WorkAn Advisory Case
What the Retainer
Was Buying.
A firm paid an SEO agency every month. The reading started with one question: what was the retainer actually buying?
The result
7
documents of record, then four hours with the people who decide
- The Firm
- selling abroad, an agency on retainer
- The Question
- what the retainer bought
- Delivered
- seven documents of record, then the alignment
- The Session
- four hours with the people who decide
The Work.
The Firm
A firm selling abroad paid an SEO agency every month and wanted to know what that money bought.
What Was Built
A reading in seven documents of record, from its own search data and its buyers’ own words, then an alignment of sixty-five pages.
What It Did
The reading found demand maintained and new demand untouched; a four-hour session set the order of the work.
Most Visitors
Already Knew the Firm.The retainer kept the demand the firm already had. Buyers who searched for what it makes, without its name, were not reached at all.
Seven Documents
of Record.
What is true, and how we know: each one read from the firm’s own accounts, its leads, the field and every page of its site.
- The Map of the Work
The whole reading on one page, and the order in which the rest is read.
R0 - Search Reality
What Google, Bing and the AI answers show for the firm, and what visitors do.
R1 - Customer Reality
The buyers’ own first messages, read word for word.
R2 - Competitive Reality
Who else answers the same questions, their claims quoted.
R3 - The Site
Every page read for what it promises, and where it disagrees with itself.
R4 - The US Lens
The same reading for the market the firm wanted next.
R5 - Additional Findings
What the reading found that nobody had asked about.
R6
Then the Direction,
in Its Own Brand.
The reading ended in finished work the firm could hand to its own team and its agency.
The Alignment
Sixty-five pages in the firm’s own brand style, every page of the site mapped to new language, the missing sections named.
The Image Set
About five hundred images in the brand’s style, named and tagged for every page that needs one.
The Session
Four hours with the people who decide; the order of the work set in the room.
What Followed
Content in three or four languages each month, and a second site for the human side of the firm, on the studio’s engine.
A Monthly Report,
or a Reading.
The Agency’s Report
- What It Measured
- Rankings and traffic.
- What It Found
- Steady numbers.
- What It Ended In
- Next month’s report.
- Who It Was For
- The agency’s account.
The Reading
- What It Measured
- Who the visitors were, and who never arrived.
- What It Found
- Demand maintained, new demand untouched.
- What It Ended In
- Documents the firm keeps, and a session that set the order.
- Who It Was For
- The people who decide, and the agency too.
Start with
One Reading.
Tell us how the firm is found today and who works on it. A person reads it and writes back within two working days.