How the analysis works
The method
Most agency reporting repeats what the platform already said. Sessions, impressions, positions, lead counts. That data is real, but it describes the platform's view of your business rather than your business. We start by pulling the raw material out and joining it to what the company actually cares about.
We do this inside each of the four practices. The pattern is identical every time: measure properly, find the gap, build the fix.
▸ 59% of current SEO effort targets terms that have never produced an enquiry. Reallocating to purchase-intent terms with existing page-one presence.
Web & Search
What people search for, and what they do when they arriveWhat we measure
Every term the business could rank or bid for, classified by purchase intent rather than by volume, then weighted against what you actually want to sell and at what margin. On the site itself we track first-party across every touch and hold the full path rather than a session summary.
What it finds
Effort concentrated on research-stage terms that never convert, and demand terms nobody is competing for. On site, which touches genuinely precede an enquiry and which are noise, and enquiries the standard report was crediting to the wrong source.
What we build
The site structure and content programme aimed at the terms that lead to orders, with tracking wired in at build time and the visitor path joined to the CRM outcome.
Campaigns & Outbound
Whether the spend and the effort are producing ordersWhat we measure
Every enquiry traced from its source through to outcome, including how much sales time it consumed on the way. For outbound, deliverability and reply quality rather than send volume.
What it finds
Channels that look healthy on a cost-per-lead report and have never produced an order. Spend absorbed by traffic that would have arrived anyway. Sequences landing in spam because the infrastructure was never set up properly.
What we build
Budget moved to what has order history, real outcomes fed back so platforms optimise on revenue, and sending infrastructure rebuilt where it is the thing holding outbound back.
Enquiry & Sales Systems
What happens to an enquiry in the hours after it arrivesWhat we measure
Every route a buyer can use, tested as a buyer would test it. Then response times by channel and by owner, how many enquiries are contacted at all, and how many are reached while they are still deciding.
What it finds
Routes that have been failing silently. Enquiries with no owner. A gap between when an enquiry arrives and when anyone responds that is far wider than anybody in the business believed.
What we build
Capture consolidated into one queue with an owner assigned on arrival, qualification in front of the channels that need it, and follow-up that runs whether or not somebody remembers.
Analytics & Engineering
Why deals move, and why they stopWhat we measure
Deal and communication data extracted and analysed properly: how many stakeholders were genuinely in the conversation, how much contact each received, and how quickly deals moved between stages.
What it finds
Deals running on a single contact, which rarely close. Stages nothing passes. A point past which an untouched deal has effectively died, which nobody had ever established.
What we build
The prompting, routing and automation that closes the specific gap found, plus reporting where every panel ends in a decision somebody can make this week.