One plan
for your entire internet marketing

It begins with an introductory meeting about your challenges, your target audience, and the data you already have. We then develop the plan and review it with you in a session, ensuring it is clear within your organisation who handles which tasks. You receive it as a working document, not as a one-off report. We periodically evaluate what the figures show and make adjustments where necessary.

Winning regionally and winning nationally are two different games. Regionally, you compete with a handful of companies you know by name. Nationally, you face players who have been working on their visibility for ten years and have the budget for it. Where this costs time and money:

1. Visibility: Regionally, you win partly based on your location. Nationally, that advantage disappears, and you compete on the keyword itself, where many more parties are bidding. Expect months instead of weeks, and start with terms that show purchase intentSearch intent What someone actually aims to achieve with a search query.More about this term.
2. Your website: What sufficed regionally will fall short nationally. A visitor from the other side of the country does not know you and lacks a network to bridge that gap. Everything they need to know to trust you must be on the page.
3. Ad budget: National advertising costs a multiple of regional advertising because you are bidding against parties with larger budgets. Start narrow: one service, the clearest keywords. Only expand once the cost per lead is right.
4. People: More leads mean more work that someone needs to handle. Those who do not arrange this in advance will lose the very leads they just won.
5. Logistics, technology, and financing: If you sell a physical product, distribution, your CRM, and your financing come into play. This is not our field, but it is the reason national expansion more often fails due to execution than marketing.

Going national is rarely just a marketing issue. Ensure the plan is sound before you open the budget.

Short answer: that depends on what a customer yields for you and how many enquiries you need for that, not on what other sole proprietorships spend. Start with the foundation and then calculate backward to the amount an enquiry is allowed to cost.

This is how you arrive at an amount:

• Step one: determine what a new customer yields for you on average.
• Step two: determine how many enquiries you need to acquire one customer. If you don’t know yet, take a conservative estimate and adjust it based on your own figures after two months.
• Step three: establish what an enquiry is allowed to cost you. That is your ceiling.
• Step four: calculate backward to the monthly amount that fits that goal.

For a sole proprietorship with a new site, the order is almost always the same:

• First the foundation: a fast site and a complete Google Business ProfileGoogle Business Profile Your free business listing in Google Maps and search results, featuring your address, opening hours, and reviews.More about this term. That often yields results the fastest.
• Then search ads, narrow: one service, one region. View them as rent, and build toward discoverability in the meantime.
• Social media, email, and content only when you have the time to maintain them. One channel that you keep up with works better than four that fall silent.

Short answer: that depends on your goals and your starting point, which is why we begin with a scan instead of a price list.

Quoting a fixed amount without knowing your site would be a shot in the dark. Two companies with the same turnover can differ tenfold in what is required: one has a healthy site that only lacks direction, the other has years of overdue maintenance that requires months of cleanup first.

What determines the price:

• The state of your current site. Repair work precedes growth work.
• The competition in your market. Local and specific takes less time than national and commercial.
• How much you do yourself. Providing content saves money; having content written costs money.

After the free scan, you will receive a proposal with a fixed monthly price. No fine print, no long contracts. And if the scan shows that your system is technically unsuitable, we will tell you that before you spend anything.

Short answer: for an established business, 5 to 10% of revenue is a common rule of thumb for marketing. A startup usually spends more: 10 to 20% of revenue.

Why two percentages: an established business builds on existing customers, brand awareness, and a site that already has a rankingPosition The location where your website appears in search results, for example, spot 3.More about this term. A starter has nothing to build on yet. Therefore, they must pay for the foundation and buy the first stream of traffic, which is why their percentage is higher.

That budget covers all components of internet marketing: SEO, search ads, visibility in AI answers, social media advertising, email, and content.

The percentage itself is not the standard. It only means something once you know what a lead is allowed to cost and what a customer is worth to you. Calculate backward from there: how many leads you need, what they may cost per channel, and what that adds up to.

Short answer: for a startup, ten to twenty percent of revenue is common. In the first year, it is often more, as you do not yet have a foundation to build upon.

Those percentages only mean something if you know where the money is going. For a startup, the distribution usually looks like this:

• Foundation first. A fast, findable site and a complete Google Business Profile. Without those, everything you spend afterward evaporates.
• Then paid traffic, temporarily. Ads bridge the months while your organic positions are still growing. It is a rental, not an asset: if you stop, the traffic stops.
• Work on visibility simultaneously. It takes months before it yields results, which is exactly why you start immediately rather than when the budget gets tight.

Two things go wrong more often than the percentage. The first is putting everything into ads and nothing into the foundation, causing you to keep renting year after year. The second is starting too broad: ranking locally and specifically can happen within a few months, while national and general ranking takes twelve to eighteen months. For a startup, the first route is almost always the wisest.

Short answer: because it forces you to see where the customer journey breaks down, instead of tinkering everywhere at once.

The RACE framework consists of five steps: Plan, Reach, Act, Convert, and Engage. Plan comes first: what do you want to achieve and which metrics belong with that. The other four are the phases of the customer journey, each with its own question and its own metric.

An example. A site with many visitors and few enquiries does not have a reach problem. The issue lies with Act or Convert: the page is not convincing, or the step to an enquiry is too large. More ads make that more expensive, not better.

This is how we use it:

• Plan: what do you want to achieve and which metrics belong with that?
• Reach: are you being found, in Google and in AI assistantsAI Assistant A chat program such as ChatGPT, Claude, Gemini, or Perplexity that you can ask questions in natural language.More about this term?
• Act: what does the visitor do after the first page?
• Convert: how many visits lead to an enquiry or sale?
• Engage: does the customer return and do they recommend you?

The framework therefore determines the order of the work. You establish what you measure for each step. After that, you know where the next pound should go.