The method
We read your competitors before we write your page.
All of them, in your metro, line by line — and we stage every claim they make by how many of the others already make it. Everything below is what that produces and what it costs you.
Stage one · the survey
A market has a fixed number of positions and most of them are occupied.
This is the stage that decides everything after it, and it's the one almost nobody runs, because it can't be automated and it doesn't transfer between cities. It's reading. It takes a few days and it produces a document.
Every commercial fire protection contractor bidding the work you bid, in the metro you sell into. Their sites, their ad copy, and the first line of each, captured verbatim rather than paraphrased.
Each distinct claim, and the count of competitors making it. That count is the whole instrument: a claim two of them make is contested, a claim nearly all of them make is dead, and the difference isn't a matter of taste.
A map of the market in their own words — what's dead, what's contested, what's still open — with the source line quoted next to every entry so you can check it rather than take our word for it.
Claim density is local. A position that's saturated in one metro is routinely wide open in the next, so the survey is run per city and expires as the market moves.
Stages two through four
Each stage is a gate, not a phase.
A gate means the next one doesn't start until this one produces something. It's the difference between a process and a schedule.
Choose the position
From the open floor, and from what's true about how you actually operate. In-house versus subcontracted crews, what your response window really is, what happens to a deficiency list after you leave. The position has to survive the first phone call, so it has to be a fact about your business rather than a phrase we liked.
Build the argument, then the page
Problem, stakes, why it persists, mechanism, outcome, action — written as six flat sentences before a word of prose exists. If a stranger can't get from one sentence to the next without supplying something themselves, that's the hole, and no amount of rewording closes it. The page is then built to the argument. Any section carrying none of the six gets cut before you see it.
Wire the meter
Campaign parameters captured on first touch and carried through every click, so a booked contract traces back to the ad, the keyword and the page that produced it. First touch, not last: someone who sees the ad, leaves, and comes back a week later by typing your name is still that ad's lead.
What lands in your hands
Five things, and you keep all of them.
Including if you don't continue past the free month. There's no version of this where the work stays with us as leverage.
| Item | Deliverable | What it's for |
|---|---|---|
| 01 | Market survey | Competitor headlines verbatim, every claim staged by how many make it, and the positions still open in your metro. |
| 02 | Position brief | The claim we're building on, why it's open, and the operational fact that makes it true for you rather than aspirational. |
| 03 | Copy deck | The full argument, section by section, with every specific we couldn't verify bracketed rather than invented. |
| 04 | Reference build | The page itself — real markup, real type, real spacing — plus section-by-section notes so it rebuilds in your CRM without a translation meeting. |
| 05 | Tracking checklist | Every field, every workflow, and what to verify before it goes live. |
Terms
Stated here so the call isn't about them.
Survey, position, build, campaign, tracking. The system running, not a sample of it.
Six in total, the free month included in the six. Shorter and there's nothing to measure.
retainer
One figure, quoted on the call, fixed for the term. Not a percentage of your ad spend.
Separate, paid by you directly to the platform, and never routed through us. An agency that marks up media has a reason to want your budget larger; we'd rather not have that argument with you every month.
You get it on the call, before you commit to anything, and it doesn't move for the length of the term. Month one is free either way — so if the figure doesn't work for you, that's twenty minutes spent rather than six months.
Scope
Worth reading before you book.
The first month is on us, which makes us careful about who we spend it on. Reading this now saves us both the call.
This works if
- You install, inspect or service fire and life-safety systems commercially.
- You have crew capacity to take on more work inside 60 days.
- You can commit to six months. Shorter and there's nothing to measure.
- Someone answers the phone during business hours.
- You can put a real number on your response time, your licence, or your job count.
- You're willing to say something a competitor can't say back.
It doesn't if
- You want a brand site with no lead target attached to it.
- The differentiator would have to be invented, because nothing true is available yet.
- You need forty city pages that say the same thing.
- You're shopping on price. We're not the cheapest and we won't pretend otherwise.
- Residential is the majority of your work. That's a different market and a different survey.
Next step
Bring your market. We'll tell you what's left in it.
Twenty minutes. Bring the page you're running now and the metro you sell into. You'll leave knowing which of your claims are already spoken for there, what month one would involve, and whether we think it works for you — including when the answer is no.