maps, on YouTube or in partner sites. You usually pay per click and set the budget yourself.

Why it matters for your business

Google Ads works fast: from day one you can be visible for specific queries such as “electrician Kraków”. Effectiveness, however, depends heavily on relevant phrases and the quality of the page customers land on.

Examples and good practice

• Start with phrases showing clear buying intent plus the town.
• Set the ad area to match your service area.
• Measure calls and forms as conversions.
• Add negative keywords regularly.

How Novi handles it

The Google Ads campaign module covers setup, conversion tracking and campaign management. You pay the ad budget directly to Google, with no extra monthly fee from Novi.

The algorithm considers hundreds of signals: content, links, speed, user experience and trustworthiness. It is updated regularly.

What it means in practice

Google’s algorithm is a complex system that decides which pages to show for a query and in what order. It weighs hundreds of signals: content, intent, links, speed, mobile usability, the user’s location and the source’s credibility.

Why it matters for your business

Nobody knows every detail, but the direction is clear: Google rewards websites that help users best. Businesses chasing tricks lose with each update – those building quality gain.

Examples and good practice

• Write for people, not robots.
• Keep your site fast and mobile-friendly.
• Build credibility: reviews, projects, company details.
• Watch Search Console, not rumours about the algorithm.

How Novi handles it

Novi websites are built around what Google rewards long term: quality content, speed, structure and E-E-A-T – no tricks that stop working after an update.

GA4 shows the number of visits, traffic sources, the most popular pages and conversions. It lets you check whether a website actually brings enquiries.

What it means in practice

Google Analytics 4 (GA4) is Google’s free tool for measuring website traffic. It shows how many visitors you have, where they come from (Google, Facebook, ads, direct), what they read and how many take important actions such as calling or sending a form.

Why it matters for your business

With GA4 you know which marketing activities bring customers and which only cost money. Without correctly configured conversion tracking, however, reports show only traffic, not results.

Examples and good practice

• Set up events: form, phone click, booking.
• Mark the key events as conversions.
• Link GA4 with Google Ads and Search Console.
• Respect cookie consent and Consent Mode.

How Novi handles it

The Google Analytics 4 and conversion tracking module on Novi websites sets up GA4 with ready conversions and cookie-banner compliance.

The Google Business Profile shows the address, opening hours, photos and reviews. It is one of the most important elements of local SEO. The profile should link to a professional website that confirms the information and turns interest into contact.

What it means in practice

Google Business Profile (formerly Google My Business) is a free company profile on Google, shown in Maps and local search results. It contains your name, address, phone, opening hours, photos, reviews, posts and a link to your website.

Why it matters for your business

For local businesses it’s often the first place a customer sees you. A well-kept profile brings calls and visits, but without a professional website customers can’t check the details – and choose a competitor who shows them.

Examples and good practice

• Choose the right primary category and additional service categories.
• Regularly add photos of your work and update posts.
• Reply to every review – including negative ones – calmly and factually.
• Link to the relevant service page, not only the homepage.

How Novi handles it

A Novi website is consistent with your Google profile: the same details, links both ways and structured data. The Google Business Profile optimisation and automated review collection modules help strengthen the profile.

Advisor tip: Check the client’s Google listing together – it often has no website link or points to Facebook.

The Google listing appears in Maps and local results. Combined with a professional website, it forms the strongest duo in local marketing.

What it means in practice

“Wizytówka Google” is the common Polish name for the Google Business Profile – a free company card shown in Google Maps and on the right of search results. It shows contact details, opening hours, photos, reviews, services and a website link.

Why it matters for your business

For many customers it’s the first contact with a business. A complete profile with good reviews brings calls and visits, and linked to your website it gives a full picture of the business and an edge over competitors.

Examples and good practice

• Fill in every field: categories, services, service area, hours.
• Add new photos and posts every month.
• Ask happy customers for reviews and reply to every one.
• Make sure the details match your website exactly.

How Novi handles it

A Novi website is connected to your Google profile and uses the same details. The Google Business Profile optimisation and automated review collection modules help develop it.

Search Console shows which queries the site appears for, how many clicks it gets and whether Google indexes it correctly. It helps detect technical errors.

What it means in practice

Google Search Console is Google’s free tool for website owners. It shows which queries your website appears for, how many impressions and clicks it gets, its average position and whether Google correctly indexes all pages.

Why it matters for your business

It’s the best source of truth about your Google visibility. It helps you spot technical errors before they cause harm and find phrases worth writing new content for.

Examples and good practice

• Submit your sitemap and check the indexing report.
• Look for phrases with many impressions and low CTR – improve titles there.
• Act on error and security notifications.
• Compare results month by month.

How Novi handles it

Novi websites are connected to Search Console at launch. We use its data in the Monthly results report and when planning Content Power Pack content.

GTM makes it easy to add analytics, ad pixels and conversion tracking in one place.

What it means in practice

Google Tag Manager (GTM) is Google’s free tool for managing “tags” – analytics code, ad pixels and conversion tracking – in one place without editing the website code each time.

Why it matters for your business

With GTM you add a Meta pixel, Google Ads conversion or phone-click tracking faster. A badly configured GTM can, however, slow the site down or break consent rules.

Examples and good practice

• Fire tags according to cookie consent.
• Name tags and triggers clearly.
• Test changes in preview mode before publishing.
• Remove unused tags so they don’t slow the site.

How Novi handles it

The Google Analytics 4 and conversion tracking module can use GTM to measure calls, forms and bookings, always in line with the cookie banner.

Googlebot scans the internet regularly. A fast, logically built website with an XML sitemap is easy for it to read, which speeds up appearing in the results.

What it means in practice

Googlebot is Google’s crawler that automatically visits websites, reads their content and links, and passes them to the index. There is a mobile and a desktop version – today Google assesses websites mainly through the mobile one.

Why it matters for your business

If Googlebot struggles to read a website – because it’s slow, blocked or badly built – your content won’t appear in results, or only with a delay. A crawler-friendly website means faster SEO results.

Examples and good practice

• Keep loading fast, especially on mobile.
• Don’t block important CSS and JavaScript files in robots.txt.
• Provide logical internal linking and an XML sitemap.
• Check the “Crawl stats” report in Search Console.

How Novi handles it

Novi websites are light, fast and have a clean structure, XML sitemap and correct robots.txt. Googlebot reads them easily, so new content shows up in results quickly.

The H1 heading defines the main topic of a page, while H2–H6 divide it into sections. A correct heading structure makes reading easier for people, search engines and AI models.

What it means in practice

Headings H1–H6 form the hierarchy of titles on a page. H1 is the main title of a page (there should be one), H2s divide the content into main sections, and H3–H6 add further levels of detail – like chapters and sub-chapters in a book.

Why it matters for your business

A correct heading structure makes text easy to scan, and helps search engines and AI models quickly understand what the page is about. Headings with natural phrases also support rankings.

Examples and good practice

• One H1 per page, with the main service and possibly the town.
• H2 for main sections: services, prices, projects, FAQ.
• Don’t choose a heading level for its size – styling is done with CSS.
• Write headings that say something, not “Welcome”.

How Novi handles it

Novi templates have a correct heading hierarchy from the start: one H1, logical H2s and H3s. Texts written by our team use headings to support both SEO and readability.

Heatmaps help you understand visitor behaviour and improve the placement of buttons and content.

What it means in practice

A heatmap is a visualisation showing where visitors click, how far they scroll and what they focus on. Warm colours mean high activity, cold ones areas that are ignored. Tools often also offer session recordings.

Why it matters for your business

Heatmaps reveal problems numbers don’t show: people clicking something that isn’t a link, not scrolling to an important offer or ignoring the contact button. They show what to improve to get more enquiries.

Examples and good practice

• Check whether key buttons are in the click zone.
• See where most people stop scrolling.
• Compare behaviour on mobile and desktop.
• Make changes and compare heatmaps before and after.

How Novi handles it

The Heatmaps and session recordings module (e.g. Microsoft Clarity or Hotjar) runs on Novi websites in line with the cookie banner and helps fine-tune the site for conversions.

Content written “for SEO” without real value loses visibility. What counts is concrete help for the reader and the author’s experience.

What it means in practice

Helpful Content is a Google principle (previously a separate system) that rewards content created primarily for people rather than for rankings. It assesses whether text truly helps, is based on experience and meets the reader’s need.

Why it matters for your business

Websites full of generic text written “for keywords” lose visibility. The winners are businesses that share concrete, practical knowledge – exactly what small service businesses have.

Examples and good practice

• Write about what you know from practice: real problems, prices, timings.
• Answer the question straight away, without padding.
• Add project photos and examples.
• Remove or improve old, worthless texts.

How Novi handles it

Content on Novi websites is based on information about your business and industry, and a person checks its usefulness. Content Power Pack pages are built the same way.

Within a few seconds the hero section must say what the business offers, for whom and what to do next.

What it means in practice

The hero section is the first large section at the top of a page – usually with the main headline, a short description, a call-to-action button and an image or graphic. It’s the first thing visitors see.

Why it matters for your business

Within seconds the hero must say what the business offers, for whom and what to do next. If it doesn’t, visitors often leave before scrolling.

Examples and good practice

• Headline: a concrete benefit, not “Welcome to our website”.
• Subtitle: who it’s for and where you work.
• One clear main button, e.g. “Free quote”.
• A real photo or meaningful graphic instead of generic stock.

How Novi handles it

Every Novi website starts with a well-considered hero section with a clear promise, a contact button and trust elements visible straight away.

Good hosting ensures speed, security and stability. With Novi, hosting also includes backups, SSL, technical updates and email – for PLN 125 net per month.

What it means in practice

Hosting is space on a server where your website is stored and from which it is served to visitors. In practice it covers not only the server itself but also its speed, security, backups and technical maintenance.

Why it matters for your business

Hosting determines whether your site loads quickly, is available around the clock and stays secure. Cheap hosting without care often means a slow site, downtime and a risk of being hacked.

Examples and good practice

• Choose hosting with servers in Europe and fast drives.
• Make sure backups are made automatically.
• Check who updates the system and plugins.
• Look for an SSL certificate and email included.

How Novi handles it

Novi hosting costs PLN 125 net per month and includes a fast server, SSL, daily backups, technical updates, monitoring and business email. You don’t have to deal with the technology.

Advisor tip: Hosting is not a cost “for nothing”: it is speed, security, backups and peace of mind.

Thanks to hreflang, a Polish user sees the Polish version of a page and an English user the English one. The Novi website uses hreflang for its PL and EN versions.

What it means in practice

Hreflang is a tag in the page code telling search engines that the same content exists in several languages or regional versions – and which version is for whom. E.g. the Polish version for users in Poland, the English one for English speakers.

Why it matters for your business

With hreflang users reach the version in their language, and versions don’t compete in results. Without it Google may show a Pole the English page or treat the versions as duplicates.

Examples and good practice

• Each language version references all others and itself.
• Add an x-default version.
• Use correct codes, e.g. pl-PL, en-GB.
• Versions should be properly translated, not machine-translated without review.

How Novi handles it

The Novi website uses hreflang for the PL and EN versions. The extra language module adds further languages with correctly set hreflang.

HTTPS protects data sent between the user and the website, e.g. from a form. Google treats it as a ranking signal and browsers warn against sites without HTTPS.

What it means in practice

HTTPS is the secure version of the protocol a browser uses to communicate with a website. Data sent between the user and the server – e.g. from a form – is encrypted. You recognise it by the padlock and the address starting with https://.

Why it matters for your business

Browsers label sites without HTTPS as “not secure”, which scares customers away. Google treats HTTPS as a ranking signal, and some features such as online payments don’t work without it.

Examples and good practice

• Make sure every page runs on https://.
• Redirect the http:// version to https:// with a 301 redirect.
• Check that images and scripts also load over HTTPS.
• Renew the certificate automatically.

How Novi handles it

Every Novi website runs on HTTPS with an automatically renewed SSL certificate included in hosting.

A consistent icon set organises information, e.g. a list of services or benefits.

What it means in practice

Icons are small graphic symbols illustrating content: services, benefits, process steps or contact details. Good icons are simple, readable and in one style.

Why it matters for your business

A consistent icon set organises information and makes a page quicker to scan. Mixed styles or random icons, however, look amateurish.

Examples and good practice

• Use one style (line or filled).
• Pair each icon with a short label – an icon alone can be unclear.
• Save icons as SVG so they’re sharp and light.
• Don’t overdo it – icons should support, not dominate.

How Novi handles it

Novi websites use a consistent icon set in your brand colours, saved in lightweight SVG format.

Heavy images are the most common cause of slow websites. Optimisation includes compression, modern formats (e.g. WebP) and the right sizes for each device.

What it means in practice

Image optimisation means preparing photos and graphics so they look good but weigh as little as possible: compression, modern formats (WebP, AVIF), the right dimensions for different screens and deferred loading of images below the fold.

Why it matters for your business

Heavy images are the most common cause of slow websites, especially on phones with mobile data. A slow site means worse Google rankings and more people leaving before they see your offer.

Examples and good practice

• Don’t upload photos straight from the camera (often 5–10 MB).
• Use WebP or AVIF.
• Match the size to where the image is displayed.
• Use lazy loading for images further down the page.

How Novi handles it

On Novi websites images are automatically compressed, saved in modern formats and lazy-loaded where it makes sense. You just upload the photo.

Before a page appears in Google, a crawler has to visit and index it. Technical errors or a missing sitemap can delay this. Novi websites are submitted and prepared for fast indexing.

What it means in practice

Indexing is the process in which a search engine crawler visits a page, reads its content and stores it in its database (the index). Only an indexed page can appear in search results. Pages Google hasn’t indexed simply don’t exist for the search engine.

Why it matters for your business

A new website or service page achieves nothing if Google doesn’t know it. Technical errors, robots.txt blocks or a missing sitemap can delay indexing by weeks – and meanwhile customers go to competitors.

Examples and good practice

• Submit your website and XML sitemap in Google Search Console.
• Check the “Pages” report in Search Console to spot unindexed pages.
• Link new pages from the menu or other content.
• Don’t block important pages with noindex or in robots.txt.

How Novi handles it

Novi websites have an automatic sitemap, a correct robots.txt and are submitted to Google at launch. New pages, e.g. from the Content Power Pack, are added to the sitemap straight away.

For local businesses, local creators with an engaged community work best.

What it means in practice

Influencer marketing is collaborating with online creators who have an engaged community – on Instagram, TikTok or YouTube. The influencer shows your service or product to their followers.

Why it matters for your business

For local businesses, local creators with a smaller but engaged community (micro-influencers) work best. Their recommendation is more credible and often cheaper than an ad.

Examples and good practice

• Look for creators from your area and industry.
• Check engagement, not just follower count.
• Agree clear terms: number of posts, disclosure of the collaboration.
• Measure results with a discount code or UTM link.

How Novi handles it

When an influencer recommends your business, traffic lands on your Novi website with a clear offer and simple contact. Discount codes and UTMs let you measure the results.

INP replaced FID in Core Web Vitals. Heavy scripts and plugins slow down the page’s response, which frustrates users.

What it means in practice

INP (Interaction to Next Paint) measures how quickly a page responds to user actions – clicking a button, opening the menu or typing in a form. It replaced the earlier FID metric in Core Web Vitals.

Why it matters for your business

When nothing happens for a split second after a click, users click again or give up. A good INP is under 200 milliseconds.

Examples and good practice

• Limit heavy scripts, especially third-party ones.
• Remove unused plugins and widgets.
• Load ad scripts and chats with a delay.
• Test on less powerful phones.

How Novi handles it

Novi websites have lean code and load add-ons (chat, analytics) in a way that doesn’t block interaction, so the site responds quickly on mobile too.

Instagram works great in visual industries: beauty, food and interiors. It works best combined with your own website.

What it means in practice

Instagram is a social network based on photos, reels (short videos) and stories. It works very well for visual industries: beauty, food, interiors, photography, fitness and weddings.

Why it matters for your business

Instagram builds recognition and trust by regularly showing your work. The purchase decision, however, is often made only after visiting the website, where customers check prices, reviews and availability.

Examples and good practice

• Post projects, behind-the-scenes and team content regularly.
• Use reels – they get the most reach.
• Put a link to your website or booking in your bio.
• Reply to messages and comments quickly.

How Novi handles it

The Instagram feed module shows your latest posts on your Novi website, and the social media management service takes regular posting off your hands.

Internal links help users find related content and help search engines understand the site structure and the importance of pages.

What it means in practice

An internal link points from one page of your website to another, e.g. from an article about bathroom renovation to the “Bathroom renovation” service page or the price list. Internal links form a network that both users and search engine crawlers move through.

Why it matters for your business

Good internal linking helps Google discover every page and understand which ones matter most. Customers find what they need faster, stay longer and send an enquiry more often.

Examples and good practice

• Link from articles and projects to the relevant service pages.
• Use descriptive anchors instead of “click here”.
• Your most important pages should receive the most internal links.
• Avoid “orphan” pages that no link points to.

How Novi handles it

On Novi websites the link structure is planned from the start: services, industries, projects, FAQ and contact are connected. Every new page from the Content Power Pack is woven into this network.

Novi clients receive invoices for the website and for hosting, which lets them book these as business costs.

What it means in practice

An invoice is a document confirming the sale of goods or services, containing seller and buyer details (including tax ID), date, description, net prices, VAT rate and amount, and the gross amount. In Poland it’s increasingly issued through the KSeF system.

Why it matters for your business

For a business owner an invoice is the basis for recording the expense as a business cost and deducting VAT. Clear, timely invoices build trust and make the client’s bookkeeping easier.

Examples and good practice

• A business invoice requires the buyer’s tax ID (NIP).
• Check the company details before issuing.
• Subscription invoices are issued regularly.
• The client passes invoices to their accountant as a business cost.

How to use it in a sales conversation

A Novi client receives an invoice for the website and invoices for hosting, so they can be recorded as business costs. The invoicing and KSeF integration module automates invoices for your client’s customers too.

Most Novi clients are sole proprietors: tradespeople, practices and small service businesses.

What it means in practice

A JDG (sole proprietorship) is the simplest and most popular form of business in Poland – the entrepreneur is a natural person, registered in CEIDG and liable with all their assets.

Why it matters for your business

Most Novi clients are sole proprietors: tradespeople, clinics, salons and small service businesses. They often do everything themselves – from services to bookkeeping – and lack the time or knowledge to handle a website.

Examples and good practice

• A sole proprietor is usually the only decision-maker.
• They have little time – the conversation must be concise.
• Simplicity matters: a clear price and few formalities.
• They often value that “someone does it for me”.

How to use it in a sales conversation

Show a sole proprietor that Novi takes all the work off their hands: copy, photos, technology and launch in 5 days – at a fixed, transparent price.

Choosing keywords is the basis of SEO. For local businesses the most valuable phrases combine the service with the town. Novi copy is written with such phrases in mind – naturally, without stuffing.

What it means in practice

A keyword (key phrase) is the expression people type into a search engine, e.g. “tiler Gdańsk” or “how much does a bathroom renovation cost”. Keyword research means understanding which words your customers use to describe their need.

Why it matters for your business

If your website doesn’t contain the words customers search for, Google won’t connect it with their query. Well-chosen phrases attract people ready to buy, not random traffic.

Examples and good practice

• Combine service and town: “roof repair Kraków”.
• Include questions: “how much does…”, “how to choose…”.
• Give each important service its own page and phrase.
• Write naturally – don’t repeat the same phrase artificially.

How Novi handles it

Texts on Novi websites are written around your industry’s and town’s phrases, but in natural language. The Content Power Pack adds pages for new phrases customers search for every month.

Cannibalisation weakens the rankings of all those pages. The solution is a clear division of topics and, if needed, merging similar content.

What it means in practice

Keyword cannibalisation happens when several pages of the same website compete for the same phrase – e.g. three texts about “bathroom renovation Kraków”. Google doesn’t know which to show, so often none ranks well.

Why it matters for your business

Instead of one strong page you have several weak ones. Traffic and links are spread thin and rankings fluctuate. It’s a common problem on websites that add content without a plan.

Examples and good practice

• Assign each important phrase to one main page.
• Merge similar texts into one more comprehensive text.
• From other pages, link to the main page for that phrase.
• Check in Search Console whether several URLs appear for one phrase.

How Novi handles it

With the Content Power Pack we keep a topic plan so each new page targets a different phrase. That way content reinforces itself instead of competing.

Knowledge Graph data powers knowledge panels and AI answers. Structured data and consistent business profiles make it easier to get into this database.

What it means in practice

The Knowledge Graph is Google’s huge database of facts about entities – businesses, people, places – and the connections between them. Knowledge panels on the right of results and part of AI answers come from it.

Why it matters for your business

A business in the Knowledge Graph is “certain” for Google: the search engine knows its name, location, industry and related profiles. That increases visibility in branded results, maps and AI answers.

Examples and good practice

• Maintain a verified Google Business Profile.
• Use a consistent name and details everywhere online.
• Add structured data with logo, address and profile links.
• Earn mentions in local media and directories.

How Novi handles it

Structured data, consistent NAP and the link to your Google profile on Novi websites make it easier for Google to add and update your business in the Knowledge Graph.

A KPI (Key Performance Indicator) is e.g. the number of form enquiries per month or phone calls from the website. Well-chosen KPIs help assess the return on marketing investment.

What it means in practice

A KPI (Key Performance Indicator) is a specific number by which you judge whether an activity works. For a business website it can be the number of form enquiries, calls, bookings or the cost per new customer.

Why it matters for your business

Without KPIs it’s easy to watch “nice” numbers that mean little, such as likes or raw visits. Well-chosen indicators show what really makes money and help you decide.

Examples and good practice

• Choose 3–5 indicators tied to customers, not “traffic”.
• Set a baseline and a target for the coming months.
• Check KPIs regularly, e.g. monthly.
• Combine indicators with costs to calculate return on investment.

How Novi handles it

The Monthly results report and the Lead and ROI dashboard on Novi websites show the key KPIs – enquiries, calls, sources and cost per customer – in plain language.

Advisor tip: For an advisor, KPIs include conversations with owners, presentations and sales.

A landing page focuses attention on one offer and one call to action. It is often used in ad campaigns. The better it matches the ad, the cheaper it is to acquire a customer.

What it means in practice

A landing page is a separate page built for one specific offer, campaign or customer group – e.g. “Air-con service before summer” or “Bathroom renovation promotion”. It has one goal and one main call to action.

Why it matters for your business

When an ad leads to a general homepage, customers have to find the offer themselves. A matching landing page shortens the path to contact, increases conversion and lowers the cost per customer from ads.

Examples and good practice

• The headline should repeat the ad’s promise.
• Remove unnecessary links and distractions.
• Show benefits, proof (reviews, projects) and a clear price or scope.
• Place the form or contact button prominently.

How Novi handles it

The campaign landing page module creates a separate page for your promotion or campaign, in your Novi website’s style and with conversion tracking.

Lazy loading speeds up the first display of a page and saves data on phones. It is standard on modern websites.

What it means in practice

Lazy loading is a technique in which images, videos or maps below the visible part of the screen load only when the user scrolls to them. At first, only what’s immediately visible is loaded.

Why it matters for your business

The page appears faster, uses less mobile data and scores better on Core Web Vitals. It matters especially on websites with project galleries.

Examples and good practice

• Use lazy loading for images below the first screen.
• Don’t use it for the main header image – that slows LCP.
• Specify image dimensions so the layout doesn’t jump.
• Load maps and videos only after a click.

How Novi handles it

Novi websites automatically apply lazy loading where it speeds things up, while main images load with priority.

LCP is part of Core Web Vitals. A good score is under 2.5 seconds. It is influenced by hosting, the size of the header image and code quality.

What it means in practice

LCP (Largest Contentful Paint) measures when the largest visible element – usually the main image or headline in the hero section – appears on screen. It’s one of the three Core Web Vitals.

Why it matters for your business

LCP matches the moment the user feels the page “is there”. A good result is under 2.5 seconds; slower pages lose visitors and rankings.

Examples and good practice

• Compress and resize the main image.
• Load it with priority, without lazy loading.
• Choose fast hosting with caching.
• Limit render-blocking scripts.

How Novi handles it

Novi websites load the main element with priority on fast, cached hosting, so LCP stays within the recommended range.

A lead is a contact you can continue the conversation with. The goal of a business website is to generate leads. For many industries one extra lead a month is worth far more than the cost of hosting.

What it means in practice

A lead is a potential customer who left contact details or showed interest: sent a form, called, wrote in the chat or signed up for a preview. It’s a contact you can continue talking to.

Why it matters for your business

A business website’s goal is generating leads, not just traffic. For many industries one extra lead a month is worth far more than the cost of hosting – the simplest way to show the investment makes sense.

Examples and good practice

• Respond to leads quickly – ideally within an hour.
• Record the lead source to know what works.
• Qualify leads: need, timing, budget.
• Never leave a lead without follow-up.

How to use it in a sales conversation

Ask the client: “What is one new customer worth to you?”. Once they answer, it’s easy to show that a Novi website pays for itself with one extra job a month.

Advisor tip: Do the maths with the client: what is one new customer worth? Usually more than PLN 125 a month.

A lead magnet encourages undecided visitors to leave their details. At Novi the free website preview acts as the lead magnet.

What it means in practice

A lead magnet is something valuable visitors receive in exchange for their contact details: a free quote, PDF guide, checklist, calculator, sample or design preview.

Why it matters for your business

Most visitors aren’t ready to call yet. A lead magnet lets you collect contact details from undecided people and come back to them later with an offer.

Examples and good practice

• Offer something that genuinely helps the decision, e.g. “bathroom renovation prices 2026”.
• Ask only for the necessary details.
• Deliver the promised value immediately.
• Plan follow-up after the download (email, phone).

How Novi handles it

At Novi the Freeviewer – a free website preview in 60 seconds – acts as the lead magnet. For your business the price calculator or newsletter modules can work similarly.

Good qualification saves time. Key questions: does the business have a need, are you talking to the decision-maker and will the client accept the terms?

What it means in practice

Lead qualification is assessing whether a potential customer fits the offer and is worth your time: do they have a need, are you talking to the decision-maker, are the budget and timing realistic?

Why it matters for your business

Good qualification saves time and energy – instead of talking to everyone, you focus on customers most likely to decide. It’s also honest towards customers who might not benefit from the offer.

Examples and good practice

• Ask about current customer sources and growth plans.
• Establish who makes the decision.
• Check whether the terms (price, hosting) are acceptable.
• Record the qualification result in the system.

How to use it in a sales conversation

Key questions at Novi: does the business have a need (no or weak website), are you talking to the owner, and will the client accept the terms: PLN 1,995 net and hosting at PLN 125 a month.

Advisor tip: Always make sure you are talking to the owner or the decision-maker.

The best links are earned naturally: through partners, local media, industry directories and interesting content. Buying links in bulk is risky.

What it means in practice

Link building is the deliberate earning of links from other websites to yours. Good links come from places related to your industry or region: partners, suppliers, local media, associations or reliable directories.

Why it matters for your business

Links are a signal of trust and popularity for Google. A few valuable links can lift rankings more than hundreds of random ones – which can even do harm.

Examples and good practice

• Ask partners and suppliers to list you as a contractor.
• Give an expert comment to a local news site.
• Create content worth linking to: guides, price lists, research.
• Avoid buying link packages and mass link exchanges.

How Novi handles it

A Novi website gives a solid base for link building: a professional look, valuable content and consistent company details, so partners are happy to link to it.

LinkedIn is an important B2B channel for building an expert image, recruiting and forming business relationships.

What it means in practice

LinkedIn is a social network for professionals and businesses. It’s used for building an expert image, business networking, recruitment and winning B2B clients.

Why it matters for your business

For businesses serving other businesses – accountants, law firms, IT companies or B2B services – LinkedIn is often the most effective channel. The owner’s profile frequently brings more than the company page.

Examples and good practice

• Complete personal and company profiles with a website link.
• Post practical advice and case studies.
• Comment on clients’ and partners’ posts.
• Direct interested people to specific service pages.

How Novi handles it

Novi websites for B2B businesses include expert sections and case studies that work well with LinkedIn. The social media management service can include this channel too.

LLMs can write, summarise and answer questions. Chatbots and AI search engines – which increasingly recommend businesses – are built on them.

What it means in practice

An LLM (Large Language Model) is a type of artificial intelligence trained on huge amounts of text that can understand and generate language. Examples are the models behind ChatGPT, Claude and Gemini.

Why it matters for your business

LLMs power chatbots, assistants and AI search engines that increasingly answer customers’ questions and recommend businesses. Understanding how they use information helps you appear in those answers.

Examples and good practice

• LLMs understand clear, structured content best.
• When searching, they use current websites.
• They can be wrong – which is why clear facts about your business matter.
• In your business you can use them for draft texts, replies and analysis.

How Novi handles it

Novi uses LLMs in website production and in modules (AI assistant, review replies), always with human oversight. Your website is prepared so LLMs understand it well.

Just as robots.txt is for crawlers, llms.txt is meant to help AI models quickly understand a site’s most important content. It is a new, evolving standard.

What it means in practice

llms.txt is a proposed standard for a simple text file in a website’s root directory (yoursite.pl/llms.txt). It contains a short summary of what the business does and a list of its most important pages in a format easy for AI models to read.

Why it matters for your business

AI models understand what matters most on your website faster and can summarise your offer more accurately. The standard is new and not every system uses it yet, but it’s simple to implement and costs nothing.

Examples and good practice

• Describe the business in 2–3 sentences: what, where, for whom.
• List links to services, prices, FAQ and contact.
• Use simple Markdown format.
• Update the file after bigger changes to the website.

How Novi handles it

Novi websites are prepared for AI search, and an llms.txt file can be added as part of the GEO package. It’s a small step that makes your website more readable for AI.

Consistent citations in industry directories and local portals strengthen the business’s credibility in Google’s eyes and improve local SEO.

What it means in practice

Local citations are mentions of your business with name, address and phone number (NAP) elsewhere online: business directories, industry portals, maps, review sites or local media – even without a link to your website.

Why it matters for your business

Google checks whether a business really exists and whether its details are the same everywhere. Many consistent citations raise credibility and help in local results and the Local Pack.

Examples and good practice

• List your business in the main Polish directories and industry portals.
• Always use exactly the same name, address and phone number.
• Remove or correct old, outdated listings.
• Look for local sites: chambers, associations, city portals.

How Novi handles it

A Novi website is the master source of your company details: full NAP, structured data and consistency with your Google profile. That makes it easy to build consistent citations in directories.

Local SEO, the Google listing, local portals and partnerships with nearby businesses are the foundation of local marketing.

What it means in practice

Local marketing means activities aimed at customers in a specific area: local SEO, Google Business Profile, reviews, local portals and groups, geo-targeted ads, partnerships with neighbouring businesses, sponsorship and presence at events.

Why it matters for your business

Most small service businesses live on customers within a few dozen kilometres. Focusing budget and effort on this area works better than trying to reach everyone.

Examples and good practice

• Optimise your Google profile and reviews.
• Create pages for the towns you work in.
• Partner with local businesses and refer each other.
• Limit ads to your service area.

How Novi handles it

Novi websites include local SEO as standard, and the Local SEO+, Google Business Profile optimisation and automated review collection modules strengthen visibility in your area.

A place in the Local Pack is one of the most valuable positions for local businesses. It is influenced by the Google listing, reviews, distance and consistency with the website.

What it means in practice

The Local Pack is the block with a map and usually three businesses that Google shows for local queries, e.g. “hairdresser Gdańsk” or “mechanic near me”. Each business has a rating, address, hours and “Call”, “Directions” and “Website” buttons.

Why it matters for your business

It’s one of the most valuable spots in the results: shown high up, filling almost the whole screen on mobile and leading straight to a phone call. Businesses outside the top three get far less attention.

Examples and good practice

• Complete and keep developing your Google profile.
• Collect reviews regularly and reply to them.
• Keep NAP details consistent across the internet.
• Connect your profile to a good, local website.

How Novi handles it

A Novi website strengthens your Local Pack position: consistent data, LocalBusiness markup, local content and a link from your profile. The review and profile optimisation modules help further.

Advisor tip: Show the client the Local Pack for their industry and city – they are often not in it.

Local SEO covers the Google listing, consistent NAP data, local content, reviews and LocalBusiness structured data. It is the most important kind of SEO for service businesses working in one city.

What it means in practice

Local SEO covers everything that makes a business appear for location-based searches, such as “electrician Wrocław” or “hairdresser near me”. It includes your Google Business Profile, consistent NAP data, local content on your website, reviews, directory citations and LocalBusiness structured data.

Why it matters for your business

Most customers of service businesses look for a provider nearby. Local SEO lets you compete with big companies, because Google rewards proximity and local credibility – not just advertising budget.

Examples and good practice

• Create pages for the towns and districts where you actually work.
• Use the same company details on your website, on Google and in directories.
• Collect reviews that mention towns and services.
• Show local projects with a description of the location.

How Novi handles it

Local SEO is standard on every Novi website: LocalBusiness data, a map, service area and content mentioning towns. The Local SEO+ module adds separate pages for more towns.

Advisor tip: Search “[industry] + [city]” in Google together with the client – it is the best demonstration.

This code helps Google and AI assistants understand clearly who the business is and where it operates. It is one of the pillars of local SEO on Novi websites.

What it means in practice

Schema LocalBusiness is a type of structured data describing a local business: name, address, phone, opening hours, service area, photos, reviews and a map link. There are also more specific types such as Dentist, Plumber or HairSalon.

Why it matters for your business

With this code, Google and AI assistants don’t have to guess who you are and where you work. It strengthens local SEO, helps you appear in Maps and increases the chance of being recommended by AI.

Examples and good practice

• Choose the most specific type for your industry.
• Use exactly the same details as on your Google profile.
• Add your service area (areaServed) and opening hours.
• Validate it with Google’s Rich Results Test.

How Novi handles it

Every Novi website has LocalBusiness data tailored to your industry, filled with your details, service area and hours. The code updates when you change details in the CMS.

A good logo is simple, legible at small sizes and works on both light and dark backgrounds.

What it means in practice

A logo is a company’s graphic mark – a symbol, the name or both – appearing on the website, social media, business cards, vehicles and clothing. It’s the most frequently seen element of visual identity.

Why it matters for your business

A good logo is simple, readable at small sizes and works on light and dark backgrounds. An amateur logo lowers trust even when service quality is high.

Examples and good practice

• Prepare versions: horizontal, vertical and the mark alone.
• Save the logo in vector formats (SVG, PDF).
• Check readability as a favicon and in the mobile header.
• Record colours and fonts in a short brand guide.

How Novi handles it

If you have a logo, we place it on your Novi website in the best quality. The logo design module creates a new logo in several variants with files for print and web.

The phrase “plumber” is very competitive, but “bathroom tap replacement Mokotów” is not. Such phrases have less traffic but convert better.

What it means in practice

The long tail is longer, more specific phrases that each have few searches, e.g. “bathroom tap replacement Mokotów” instead of “plumber”. Together, however, they make up most of all searches on the internet.

Why it matters for your business

Competition for short, generic phrases is huge. Long-tail phrases are easier to win, and people searching for them usually know exactly what they want – and call more often.

Examples and good practice

• List specific services, problems and districts you work in.
• Create pages or FAQ sections answering detailed questions.
• Use your customers’ language, not industry jargon.
• Check in Search Console which long phrases you already appear for.

How Novi handles it

The Content Power Pack is built precisely for the long tail: new pages every month answering specific questions and services in your area.

Knowing LTV makes it easier to judge how much you can spend on acquiring a customer. In the Novi model LTV grows with every month of hosting.

What it means in practice

LTV (Lifetime Value) is a customer’s value over the whole relationship – the total revenue a business receives from them over the years, e.g. from the website, hosting, modules and further orders.

Why it matters for your business

Knowing LTV makes it easier to judge how much you can spend on acquiring a customer. For a business owner it’s also a strong argument: a hairdresser’s or dentist’s client isn’t one visit but years of visits.

Examples and good practice

• Calculate the average order value.
• Estimate how often a customer returns and how long they stay.
• Multiply value by the number of purchases over the relationship.
• Increase LTV through service quality and extra services.

How to use it in a sales conversation

In a conversation, show the client their LTV: “One new regular customer is worth several thousand złoty to you over the years – a Novi website costs PLN 1,995”. In the Novi model LTV grows with every month of hosting.

An infected website can be flagged by Google as dangerous. Updates, a firewall and monitoring greatly reduce this risk.

What it means in practice

Malware is malicious software that can reach a website through a security hole: it inserts hidden links, redirects visitors to suspicious sites, sends spam or steals form data.

Why it matters for your business

An infected site can be flagged by Google and browsers as dangerous – customers then see a red warning instead of your offer. Cleaning up can be costly and time-consuming.

Examples and good practice

• Update the system and plugins regularly.
• Use strong, unique passwords and two-factor authentication.
• Scan the site for malware periodically.
• Keep backups to return quickly to a clean version.

How Novi handles it

Updates and backups are included in Novi hosting, and the Protection Plus module adds regular malware scanning and a firewall.

Example: an automatic email reminding a customer about an air-conditioning service one year after installation.

What it means in practice

Marketing automation means sending messages and performing marketing actions automatically based on customer behaviour or elapsed time – e.g. confirming an enquiry, reminding about an offer after 3 days or a service reminder after a year.

Why it matters for your business

Automation means you don’t lose customers because you lacked time to follow up. It works 24/7, is consistent and personal, and you focus on the work instead of remembering follow-ups.

Examples and good practice

• Automatic confirmation of every enquiry.
• An offer reminder if the customer didn’t reply.
• A review request after the service.
• A reminder for recurring services, e.g. maintenance.

How Novi handles it

The automated follow-up, SMS reminder and automated review collection modules on Novi websites automate the key steps after an enquiry and after a service.

A mega menu works well on larger websites, e.g. with many services or industries – like the Novi website.

What it means in practice

A mega menu is an extended dropdown that shows many links at once on hover or click, organised in columns – often with headings, descriptions or icons.

Why it matters for your business

It works well for websites with many services, industries or product categories, because it shows the whole offer without cluttering the main bar. On small websites it’s often unnecessary.

Examples and good practice

• Group links into logical columns with headings.
• Add short descriptions to important items.
• On mobile, turn the mega menu into a simple expandable list.
• Don’t add too many links – keep it readable.

How Novi handles it

On the Novi website the mega menu organises the offer, modules and industries. For businesses with many services we can use a similar solution on their site.

Meta Ads lets you reach audiences precisely by location, interests and behaviour. Effectiveness depends on the page the customer lands on.

What it means in practice

Meta Ads is the advertising system on Facebook, Instagram, Messenger and Meta’s partner network. It lets you reach people by location, age, interests and behaviour – including those who visited your website.

Why it matters for your business

Meta Ads are great for building interest in services people aren’t yet searching for on Google: from a new salon nearby to seasonal promotions. Effectiveness, however, depends on the page customers land on.

Examples and good practice

• Set the location to match your service area.
• Use photos and videos of real projects.
• Send people to a matching offer page, not a general one.
• Set up the Meta Pixel and measure enquiries.

How Novi handles it

The Facebook & Instagram campaign module covers setup, the pixel and remarketing. You pay the ad budget directly to Meta.

The meta description does not directly affect ranking, but it decides whether someone clicks the result. A good description is specific and includes a benefit and a call to action.

What it means in practice

A meta description is a short page summary (usually up to about 155 characters) that Google may show under the title in search results. It isn’t visible on the page itself, but it often decides whether someone clicks your result.

Why it matters for your business

Although the description doesn’t directly affect ranking, it affects clicks – and more clicks means more customers from the same position. A good description is like a mini advert: it says what you offer and why it’s worth clicking.

Examples and good practice

• Include the service, town and a concrete benefit, e.g. “appointment within 48 h”.
• Add a call to action: “See prices”, “Book a measurement”.
• Every page should have its own unique description.
• Stay under about 155 characters so it isn’t cut off.

How Novi handles it

Every Novi page has a hand-written meta description with service, location and benefit. You can change it in the CMS at any time.

The pixel lets you measure conversions from campaigns and build remarketing audiences. It requires the user’s cookie consent.

What it means in practice

The Meta Pixel is a piece of code on your website that sends Facebook and Instagram information about visitors’ actions – e.g. visiting a service page or submitting a form.

Why it matters for your business

With the pixel you can measure Meta ad performance, optimise campaigns for real enquiries and build remarketing audiences. Without the user’s cookie consent, however, the pixel can’t collect data.

Examples and good practice

• Install the pixel via Tag Manager or the analytics module.
• Mark key events: form, booking, phone call.
• Fire the pixel only after consent in the cookie banner.
• Consider the Conversions API for more accurate measurement.

How Novi handles it

The Facebook & Instagram campaign module sets up the Meta Pixel on your Novi website, in line with the cookie banner and conversion tracking.

The meta title is one of the most important on-page SEO elements. It should contain the main keyword and the business name, while encouraging the click.

What it means in practice

The meta title (page title) is the title shown as the blue, clickable heading in Google results and on the browser tab. It is one of the main signals that tells a search engine what a page is about.

Why it matters for your business

The title affects both ranking and whether people click. A generic “Home” title wastes potential – a specific title with service and town attracts the right customers.

Examples and good practice

• Put the main phrase first, e.g. “Bathroom renovation Kraków”.
• Add the company name at the end after a vertical bar.
• Keep it to about 50–60 characters.
• Every page needs a different title.

How Novi handles it

On Novi websites every page has a well-considered title with service, location and company name. Titles are set during the build and you can easily change them in the CMS.

Micro-businesses make up the vast majority of companies in Poland. They often lack the time or knowledge to take care of a website themselves.

What it means in practice

A micro-enterprise is a business with fewer than 10 employees and an annual turnover or balance sheet not exceeding EUR 2 million. This includes most sole proprietorships, small workshops, clinics and salons.

Why it matters for your business

Micro-businesses make up the vast majority of companies in Poland. They often lack the time or knowledge to handle their website and marketing themselves – while their flow of customers depends on online visibility.

Examples and good practice

• The owner usually does everything themselves.
• The budget is limited – return on investment matters.
• Ready, simple solutions are needed.
• Speed matters: results in days, not months.

How to use it in a sales conversation

A Novi website is created with micro-businesses in mind: an affordable price, launch in 5 days, a simple CMS and technical care included in hosting.

Good microcopy removes doubts at the key moment, e.g. “We reply within 24 h” under a form button.

What it means in practice

Microcopy is the short text in a website’s interface: button labels, form hints, confirmation messages, notes under fields and labels. Though only a few words, it strongly influences users’ decisions.

Why it matters for your business

Good microcopy removes doubts at the key moment – e.g. “We’ll reply within 24 h” or “The quote is free and without obligation” under a form button – and can noticeably increase enquiries.

Examples and good practice

• Instead of “Send”, write “Send quote request”.
• Under the form, say when and how you’ll reply.
• Explain why you need a particular field.
• Write error messages in a friendly, specific way.

How Novi handles it

Button, form and message texts on Novi websites are written to reduce customers’ concerns and encourage contact.

Most local searches happen on a phone, and Google evaluates websites mainly by their mobile version. Novi websites are designed for comfort on a small screen.

What it means in practice

Mobile first is an approach where a website is designed for phones first and then extended to tablets and desktops. Google also assesses websites mainly by their mobile version (mobile-first indexing).

Why it matters for your business

Most local searches happen on phones – often on the go, in a hurry, with a thumb over the “Call” button. A site that’s awkward on a small screen loses customers and rankings.

Examples and good practice

• Key information and the contact button must be visible straight away.
• Buttons should be large and easy to tap with a thumb.
• Keep texts shorter, with clear headings.
• Test on a real phone, not just in the browser.

How Novi handles it

Novi websites are designed mobile first: phone always at hand, an easy menu, fast loading and forms suited to touch screens.

On small screens the menu hides behind an icon to leave room for content and the key CTA.

What it means in practice

A mobile (hamburger) menu is a menu that on phones hides behind an icon of three horizontal lines and opens when tapped. It leaves room for content and the most important buttons.

Why it matters for your business

On a small screen a full menu would take up half the view. A well-designed mobile menu is easy to open with a thumb, readable and doesn’t hide the key action – contact.

Examples and good practice

• Keep the contact button outside the hamburger, always visible.
• Use large, easy-to-tap items.
• Expand submenus simply, without hover.
• Make the menu easy to close.

How Novi handles it

On Novi websites the mobile menu is simple and comfortable, and the contact button or phone stays visible on mobile too.

Mockups help the client imagine the end result before the website goes live.

What it means in practice

A mockup is a static visualisation of how a design will look – a website, logo, flyer or packaging – often shown on a laptop or phone screen or in a real setting.

Why it matters for your business

A mockup helps clients imagine the final result before anything is built or printed. That makes decisions easier and allows changes at an early stage.

Examples and good practice

• Show the design on the devices your customers use.
• Use real content instead of “lorem ipsum”.
• Collect feedback before the build stage.
• Remember a mockup isn’t a working website yet.

How Novi handles it

At Novi the Freeviewer shows a mockup of your future homepage in 60 seconds, and before launch you get a preview of the real website for approval.

MRR shows the stability of a subscription-based business, such as Novi website hosting.

What it means in practice

MRR (Monthly Recurring Revenue) is the total of all fixed, recurring fees in a month, e.g. subscriptions for hosting and modules.

Why it matters for your business

MRR shows the stability of a subscription-based business such as Novi website hosting. A growing MRR means predictable revenue and the ability to plan growth.

Examples and good practice

• MRR grows with new customers and extra modules.
• MRR falls through cancellations (churn).
• Watch the month-on-month trend.
• Additional subscription services raise MRR per customer.

How to use it in a sales conversation

Every Novi website sold creates recurring hosting revenue, and modules such as the Content Power Pack increase it. That’s why sales quality and customer satisfaction matter so much.

Splitting a longer form into steps reduces the sense of effort and often increases the number of enquiries sent.

What it means in practice

A multi-step form splits a longer enquiry into several short steps, e.g. 1) type of service, 2) details and photos, 3) contact details. A progress bar shows how much is left.

Why it matters for your business

Splitting the form reduces the sense of effort – customers start with a simple choice and are already engaged before giving their details. It often increases submissions and the quality of quoting data.

Examples and good practice

• Start with the simplest question, e.g. choosing a service.
• Collect contact details at the end.
• Show progress and allow going back a step.
• Allow photo uploads if they help quoting.

How Novi handles it

The multi-step quote form with photos module adds such a form to your Novi website. Enquiries land in the lead inbox with complete information.

Correct MX records are needed for business email on your own domain to work reliably.

What it means in practice

An MX (Mail Exchange) record is a DNS entry indicating which server receives email for addresses on your domain, e.g. office@yourcompany.pl. There can be several with different priorities.

Why it matters for your business

A wrong or missing MX record means emails to your business don’t arrive – customers get an error or, worse, messages silently disappear.

Examples and good practice

• Set MX records according to your email provider’s instructions.
• When changing provider, plan the mailbox migration.
• Remove old, unused MX records.
• After a change, send test emails from different mailboxes.

How Novi handles it

At the launch of a Novi website we configure MX records for business email. The Google Workspace or Microsoft 365 module also covers setting them up for those services.

NAP (Name, Address, Phone) is the foundation of local SEO. If the data differs on the website, in Google and in directories, the search engine loses trust in the business.

What it means in practice

NAP stands for Name, Address, Phone. In local SEO these details must be identical everywhere: on your website, Google Business Profile, business directories, Facebook and industry portals.

Why it matters for your business

Google compares data from different sources. If one place says “5 Long Street” and another “5a Long St”, or lists two different phone numbers, the search engine loses confidence that it’s the same business – and prefers to show competitors.

Examples and good practice

• Decide on one official version of name, address and phone and use it everywhere.
• After moving, update your details in every directory.
• Show full NAP details in the footer and on the contact page.
• Mark up your company details with LocalBusiness structured data.

How Novi handles it

A Novi website shows full NAP details in the footer, on the contact page and in structured data – always in the same form as your Google profile.

Simple, logical navigation helps users and search engines quickly find the most important pages.

What it means in practice

Navigation (the menu) is the set of links for moving around a website: usually in the header and sometimes in the footer. A good menu shows the key sections: services, projects, prices, about and contact.

Why it matters for your business

If customers don’t quickly find what they’re looking for, they leave. Simple, logical navigation also helps search engines understand the site structure and the importance of pages.

Examples and good practice

• Limit the menu to 5–7 main items.
• Use clear names instead of jargon.
• Highlight the contact or “Quote” button.
• Make sure the mobile menu is easy to use.

How Novi handles it

Novi websites have simple navigation with a highlighted contact button, a mobile menu and a logical, SEO-friendly structure.

Novi’s prices are fixed and transparent, so negotiations are about scope and timing rather than price.

What it means in practice

Negotiation is a conversation in which both parties look for agreement on price, scope, timing or terms. Good negotiations end with a solution that benefits both sides.

Why it matters for your business

With transparent, fixed prices, negotiation usually concerns scope and timing rather than the amount. Fair, equal prices build trust – clients know nobody got a “better” deal.

Examples and good practice

• Understand what really matters to the client.
• Instead of lowering the price, adapt scope or timing.
• Show value before discussing the amount.
• Be clear about what you can and can’t agree to.

How to use it in a sales conversation

At Novi prices are fixed and transparent, so you don’t negotiate the amount. You can, however, adjust modules to the budget or offer a discount code if one is currently available.

At Novi all prices are given net. 23% VAT is added to PLN 1,995 and PLN 125, which a VAT-registered business can deduct.

What it means in practice

A net price is the amount without VAT, and a gross price includes VAT. In Poland the standard VAT rate is 23%, so PLN 1,995 net is PLN 2,453.85 gross.

Why it matters for your business

Businesses registered for VAT can usually deduct VAT on business purchases, so their real cost is the net amount. For customers without VAT the cost is the gross amount – it’s worth explaining clearly.

Examples and good practice

• Always say whether you’re quoting net or gross.
• For VAT-registered businesses, stress that the net amount counts.
• For customers without VAT, give the gross amount too.
• The invoice shows both values and the VAT amount.

How to use it in a sales conversation

At Novi all prices are quoted net. 23% VAT is added to PLN 1,995 and PLN 125, which a VAT-registered business can deduct. The cart shows both amounts.

Advisor tip: Always say clearly: net prices plus VAT.

A newsletter keeps in touch with customers, announces promotions and builds loyalty. Under the GDPR it requires recipients’ consent.

What it means in practice

A newsletter is a regular email sent to people who signed up to a list – with tips, news, promotions or reminders. The address list belongs to you, not to a social platform.

Why it matters for your business

A newsletter lets you stay in touch with customers, remind them about seasonal services and build loyalty at low cost. It requires GDPR-compliant consent and valuable content so people don’t unsubscribe.

Examples and good practice

• Collect consent through a form with a clear purpose.
• Send regularly but not too often – e.g. once a month.
• Give value: tips, seasonal reminders, offers for regular customers.
• Always make unsubscribing easy.

How Novi handles it

The newsletter and email marketing module adds a GDPR-compliant sign-up form, templates in your colours and automated campaigns to your Novi website.

The NIP is needed e.g. to issue an invoice and to verify a business in registers.

What it means in practice

NIP (tax identification number) is a 10-digit number identifying a business (or person) at the tax office. It appears on invoices, contracts and in company registers.

Why it matters for your business

The NIP is needed to issue an invoice, verify a business in registers (CEIDG, KRS, VAT white list) and conclude a contract. It also lets you quickly check whether a business exists and is active.

Examples and good practice

• Ask for the NIP with the order to issue an invoice.
• Verify the business in CEIDG or on the VAT white list.
• Check the number before sending an invoice.
• Show the NIP in the website footer.

How to use it in a sales conversation

The NIP is needed for the agreement and invoice in a Novi order. On the client’s website we show the NIP in the footer and privacy policy, which strengthens credibility.

Nofollow links are used e.g. in ads and comments. They can still bring traffic, but matter less for rankings.

What it means in practice

Nofollow is a link attribute (rel="nofollow") telling search engines that the site owner doesn’t vouch for the target page. Similar attributes are “sponsored” for paid links and “ugc” for user-generated content.

Why it matters for your business

Nofollow links pass less SEO value, but they can still bring traffic and customers. Correctly marking advertising links protects your website from penalties for link trading.

Examples and good practice

• Mark advertising and affiliate links as sponsored or nofollow.
• Links in comments and reviews should have ugc or nofollow.
• Don’t worry when some links to you are nofollow – that’s natural.
• Keep internal links without nofollow.

How Novi handles it

On Novi websites links are marked according to Google’s guidelines: internal links unrestricted, external advertising links as sponsored or nofollow.

Noindex is used e.g. for thank-you, test or internal pages. That way only valuable pages are visible in Google.

What it means in practice

Noindex is an instruction (in the meta robots tag or an HTTP header) asking search engines not to include a page in search results. The crawler may visit it, but won’t show it to Google users.

Why it matters for your business

Not every page belongs in Google: thank-you pages after a form, test versions, client areas or internal search results only clutter the results. Noindex keeps visibility focused on valuable content.

Examples and good practice

• Use noindex for “Thank you” pages, the cart and customer accounts.
• Test versions of a whole website should also be noindex.
• Never set noindex on service pages meant to bring customers.
• After launch, check that noindex has been removed.

How Novi handles it

On Novi websites noindex is set only where it belongs: previews, cart, confirmation pages and test environments (like this test site). Service pages are always open to Google.

NPS is measured with one question: “How likely are you to recommend us to a friend?”. A high NPS means natural word-of-mouth marketing.

What it means in practice

NPS (Net Promoter Score) is a customer loyalty metric based on one question: “How likely are you to recommend us to a friend?” on a 0–10 scale. Subtracting the share of detractors (0–6) from promoters (9–10) gives a score from −100 to +100.

Why it matters for your business

A high NPS means natural word-of-mouth marketing – happy customers recommend you. A low NPS signals that something in your service needs fixing before it costs you customers.

Examples and good practice

• Send the NPS question a few days after the service.
• Add an open question: “What can we improve?”.
• Ask promoters for a Google review.
• Contact detractors personally.

How Novi handles it

The automated review collection module on Novi websites asks customers about satisfaction after the service and directs happy ones to leave a Google review.

Objections such as “I don’t have time” or “I already have Facebook” are a natural part of sales. A good advisor listens, asks follow-up questions and answers specifically. At Novi Academy we practise answers to the most common objections.

What it means in practice

An objection is a customer’s doubt or reservation that holds back the decision, e.g. “I don’t have time”, “I already have Facebook”, “it’s too expensive” or “I need to think about it”. Objections are a natural part of every sales conversation.

Why it matters for your business

An objection doesn’t mean “no” – it’s often a sign the customer needs more information or a sense of security. A good advisor listens, asks and answers specifically instead of pushing.

Examples and good practice

• Hear the objection out without interrupting.
• Ask: “What exactly makes you hesitate?”.
• Answer with specifics: an example, a number, a guarantee.
• Check whether the doubt has been resolved.

How to use it in a sales conversation

To “I already have Facebook”, answer that Facebook doesn’t show up on Google for “service + town” and isn’t fully owned by the business. In Novi Academy we practise answers to the most common objections.

Advisor tip: To “I have Facebook” answer: “Facebook is yours only until the algorithm changes. A website and domain are yours for good.”

Good onboarding means the client knows what to expect and a new advisor quickly becomes effective. New Novi advisors complete the Novi Academy training.

What it means in practice

Onboarding is the process of introducing a new person – a client or an employee – to how the collaboration works: what will happen, in what order, what’s needed and where to find help.

Why it matters for your business

Good onboarding means clients know what to expect and deliver materials faster, and new advisors become effective quickly. Poor onboarding leads to delays, misunderstandings and drop-outs.

Examples and good practice

• Client: a clear timeline and list of required materials.
• Client: one contact person and quick answers.
• Advisor: training, materials and support at the start.
• Both: a short review after the first weeks.

How to use it in a sales conversation

After the agreement is signed, explain the next steps to the client: the brief, a preview on day 4, launch on day 5. New advisors complete Novi Academy training before going into the field.

Analysing the competition in Google shows what is missing in the market and how the business can stand out.

What it means in practice

Online competition is the businesses you compete with for customers’ attention online: in Google results, Maps, AI answers, portals and social media. They aren’t always the same as your offline local competitors.

Why it matters for your business

Analysing competitors on Google shows what the market lacks and how you can stand out – with better content, reviews, a faster website or a clearer offer. Often it’s enough to be a bit better than a few top businesses.

Examples and good practice

• Search your main services with your town and note who’s at the top.
• Check their websites, reviews and prices.
• Find gaps: questions nobody answers.
• Stand out with what others don’t show.

How Novi handles it

When creating a Novi website we take your industry and local competition into account. The Content Power Pack fills the content gaps competitors leave.

Advisor tip: Check with the client who holds the top positions in Google for their industry.

Reviews are one of the strongest factors in buying decisions and an important signal for local SEO and E-E-A-T. A Novi website shows customer reviews in a prominent place.

What it means in practice

Online reviews are customers’ ratings and comments published on Google, Facebook, industry portals (e.g. ZnanyLekarz, Booksy) or the company website. For many customers they’re the most important information source before choosing a provider.

Why it matters for your business

Reviews are one of the strongest purchase-decision factors and an important local SEO and E-E-A-T signal. A business with many fresh, good reviews beats competitors even when it’s more expensive.

Examples and good practice

• Ask for a review right after a successful job – SMS or email with a link.
• Reply to every review, including critical ones, calmly and factually.
• Don’t buy fake reviews – it’s a legal and reputational risk.
• Show your best reviews on your website.

How Novi handles it

A Novi website shows customer reviews prominently. The automated review collection, Google reviews widget and AI review reply modules help you earn and handle them.

Open Graph defines the title, description and preview image on Facebook or LinkedIn. An attractive preview increases clicks.

What it means in practice

Open Graph is a set of tags in a page’s code defining how a link looks when shared on Facebook, LinkedIn, WhatsApp or Messenger: title, description and preview image.

Why it matters for your business

An attractive preview with a good image and a specific title attracts far more clicks than a random excerpt. It matters when customers recommend you by sending a link to friends.

Examples and good practice

• Prepare a 1200×630 px preview image for key pages.
• Write a short, inviting title and description.
• Check the preview in Facebook’s sharing debugger.
• After changing the image, refresh the preview there.

How Novi handles it

Novi websites have Open Graph tags set with title, description and image, so links look good on social media and in messaging apps.

“Where do your customers come from today?” gives more information than “Do you have a website?”. Open questions open up the conversation.

What it means in practice

Open questions can’t be answered with “yes” or “no” – they start with “how”, “what”, “where”, “why”. E.g. “Where do your customers come from today?” instead of “Do you have a website?”.

Why it matters for your business

Open questions open up the conversation, let the customer describe their situation and give you the information needed to tailor the offer. A customer who talks gets involved and reaches conclusions themselves.

Examples and good practice

• “How do customers find you today?”
• “What’s your biggest challenge in winning jobs?”
• “What would change if you had more enquiries?”
• After an answer, ask: “Tell me more”.

How to use it in a sales conversation

Ask 2–3 open questions before showing the tablet. The client’s answers tell you which sample website and modules to show.

Advisor tip: The best opening question: “How do customers find you today?”

Organic reach on social media has been falling for years. That is why your own website, independent of algorithms, is so important.

What it means in practice

Organic reach is the number of people who saw your social media post without paid promotion. It depends on the platform’s algorithm, followers’ engagement and the type of content.

Why it matters for your business

Organic reach on Facebook and Instagram has been falling for years – often only a few percent of followers see a post. That’s why a business shouldn’t rely solely on social media, whose rules can change at any time.

Examples and good practice

• Post engaging content: questions, videos, behind the scenes.
• Reels and short videos work best.
• Direct people from social media to your own website.
• Build your own contact list, e.g. a newsletter.

How Novi handles it

Your own Novi website is independent of social media algorithms: it’s your base, where you send traffic from every channel and collect enquiries.

Organic traffic does not require paying for every click. It is built through SEO, good content and authority. It is the most lasting source of customers for local businesses.

What it means in practice

Organic traffic is visits from free search results – everyone who clicked your result in Google, Bing or another search engine rather than an ad. It is measured in tools like Google Analytics and Google Search Console.

Why it matters for your business

Unlike ads, organic traffic doesn’t stop when you stop paying. Rankings you’ve earned bring customers for months and years, which makes it the most cost-effective long-term source of enquiries for local businesses.

Examples and good practice

• Expand your website with new, useful service pages and guides.
• Optimise titles and descriptions to increase clicks.
• Track in Search Console which phrases your website appears for.
• Combine organic traffic with ads only where you need fast results.

How Novi handles it

Novi websites are built for organic traffic from day one: SEO, GEO and fast technology as standard. The Content Power Pack adds new pages every month that attract more customers from Google and AI.

Every extra second of loading reduces the number of enquiries. Speed depends on hosting, image weight and code quality. Novi websites are optimised for speed from the start of production.

What it means in practice

Page speed is how fast a page loads – the time from clicking a link until the page is visible and ready to use. It’s measured, among others, in Google PageSpeed Insights, which gives a 0–100 score and Core Web Vitals.

Why it matters for your business

Every extra second of loading reduces enquiries and sales. Speed is also a Google ranking factor and matters especially on phones.

Examples and good practice

• Choose fast hosting with caching.
• Optimise images and use lazy loading.
• Limit plugins and external scripts.
• Test the mobile version, not just desktop.

How Novi handles it

Novi websites are optimised for speed during production: fast hosting, caching, light images and clean code – at no extra cost.

Advisor tip: Run PageSpeed Insights on the client’s current website – the result often speaks for itself.

Questions from this section are a great source of FAQ topics. By answering them on your website, you increase your chance of visibility in this part of the results.

What it means in practice

People Also Ask is an expandable section in Google results with questions related to your query. Clicking a question reveals a short answer with a link to the source page, and the list adds further questions.

Why it matters for your business

It’s a goldmine of what customers really want to know, and an extra place in the results where your website can appear – even if you’re not in first position.

Examples and good practice

• Search your main service and town, and note the questions in this section.
• Answer them in your FAQ or on separate pages.
• Use the question as a heading with a short answer underneath.
• Revisit the section every few months – the questions change.

How Novi handles it

When creating FAQs and Content Power Pack pages we use the “People also ask” questions for your industry, so the content answers what customers really ask.

Advisor tip: Show the client the “People also ask” section for their industry – it is a ready-made list of topics for the website.

Perplexity cites the pages it uses. Businesses with clear, reliable content have a chance to become such a source. It is another channel where GEO matters.

What it means in practice

Perplexity is an AI-based search engine that gives a ready answer with footnotes to its sources instead of a list of links. Users see which websites the AI used and can click them. More and more people use it to compare services and companies.

Why it matters for your business

Because Perplexity always shows its sources, being cited means direct traffic to your website and a lot of trust. It’s a channel where small businesses with good content can beat big ones.

Examples and good practice

• Publish concrete, up-to-date information: services, indicative prices, service area.
• Answer questions directly, in the first sentence of a paragraph.
• Give verifiable facts: years in business, number of projects, certificates.
• Don’t block AI crawlers in robots.txt.

How Novi handles it

Novi websites are written so AI can quote them: clear facts, FAQ, structured data and access for AI crawlers. It’s the same work that helps in ChatGPT and Google AI Overviews.

A persona helps write copy and design the website from the customer’s perspective. For a renovation company it might be a couple who have just bought a flat.

What it means in practice

A persona is a fictional but fact-based portrait of a typical customer: age, situation, needs, concerns, how they search for information and what convinces them to buy. E.g. “Anna, 34, just bought a flat and is looking for a bathroom renovation team”.

Why it matters for your business

A persona helps you write and design from the customer’s perspective rather than the company’s. When you know what Anna worries about, you address it on your website – and win against competitors who only talk about themselves.

Examples and good practice

• Create 1–3 personas based on real customers.
• Note their main needs and concerns.
• Check whether your website answers each persona’s questions.
• Adapt language and examples to the persona.

How Novi handles it

The brief in a Novi order asks about your customers, and the website copy is written around their needs and concerns.

In small businesses the owner’s personal brand is often the biggest asset. A website can highlight it with an “About me” section.

What it means in practice

A personal brand is the image of a specific person – e.g. the business owner – as an expert: their knowledge, experience, values and way of working, visible online and offline.

Why it matters for your business

In small businesses customers often choose a person, not a logo. A recognisable owner-expert builds trust, attracts referrals and stands out from anonymous competitors.

Examples and good practice

• Show yourself on the website: photo, short story, qualifications.
• Share knowledge on social media and the blog.
• Sign guides with your name.
• Be consistent in what and how you communicate.

How Novi handles it

A Novi website can showcase your personal brand through an “About me” section, expert bylines on content and team photos – strengthening E-E-A-T.

Clicks on the phone number can be measured as events to check how many enquiries the website really generates.

What it means in practice

Phone conversion tracking measures how many calls to your business come from the website and ads. The simplest form is measuring clicks on the phone number on the website; a more advanced one is call tracking with separate numbers for different channels.

Why it matters for your business

In many service industries most customers call instead of filling in a form. Without call tracking a website looks less effective than it really is, and ads are hard to evaluate.

Examples and good practice

• Mark clicks on tel: links as an event and a conversion.
• For ads use Google Ads forwarding numbers.
• With many channels, consider call tracking.
• Ask callers where they got your number.

How Novi handles it

On Novi websites phone clicks are measured as conversions within the GA4 module. The Call tracking module adds separate numbers for the website, ads and flyers.

Popups can increase conversions, but used too aggressively they annoy users and can hurt SEO on mobile.

What it means in practice

A popup is a window appearing over page content – e.g. with a promotion, newsletter sign-up, discount code or a question when leaving. It can show after a delay, after scrolling or when the mouse moves to close the tab.

Why it matters for your business

Popups can increase conversion, but used too aggressively they irritate. Google rates sites lower when intrusive windows cover content on mobile right after arrival.

Examples and good practice

• Don’t show a popup immediately on arrival.
• Offer real value: a discount, guide or free quote.
• Provide a clear close button.
• On mobile, use small banners instead of full-screen windows.

How Novi handles it

On Novi websites additional messages (e.g. Bolly or offers) are discreet and don’t cover content, so they don’t harm usability or SEO.

A portfolio shows the quality of work better than any description. In many industries it is the most visited part of the website.

What it means in practice

A portfolio is a collection of your projects: photos, short descriptions, scope of work, location and results. In service industries it’s often the most visited part of the website.

Why it matters for your business

A portfolio shows quality better than any description. Customers want to see you’ve done similar work before – and that it looks good. Described projects also strengthen SEO and E-E-A-T.

Examples and good practice

• Show your best projects, not all of them.
• Add a short description: what, where, how long.
• Use before-and-after photos if they suit your industry.
• Categorise projects by service.

How Novi handles it

Novi websites have a well-designed projects section. The before/after slider gallery and photo shoot modules help present your work at its best.

Every website that collects data, e.g. through a form or analytics, needs a GDPR-compliant privacy policy. It is also a signal of the business’s credibility.

What it means in practice

A privacy policy is a document on the website explaining which personal data the business collects, why, how long it keeps it, who receives it and what rights users have. It also covers cookies.

Why it matters for your business

GDPR requires it for every website that collects data – even just through a contact form or analytics. It’s also a credibility signal for customers, payment providers and Google.

Examples and good practice

• Give full details of the data controller.
• Describe each purpose: form, newsletter, analytics, ads.
• List external tools, e.g. Google Analytics.
• Link it in the footer and next to forms.

How Novi handles it

Novi websites have space for a privacy policy and footer links. The GDPR and cookie package provides a ready document matched to the modules on your website.

The quality of an AI answer depends on the quality of the prompt. At Novi we use AI in website production, but every result is checked and refined by a human.

What it means in practice

A prompt is the instruction or question you type into an AI tool such as ChatGPT or Claude. It can be one sentence or a detailed brief with context, examples and the expected format of the answer.

Why it matters for your business

The quality of the result depends on the quality of the prompt. A vague instruction gives a vague answer; a precise prompt with details about your business gives text you can actually use.

Examples and good practice

• Give context: industry, town, target group, tone of voice.
• Specify the format: list, paragraph, maximum length.
• Add an example of what you like.
• Always check facts in the AI’s answer.

How Novi handles it

At Novi every order generates a detailed prompt with your company details, industry and chosen modules. AI speeds up the work, but every text and design is checked and refined by a person.

At Novi much of the prospecting is done by head office: it prepares lists of businesses without a website or with a weak one. The advisor focuses on conversations.

What it means in practice

Prospecting is finding and pre-qualifying potential customers worth talking to: building company lists, checking their online presence and finding out who makes decisions.

Why it matters for your business

Good prospecting means advisors talk to businesses that really need a solution instead of wasting time on random visits. It’s the basis of effective field sales.

Examples and good practice

• Look for businesses without a website or with a weak, old one.
• Check their Google profile, reviews and social media.
• Group businesses by location to plan routes.
• Note your findings before the visit.

How to use it in a sales conversation

At Novi, prospecting is largely done by head office: it prepares lists of businesses without a website or with a weak one. The advisor focuses on conversations and presentations.

A prototype helps spot navigation and usability problems at an early stage.

What it means in practice

A prototype is an interactive version of a website or app design that you can click through and test – before the full code is written.

Why it matters for your business

A prototype reveals problems with navigation, forms or the clarity of the offer early. Fixing something at the prototype stage is many times cheaper than changing a finished website.

Examples and good practice

• Test the prototype with a few real users.
• Check key paths: finding the offer and making contact.
• Watch where people hesitate or get lost.
• Make changes before the build.

How Novi handles it

At Novi the website preview on day 4 serves as the prototype: you click through, check and give feedback before the site goes live.

QR codes on business cards, flyers or company cars connect the offline world with the website.

What it means in practice

A QR code is a square graphic code that opens a link when scanned with a phone camera – e.g. to the website, price list, quote form, Google profile or a review request.

Why it matters for your business

QR codes connect the offline world with your website: business cards, flyers, banners, company vans or invoices can lead straight to contact or booking. With UTM parameters you can also measure visits from each material.

Examples and good practice

• Point the code to a specific page, not just the homepage.
• Add a short invitation, e.g. “Scan and book”.
• Use UTMs to measure material performance.
• Test the code before printing.

How Novi handles it

The print module (business cards, flyers, banners) includes QR codes leading to your Novi website, with performance tracking.

Advisor tip: An advisor can show the client a QR code to the preview of their future website.

Retrieval-Augmented Generation combines search with answer generation. Many AI search engines and assistants work this way – including Bolly on this website.

What it means in practice

RAG (Retrieval-Augmented Generation) is a technique in which AI first retrieves information from specific sources – e.g. the internet or a company knowledge base – and only then forms its answer from them.

Why it matters for your business

RAG makes answers current and fact-based rather than relying only on the model’s “memory”. Most AI search engines work this way – which is why your website’s content directly shapes what AI says about your business.

Examples and good practice

• AI search engines pull fragments of pages – write clear, self-contained paragraphs.
• Keep information up to date, as AI uses current content.
• For an on-site assistant, prepare a knowledge base with prices and FAQ.
• The better the source, the more accurate the answer.

How Novi handles it

The Bolly AI assistant on this website works with RAG: it answers from the Novi knowledge base. The AI assistant module gives your business the same kind of assistant, trained on your offer.

Rapport is built through genuine interest, listening and matching the pace of the conversation to the client.

What it means in practice

Rapport is a relationship of mutual trust and understanding between people – the feeling of being “on the same wavelength”. In sales it’s the foundation of an open conversation.

Why it matters for your business

A customer with whom you have rapport talks more openly about problems, listens to proposals and sees you as an advisor rather than a salesperson. It shortens the path to a decision and increases referrals.

Examples and good practice

• Show genuine interest in the other person’s business.
• Listen more than you talk.
• Match the pace and style of the conversation to the customer.
• Keep your promises, even small ones.

How to use it in a sales conversation

Rapport is built through genuine interest, listening and matching the customer’s pace. A Novi advisor starts with questions about the business and only then shows the tablet.

Happy clients know other business owners. A few weeks after launch, Novi advisors ask for one referral – the warmest possible lead.

What it means in practice

A referral is when a satisfied customer recommends a business to another person or company – in person, by phone, on social media or through a referral programme.

Why it matters for your business

A referred customer arrives with trust, decides faster and negotiates less. It’s the warmest possible lead and the cheapest way to win customers.

Examples and good practice

• Ask for a referral when the customer is happy – e.g. after the website launch.
• Make referring easy: a specific question, a business card, a link.
• Thank people for referrals, even when they don’t lead to a sale.
• Let the referrer know the outcome (with permission).

How to use it in a sales conversation

Satisfied clients know other business owners. A few weeks after launching the website, Novi advisors ask for one referral: “Which business you know would be worth visiting?”.

Advisor tip: The best moment to ask for a referral: when the client praises their new website.

REGON data helps estimate the number of businesses in an area – one of the sources for building company lists for advisors.

What it means in practice

REGON is a 9-digit statistical number assigned to businesses by Statistics Poland (GUS) and entered in the national business register. It identifies the business in public statistics.

Why it matters for your business

REGON appears on stamps, in registers and company documents. REGON data also helps estimate the number of businesses in an industry and area – one of the sources for building company lists for advisors.

Examples and good practice

• You can find REGON in CEIDG, KRS or the GUS search.
• Businesses show it e.g. in their terms and on some documents.
• GUS data helps assess regional market potential.
• REGON doesn’t replace the NIP on an invoice.

How to use it in a sales conversation

On a Novi client’s website the REGON can appear in the company details and terms. Head office uses public registers when preparing company lists for advisors.

Remarketing reminds users who did not send an enquiry on their first visit about the business. It works in Google Ads and Meta Ads and requires cookie consent.

What it means in practice

Remarketing (retargeting) shows ads to people who have already visited your website but didn’t send an enquiry. You remind them of you while they browse other sites, YouTube, Facebook or Instagram.

Why it matters for your business

Most visitors don’t decide on the first visit – they compare offers. Remarketing helps you return to them at the right moment, usually at a lower cost than ads to completely new people.

Examples and good practice

• Create audiences, e.g. visitors of a service page or the price list.
• Show a different message than the first ad, e.g. reviews or an offer.
• Limit frequency so you don’t tire people.
• Respect cookie consent and Consent Mode.

How Novi handles it

Remarketing is part of the Google Ads and Facebook & Instagram campaign modules. Novi websites have tracking prepared in line with the cookie banner.

Responsive Web Design makes a website readable and convenient on any device. Today it is an absolute standard and a condition for a good Google position. Every Novi website is fully responsive.

What it means in practice

Responsiveness (RWD – Responsive Web Design) is a way of building websites where layout, text size and images automatically adapt to the screen width: phone, tablet, laptop or large monitor.

Why it matters for your business

Customers visit from different devices, and Google mainly assesses the mobile version. A site you have to pinch-zoom or scroll sideways loses trust and enquiries.

Examples and good practice

• Check the site on several phones and in landscape.
• Make sure tables and galleries work on small screens.
• Avoid elements sticking out of the screen.
• Adapt font sizes to the device.

How Novi handles it

Every Novi website is fully responsive and tested on phones, tablets and computers before launch.

Advisor tip: Show the client’s current website on a phone – a lack of responsiveness is obvious immediately.

The Novi model is based on a long-term relationship: the client stays because the website works and is fast and secure. High retention is a sign that the product really delivers value.

What it means in practice

Retention means keeping customers – the share of customers who stay with a business over the following months or years, e.g. keep paying a subscription, return for more services or renew their contract.

Why it matters for your business

Acquiring a new customer usually costs several times more than keeping an existing one. High retention means stable revenue and proves the product really delivers value.

Examples and good practice

• Deliver the promised quality and quick support.
• Show customers results, e.g. in reports.
• Suggest growth options when new needs arise.
• React quickly to dissatisfaction.

How to use it in a sales conversation

The Novi model is based on a long-term relationship: clients stay because the website works, is fast and secure. In conversations, stress that website care is included in hosting.

Thanks to structured data, a Google result can take up more space and attract more clicks than a plain link.

What it means in practice

Rich results are Google results enhanced with extra elements: star ratings, prices, FAQ, breadcrumbs, opening hours or images. Google shows them based on the structured data on the page.

Why it matters for your business

A rich result takes up more space, catches the eye and gives customers information before they click. It usually means a clearly higher click-through rate at the same position.

Examples and good practice

• Add structured data for FAQ, breadcrumbs and company details.
• Mark up reviews according to Google’s rules (no artificial ratings).
• Test the page with Google’s Rich Results Test.
• Remember Google decides whether to show the enhancement.

How Novi handles it

Novi websites include LocalBusiness, FAQ and breadcrumb structured data as standard, prepared according to Google’s guidelines. That increases the chance of rich results.

A ROAS of 5 means PLN 5 of revenue for every PLN 1 spent on advertising. It is a key metric for sales campaigns.

What it means in practice

ROAS (Return on Ad Spend) is revenue divided by ad cost. A ROAS of 5 means PLN 5 in revenue for every złoty spent on ads.

Why it matters for your business

It’s the key measure of sales campaigns, especially for online shops. For services you need to assign a value to enquiries (e.g. average job value) for ROAS to make sense.

Examples and good practice

• Pass conversion values to Google Ads and Meta.
• For services, estimate enquiry value from history.
• Remember margin – a high ROAS doesn’t always mean profit.
• Compare ROAS across campaigns and products.

How Novi handles it

In shops on Novi websites (Mini shop, Full shop) sales value tracking is configured with ROAS in mind. The Lead and ROI dashboard shows the return per channel.

Robots.txt can, for example, exclude the admin area from indexing. A wrong configuration can accidentally block the whole site from Google, so it requires care.

What it means in practice

Robots.txt is a simple text file in a website’s root (yoursite.pl/robots.txt) telling search engine and AI crawlers which parts of the site they may visit and which to skip. It usually also contains the sitemap address.

Why it matters for your business

A well-configured robots.txt directs crawlers to important content and protects e.g. the admin area. One wrong line (“Disallow: /”) can, however, hide the whole website from Google.

Examples and good practice

• Block only technical areas, e.g. /wp-admin/.
• Include your XML sitemap address.
• Don’t block CSS and JS files needed to render the page.
• Decide consciously about access for AI crawlers.

How Novi handles it

Novi websites have a correctly configured robots.txt with a sitemap and access for search engines and AI crawlers. Test environments are blocked so they don’t end up in Google.

ROI shows whether marketing spend pays off. With a Novi website, one extra customer a month is often enough for the investment to pay for itself many times over.

What it means in practice

ROI (Return on Investment) shows how much you earn for every złoty spent. It’s calculated as (profit − cost) / cost × 100%. In marketing you compare the cost of a website or campaign with the value of the customers it brings.

Why it matters for your business

ROI shows whether marketing spend is an investment or just a cost. It lets you compare channels and shift budget to where it brings the most customers.

Examples and good practice

• Calculate the average value of a customer in your industry.
• Measure how many customers came from the website and ads.
• Include fixed costs, such as hosting, and one-off costs.
• Compare channel ROI every quarter.

How Novi handles it

With a Novi website at PLN 1,995 and hosting at PLN 125 per month, one extra customer a month is often enough for the investment to pay back many times. The Lead and ROI dashboard shows it in numbers.

Advisor tip: Calculate the ROI out loud with the client – it is the strongest closing argument.

The funnel consists of stages: awareness, interest, consideration and decision. A website supports every stage – from finding the business in Google to sending an enquiry.

What it means in practice

A sales funnel is a model of the customer’s path from first contact with a business to purchase. It usually includes awareness, interest, consideration and decision. At each stage some people drop off – hence the funnel shape.

Why it matters for your business

A website supports every stage: it helps you be found on Google (awareness), explains the offer (interest), shows proof and prices (consideration) and makes contact easy (decision).

Examples and good practice

• Awareness: SEO, Google profile, social media.
• Interest: a clear offer and benefits.
• Consideration: reviews, projects, prices, FAQ.
• Decision: a simple form, phone, online booking.

How to use it in a sales conversation

In a conversation you can show at which stage of the funnel the client’s current online presence “leaks” – e.g. people find them but can’t easily get in touch – and how Novi plugs the gap.

Advisor tip: Your conversation is a funnel too: spark interest, show a preview, remove doubts, close.

The pipeline shows how many conversations, presentations and offers are in progress. It helps plan work and forecast results.

What it means in practice

A sales pipeline is an organised view of all sales opportunities in progress, divided into stages – e.g. contact, presentation, preview, offer, decision – showing how many are at each stage.

Why it matters for your business

A pipeline helps plan work, forecast results and see where conversations get stuck. If many people stall at the offer stage, it’s worth working on follow-up or closing.

Examples and good practice

• Update the stage of every conversation as you go.
• Check daily which contacts need a next step.
• Remove dead opportunities so the picture is accurate.
• Analyse at which stage you lose the most customers.

How to use it in a sales conversation

A Novi advisor sees their conversations, previews and offers in statuses prepared by head office. Regular follow-ups move clients towards the decision stage.

Their own territory means Novi advisors don’t compete with each other and can build relationships with local businesses.

What it means in practice

A sales territory is a geographical area – e.g. a town, districts or county – assigned to a specific advisor, who is responsible for contacting businesses there.

Why it matters for your business

Having your own territory means advisors don’t compete with each other and can build relationships with local businesses, get to know the market and plan routes. Clients also have one contact person.

Examples and good practice

• Plan visits by route to save time.
• Learn local industries and their seasonality.
• Build relationships – referrals in your territory come faster.
• Record where you’ve been and with what result.

How to use it in a sales conversation

Novi advisors work in assigned territories with company lists prepared by head office. Referrals from clients in the territory are the most valuable source of further conversations.

Positioning covers technical optimisation, content, links and local SEO. It is a long-term process – the better the website’s foundation, the easier and cheaper it is to get results.

What it means in practice

“Pozycjonowanie” is the common Polish name for SEO work aimed at getting a website as high as possible in Google’s free results for phrases that matter to the business. It covers technology, content, links, local SEO and user experience.

Why it matters for your business

A high position means a steady stream of customers without paying for every click. But it’s a marathon: results grow month by month, and most depends on a solid website foundation.

Examples and good practice

• Start with the foundation: a fast site, correct structure, unique copy.
• Choose phrases combining service, town and buying intent.
• Add new, useful content regularly.
• Measure results in Google Search Console, not only “rankings”.

How Novi handles it

Every Novi website launches with a ready SEO foundation, so ranking work is cheaper and faster. The Content Power Pack expands the site with new pages every month, and the monthly report shows progress.

Matching content to intent is key. Someone who types “emergency electrician 24h” wants to call, not read a guide – the website has to make that easy.

What it means in practice

Search intent is the goal behind a query. There’s informational intent (“how to choose a heat pump”), navigational (“Novi login”), comparative (“best electrician reviews”) and transactional intent (“24h electrician Wrocław”).

Why it matters for your business

Google shows the pages that best match the intent. A guide won’t win for “urgent”, and an offer page won’t win for a “how” question. Matching content to intent improves both rankings and enquiries.

Examples and good practice

• For “urgent”, “24h” or “price” phrases, show the phone number and contact button straight away.
• For “how/why” questions, write guides that link to the service.
• For comparison phrases, show reviews and projects.
• Check what Google shows today for the phrase – it reveals the intent.

How Novi handles it

Novi websites are designed around intent: service pages lead quickly to contact, while Content Power Pack articles answer informational questions and guide visitors to the offer.

Many industries have a clear season. The website and content should get ahead of the season, because customers plan purchases in advance.

What it means in practice

Seasonality is the cyclical change in demand over the year: air-con in summer, heating in autumn, gardens in spring, weddings in summer, renovations before holidays. Most industries have clear peaks and dips.

Why it matters for your business

Customers plan purchases in advance, and Google needs time to value new content. Those who prepare their website and campaigns before the season collect enquiries; those who react at the peak pay more for less.

Examples and good practice

• Check in Google Trends when interest in your service rises.
• Publish seasonal content 2–3 months before the peak.
• Plan offers for quieter months.
• Adjust ad budgets to the season.

How Novi handles it

The topic plan in the Content Power Pack takes your industry’s seasonality into account: seasonal pages are published in advance so they have time to rank.

SEO (Search Engine Optimization) covers the technology, content, structure and authority of a website. On Novi websites SEO is built in from day one, not bought as an extra.

What it means in practice

SEO (Search Engine Optimization) is everything that makes a website easy to find in free search results. It rests on four pillars: technology (speed, code, indexing), content (texts that meet customers’ needs), structure (headings, linking, URLs) and authority (links, reviews, mentions).

Why it matters for your business

Most customers start looking for a provider on Google. A website without SEO is like a shop without a sign on a side street – it may be beautiful, but nobody finds it.

Examples and good practice

• Technical SEO: fast loading, mobile version, sitemap, HTTPS.
• Content SEO: unique service texts mentioning the town.
• Local SEO: Google profile, consistent NAP data, reviews.
• SEO for AI (GEO): facts, FAQ, structured data.

How Novi handles it

On Novi websites SEO is built in from day one: technology, structure, copy, structured data and local SEO. You don’t buy it as an extra – and modules like the Content Power Pack let you keep growing.

Advisor tip: Instead of “we do SEO” say: “Your customers will find you on Google when they search for your service.”

Today the SERP (Search Engine Results Page) contains ads, maps, AI Overviews, organic results and related questions. The battle is about visibility in each of these elements.

What it means in practice

A SERP (Search Engine Results Page) is the page you see after typing a query into Google. It used to be a list of ten links; today it includes ads, a map with businesses (Local Pack), AI Overviews, featured snippets, a “People also ask” section, images and videos.

Why it matters for your business

Customers often decide before they click any link. That’s why visibility in several SERP elements at once matters – in the map, in the AI answer and in organic results.

Examples and good practice

• Check what the SERP looks like for your main service in your town.
• Optimise your Google profile to appear in the map.
• Prepare an FAQ for the “People also ask” section.
• Write titles and descriptions that stand out in the results.

How Novi handles it

Novi websites are prepared for different SERP elements: structured data for rich results, FAQ for questions and AI, and consistency with your Google profile for the Local Pack.

A session ends after a longer period of inactivity. The number of sessions is one of the basic measures of website traffic.

What it means in practice

A session is a single visit to a website: a series of actions by one user – page views, clicks, scrolls – within a given time. In GA4 a session usually ends after 30 minutes of inactivity.

Why it matters for your business

The number of sessions is a basic traffic metric. On its own, however, it doesn’t show whether the website brings customers – what matters is how many sessions end in an enquiry or call.

Examples and good practice

• Compare sessions with conversions, not in isolation.
• Check which sources sessions come from.
• Watch seasonality in your industry.
• Don’t confuse sessions with unique users.

How Novi handles it

The Monthly results report on Novi websites shows sessions together with enquiries and traffic sources, so you see results, not just traffic.

A sitemap speeds up indexing and tells Google about updates. Novi websites have an automatically generated sitemap.

What it means in practice

A sitemap is an XML file listing all important URLs of a website, often with the date of the last change. It’s meant for search engine crawlers – it shows them which pages exist and which have been updated.

Why it matters for your business

With a sitemap Google finds new and changed pages faster. This matters especially for new websites without external links yet, and when you add content regularly.

Examples and good practice

• Submit the sitemap URL in Google Search Console.
• Include only pages that should be in Google (no noindex).
• Update the sitemap automatically with every change.
• Reference the sitemap in robots.txt.

How Novi handles it

Novi websites generate the XML sitemap automatically and update it with every new or changed page. We submit it to Google at launch.

A few sentences about the business, the area or projects relax the conversation before you move on to the offer.

What it means in practice

Small talk is a short, casual conversation at the start of a meeting – about the business, the area, projects, the weather or the industry – before moving to the actual offer.

Why it matters for your business

A few sentences relax the atmosphere, build rapport and show you’re interested in the person as a person and entrepreneur. Too much small talk, however, can make a busy owner impatient.

Examples and good practice

• Refer to something you see: a project, the premises, a company van.
• Ask about the business: “How long have you been running it?”.
• Keep small talk to 1–2 minutes.
• Move smoothly to the purpose of the visit.

How to use it in a sales conversation

A good bridge is asking about their work: “Beautiful bathroom in that photo – where can customers see more of your projects?”. It leads naturally to the topic of the website.

The SME sector is a huge part of the Polish economy and the main target group for Novi websites.

What it means in practice

SMEs (in Polish MŚP) are small and medium-sized enterprises – by the EU definition businesses with up to 250 employees (micro up to 10, small up to 50, medium up to 250) meeting turnover or balance-sheet limits.

Why it matters for your business

SMEs are a huge part of the Polish economy – over 99% of businesses – and the main target group for Novi websites. They often have no marketing department, so they need simple, complete solutions.

Examples and good practice

• Micro and small businesses rarely have a marketing person.
• Results and predictable costs matter to them.
• They can often use digitalisation grants.
• The owner usually makes the decisions.

How to use it in a sales conversation

Novi is designed for SMEs: a complete premium website for PLN 1,995, no in-house marketer needed, with modules added as the business grows.

Social media build relationships and reach, but they don’t replace a website: algorithms change and a profile doesn’t fully belong to the business. The best results come from active profiles combined with a professional website.

What it means in practice

Social media are platforms such as Facebook, Instagram, TikTok, LinkedIn or YouTube where businesses publish content, talk to customers and run ads.

Why it matters for your business

Social media build relationships, recognition and reach, but they can’t replace a website: algorithms change, reach drops and a profile isn’t fully owned by the business. Active profiles combined with a professional website you send traffic to work best.

Examples and good practice

• Choose 1–2 platforms where your customers are.
• Post projects, tips and behind-the-scenes regularly.
• Reply quickly to messages and comments.
• Direct people from your profiles to your offer and contact page.

How Novi handles it

A Novi website is the base all your channels lead to. The social media management and AI blog & social posts modules help you stay active without losing time.

Advisor tip: To “I have Instagram” answer: “Great – now let’s give those followers a place where they can become customers.”

People prefer a business others have already chosen. Reviews, client logos and project numbers are strong sales arguments.

What it means in practice

Social proof is the phenomenon of people preferring what others have already chosen. In marketing it means reviews, ratings, numbers of customers and projects, logos of companies you work with, awards or media mentions.

Why it matters for your business

A hesitating customer looks for confirmation that others were satisfied. Strong social proof reduces the perceived risk and often decides the choice.

Examples and good practice

• Show the average rating and number of reviews next to the offer.
• Give numbers: years in business, completed projects.
• Add logos of business clients (with permission).
• Place proof close to contact buttons.

How Novi handles it

Novi websites show social proof in key places: reviews, numbers and projects. The Google reviews widget module displays current reviews automatically.

An advisor’s LinkedIn or Instagram profile can support credibility and make further contacts easier.

What it means in practice

Social selling is using social media – LinkedIn, Instagram, Facebook – to build relationships, credibility and sales contacts. It’s not about pushy ads but about presence, knowledge and conversations.

Why it matters for your business

An advisor profile with recommendations and project examples strengthens credibility before and after a visit. A client who can check the advisor online trusts them faster and refers them more readily.

Examples and good practice

• Complete your profile with a photo, description and contact details.
• Show clients’ projects (with permission).
• Share short tips for business owners.
• Stay in touch with clients after the sale.

How to use it in a sales conversation

An advisor’s LinkedIn or Instagram profile can support credibility and make further contacts easier. Show sample Novi websites and client results there.

Seasonal offers, e.g. an air-conditioning service before summer, can increase enquiries. They must be honest and clearly described.

What it means in practice

A special offer is a time-limited proposal with an extra benefit: a discount, freebie, bundle at a better price or a faster date – e.g. “Air-con service before the season 20% off until 31 May”.

Why it matters for your business

Well-planned seasonal offers increase enquiries in quieter periods and help you get ahead of competitors before peak season. They must, however, be honest and clearly described.

Examples and good practice

• State the concrete benefit and the deadline.
• Describe the conditions clearly, without asterisks or catches.
• Create a separate page or section for the offer.
• Promote it in your newsletter, social media and ads.

How Novi handles it

On a Novi website you can easily add a special offer in the CMS. The campaign landing page module creates a separate promotion page with performance tracking.

Without them, emails from the company domain end up in spam more often and fraudsters can impersonate the business more easily. We configure them at launch.

What it means in practice

SPF, DKIM and DMARC are three email protections stored in your domain’s DNS. SPF defines which servers may send email from your domain, DKIM signs messages digitally, and DMARC tells recipients what to do with emails that fail these checks.

Why it matters for your business

Without them business emails – quotes, booking confirmations, invoices – land in spam more often, and fraudsters can more easily impersonate your company. Gmail and other providers increasingly require these protections.

Examples and good practice

• Add SPF listing every service that sends email for you.
• Enable DKIM with your email provider and sending tools.
• Start DMARC in monitoring mode (p=none).
• Check the setup with free email testers.

How Novi handles it

We configure SPF, DKIM and DMARC at the launch of a Novi website, so emails from forms and modules reach customers’ inboxes more reliably.

SSL protects user data and is required by browsers and Google. On Novi websites the SSL certificate is included in the hosting price.

What it means in practice

SSL (more precisely TLS) is technology that encrypts the connection between browser and server. An SSL certificate confirms the website’s identity and enables HTTPS – shown as a padlock next to the address.

Why it matters for your business

Without a certificate browsers warn visitors, forms can be intercepted and Google rates the site lower. For customers the padlock is a basic sign that a website can be trusted.

Examples and good practice

• Let’s Encrypt certificates are free and enough for most businesses.
• The certificate must be renewed – ideally automatically.
• Cover the domain with and without www.
• After installing, redirect all traffic to HTTPS.

How Novi handles it

On Novi websites the SSL certificate is included in hosting, installed at launch and renewed automatically.

It keeps the menu and contact button always at hand, which increases the number of enquiries.

What it means in practice

A sticky header is a website header that stays visible at the top of the screen while scrolling. It usually contains the logo, menu and a contact button or phone number.

Why it matters for your business

It keeps the menu and contact button always at hand – customers don’t need to scroll back up when they decide to call. A simple way to get more enquiries.

Examples and good practice

• Keep the header low so it doesn’t cover content.
• Include a clear contact button.
• On mobile, show a phone or WhatsApp icon.
• Avoid extra bars that take up screen space.

How Novi handles it

Novi websites have a sticky header with a contact button, adapted for phones so it doesn’t cover content.

The founder’s story, an interesting project or a happy customer stick in the memory better than dry facts.

What it means in practice

Storytelling means telling stories in marketing: how the business started, a specific customer and their problem, a difficult project or the owner’s values. A story has a hero, a challenge and a solution.

Why it matters for your business

Stories are remembered better than dry facts and build an emotional connection. A customer who knows the company’s story feels they’re choosing people, not an anonymous entity.

Examples and good practice

• Tell why you started the business.
• Describe a project as a story: problem – solution – result.
• Show people: the team and customers (with permission).
• Use real details, not generalities.

How Novi handles it

Novi websites have room for your company story in the “About” section and project descriptions as short stories that build trust and E-E-A-T.

Structured data tells search engines that a page contains e.g. a local business with an address, opening hours, reviews and FAQs. This can make the Google result richer and helps AI assistants understand the offer. Every Novi website contains basic structured data.

What it means in practice

Structured data is extra code in the schema.org standard that describes a page’s content in a language machines understand. It states plainly that the page belongs to a local business with a specific address, opening hours, prices, reviews or an FAQ section. Users don’t see it, but search engines and AI read it very carefully.

Why it matters for your business

With structured data Google can show a richer result (stars, FAQ, breadcrumbs), and AI assistants understand exactly who you are and what you offer. It’s an advantage most small businesses don’t have.

Examples and good practice

• LocalBusiness: name, address, phone, hours, service area.
• FAQPage: the questions and answers from your FAQ.
• BreadcrumbList: the navigation trail.
• Service or Offer: services and indicative prices.

How Novi handles it

Every Novi website includes LocalBusiness, FAQ and breadcrumb structured data tailored to your industry. The code is generated automatically and updates with the content, so you don’t need any coding knowledge.

Novi hosting works on a subscription basis: PLN 125 net per month for hosting, security, updates and email.

What it means in practice

A subscription is a payment model in which the customer pays a fixed amount regularly – monthly or yearly – for access to or maintenance of a service, instead of paying for everything at once.

Why it matters for your business

A subscription gives the customer predictable costs without large one-off expenses and the assurance that the service is continuously maintained. For the business it means stable revenue and a long-term relationship.

Examples and good practice

• Explain exactly what the monthly fee includes.
• State the minimum contract term.
• Show the yearly payment option and its benefit.
• Disclose module fees before the order.

How to use it in a sales conversation

Novi hosting works on a subscription: PLN 125 net per month (or PLN 1,250 a year – 2 months free) for hosting, security, updates and email. The Content Power Pack is an additional subscription with a 12-month minimum.

A simple SWOT analysis helps define the differentiators worth showing on the website.

What it means in practice

A SWOT analysis is a simple strategic tool that organises a company’s situation into four areas: Strengths, Weaknesses, Opportunities and Threats.

Why it matters for your business

A simple SWOT helps identify the differentiators worth showing on your website and in ads, as well as risks to prepare for. It’s a good starting point for a marketing plan.

Examples and good practice

• Strengths: what do you do better than competitors?
• Weaknesses: what do customers criticise or miss?
• Opportunities: new needs, regulations, grants, trends.
• Threats: new competition, seasonality, costs.

How Novi handles it

The marketing formula and concept module includes an analysis of your situation and positioning, and we translate the conclusions into the copy and structure of your Novi website.

A visual presentation says more than words: the client’s Google result, an example website from their industry and a preview of their own website.

What it means in practice

A tablet presentation is a way of running a sales conversation in which the advisor shows the client concrete visuals instead of just talking: Google results, sample websites, prices and a preview of the client’s website.

Why it matters for your business

A visual presentation says more than words: the client immediately sees how they look on Google compared with competitors and what their new website could look like. It shortens the conversation and eases the decision.

Examples and good practice

• Start by searching the client’s service on Google in front of them.
• Show a sample website from their industry.
• Present a clear price and what’s included.
• Finish with a preview offer or an order on the tablet.

How to use it in a sales conversation

A Novi advisor has on the tablet the Google result, sample industry websites, the Freeviewer and the cart with an agreement for finger signature – all in one place.

Advisor tip: Prepare 3 tabs: the client’s Google result, an example from their industry, the price list.

The better a business knows its target group, the more effectively it can tailor its language, offer and communication channels.

What it means in practice

A target group is the people or businesses your offer is aimed at – described by location, age, life situation, industry, needs or budget. E.g. “owners of detached houses within 30 km of Poznań”.

Why it matters for your business

The better you know your target group, the more effectively you choose language, offer, channels and ad budget. Communication aimed at “everyone” usually reaches no one.

Examples and good practice

• Describe who buys most often and who brings the most profit.
• Define the geographical area you serve.
• Check where this group looks for information: Google, Facebook, referrals.
• Adapt copy and images to this group.

How Novi handles it

In the Novi order brief you define your target group and service area, and the website – copy, images and local SEO – is tailored to them.

A cheap template looks like thousands of other websites and is rarely refined for SEO. Novi combines a standardised process with an individual design: every website is tailored to the client’s industry and brand.

What it means in practice

A template is a ready-made website design many businesses use almost unchanged. A custom design is created for a specific business: its customers, industry, colours and goals. In between there’s an approach combining proven elements with an individual design.

Why it matters for your business

A cheap template looks like thousands of other sites, is rarely optimised for SEO and conversions, and customers subconsciously see it as “nothing special”. A fully custom design, on the other hand, can be very expensive and slow.

Examples and good practice

• Template: fast and cheap, but no differentiation.
• Custom design: unique, but usually PLN 7,500–15,000 and weeks of work.
• Middle way: proven components + an individual design.
• What counts is not only looks but also copy, SEO and the path to contact.

How Novi handles it

Novi combines a standardised process with individual design: every website is built from refined components but in your company’s colours, style and content – in 5 days and for PLN 1,995.

Short, specific reviews with a name and photo are more credible than general praise. They are an important E-E-A-T element.

What it means in practice

Testimonials are statements from satisfied customers published on the website – ideally with name, town, photo or company logo and a description of the specific service.

Why it matters for your business

Short, specific testimonials with real details are far more credible than generic praise like “Recommended!”. They’re an important E-E-A-T element and one of the strongest sales arguments.

Examples and good practice

• Ask for testimonials with specifics: the problem and the result.
• Ask permission to publish the name and photo.
• Place testimonials next to the services they relate to.
• Combine them with Google reviews so they’re verifiable.

How Novi handles it

Novi websites have testimonial sections next to services and on the homepage. The Google reviews widget shows current, verifiable reviews automatically.

Pages with a single sentence or only photos perform poorly in search. Google rewards content that genuinely answers the user’s questions.

What it means in practice

Thin content means pages that add little value: one sentence, a gallery without description, a list of services without explanation, or automatically generated text without substance. Formally the page exists, but it doesn’t answer the visitor’s questions.

Why it matters for your business

Google rarely ranks such pages high, and many of them can weaken the assessment of the whole website. Customers also leave quickly when they don’t find the information they need.

Examples and good practice

• Every service page should answer: what, how, how much, where and why you.
• Add captioned photos, FAQ and project examples.
• Merge several very short pages into one valuable page.
• Fewer pages, but good ones.

How Novi handles it

Novi pages contain full service descriptions, benefits, FAQ and trust elements. Content Power Pack pages are in-depth and written around customers’ real questions.

TikTok builds awareness, but buying decisions are often made only after checking the business’s website and reviews.

What it means in practice

TikTok is a platform for short, vertical videos with a very strong recommendation algorithm. Even a new account can reach thousands of people with an interesting video – including locally.

Why it matters for your business

TikTok is great for building recognition and showing a business’s “human face”, especially among younger customers. The purchase decision, however, is usually made after checking the website, reviews and prices.

Examples and good practice

• Show your work process, before-and-after results and tips.
• The first 2 seconds of a video must grab attention.
• Add local hashtags and the town name.
• Direct people from your profile to your website.

How Novi handles it

The promo video and reels module produces videos you can publish on TikTok, and a professional Novi website turns interest into enquiries.

The length of AI questions and answers is counted in tokens. The number of tokens determines the cost and the model’s context limit.

What it means in practice

Tokens are small pieces of text – parts of words, whole words or characters – into which an AI model splits text before processing it. The length of a question, context and answer is measured in tokens; in Polish one word averages 2–3 tokens.

Why it matters for your business

The number of tokens determines the cost of using AI via an API and how much information the model can “remember” at once (the context window). That’s why AI modules carry a small monthly usage fee.

Examples and good practice

• Short, specific prompts are cheaper and often more effective.
• Long documents can exceed the model’s context limit.
• Polish uses more tokens than English.
• Cost depends on the model – stronger models cost more per token.

How Novi handles it

At Novi token costs for AI modules (assistant, review replies, content) are included in a fixed monthly fee of PLN 25–75. You don’t have to count anything or fear surprises on your invoice.

A consistent tone on the website, social media and in conversation builds recognition and trust.

What it means in practice

Tone of voice is how a business speaks to customers: formal or casual, polite or friendly forms of address, technical or simple, humorous or serious. It covers vocabulary, sentence length and emotion in texts.

Why it matters for your business

A consistent tone across the website, social media, emails and the phone builds recognition and trust. Inconsistency – e.g. casual posts and a very formal website – feels chaotic.

Examples and good practice

• Match the tone to your target group and industry.
• Write down a few rules, e.g. “informal, no jargon”.
• Use the same tone in all channels.
• Avoid exaggeration – being natural builds trust.

How Novi handles it

Texts on a Novi website are written in a tone suited to your industry and customers – agreed on the basis of your brief.

A website that covers its topic comprehensively across many related articles is considered a more reliable source by Google and AI.

What it means in practice

Topical authority is when a website covers its subject extensively and comprehensively – not with one text but a whole network of related pages. Google and AI then see the site as an expert in that field.

Why it matters for your business

A site with topical authority ranks more easily for further phrases on the topic and is quoted more often by AI. For a small business it’s a way to beat bigger competitors in its niche.

Examples and good practice

• Choose a main topic, e.g. “bathroom renovations”.
• Cover all its aspects: services, materials, prices, problems, advice.
• Link the pages into a logical whole.
• Expand the topic regularly.

How Novi handles it

The Content Power Pack builds topical authority step by step: new pages in your specialism every month, linked to your service pages.

A high TTFB usually means weak hosting or no cache. It is the foundation of speed and depends on the choice of hosting provider.

What it means in practice

TTFB (Time to First Byte) is the time from the browser sending a request to receiving the first byte of the server’s response. It shows how quickly the server “starts” answering before anything appears on screen.

Why it matters for your business

A high TTFB slows everything that follows – no image optimisation can make up for it. It usually results from weak hosting, no caching or a distant server.

Examples and good practice

• A good TTFB is under about 0.8 s.
• Enable server-side page caching.
• Choose hosting with servers close to your customers.
• Limit heavy database queries.

How Novi handles it

Novi hosting is chosen for a fast TTFB: powerful servers in Europe and page caching. It’s the foundation for the rest of the optimisation.

Readable typography with a clear heading hierarchy makes reading easier and gives the website character.

What it means in practice

Typography is the choice and arrangement of fonts: typeface, size, weight, line spacing and heading hierarchy. Good typography makes text easy and pleasant to read.

Why it matters for your business

Most website content is text. Too small fonts, overly long lines or poor contrast tire readers, who then leave sooner. Typography also gives a site character – elegant, modern or technical.

Examples and good practice

• Use at most two typefaces.
• Body text at least 16 px on mobile.
• Keep a clear H1–H3 hierarchy.
• Keep lines at about 60–80 characters.

How Novi handles it

Novi websites have refined typography with readable typefaces and a clear hierarchy, matched to your brand’s character.

UI is the “look”, UX is the “feel”. Both have to work together. A consistent, modern interface creates the impression of a professional business within seconds.

What it means in practice

UI (User Interface) is the visual layer of a website: colours, typography, buttons, icons, spacing and layout. If UX is “how it works”, UI is “how it looks”.

Why it matters for your business

A consistent, modern interface creates the impression of a professional business within seconds. Inconsistent colours, different button styles or random fonts lower trust before the customer reads the offer.

Examples and good practice

• Use a limited brand colour palette.
• Use one style of buttons and icons.
• Keep spacing and grid consistent.
• Highlight only what really matters.

How Novi handles it

Novi websites use a refined component system, so the interface is consistent on every page and matches your company’s colours.

Example: a client with a basic website later orders extra pages or an online shop.

What it means in practice

An upsell is offering a customer a more expensive, extended version of what they are buying or have bought – e.g. a bigger package, extra pages or a full shop instead of a mini shop.

Why it matters for your business

A good upsell isn’t pushing – it answers a real need that appears as the business grows. It increases customer value (LTV) and often gives the customer a better result than the basic version.

Examples and good practice

• Suggest an upsell when the client sees results and has a new need.
• Show a concrete benefit, not just a bigger scope.
• Don’t push at the first sale – start with what matters most.
• Use data, e.g. a report, as justification.

How to use it in a sales conversation

Example: a client with a basic website later orders the Content Power Pack (5 pages a month), extra pages or a full shop as the business grows.

Good hosting ensures uptime of 99.9% or more. Every hour of downtime means lost customers and a worse Google assessment.

What it means in practice

Uptime is the percentage of time a website is available and working. 99.9% uptime means at most about 43 minutes of downtime a month; 99% means over 7 hours.

Why it matters for your business

Every hour the site is down means lost customers, missed bookings and a worse Google assessment. It hurts especially during ad campaigns that pay for clicks to a broken site.

Examples and good practice

• Choose hosting with guaranteed uptime of 99.9% or more.
• Use monitoring that alerts you to outages.
• Schedule maintenance for low-traffic hours.
• Keep backups for quick restoration.

How Novi handles it

Novi hosting provides high uptime, and the Protection Plus module adds 24/7 monitoring with immediate alerts.

The USP (Unique Selling Proposition) answers the question: why should a customer choose this business? On a Novi website the client’s differentiators are shown right on the first screen.

What it means in practice

A USP (Unique Selling Proposition) is an offer’s unique differentiator – a concrete reason why a customer should choose this business over competitors. E.g. “installation within 48 h”, “5-year guarantee”, “the only showroom in town with…”.

Why it matters for your business

Without a USP a business competes only on price. A clear differentiator justifies the price and makes the business memorable. A USP should be true, specific and important to the customer.

Examples and good practice

• Ask customers why they chose you.
• Look for specifics: time, guarantee, specialism, experience.
• Show the USP in the website headline.
• Avoid generic claims like “professionalism”.

How to use it in a sales conversation

Help the client find their USP with the question: “What do customers praise you for most?”. On a Novi website that differentiator goes on the first screen.

Advisor tip: Novi’s USP in one sentence: “An agency-level website for PLN 1,995 – with a free launch.”

With UTMs you know whether a customer came from a newsletter, Facebook or a flyer with a QR code. They are the basis for measuring campaign effectiveness.

What it means in practice

UTM parameters are additions to a URL, e.g. ?utm_source=facebook&utm_medium=post&utm_campaign=spring, telling Google Analytics where a visit came from. The key ones are source, medium (type of channel) and campaign.

Why it matters for your business

With UTMs you know whether a customer came from the newsletter, a Facebook post, your Google profile or a flyer with a QR code. Without them many visits land in the “direct” bucket and you can’t judge effectiveness.

Examples and good practice

• Use UTMs in newsletters, social media and QR codes.
• Agree on consistent naming, e.g. always lowercase.
• Don’t use UTMs on internal links.
• Check results in GA4’s acquisition report.

How Novi handles it

Campaign links and QR codes prepared in Novi modules (e.g. print, newsletter) include UTM parameters, so reports show what works.

Advisor tip: Use QR codes with UTMs on flyers and business cards – you’ll see how many people visit through them.

Good UX means users quickly find what they are looking for and send an enquiry without frustration. Simple navigation, readability, speed and clear CTAs all matter.

What it means in practice

UX (User Experience) is the whole experience of using a website: how easily users find information, how quickly they understand the offer, whether they know what to do next and whether contact is simple. Good UX is often “invisible” – everything just works.

Why it matters for your business

Poor UX makes visitors give up even when the offer is good. Good UX turns more visits into enquiries and creates the impression of a professional, trustworthy business.

Examples and good practice

• Simple navigation with only a few menu items.
• Readable texts and clear headings.
• A clear call to action on every page.
• Fast loading and comfort on mobile.

How Novi handles it

Novi websites follow proven UX principles for service businesses: from the first screen customers know what you do, for whom and how to contact you.

A good value proposition fits in one sentence and is visible straight away on the homepage.

What it means in practice

A value proposition is a short, clear answer to the customer’s question: “Why should I choose you?”. It says what problem you solve, for whom and how you differ from competitors.

Why it matters for your business

Visitors decide within seconds whether to stay. If they don’t immediately understand what they gain, they choose a competitor – even if your offer is better.

Examples and good practice

• Fit it in one sentence and show it in the hero section.
• Talk about the customer’s benefit, not about yourself.
• Add something concrete: time, guarantee, price, area.
• Avoid generic phrases like “highest quality”.

How Novi handles it

Every Novi website opens with a clear value proposition in the headline – formulated from your brief and industry.

The client buys value: new customers, time and peace of mind. Showing the value stops price being the main objection.

What it means in practice

Value versus price is the difference between what something costs and what the customer gains from it. Price is the number on the invoice; value is new customers, time saved, peace of mind and the company’s image.

Why it matters for your business

When customers see only the price, any amount seems high. When they understand the value, price stops being the main objection. The advisor’s job is to show value in numbers and examples.

Examples and good practice

• Calculate with the client the value of one new job.
• Show how much time e.g. online booking saves.
• Compare the cost with an agency price (PLN 7,500–15,000).
• Talk about results, not features.

How to use it in a sales conversation

Customers buy value: new customers, time and peace of mind. Once you show that a Novi website pays for itself with one extra job, PLN 1,995 stops being a barrier.

Advisor tip: Compare PLN 125 a month with the value of one new job for the client.

Businesses registered as active VAT payers can usually deduct the VAT on the invoice for the website and hosting.

What it means in practice

VAT (value added tax) is a tax added to the price of most goods and services. In Poland the standard rate is 23%, with reduced rates of 8% and 5% and some exemptions.

Why it matters for your business

VAT-registered businesses can usually deduct VAT on invoices for the website and hosting, so their cost is the net amount. Small businesses exempt from VAT pay the gross amount.

Examples and good practice

• Ask the client whether they’re VAT-registered.
• Explain the difference between net and gross cost.
• A tax ID (NIP) is needed for a VAT invoice.
• If in doubt, refer them to their accountant.

How to use it in a sales conversation

The Novi website and hosting are invoiced with 23% VAT. A VAT-registered business usually deducts the tax, so its real cost is PLN 1,995 net and PLN 125 net per month.

Short videos of projects or an introduction to the team build strong trust and hold attention on the website.

What it means in practice

Video marketing means using video in a company’s communication: team introductions, project videos, tutorials, customer testimonials, social media reels or video ads.

Why it matters for your business

Video builds trust fastest – customers see people, places and the quality of work. Short videos hold attention on the website and get the most reach on social media.

Examples and good practice

• Record a short introduction of yourself and your team.
• Show your process and before-and-after results.
• Add subtitles – many people watch without sound.
• Embed videos on service pages.

How Novi handles it

The promo video and reels module produces a company video and a series of reels. Novi websites make it easy to embed them next to services without slowing the site.

A consistent identity makes a business look professional across all channels – from the website to the company car.

What it means in practice

Visual identity is the consistent set of elements by which a business is recognised: logo, colours, fonts, photo style, icons and how they’re used. It covers the website, social media, business cards, flyers, workwear and vehicle graphics.

Why it matters for your business

A consistent identity makes a business look professional and easy to recognise. A customer who has seen your van connects your ad or website faster and trusts you more.

Examples and good practice

• Write down the rules: logo, colours (codes), fonts.
• Use the same elements across all channels.
• Have logo versions for light and dark backgrounds.
• Don’t change style every few months.

How Novi handles it

A Novi website is designed in your company’s colours and style. The logo design, marketing concept and print modules help build a consistent identity.

Voice searches are usually longer and phrased as questions. Websites with clear FAQ answers perform better in this channel.

What it means in practice

A voice assistant is a program you talk to, such as Google Assistant, Siri or Alexa, and increasingly the voice modes of ChatGPT and Gemini. The user asks a question aloud and the assistant reads out the answer or performs an action, e.g. calling a business.

Why it matters for your business

Voice searches are usually longer and phrased as questions: “Where is the nearest plumber open now?”. The assistant usually gives one answer, so being that one business matters.

Examples and good practice

• Answer natural-language questions in your FAQ.
• Keep opening hours and phone number up to date on your Google profile.
• Write short answers that can be read aloud.
• Invest in local SEO – voice questions often concern the area.

How Novi handles it

FAQ, structured data and consistency with your Google profile on Novi websites help voice assistants name your business and your number.

Analytics shows where visitors come from, which pages they read and how many send an enquiry. The most popular tool is Google Analytics 4. Without analytics it is hard to judge whether a website actually brings customers.

What it means in practice

Web analytics means collecting and analysing data about how people reach your website and what they do there: where they come from, which pages they read, how long they stay and how many call or send an enquiry. The best-known tools are Google Analytics 4 and Google Search Console.

Why it matters for your business

Without data you don’t know whether your website and ads bring customers, or what to improve. Analytics turns “I think” into concrete numbers that help you spend your marketing budget better.

Examples and good practice

• Measure key goals: forms, phone clicks, bookings.
• Check which channels customers come from.
• Compare periods month by month.
• Use UTM parameters in campaigns and on flyers.

How Novi handles it

The Google Analytics 4 and conversion tracking module sets up measurement of calls, forms and bookings, and the Monthly results report explains the data in plain language.

WebP images are usually 25–35% smaller. Novi websites automatically use modern image formats.

What it means in practice

WebP is a modern image format created by Google. At similar quality WebP files are usually 25–35% smaller than JPG or PNG, and they support transparency and animation. AVIF is an even lighter newer format.

Why it matters for your business

Smaller images mean a faster site, better Core Web Vitals and less data use on phones – without visible loss of quality.

Examples and good practice

• Convert photos to WebP before publishing or automatically.
• Keep a JPG fallback for very old browsers.
• Save logos and icons as SVG where possible.
• Combine WebP with proper sizing and compression.

How Novi handles it

Novi websites automatically serve images in modern formats such as WebP. You upload a normal photo and the system does the rest.

Subtle animations add lightness and guide attention. Too many animations slow the website down and distract.

What it means in practice

Website animations are moving effects: sections smoothly appearing on scroll, button reactions on hover, counters or transitions between elements.

Why it matters for your business

Subtle animations add lightness, direct attention to important elements and make a site look modern. Too many effects, however, slow the site down, distract and can bother people sensitive to motion.

Examples and good practice

• Animate only what should draw attention.
• Use short, smooth effects (under 1 second).
• Respect the user’s “reduce motion” setting.
• Don’t delay access to content with animations.

How Novi handles it

Novi websites have calm, subtle animations that switch off automatically for people with “reduce motion” enabled.

Chat – run by a human or AI – shortens the path to contact. On the Novi website the Bolly mascot helps with this.

What it means in practice

Website chat is a conversation window where visitors can ask a question and get an answer straight away – from a staff member (live chat) or an AI assistant working around the clock.

Why it matters for your business

Chat shortens the path to contact: customers don’t have to call or email. A quick answer increases the chance of an enquiry, especially in the evening and at weekends when competitors don’t reply.

Examples and good practice

• Set hours when a person replies, with AI outside those hours.
• Teach the chat common questions and prices.
• Collect contact details in the conversation.
• Don’t let the chat window cover important buttons.

How Novi handles it

On the Novi website the Bolly mascot helps visitors. The AI assistant and Live chat modules give your business a chat running 24/7, with enquiries landing in the lead inbox.

A preview lets the client see the result before deciding. It is one of Novi’s strongest sales arguments.

What it means in practice

A website preview (demo) is a sample version of a homepage prepared for a specific business – with its name, industry and style – before the client decides to buy.

Why it matters for your business

A preview lets clients see the result before paying. It removes uncertainty (“I don’t know what it will look like”) and is one of the strongest sales arguments.

Examples and good practice

• Prepare the preview from the information gathered in the conversation.
• Show it in person or schedule a presentation.
• Ask what they like and what to change.
• Propose the next step: order and launch.

How to use it in a sales conversation

The Novi Freeviewer creates a website preview in 60 seconds, and a full preview within 24 hours. It’s one of Novi’s strongest sales arguments and the perfect reason for a follow-up.

The right amount of space improves readability and makes a website look modern and premium.

What it means in practice

Whitespace is the empty space between page elements: margins and gaps between sections, paragraphs and buttons. It doesn’t have to be white – it’s space with nothing in it.

Why it matters for your business

The right amount of space improves readability, focuses attention on key elements and makes a website look modern and premium. A cramped layout overwhelms and tires readers.

Examples and good practice

• Give sections clear spacing.
• Don’t cram too many elements side by side.
• Leave free space around contact buttons.
• Shorter paragraphs are easier to read.

How Novi handles it

Novi websites are designed with considered spacing that gives them a calm, premium look and directs attention to the offer and contact.

A wireframe lets you plan the structure and hierarchy of content before designing the look.

What it means in practice

A wireframe is a simplified sketch of a page layout: boxes and lines showing where headings, text, images, buttons and forms will go – without colours, photos or graphic detail.

Why it matters for your business

A wireframe lets you plan structure and content order before designing the look. It’s easier to focus on what matters most: whether the page leads customers to contact.

Examples and good practice

• Start with the page’s goal and key information.
• Decide the order of sections: offer, benefits, proof, contact.
• Plan the mobile version alongside desktop.
• Only then choose colours and images.

How Novi handles it

Novi uses proven page layouts for service businesses, developed from many projects. That way we don’t start from scratch and the website is ready in 5 days.

Happy customers recommend a business to friends. A professional website makes it easy for a referred customer to check the business and get in touch.

What it means in practice

Word-of-mouth marketing is recommendations passed from person to person – customers tell friends, family or neighbours about a good business. Today it also happens online: in Facebook groups, comments and messaging apps.

Why it matters for your business

A recommendation from a friend is the strongest endorsement – the customer arrives with trust and often negotiates less on price. But even a referred customer first checks the business online.

Examples and good practice

• Give customers a reason to recommend you: great service and details.
• Make recommending easy: business cards, a website link, a referral programme.
• Ask satisfied customers for a review and a referral.
• Have a professional website for referred customers to check.

How Novi handles it

A professional Novi website lets referred customers check your business easily, see reviews and contact you – instead of ending up with a competitor.

WordPress is the most popular website system in the world. It is flexible, secure with regular updates and SEO-friendly. Novi websites run on it too.

What it means in practice

WordPress is open-source software (a CMS) that powers over 40% of all websites in the world – from blogs to large portals and shops. Thousands of extensions make almost any feature possible.

Why it matters for your business

Popularity means a big community, many specialists and no lock-in to one company. The same popularity makes WordPress a target for attacks – without updates and security it becomes risky.

Examples and good practice

• Update the core, theme and plugins regularly.
• Use only proven plugins.
• Use a firewall, backups and strong passwords.
• Don’t overload the site with dozens of unnecessary add-ons.

How Novi handles it

Novi websites run on WordPress with a refined, lightweight toolset. Updates, backups and security are included in hosting, and you get a simple CMS for content changes.

Websites of clinics, accounting firms or law offices must demonstrate high E-E-A-T: qualifications, reliable sources and complete business details.

What it means in practice

YMYL (Your Money or Your Life) is a category of topics that can affect health, finances, safety or important life decisions – e.g. medicine, law, finance, construction. Google applies especially high quality standards to them.

Why it matters for your business

Clinics, law firms, accountants or installers must show particularly clearly that they are competent and trustworthy. Without these signals visibility suffers even with good texts.

Examples and good practice

• Show qualifications: diplomas, licences, registration numbers.
• Sign content with the expert’s name.
• Cite sources and current regulations.
• Show full company details, terms and privacy policy.

How Novi handles it

For YMYL industries Novi websites emphasise trust signals: a qualified team, certificates, full company details and accurate content. This matters especially for clinics and offices.

Video guides and project presentations on YouTube build authority and can attract customers for years.

What it means in practice

YouTube is the world’s largest video platform and the second-largest search engine after Google. People look there for tutorials, reviews, product presentations and projects.

Why it matters for your business

YouTube videos work for years: a good tutorial can attract customers for many months. Videos also appear in Google and AI results, building your authority.

Examples and good practice

• Record answers to customers’ most common questions.
• Show projects and your working process.
• Write descriptions with service, town and a website link.
• Embed videos on relevant pages.

How Novi handles it

The promo video and reels module produces YouTube content, and Novi websites make it easy to embed videos next to services and in the FAQ.

Thanks to AI Overviews, maps and answer snippets, more and more searches end without a click. That is why a business must be visible in the answers themselves – exactly the job of GEO and AEO.

What it means in practice

A zero-click search is a search that ends without clicking any result. The user gets the answer directly in Google – in AI Overviews, a featured snippet, the map or a knowledge panel – and doesn’t need to visit any website.

Why it matters for your business

Fewer and fewer clicks reach websites, even at high positions. The winners are businesses that appear in the answers themselves: with name, phone number and rating visible straight away.

Examples and good practice

• Optimise your Google profile with phone number and reviews.
• Write short, quotable answers to common questions.
• Use structured data so Google can show more information.
• Measure impressions too, not just clicks.

How Novi handles it

Novi websites are prepared for zero-click: FAQ, structured data, consistency with your Google profile and GEO/AEO content. Your business should be visible in the answer, not just below it.