Tooltester’s Path to $1.5 Million ARR Through a Strategic Pivot

In 2010, Robert Brandl set out to solve a personal challenge: building a website without coding knowledge. What began as a simple blog sharing tips about website builders like Wix and Squarespace soon transformed into Tooltester, a trusted resource for website builder reviews and tools.

Over the next decade, Tooltester grew to generate $1.5 million in annual revenue, fueled by an affiliate marketing model and strong SEO-driven traffic. But when traffic declines disrupted Tooltester’s success, Brandl made the bold decision to pivot, refocusing his efforts on EmailTooltester and proving the power of adaptability, diversification, and mentorship.

Here’s how Robert navigated growth, overcame challenges, and positioned his company as a trusted resource for small business email marketing.

The Birth of Tooltester

Tooltester started as a side project born out of Robert’s personal experience. “I was always interested in creating websites,” Robert recalls. “But back then, it was so complicated, and I wasn’t a coder.” Discovering website builders made it easier for him to create and publish online, but the lack of reliable resources about these tools sparked an idea.

“I decided to put together my notes on a free website and just see what happens,” he says. To his surprise, the website started receiving traffic through Google, and he stumbled upon affiliate marketing as a way to monetize the site. Within one month, Robert earned his first affiliate sale. By the end of the first year, the website had replaced his old salary.

Tooltester grew steadily over the next few years, with 314% growth in 2011–2012 and another 29% growth in 2012–2013, laying the foundation for what would become a thriving business.

Tooltester’s revenue growth over the years

Scaling Up: Building a Team and Expanding Internationally

As traffic and revenue increased, Robert realized he couldn’t scale the business alone. In 2013, he hired his first employees and expanded Tooltester into seven languages over the years to reach new international markets.

While the business grew, so did the challenges. Managing a growing team without clear processes led to mistakes and communication issues. “At first, I tried to blame the employees,” Robert admits. “But eventually, I realized the problem was the lack of proper processes.”

Implementing standard operating procedures (SOPs) brought clarity and reduced errors. This shift allowed the team to work more efficiently and provided a scalable foundation for growth. “It wasn’t my favorite task, but it was necessary,” Robert says.

Tooltester team event, November 2024

Finding Clarity Through Outside Perspective

As Tooltester grew, Robert found himself caught in a common founder trap – trying to do everything himself. With a team of ten, he was still managing everyone directly, juggling leadership, operations, and strategy.

At first, he didn’t see the issue. But tension was building. Communication was slipping, and the team didn’t seem as engaged.

“It took an outside perspective to make me realize I was the bottleneck,” Robert admits.

A conversation with a mentor made things clear: he needed to step back from day-to-day management. “She told me straight up, ‘You need a manager. Your team needs someone who can give them real attention.’”

It was the push he needed. He promoted a trusted team member into a management role, and almost immediately, things shifted. “The team was happier, communication improved, and I finally had time to focus on strategy.”

That experience changed the way Robert approached leadership. “GrowthMentor has made me a better manager and taught me a lot about marketing. I feel more confident in the way I run my business, and whenever I hit a roadblock, I know I don’t have to figure it out alone.”

Robert’s experience with GrowthMentor

The Pivot to EmailTooltester

COVID-19 brought explosive growth for Tooltester as businesses scrambled to move online, and the demand for website-building tools surged. In 2021, the company earned a spot in the Financial Times’ Top 1000 Fastest Growing Companies in Europe for the second year in a row.

But by 2022, things took a turn. Google’s algorithm updates began to hurt review websites, and the post-COVID demand for website builders declined as many businesses had already established their online presence. Despite their best efforts to adapt their SEO strategy, Tooltester’s traffic continued to decline.

During this period, Robert noticed that EmailTooltester, a smaller side project focused on email marketing software, remained stable. In 2023, he decided to pivot the company’s focus entirely to EmailTooltester.

An early version of the EmailTooltester website

“Email marketing is making a comeback,” Robert explains. “It’s a hot topic again because people are building newsletters and value owning their audience. Unlike social media, where algorithms control what your audience sees, email gives you direct access.”

The pivot also gave the business a narrower focus, which Robert says was a critical factor. “Tooltester was trying to do everything—website builders, e-commerce tools, SEO tools, live chat, and more. But EmailTooltester is focused solely on small business email marketing. That focus has made all the difference.”

Diversifying Growth Channels

One of the most important lessons Robert learned through the challenges with SEO is the danger of relying on a single traffic source.

“When you grow year over year, it’s easy to become blind to the fact that things could change,” he says. “But when Google updates hit us in 2022, we realized how risky it was to rely so heavily on SEO.”

To reduce dependency on Google, Robert and his team began experimenting with new growth channels, including:

1. Email Marketing: They use email campaigns to re-engage visitors and drive repeat traffic to the site.
2. LinkedIn Presence: Robert has become more active on LinkedIn, sharing insights and positioning himself as a thought leader in email marketing.
3. Sponsorships: The company has started sponsoring events and newsletters to build brand recognition and expand its reach.

The results have been promising. While Google still accounts for 65% of their traffic, that’s down from around 80% just a few years ago. Robert has even noticed that as their reliance on Google decreases, their rankings improve. “It’s like Google sees we’re getting traffic from other sources and decides we’re more credible,” he says.

Lessons for Startup Founders

Robert’s journey offers several critical lessons for founders:

1. Diversify Early: Don’t wait for a crisis to start diversifying. Experiment with new channels – email marketing, social media, events, and more – to build a more resilient business.
2. Focus Brings Results: Narrowing their focus to email marketing allowed the team to create higher-quality content and stand out in a competitive market.
3. Delegate to Scale: Hiring a manager to oversee part of the team improved communication and freed up Robert’s time to focus on strategy.
4. Put the Reader First: Shifting their content strategy to prioritize value for readers, rather than just SEO rankings, helped build trust and engagement with their audience.

When asked to sum up his biggest lesson, Robert says:

What’s Next for EmailTooltester

With a lean team of 10 employees, Robert is focused on solidifying EmailTooltester’s brand as the go-to resource for small business email marketing. Upcoming initiatives include:

• Launching a video course on email marketing software.
• Hosting webinars and Q&A sessions.
• Providing free educational resources, including their Email Marketing eBook for Beginners.
• Continuing to experiment with new marketing channels.

“We want to become the trusted name in email marketing for small businesses,” he says.

Tooltester website

Building a Resilient Business

Robert Brandl’s story is one of persistence, adaptability, and strategic decision-making. From growing Tooltester into a $1.5M business to pivoting to EmailTooltester to navigate market changes, his journey is packed with lessons for founders.

In today’s fast-changing digital world, resilience is the ultimate competitive advantage. By diversifying your traffic sources, narrowing your focus, and building a strong team, you can create a business that not only survives but thrives through challenges.

For startup founders, Robert’s journey is a reminder to stay curious, embrace experimentation, and never stop adapting. After all, success isn’t just about scaling—it’s about building a business that lasts.