We get your business found for the searches your buyers actually make — on Google and in AI answers — and we measure success the way you do: the calls, forms and sales that come from them. You work directly with the senior specialists doing the work. No account-manager relay, no juniors learning on your budget.
Most underperforming SEO isn't a Google problem — it's a targeting, content and conversion problem. If any of these sound familiar, that's usually why.
Your visitor numbers climb while the phone stays quiet — because the page they land on was never built to turn a search into a conversation.
Impressions, positions, clicks — plenty of charts, but you still can't see which search actually produced a paying customer.
You rank when someone types your company name. Your competitors rank for the questions buyers ask before they choose.
A PDF audit, some meta tags, a few directory links — then silence. Activity isn't the same as progress.
Buyers now ask ChatGPT and Google's AI who to shortlist. If your name isn't in those answers, you're losing deals you never knew existed.
Every month this stays unfixed, the gap gets more expensive: competitors collect the enquiries your buyers wanted to give you, and they build the authority you'll later have to outrank. Search rewards whoever starts — and keeps going.
Not sure which column you're in? That's exactly what the discovery call is for — we'll tell you straight, and point you somewhere useful either way.
Six workstreams, one goal: searches that become enquiries. Here's exactly what we do, what lands in your hands, and how we judge whether it's working.
Most SEO is measured in ways that make agencies look busy: keyword counts, impressions, position tracking for terms nobody buys from. We work the other way. We start from the searches your buyers make when they're close to a decision, build the pages that answer them, and measure everything against what reaches your inbox and your books.
We're structured differently on purpose. No account-manager relay between you and the people doing the work. No juniors learning on your budget. You talk directly to the senior specialists on your account, we plug into your team, and we report against the numbers your business actually runs on.
That also means we're selective. If you want the cheapest possible retainer, or a hundred keywords tracked for the sake of a chart, we'll happily point you towards agencies that do that well. If you want search to become a channel you can actually forecast — that's the work we built DNA to do.
What happens: we audit your site's technical health, content, authority and current visibility — in Google and in AI search. We baseline where you are and agree, in numbers, what "working" will mean.
What we need from you: website, analytics and Search Console access, one 60-minute intake call, honest answers about which enquiries actually become customers.
What happens: we build the plan — buyer-intent map, priority pages, content calendar, technical fix list — sequenced by impact, with targets attached. Nothing changes on your site until you've approved it.
What we need from you: feedback within working days, one decision-maker in the approval loop.
What happens: fixes go live, pages get rebuilt, content ships, authority building begins. Weekly optimisation cycles, a monthly plain-English report and call, and a quarterly strategy review.
What we need from you: timely content approvals, and sales feedback on lead quality.
No black box. You'll always know what we're doing, why we're doing it, and what it's producing.
The Italian Lawyer is a London-based firm specialising in cross-border Italian law — corporate matters, inheritance, real estate and private client work across the UK and Italy. World-class expertise. Near-zero digital presence.
In legal, trust is the currency — and the firm had no way to earn it online. The winning searches weren't generic; they were the specific questions buyers ask when choosing a cross-border lawyer. Nobody was answering them. So we built for exactly that.
Results measured [month]–[month]
Results reflect this client's market, starting point and budget — they're evidence of how we work, not a promise of identical numbers.
Read the full case study →Most SEO engagements with DNA run between £[X] and £[X] per month, depending on your market, your site's condition and how much content the plan needs. One-off audits and fixed projects are priced individually. Either way, you'll have an exact written quote within 48 hours of your discovery call — before you commit to anything.
The four things that move your price:Strategy, technical fixes, content, authority building, AI-search optimisation, dashboard, monthly call. No surprise line items, no "premium reporting" tier.
[X]-month initial term — then rolling monthly. Not because we want to lock you in, but because that's how long it honestly takes to build the baseline and prove the signal. After that, if we're not earning the renewal, you shouldn't renew.
£[X] fixed · working days · findings call included. You get a prioritised roadmap you can execute with us, with someone else, or in-house. Continue with us and the audit fee comes off your first invoice.
No account managers relaying messages. When you email, the person who wrote your strategy is the person who answers. This is who's behind your SEO.
You brief and question the specialists directly — no relay layer. Questions answered within one working day. Your monthly call is with the people doing the work, not a rep reading a report at you. We work across UK / European time zones.
We use AI and specialist tools for research, analysis and monitoring — it makes us faster. Strategy, content and every final decision stay human. Your data is never fed into public AI models.
Early movement typically shows in weeks 8–12; compounding growth builds from months 4–6. Quick wins come first — technical fixes and pages that only needed targeting — while authority and content compound behind them. We set your baseline in the Diagnostic phase so movement is measured, not imagined. Anyone promising page 1 in 30 days is selling you something.
No — and nobody honest does. Rankings are Google's decision. What we control and commit to is the work, the targets and the transparency — and we measure success in enquiries and revenue, not positions in a chart.
Most engagements run £[X]–£[X] per month; market competitiveness, your site's condition, content volume and scope move the price. You get an exact written quote within 48 hours of your discovery call. If your budget sits below that range, the fixed-fee SEO Audit is the honest starting point.
A [X]-month initial term, then rolling monthly. SEO genuinely needs that window to build a baseline and prove signal — shorter would be taking your money under false pretences. After that, we earn the renewal every month.
Access in week one (website, analytics, Search Console), one person who approves content within working days, and honest feedback on which enquiries became customers. Budget roughly [X] hour(s) of your time per month.
You do — all of it. The content, the research, the rankings earned, the dashboard history. Everything we've built is yours, we hand it over properly, and we part as friends.
Yes — we regularly slot in as the specialist search arm alongside in-house marketers, web developers or a PR agency. Clear lanes, one shared dashboard, no turf wars.
Fair question. Three reasons: you talk directly to the people doing the work; every report ties activity to enquiries rather than vanity metrics; and you approve the strategy before anything changes on your site. And if trust needs earning first — the fixed-fee audit lets you test us before committing to anything.
On the call, we review your site's visibility live — where you stand in Google and AI search, what's holding you back, and what we'd fix first. Then an honest conversation about whether DNA is the right fit to fix it. If we're not, we'll say so — and point you somewhere useful.
No slide deck. No pressure sequence afterwards. One working session with someone who actually does this work.
