Calls and direction requests
The two numbers that map most closely to somebody walking in. Straight from your profile, free, and impossible to dress up.
Method
Ninety days, in the order that costs you least.
Most agencies front-load the invoice: new site, new brand, new retainer, results maybe. We front-load the free work, because it's also the work with the highest return, and because you shouldn't have to trust us on faith.
Phase 01 · Week 1–4
Everything you already own
Nothing here has a media budget. It is the highest-leverage month of the whole engagement, and it is the month most businesses have never done properly.
- Google Business Profile rebuilt: primary and secondary categories, every service listed, attributes, opening hours that are actually correct
- Photo set replaced — interior, exterior from the street, team, work in progress. Dated, geotagged, ongoing
- Review request flow installed, plus replies written for the backlog sitting unanswered
- Name, address and phone made identical across Yelp, Apple Business Connect, Bing Places and your trade directories
- Baseline grid scan recorded, so month three has something to be measured against
Phase 02 · Week 5–12
Pages built to be quoted
Search results increasingly answer the question instead of listing links. That changes what a page is for: it is no longer a brochure competing for a click, it is a source waiting to be cited.
- One page per service and per location, titled the way people ask rather than the way the trade talks
- Answer first, detail second — the shape assistants can lift from
- LocalBusiness markup so machines stop guessing your hours, area and prices
- Fast on a phone, one tap to call, address visible without scrolling
- Profile kept active weekly throughout — posts, questions, new photos
Phase 03 · Month 4 onward
One more surface, chosen for your trade
You don't need to be everywhere. You need to be in the one other place your particular customers look before they decide.
- Visual trades — salons, restaurants, gyms, anything with a before and after — short video tagged to your location, once or twice a week
- Considered purchases — dentists, lawyers, contractors — written answers to the questions in your own search data
- Citation depth and consistency, which AI discovery leans on more heavily than link counts
- Monthly one-page read on calls, directions and discovery searches
Measurement
We report the actions, not the rankings.
A ranking is a proxy. A phone call is not. And in a search results page that answers questions directly, plenty of good outcomes never produce a website visit at all — so traffic charts have quietly stopped telling the truth.
Discovery vs. brand searches
How many found you by name versus by need. A rising discovery share means you're reaching people who'd never heard of you.
What they typed
The real phrases that surfaced your profile. This is where the next page you should write comes from.
Grid scan, repeated
The same map as your first scan, run again. Watch the red squares turn.
See your baseline before you commit to anything.
The first scan is the same one we run for paying clients. You get the map and the read on it, whether or not you hire us.
Start the free scan