Our Work — And Where Every Number Came From

Why every number here has a label on it

Anyone can put a round percentage next to a logo. Every agency knows how it is done, it takes an afternoon, and it looks impressive right up until somebody asks a follow-up question.

The people worth winning are exactly the people who ask it: which property did that number come from, over what period, measured against what. Being unable to answer at that point costs far more than a modest claim ever would have.

So every card here carries a label saying where its figure came from — the client said it, an analytics property shows it, or it is our own site and you can inspect the whole thing. Three sources, and deliberately no fourth for “approximately”.

It is a small thing that changes how the page reads. A number with a source attached is a claim you can check. A number without one is decoration, and most portfolios are made almost entirely of decoration.

• ✓Client-stated — the client said it publicly, on the record, and we quote them rather than paraphrasing.
• ✓Search Console — measured in a property you or the client can open and check for yourself.
• ✓Our own site — fully inspectable, including the mistakes — our migration audit found 24 pages with no meta description.
• ✓No fourth category — there is no tag for “approximately”. If it cannot be sourced, it is described, not counted.
• ✓Our own work labelled as ours — the migration and social cards are our own properties, and are marked so rather than dressed up as client wins.

The first thing a serious prospect does with a case study is try to verify it. We decided to write the page for that person rather than for the one who is only skimming.