Blog
Guides for B2B service firms
How accounting firms, law firms and consultancies can define their clients, write proposals, keep accounts and measure what works.
B2B service page: the seven parts of a page that gets clients to reach out
A B2B service page step by step: first screen, scope, exclusions, proof next to the claim, process and timeline, questions from objections and two calls to action, one page per service.
Is X worth it for agencies and consultants? When it makes sense and when it doesn't
Is X (Twitter) worth it for agencies and consulting firms: how to check whether your buyers are there, X for research or sales, a 90-day test and when to quit.
LinkedIn for founder-led service firms: posts buyers reply to
LinkedIn for founder-led service firms: how the owner writes posts for buyers, three formats, one idea and one ask per post, what not to post and what to measure.
Proof library: client results ready before every proposal
A proof library for a service firm: one record per client result, which fields to record, where to start and how to pick proof for a proposal.
Anonymous case studies when clients won't let you name them
Anonymous case studies: three separate permissions, what to describe instead of the client's name, how to report results without inventing numbers.
Expert content without writing: a 20-minute interview
Expert content without writing: a 20-minute interview with five questions becomes a blog post, a LinkedIn post and a page section; the expert checks only facts.
Content for service firms: mapping topics to buying stages
Content marketing for service firms: how to map topics to three buying stages, pick the format, source topics from sales calls and cut the ones you don't need.
Second brand for a service firm: when and how to run it
A second brand makes sense for a service firm when a new service sells to a different buyer. What stays separate, what is shared and how to measure each brand.
Productized services: turning custom work into a fixed offer
How to productize a service in five steps: choosing the service, scope, exclusions, pricing without timesheet history and a three-client test, with an example.
Agency positioning statement: a template without the fluff
An agency positioning statement in one sentence: a five-part template, five steps from client alternatives to the sentence and a before-and-after example.
How to write a service description your whole team can sell
How to write a service description for a B2B service firm: eight fields, scope and exclusions, proof without case studies and one source for the team.
Agency specialization: why do-everything agencies stall
Agency specialization by the numbers: why a do-everything agency grows slower, three axes for choosing a niche and a test that keeps your current clients.
B2B buyer persona: who signs, who blocks, who uses
A B2B buyer persona for agencies, dev shops and consultancies: the three roles in buying a service, a filled-in template and a test for your proposal.
Claude Code team setup: what it costs a service firm
What a Claude Code team setup costs: plan prices for teams of 3, 5 and 10, the cost of a hired setup, and a sample first-year budget for a service firm.
How to create an ICP for a B2B service firm
A guide for agencies, consultancies and dev shops: describe when a client starts looking for help, who to turn away, and tie each ICP to a service.
