Crucial Web is more than just another marketing agency - we specialise in providing digital marketing services that are truly ethical, without compromising performance and return on your investment. We leverage a wealth of business and psychological experience, along with cutting edge technologies to help you to build lasting relationships with your audiences in ways that increase satisfaction and that feel good too! We are passionate about helping our clients to explore the possibilities that will enable them to reach their true potential, while also achieving a net positive effect in the lives of as many people as possible.

We serve society by connecting people who mutually benefit one another through the use of technology, marketing insights and careful communication. As much as possible, we love to employ disruptive technologies that facilitate ethical wealth creation and that make space for a more balanced society to emerge. From blockchain based advertising solutions, to cryptocurrency powered social networks and beyond - we have the experience necessary to integrate the benefits of decentralisation into powerful digital marketing strategies.

Our team has worked in a diverse range of fields including software engineering, publishing, music production, events management, the hotel industry and healthcare - having produced software for clients in the investment banking, social networking, multimedia and cryptocurrency industries - among others.

If, like us, you've worked with other digital marketing teams who promised the world, only to find that your website's bounce rate hasn't dropped and it's conversion rates haven't increased - then you'll be pleasantly surprised by our approach. We don't make outlandish claims and we always take a methodical and scientific approach to growing our clients' projects. We ensure that all stakeholders can understand what's working, what isn't and what needs to change in language that's clear and uncomplicated.

We are primarily based in the Cambridge Norwich Tech Corridor, in England (UK) but often work remotely and are happy to serve clients internationally. We are happy to provide consultation on all of our areas of expertise and also directly manage areas of digital marketing for clients too, both short term and long term.

For regular updates and news on Crucial Web please subscribe to our marketing blog and social channels (linked at the bottom of our site).

An Ethical Digital Marketing Agency

At the core of our value system is the understanding that life is about much more than just money. We are dedicated to going the extra distance to ensure that our clients are respectful of the people they employ and of course the animals and planetary environment too. Naturally, this applies to us too and we know with certainty that everything we aim for in life is made easier to achieve when we respect the real needs of all involved and deeply consider all the implications of our actions.

The way we apply this to our business and to our relationship with our clients is simple:
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We don't use tactics that exploit people's psychological or emotional injuries or work with clients who do.

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We do our best to understand the supply chain of our clients and service providers, choosing only those who do the least amount of harm to life as possible.

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We will never work with clients who are involved in unethical activities, unless our involvement is specifically to help them evolve towards balance and an ethical future.

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Our Ethical and Eco Partner program offers extra help and discount to projects who can demonstrate they are in alignment with our values.

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We seek to work with those who respect animals equally to humans.

Our Digital Marketing Team

Our core team is small and agile, which we like as it enables us to adapt quickly to the ever changing needs of the internet and our clients too. We source experienced specialist contractors who work under our guidance when needed - however we are fully able to design and deliver many projects using only our in-house team.
Years in tech
Services Offered
Industries Served
Teas Drunk

Nick Lankester

Free thinking co-founder of Crucial Web. Currently balancing systems engineering, music, information science and human evolution. Long term vegan & passionate advocate of decentralisation.

With over 30 years experience in computing and over 20 years in business, design and multimedia - Nick has much to offer those seeking help with a wide range of projects. He wrote his first computer program aged 4, just as home computers became available and since completing a degree in Applied Computing has gained experience in numerous industries and at all levels of project operations.

"I really enjoy solving the puzzles and challenges our clients face in the ever changing landscape of the internet. I aim to combine science and art as a single process that inspires, achieves goals and surpasses expectations. I founded the Crucial Web Digital Marketing Agency to help more people realise their greatness and follow their passion in ways that are sustainable both for them and for society as a whole."

You can often find Nick in the Norfolk area or in London - but he is happy to be available for remote clients when required.

Areas of expertise:

  • Software Engineering
  • Formal Systems Design
  • Internet Marketing Services
  • Web programming languages (PHP, SQL, HTML, CSS, JS Frameworks)
  • Server Configuration and Optimisation
  • SEO, CRO and Content Optimisation
  • Technology Consulting
  • Cryptocurrency Projects
  • Social Networking
  • Graphic design
  • Audio / Video Production and Engineering

CRUCIAL Technologies

Tools we're using to empower projects & communities

Our Digital Marketing Process