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Choosing an agency

Deciding who should do the work and what it should cost: agency, freelancer or in-house, SEO or paid ads, how long results take, and what to ask before you sign.

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Every other article on choosing an agency

Choosing an agency Comparison 7 min read

SEO or Google Ads: which one should you start with?

A decision, not a debate. Which channel to start with depends on your margin, your timeline and whether demand already exists. Here is how to work it out.

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Choosing an agency Checklist 7 min read

20 questions to ask before you sign with any agency

The questions that separate an agency that will move your numbers from one that sends a report. What a good answer sounds like, and what a bad one means.

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Choosing an agency Short answer 7 min read

Why we attach a penalty to our own promise

The reasoning behind a refund plus $1,000 if we miss the target, the conditions that make it honest, and what it changes about which clients we take.

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Choosing an agency Short answer 6 min read

How long does SEO actually take?

A month-by-month view of what moves and when, why the honest answer is three to six months, and what a faster answer usually means.

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Choosing an agency Short answer 6 min read

Why we dropped web design, social and branding

An agency that sells eleven services is usually reselling several of them. What we removed, why, and what it costs us in deals we no longer win.

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Choosing an agency Template 6 min read

A marketing strategy that starts with the arithmetic

A one-page marketing strategy that starts with what a customer is worth and what you can afford to pay for one. Free markdown template.

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  • Tracking. Whether it measures anything real, or counts page views as sales.

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  • What you rank for, and what you should.
  • What the ad spend is buying, and what a lead really costs.
  • Which follow-up emails your list is missing.
  • Whether your tracking counts anything real.

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