A subscription model only works if both sides know what they are signing up for. The rules below are how the work runs and who it works for. Read them before you book.
The fit check
Read both columns before you decide to book a call. The biggest predictor of a bad outcome is a mismatch at the start. Surface it here, not six weeks in.
You sell considered B2B purchases.
Sales cycles longer than a week. Buyers who research before they buy.
Your deal values justify the spend.
One extra lead a month covers the subscription many times over.
You think of the website as a revenue channel.
Not a vanity project. Pipeline, conversion and citations matter more than a new hero image.
You know your buyers, competitors and a good lead.
You do not need six weeks of workshops to articulate your proposition.
You want a team that runs the engine.
Not a creative studio. Not a platform. A senior operator on a subscription.
If that sounds like you, request the audit.
You want a beautiful website.Priority
We build sites that are clean, fast, accessible and on brand. We do not build art pieces. If award winning design is on your brief, a creative agency will serve you better.
You think brand guidelines are the starting point.Priority
We adhere to an existing brand book. We will not reopen it. If your brand book is unfinished, finish that first, then come back.
You want a website, not an outcome.Priority
We measure success in pipeline, citations and revenue. If those metrics are not the point, the subscription will feel expensive.
You cannot name one single decision maker.Priority
We require one person on your side with authority to approve copy, wireframes and scope. Committees grind any build to a halt.
These four matter most. The full set of relationship rules is below.
Honest self-check. If two or more on the right describe how you think, the audit is a better first step than a call.
Six rules that make the subscription viable for both of us. Boring but load-bearing.
One
We do not write speculative proposals. A short paid discovery produces the architecture, content plan, and commercial recommendation. The fee is credited against your first two months of subscription on signing. Prospects who will not pay for discovery are not serious, and the discovery itself is where most wrong-fit matches self-select out.
Two
We require one person on your side with authority to approve copy, sign off wireframes, and close review rounds. Named in writing. Committees of five marketing stakeholders with veto rights grind any build to a halt. If you cannot name that person before we start, we pause until you can.
Three
We work to two formal review windows during build, monthly review points in maintenance, and 48-hour approval windows. Running commentary over email, Slack and phone calls is the single most reliable way to blow a timeline. Approvals move the timeline. If you miss a window, the launch date moves with it.
Four
Hosting, CMS choices, schema, internal linking, page templates, publishing workflow. That is our decision. Message, offer, voice, commercial priorities. That is yours.
Five
Pillar content and ongoing cluster content are included. Your subject matter expert reviews in batched rounds. They do not write from scratch. A website without fresh, authoritative content does not rank, does not earn citations, and does not hold its position. The content engine is why the subscription works.
Six
Out-of-scope work is a change request with a number attached. We quote, you approve, it happens. We do not absorb scope creep to keep the relationship smooth. Quarterly business reviews every ninety days are where expansion conversations happen.
If you cancel, nothing leaves with us. Here is the specific list.
Registered in your name or already in your name. We never own your domain.
Delivered with full admin rights in your name. No locked CMS. No proprietary builder. Export whenever you want.
Every article, every piece of copy, every brief. Markdown plus PDF, backed up monthly. Yours to take.
Every PR placement, every author profile, every expert citation. URLs, PDFs and publication contacts.
Citation share, share of voice, placement count, content shipped. Exported to CSV on request, up to the day you cancel.
The voice and brand guide we build at kickoff is signed off by you and delivered as a document. It is not proprietary.
Most subscription services hold the website hostage on a proprietary CMS or claim rights over the content. That is a commercial tactic, not a technology requirement. We do the opposite because we want your renewal to come from performance, not from captivity.
If the way we work sounds like a relief rather than an annoyance, request the audit. If it sounds like a problem, thank you for reading this far. Almost certainly there is an agency out there who will love working with you, and we are happy to refer.
The audit is free and delivered in five working days. If we agree it is a match, the next step is paid discovery. If we do not, we will say so and point you at someone who will be a better match.
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