Skip to content
Refresh
Digital marketing

Traffic is not the goal. Inquiries you can staff are.

We run search, paid and analytics for the same clients whose sites we built, which is why a new landing page takes a week rather than a change request. Every month you get one page of numbers and a call to argue with them.

Get a quoteHow we measure
Ad spend
Always on your card
Accounts
Always in your name
Reporting
One page, monthly
Minimum term
Three months
What we run

Five pieces, and you can buy them separately

Nobody needs all five on day one. Most clients start with the analytics setup and local SEO, because without those the paid work is guesswork.

01 — Where the money goes

Marketing strategy

A written plan naming the channels, the split and the number we are aiming at.

Before any channel work starts we agree what a good month looks like in your terms — twelve qualified inquiries, four consultations booked, whatever the business actually runs on. Then we work backwards to the traffic and the budget that produces it, and write it down so it can be argued with.

Written once, revisited every quarter

Deliverables

  • A target defined in inquiries or bookings, not sessions
  • Channel plan with a budget split and the reasoning for each line
  • Audience and offer notes taken from your own sales calls
  • A competitor scan covering their pages, their ads and their gaps
  • A twelve-week roadmap with named owners and dates
  • A quarterly reset session to change the plan when reality disagrees
02 — Earned traffic

Search engine optimization

Technical, on-page and local search, mapped page by page.

SEO is three separate jobs and most agencies only do one. The technical work makes the site indexable and fast. The on-page work makes each page answer a specific search. The local work gets you into the map pack for the towns you serve. We do all three and we tell you which one is currently your bottleneck.

Ongoing, reviewed monthly

Deliverables

  • Technical audit and fixes: crawlability, indexation, speed, structured data
  • A keyword map assigning one primary intent per page, with no two pages competing
  • Title tags and meta descriptions written by hand for every page
  • Local SEO: Google Business Profile, service areas, citations and review flow
  • Internal linking plan so new pages inherit authority from existing ones
  • Content briefs for the pages worth writing, with the search intent spelled out
04 — Knowing what happened

Analytics and tracking

GA4 and Search Console configured around your inquiries, not their defaults.

Out of the box, GA4 tells you about sessions. That is close to useless for a business that lives on phone calls and form fills. We configure it around the events that mean money to you, then check the numbers reconcile with your CRM before anyone starts making decisions on them.

Set up once, audited each quarter

Deliverables

  • GA4 events for form submissions, call clicks, bookings and file downloads
  • Conversions marked and imported into Google Ads and Meta
  • Search Console verified, sitemap submitted, coverage errors cleared
  • Call tracking numbers where phone is the main inquiry route
  • Consent handling so the tracking is lawful in the regions you serve
  • A reconciliation check against your CRM, so the two agree before we report on them
05 — Something to send traffic to

Content and landing pages

Pages built and tested, not just briefs handed over.

The reason we do this rather than hand you a document is speed. When a campaign needs a page for a specific service in a specific town, the people writing it also have edit access to the site. It goes live the same week, in the same design system, without a change request.

Two to four pages a month on Partner

Deliverables

  • Landing pages designed, written and built inside your existing Webflow project
  • A/B tests on headline, offer and form length, with a decision at the end
  • Service and location pages generated from the CMS, each genuinely different
  • Long-form guides for the questions your sales team answers most often
  • Form length and field testing, because every extra field costs you submissions
  • A quarterly content calendar tied to the keyword map, not to a posting quota
Measurement and reporting

Six numbers we report, and four we refuse to

Marketing reports are usually written to reassure rather than to inform. Ours has to survive a business owner asking, in plain terms, whether this month made money.

The metrics Refresh reports each month, what they mean and why they matter
MetricHow it is measuredWhy it is on the report
Qualified inquiriesForm submissions and tracked calls that match your definition of a real prospect, with the junk stripped out by hand each month.It is the only number on the report that maps directly to revenue. Everything else exists to explain why this one moved.
Cost per qualified inquiryTotal spend for the channel divided by the qualified inquiries it produced, calculated per channel rather than blended.A blended figure hides the channel that is losing money. Split by channel, it tells you exactly where the next dollar should go.
Organic entries to money pagesSessions landing directly on service, location or product pages from search, excluding the blog and the homepage.Total organic traffic can rise while inquiries fall. Traffic arriving on the pages that ask for the business is the version that matters.
Commercial keyword visibilityRanking positions for the terms on your keyword map that carry buying intent, tracked as a group rather than cherry-picked.Tracking the whole target set stops anyone reporting on the four terms that happened to go up this month.
Conversion rate by templateThe percentage of visitors to each page template who complete the inquiry action on that template.It points at the specific page to fix next. A service template converting at 1.1% while another does 4.6% is a month of work with an obvious payoff.
Core Web VitalsReal-user LCP, INP and CLS from the Chrome UX Report, per template, on mobile.Speed is a ranking input and a conversion input at the same time. We watch it monthly because it degrades quietly as content is added.

What we leave off, and why

  • Impressions on their own

    Being seen is not being chosen. We report impressions only alongside the click-through and conversion rate that give them meaning.

  • Bounce rate in isolation

    A visitor who reads your opening hours and calls you counts as a bounce. Used alone it punishes pages that did their job.

  • Rankings for vanity terms

    Position one for a phrase nobody types is easy to achieve and worth nothing. If it is not on the keyword map, it is not on the report.

  • Social follower counts

    Unless followers are demonstrably becoming inquiries, the number is a hobby. We would rather spend the hour on a landing page.

The reporting rhythm

  1. A one-page report, every month

    One side of paper: what happened, what it cost, what we changed, and what we are doing next month. If a number went the wrong way it is on the page, near the top, with the reason.

  2. A call to argue with it

    Thirty minutes on the phone with the person who did the work. Reports that get emailed and never discussed tend to be the ones hiding something.

  3. A live dashboard you can open any day

    A Looker Studio view fed from GA4, Search Console and the ad accounts, so you are never waiting until month-end to see whether the week is going well.

  4. A quarterly reset

    Every twelve weeks we stop and ask whether the plan is still right, rather than continuing because it is what we agreed in January.

Before any of this is reported on, we reconcile the analytics against your own records. If GA4 says forty inquiries and your CRM says twenty-six, we fix the tracking before we send you a single number. A confident report built on broken measurement is worse than no report at all.

Marketing questions

Budgets, timelines and who owns what

The four questions that decide whether this is a good fit, answered before you spend anything.

Ask us directly
Do you require a minimum ad spend?

No minimum, but below roughly $1,500 a month on Google Ads the data comes in too slowly to optimize honestly, and we will say so before you commit. For smaller budgets we usually recommend putting the money into local SEO and landing pages first.

Is the ad spend included in your fee?

Never. Advertising spend goes on your own card, inside your own ad accounts, so you can see every dollar and take the accounts with you if you leave. Our fee covers the strategy, the build, the management and the reporting.

How quickly should we expect SEO to do anything?

Technical fixes and on-page work often show up within four to six weeks. Rankings for competitive commercial terms take three to six months, and local map pack movement usually lands somewhere in between. Anyone promising page one in thirty days is either targeting terms nobody searches for or is not telling you the truth.

Can you work with our existing Google Ads account?

Yes, and we prefer it. Your account holds the conversion history that makes bidding work, so we restructure inside it rather than starting a new one and throwing that away. We will audit it first and show you what we would change before touching anything.

Start with the numbers

We will audit what you are running now, free

Send us access to your Google Ads, GA4 and Search Console and you get a written read on what is working, what is wasted and what we would change first. No obligation attached.

Get a quoteSee what it costs
Email
hello@refreshagency.co
Phone
(303) 555-0184
Studio
2500 Larimer Street, Suite 210, Denver, CO 80205

We reply to every inquiry within one business day.

CallGet a quote