Tools I would look at today.
The book explains how to choose. This shortlist names current options, and it changes when tools change, so the book does not have to.
Some links here are affiliate links. If you buy through one, I may earn a commission at no extra cost to you. That never decides whether a tool is listed. Affiliate disclosure. Last reviewed 28 September 2026.
Website platforms
see Ch. 5Pick the platform after you know what the website must do. A hosted builder suits most small service businesses; a managed CMS suits sites that need more control.
Check first: Required customer actions, who maintains it, export and cancellation terms.
Flexible and portable. You or a supplier are responsible for updates, backups and security.
Visit siteelv.im/go/wordpressHosting, updates and security handled for you. Less flexible, simpler to own.
Visit siteelv.im/go/squarespaceMore design control than most builders, with a steeper learning curve.
Visit siteelv.im/go/webflowHosting
see Ch. 5You only need separate hosting when your platform does not include it. Check who handles backups, restores and updates before comparing price.
Check first: Backups and restore tests, support response, renewal price, migration out.
Daily backups and staging included on most plans.
Visit siteelv.im/go/sitegroundLow entry price. Check the renewal price and backup terms.
Visit siteelv.im/go/hostingerFree DNS, SSL and basic protection in front of any host.
Visit siteelv.im/go/cloudflareAnalytics
see Ch. 9, 10Decide what you will measure before choosing a tool. Most small businesses need enquiries, qualified leads and sales, reconciled with their own records.
Check first: Consent requirements, event setup effort, who owns the account.
Free and widely supported. Needs consent handling and careful event setup.
Visit siteelv.im/go/ga4Simple dashboard, no cookies. Paid, and less detail than Google Analytics.
Visit siteelv.im/go/plausibleFree. Mask personal data and respect the privacy limits in Chapter 11.
Visit siteelv.im/go/clarityCRM and lead tracking
see Ch. 20A spreadsheet lead register is enough until the volume or the number of people handling enquiries makes it unreliable.
Check first: Ownership of each enquiry, next action dates, export.
Good free starting point. Paid tiers get expensive as you add seats and features.
Visit siteelv.im/go/hubspotBuilt around deals and next actions. Suits service businesses with a sales process.
Visit siteelv.im/go/pipedriveEmail platforms
see Ch. 21Separate service messages from optional marketing, and keep a record of how each contact gave permission.
Check first: Consent records, unsubscribe handling, sending domain setup.
Straightforward editor and automation at a low price.
Visit siteelv.im/go/mailerliteSEO tools
see Ch. 12, 13Start with the free data from the search engine itself. Paid tools help with research and audits once you know which pages matter.
Check first: Which question the tool answers, how you will act on it.
Indexing, queries and page performance straight from Google. Set this up first.
Visit siteelv.im/go/search-consoleKeyword research, site audits and competitor data.
Visit siteelv.im/go/semrushFinds broken links, redirects and missing tags. Free up to 500 URLs.
Visit siteelv.im/go/screaming-frogAI assistants
see Ch. 24Give the assistant bounded tasks and approved inputs, and check every important fact before it is used.
Check first: What data you are allowed to paste in, who reviews the output.
Strong at long documents, drafting and analysis from supplied material.
Visit siteelv.im/go/claudeGeneral-purpose assistant with a wide range of integrations.
Visit siteelv.im/go/chatgptEcommerce
see Ch. 22Work out contribution per order before choosing a platform. Payment, shipping and returns matter more than themes.
Check first: Payment options, transaction fees, checkout testing, export.
Flexible and self-hosted. You own maintenance and security.
Visit siteelv.im/go/woocommerceAutomation
see Ch. 25Automate only a stable process that already works by hand, and keep a manual fallback for when it fails.
Check first: Trigger, permissions, failure alerts, manual fallback.
The widest range of app connections. Costs rise with task volume.
Visit siteelv.im/go/zapierMore control over multi-step scenarios at a lower price per operation.
Visit siteelv.im/go/makeCan run on your own server. Needs technical ownership.
Visit siteelv.im/go/n8nAccount security
see Ch. 3Before buying more marketing, make sure the business controls its critical accounts and can recover them.
Check first: Shared vault for the business, recovery codes, removing departed staff.
Open source, with an affordable business plan.
Visit siteelv.im/go/bitwardenPolished shared vaults and account recovery for teams.
Visit siteelv.im/go/1password