Four phases, each resting on the one before.

Intake and audit. We determine the entity, its audiences and the claims that need proof: who you are, why you can be trusted, why you are worth the price, why you are the expert. This surfaces where that proof is now and where it is missing, and we discuss what you need from copy, legal and IT. You get a work plan that is as concrete as possible.

Who you need: Me, and a few people who can answer questions.

On your own assets, we make your own story consistent and correct.

Working with your stakeholders. We don’t work on your pages solo. We align with copy, legal and IT: copy guards the voice and brand language, legal guards what may factually be claimed, IT puts it live. That way the evidence stays yours, not ours.

The True Root. Together we rewrite the about page into a True Root. Existing content stays, the definition comes first, the facts become independently readable, and the relationships with parent company, category and people are made explicit.

Evidence per claim. For every other claim we set out the proof it needs and where it should live: your standards and complaints procedure, a record of corrections, pricing that explains what is included, your methods with the experts named. We write or rewrite those pages with you and link each one from the True Root.

Structured data. We capture the same facts in the machine-readable layer, so text and data broadcast the same thing. You get a clear explanation of what changed and why.

Who you need: Technology and content, and possibly legal.

Then we take that story to what you can influence: your partners, your social media, your Google Business Profile, your official registrations and your (old) job postings.

Who you need: Partners, account managers and affiliate managers.

Finally, the wider web, where you can deploy your own employees: social media monitoring, responding to reviews, PR and brand reputation.

Who you need: PR and legal.