Measurement methodology
Results need definitions, not just big numbers.
Public case-study numbers are useful only if a reader can understand what was measured, what was included in the engagement, and where the data has limits.
This page documents the rules we use when we describe lead growth, digitally attributable leads, and revenue relative to spend. It is deliberately conservative. We would rather make a narrower claim that we can explain than turn normal business data into a miracle story.
Current public outcomes
The numbers this methodology governs
These engagements included a website rebuild, rebranding assistance, ongoing SEO, and Corporate Positioning.
Average across regional remodeling and plumbing engagements
Regional plumbing contractor
Regional remodeling contractor
Regional window treatment contractor
What counts as a lead
A lead is a contact or inquiry that reaches the business through a trackable digital path and is treated by the business as a real prospect. Depending on the engagement, that can include qualified form submissions, tracked calls, booked consultations, or another agreed intake action.
We do not treat page views, button clicks, spam submissions, or every event in analytics as a lead. When lead quality is available, the useful question is not only how many inquiries arrived, but whether the business considered them worth pursuing.
What digitally attributable means
Digitally attributable means the available evidence connects the inquiry to a digital source with reasonable confidence. That can include form records, tracked phone actions, analytics events, campaign parameters, landing-page context, CRM source fields, Search Console context, or direct confirmation from the business.
Attribution is not omniscient. A person may search on one device, call from another, return directly later, or hear about the business offline before using the website. When the path is not clear enough, we do not force it into a digital bucket merely to improve the number.
What revenue relative to spend means
Revenue relative to spend compares revenue that the business can reasonably connect to the engagement against the fees paid for the combined work during the relevant measurement period. It is not a claim that every dollar of revenue was caused by one SEO task or one design decision.
Some engagements include a rebuild, positioning work, ongoing SEO, content, development, analytics, and conversion changes at the same time. When the work is integrated, the public result is described as an engagement outcome rather than pretending we isolated one tactic in a laboratory.
Baseline and comparison windows
Growth claims require a comparison point. We prefer a meaningful prior period or known pre-engagement operating baseline rather than comparing a strong month against an unusually weak week.
The appropriate window depends on the business. Search demand can be seasonal, sales cycles vary, and a remodeler does not behave like an emergency service company. The case study should describe the time context when it materially affects interpretation.
What we will not claim
- We do not guarantee future rankings, traffic, lead counts, or revenue.
- We do not present correlation as proof that one isolated change caused every downstream result.
- We do not count unverifiable anecdotes as tracked digital outcomes when the source is unknown.
- We do not treat synthetic performance scores as direct evidence of revenue.
- We do not hide that combined engagements involve more than one marketing or technical variable.
Why this standard matters
The point of case-study data is to reduce uncertainty for a buyer, not to create a number that looks good on a card. A methodology page gives the claim somewhere to be challenged. A prospect can see what we mean, what we do not mean, and how much weight to give the result.