Brand. Marketing. Technology.

The services directory lists twenty-seven kinds of work, which can look like a lot to choose from. Most buyers do not need most of it. This guide explains how the four groups are organised, how to find the one or two services that match your problem, and how I combine them when a single service is not enough.

How the four groups are organised

The directory is split into Search & growth, Content & systems, Brand & creative, and Web & applications. The split follows the order in which problems usually show up. Brand & creative covers how you look and sound. Web & applications covers where people land and what they use. Search & growth covers how people find you. Content & systems covers what keeps the whole thing running and measured.

You do not have to move through the groups in order. A business with a strong brand and a weak website should start in Web & applications. A business with a good site and no visitors should start in Search & growth. The groups are a map, not a sequence.

Inside each group, services overlap on purpose. SEO strategy, On-page SEO, Technical SEO and Off-page SEO are separate entries because the skills and the deliverables differ, but on a real project they are usually planned together. I list them separately so you can buy a narrow piece of work if that is all you need.

Start from the problem, not the service name

Buyers often arrive with a service name in mind, such as SEO or a new logo, when the real issue sits one step earlier. If enquiries are low, the cause might be traffic, the page, the offer, or the follow-up. Buying SEO for a page that does not convert only sends more people to a weak page.

A better first question is what you would like to be different in six months, and what you suspect is stopping it. Write that down in one sentence. Then look for the service whose description matches the blocker rather than the outcome.

If you cannot name the blocker, that is a sign to begin with a Strategy session or a Digital audit & strategy roadmap from the hire-me page. Both exist so that you pay to find the right problem before paying to solve the wrong one.

• Not being found on Google or in AI answers points to the Search & growth group, starting with SEO strategy or AI search visibility.
• Traffic that does not become enquiries points to Conversion optimisation and Analytics & automation.
• A business that looks smaller or less credible than it is points to Brand strategy & positioning and Logo & visual identity.
• A site or tool that is slow, dated or hard to update points to Website design & development or CRM & custom software.
• Paid spend that rises without results points to Performance marketing, with tracking checked first.

Search & growth: where I spend most of my working time

This group holds SEO strategy, On-page SEO, Technical SEO, Off-page SEO, AI search visibility, Answer engine optimisation (AEO), Generative engine optimisation (GEO) and Performance marketing. It is the area I have worked in longest and the one I built RankStreet around.

The AI-related entries are newer. AI search visibility is the umbrella: how your brand appears when people ask assistants and answer engines a question. AEO is about structuring pages so a direct answer can be lifted cleanly. GEO is about being a source that generative systems trust and cite. They share foundations with classic SEO, so I rarely sell them on their own to a site that has basic technical problems.

Performance marketing sits here because paid media and search work best when planned together. The keywords you pay for tell you which pages deserve organic effort, and organic data tells you where paid budget is being wasted. I would rather run them with one view of the numbers.

Content & systems: the part that keeps results repeatable

Social media marketing, Content & copywriting, Marketplace management, Conversion optimisation, Analytics & automation and Consulting & team supervision live here. These are the services that decide whether a good month can be repeated.

Analytics & automation is the least glamorous and often the most valuable. If events are not tracked properly, every other decision is partly a guess. I usually ask to review tracking before agreeing to anything that involves ad spend. Conversion optimisation then uses that data to decide which page, form or message to change first.

Consulting & team supervision is for businesses that already have people or an agency doing the work. I review the plan, the reporting and the priorities, and I hold the team to what was agreed. It is a different job from doing the work myself, and it is priced and scoped differently.

Brand & creative, and Web & applications

Brand & creative covers Brand strategy & positioning, Logo & visual identity, Packaging & labels, Marketing creatives, Presentations & pitch decks, Videos & motion and AI video production. My view is that strategy comes before any visual work. A logo drawn before the positioning is settled usually gets redrawn.

Web & applications covers Website design & development, E-commerce experiences, Mobile applications, Desktop applications, CRM & custom software and Employee management tools. I have built several of my own products, so I know what it costs to get scope wrong. I would rather spend a week narrowing a brief than build features nobody uses.

For both groups, the scope defines the deliverables and the specialist production needed. A large application or a film production may be phased, with its own estimate, rather than folded into a monthly arrangement.

How I combine services into one engagement

Most engagements involve three or four services, not one. A typical pairing is Technical SEO with Website design & development, because a rebuild is the cheapest moment to fix site structure. Another is Brand strategy & positioning with Content & copywriting, so the message is written once and reused everywhere.

When services combine, I name one lead service and treat the others as supporting work. That keeps the plan readable. You should be able to say in a sentence what the engagement is for, and what the other pieces are doing to support it.

I also try to sequence work so the early output is useful even if you stop. Tracking and a clear brief come first. Larger builds and long content programmes come after the foundations are checked.

Pick the service that matches your blocker, not the outcome you want. If you cannot name the blocker, start with a session or an audit.

Services I will tell you not to buy yet

Some purchases are premature. A new website before the offer is clear mostly produces a prettier version of the same confusion. Off-page SEO before the site itself is sound means building links to pages that are not ready. A mobile app before a mobile-friendly site has shown demand is rarely the right first step.

Performance marketing without working conversion tracking is another common one. You can spend budget, but you cannot learn from it. I would ask you to fix measurement first and spend later.

If I think a service is not the right move, I will say so in the first conversation and suggest what to do instead, even when that means a smaller engagement for me.

What happens after you pick a service

From any service page, the next step is either a booked call or an enquiry. A call suits you if the problem is clear but the scope is not. An enquiry suits you if you already know what you want and need a proposal. Both lead to the same place: a short written scope with deliverables, an owner for each, and the fee.

Before any work begins I ask for read-only access to the accounts that matter, such as analytics and Search Console, and for a list of what has already been tried. That avoids repeating old experiments.

You can find how fees work on the hire-me page. The services directory describes what I do. The hire-me page describes how we work together and what it costs.