Second opinion
What do you look like
An outside-in read of who you appear to help, how you help, and how you sound, to humans, search engines and AI agents.
Carried out without any access to your team or your analytics, because that's exactly how a prospective client, a search engine or an AI assistant views you. You'll get a fully researched document that your management team/board can understand and act on.
We only work with two organisations each month.
It’s free for teams we think we can genuinely help. By limiting the volume, we protect the quality of the work.
THE SCOPE
One audience, your choice.
Tell us who matters most right now: pension trustees, in-house counsel, procurement directors, referring intermediaries, whoever your next year depends on. We assess your organisation the way that one audience meets it.
We believe that one audience, properly reviewed, beats a shallow survey of your whole digital presence. And in our experience the choosing is useful in itself: for many organisations, naming one audience is the hardest question we ask.
What it can't tell you.
The Second Opinion is the outside view of one audience, and the outside view has no context. It can show you the gap between how you see yourselves and how that audience sees you. It cannot tell you whether that was the right audience to start with, what's wrong versus merely different, or what to fix first.
To do that requires context. Your knowledge of your clients, products and services. Our methodology and expertise in user experience and content strategy and most importantly, data, all working together, one audience at a time.
That part is paid work, which the process will help scope.
Adding context
After the Second Opinion: data, added as you need it.
The assessment usually raises a specific question on what to do next, and the answer determines what data we might need to add. So rather than a fixed package, there's a menu, priced from around £500 a component:
Why free, and why only two a month?
Free is not a teaser; the document is complete and useful on its own. We keep it free because it's how we choose who we work with, and we cap it at two a month because each one is done properly, by us, not by a crawler with a PDF template. If your organisation isn't a fit, we'll tell you that too.