Approach

A week, a document, a decision.

This is the operating cadence. It is also the list of things we put in writing before anyone scales spend. There is no client logo wall on this site. The proof we can offer on day one is the shape of the work.

The week

One decision, then the work it named.

You should be able to tell, from the Friday note alone, whether the week moved the number.

Mon

The four lines

Pipeline created, cost of a qualified conversation, organic share, and what we stopped. Compared with last week. One decision comes out of the meeting.

Tue–Thu

The work

Creative, pages, queries, sequences. Whatever the Monday decision named. New ideas wait until that list is done.

Fri

The note

What shipped, what we learned, what we need from you. A short written note. No slide deck standing in for the number.

The document

What the diagnostic contains.

Seven sections. You should be able to hand it to a colleague and have them know what changes on Monday. If a section cannot be filled from your accounts, the gap is itself a finding.

Corwyn Diagnostic

  1. The number today

    How pipeline is defined, what the CRM counts, and what it counts twice.

  2. The offer

    The sentence a buyer repeats, and where the site contradicts it.

  3. Capture

    Queries with intent, pages that rank, pages that should exist.

  4. Demand

    Accounts, spend, tired creative, the landing path, the speed of follow-up.

  5. Lifecycle

    What happens at hour one, day three, and day fourteen.

  6. The cut list

    What stops in the next two weeks, with the reason on the same line.

  7. Ninety days

    The sequence, the owner, and the Monday metric for each block of work.

Decision rules

How a call gets made.

These are the rules we will cite back to you. They exist so a tense week does not invent a new standard.

  • 30 days A channel that cannot name a qualified conversation gets thirty days, then it stops.
  • Pages first A page that traffic hits and sales never see gets rewritten before more traffic is bought for it.
  • 45 days Creative that has not been replaced in forty-five days is tired until the numbers say otherwise.
  • Openable A tool the team cannot open during the weekly call is not part of the system.
  • Traceable We would rather pause spend for a week than scale a number we cannot trace to a conversation.

The first quarter

What 90 days are for.

A retainer shorter than a quarter ends before a search push or a creative test can be judged. Ninety days is the minimum for that reason.

  1. 01

    Days 1–10

    The diagnostic. Tracking, the offer, the cut list. No new spend until the number means something.

  2. 02

    Days 11–30

    Fix the tracking. Kill the obvious waste. Ship the first rewritten path from visit to conversation.

  3. 03

    Days 31–60

    One demand test and one search push, on the same offer. Same scoreboard for both.

  4. 04

    Days 61–90

    Read payback. Keep or cut. Write the next quarter from what the four lines actually did.

Tools

Models draft. A person signs.

We use models to draft variants, cluster queries, and read accounts faster. They do not pick the offer, approve spend, or talk to you. The recommendation you receive has a person’s name on it.

Start a diagnostic

What you will not get

  • A stack of generated posts with no pipeline job.
  • A new martech bill as the first recommendation.
  • A report full of impressions, reach, and time on page offered as the result.
  • A strategy deck that cannot be turned into next Monday’s cut list.