Selected work / honest evidence
Eight years as Senior Digital Marketing Manager at phs Group, with the agency years before and the consultancy since. The work covers conversion rate optimisation, AI automation and the delivery behind them. Each case now has its own page: the problem, the decision, the work and the evidenced outcome.
JAMES WATKINS / SELECTED WORK
Eight years of digital change at phs Group, from discovery and platform design through to measurable company outcomes.
Read the phs Group case study ↗
A full rebrand and website rebuild for Matta, with the decisions and delivery shown.
Read the Matta case study ↗
A shared platform that let phs Greenleaf keep its character without rebuilding the same system.
Read the phs Greenleaf case study ↗
The evidence behind about 28,000 organic keywords at the early-2025 peak.
Read the phs search programme case study ↗
Why useful strategy lives in decisions, owners and working change.
Go to the writing page ↗
A field note on evidence, platforms and keeping teams moving.
Go to the writing page ↗
A reusable way to frame the problem, expose the decisions and stop a project drifting.
Go to the writing page ↗Questions / useful answers
Conversion rate optimisation improves the path between a visit and a useful enquiry or sale. It starts with finding where people hesitate or drop out, then testing changes to the page, offer, form or follow-up. A higher percentage is not the whole result if the enquiries are a poor fit.
SEO helps the right people find a site. CRO looks at what happens once they arrive and whether the visit becomes a useful action. They work together: more traffic cannot fix a confusing journey, and a clearer journey needs the right people coming in.
An AI automation consultant identifies repeatable work that software can help with, checks where judgement and oversight are needed and connects the new process to the tools people already use. In my work, AI is a way to speed up useful steps, not a reason to automate a broken process.