Who Am I?

I’m John McElborough and Ioptimal is my digital marketing consultancy business. Together with my team of expert associates I deliver strategic digital marketing advice and troubleshooting for businesses of all shapes and sizes.

What I Do

With 10 years of digital marketing experience I can advise on most aspects of online business including search engine marketing, web design, conversion optimisation and affiliate marketing.

How I Work

I work as your digital marketing consultant either offering a full end-to-end marketing support service or just advice and expertise as and when you need it to support your internal team or digital agencies.

Brands I’ve Worked With

Over the past 10 years I’ve been lucky enough to work with some of the UK’s best known and most progressive brands on their digital marketing.

A selection of the companies I’ve helped are below.

Legal & General
John lewis
Gala Bingo
Lexis Nexis
York Notes
Good care guide
Deal Zippy
Beat That Quote

How I Can Help You


For the companies I work with a one-size fits all solution rarely fits properly.

Instead I provide bespoke consultancy as and where required from a few hours to an ongoing assignment.

A selection of some of the ways I can help your business grow are below.

Recruitment & Agency Selection

I can work with you internal teams to help with the vetting & recruitment of staff or the appointment of external digital agencies and web design companies. This helps ensure you have the right team to get the job done first time around.

Conversion Rate Optimisation

My view on conversion rate optimisation is different to most consultants. I focus on the principles of clear, user centred design and look beyond your website at the reasons your product or your brand aren’t converting as well as they should be.

Online Advertising

In addition to my digital marketing consultancy work I co-own and run the online advertising agency Inbound360. We provide a full suite of online advertising solutions including pay per click, social and display advertising.

Search Engine Marketing

Having worked in search engine marketing for nearly a decade I’ve overseen tens of millions of pounds of search advertising and driven millions of engaged website visitors to my clients websites. I can advise on any aspect of free or paid search engine marketing.


Well written words are a cornerstone of successful digital marketing. Whether its sales copy, adverts or blog posts the difference between great and good copy can be the difference between success and failure online. I write a lot of the copy used by my clients and also work with a team of associate copywriters depending on the brief and the sector you’re working in.


I’ve spent much of my career consulting on search engine optimisation campaigns. Modern SEO isn’t about cheap tricks and short term tactics, the SEO consultancy I provide these days is focused entirely on long term organic growth inline with search engine guidelines.

Project Management

Sometimes clients ask me to manage their digital marketing or web design projects for them, working with their internal team or their external suppliers. It may be your project has gone off track or you’re just lacking the internal expertise to get things done.

Web Design

Good web design is the cornerstone of any successful digital marketing campaign. I can either manage your web design project or my team of designers and developers can take care of the whole build, ensuring SEO and usability best practice are built in from day one.

Web Analytics

I can help you make sense of your website analytics, whether you’re using Google Analytics or another solution. From complex setups to auditing, understanding and acting on your data I can build you the clearest possible picture of how visitors are using your site.

About Me

I’ve been building and marketing websites for over a decade. In that time I’ve provided consultancy for online businesses big and small, supported some of the UK’s top digital marketing agencies and built and sold 2 web businesses of my own. I don’t just advise other businesses either, I built and sold affiliate and ecommerce websites as well as my supplement business. My approach to digital marketing is holistic – its no longer good enough to look at marketing channels in isolation, nor can you rely to heavily on traffic from Google or any other source. My strategies always focus on your bottom line, making you more money from your website and becoming self financing. If you have a digital marketing project which you need help with please feel free to contact me for a free, impartial and confidential consultation.


I regularly write for leading industry publications including…

  • John was always talked about highly by my peers so when I finally hired him for contract work, I was not disappointed. Not only was he able to deliver on a class-leading link development strategy for our major international client in an exceptionally tough vertical, he also helped to empower the agency team to do more, sharing his deep knowledge and experience in this area. A thoughtful, strategically-minded consultant with a strong focus on working towards top-flight business results, I would recommend John unreservedly
    Jamie Peach
    Head of SEO - House of Fraser, ASOS, Resolution Media
  • John is the most talented and versatile digital marketing entrepreneurs I have ever met. Not only is he streets ahead of other consultants in terms of skill and talent, he can predict new trends and implement future proof strategies before they have even happened. His prodigious expertise ranges, not just from online marketing, but to programming, design, sales and a deep understanding of online business. John is a pioneer in search and experiments with tactics relentlessly to uncover what really works, rather than accepting the considered wisdom. Would be incredibly hard to find a better consultant
    Adrian Hemsley
    Technical Marketing Manager - Fidelity Worldwide Investment
  • John exceeded all our expectations and demonstrated an exceptional understanding of our business. He presented a very professional report and went to great lengths to fully answer all our follow up concerns and questions. He communicates very well and is obviously a leader in his field based on the strategy and techniques he employed. My only regret is not having the budget to hire him for longer
    Nicholas Doody-Pestell
    Managing Director - Portell Solutions

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