People looking for a firm rarely compare prices: they are looking for someone to hand a problem to. The site has less selling to do than reassuring — clear areas of practice, real cases, and a first appointment that takes two clicks, not a phone call at ten in the morning.
Fees are the question nobody asks out loud. Explaining how you bill and what a first consultation costs loses the enquiries that were never going to convert, and wins the ones that arrive already prepared.
Most first contact arrives in writing and is judged on how fast the reply comes: a same-day answer beats a better CV. Saying who reads the message and how long you take converts more than another page of qualifications.
The first meeting is the step people hesitate over: whether it costs anything, how long it lasts, what to bring and whether it commits them to anything. Answered on the page, it turns a browse into a booked appointment.
Say what cannot be guaranteed. Explaining that placement is an editorial decision, and then explaining what the agency does control — the angle, the timing, the relationships — reads as authority rather than as a disclaimer.
Show judgement, not clippings. A wall of logos proves somebody was once published; explaining why a particular story worked when the obvious version would have failed proves the thinking a client is paying for.
Separate the disciplines honestly. Media relations, crisis, public affairs and influencer work look similar from outside and require completely different people, and clients need to know which is on offer.
Address the measurement argument directly. A board wants a sales figure and coverage does not produce one, so proposing what will be measured instead — and admitting its limits — prevents the row that ends most retainers.
Set out what a retainer contains. The hours, how many story angles a month, who actually calls the journalists — the founder or an intern — and what a one-off project would cost instead is the breakdown that wins clients burned by a previous agency.
Offer to prepare the spokesperson. Most clients are frightened of the interview itself, and saying that briefing, likely questions and a rehearsal come with the placement turns an abstract service into something a nervous chief executive can picture.
Nobody can promise coverage. A journalist decides, not the agency, and being the firm that says so plainly is more persuasive than any implied guarantee a client has already learned to distrust.
A journalist does not need your news, they need a story. The work being bought is the judgement to tell the difference, and most of it happens before anything is written.
Positioned on candour: coverage never promised, judgement shown instead of clippings, disciplines separated, and the measurement argument settled up front.
The line that distinguishes a serious firm: we will tell you when your announcement is not a story.
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