Before We Show You Results, Here’s How We Define Them
Every growth agency’s website has a results section. Percentages going up, testimonials, before-and-afters. It’s the fastest way to earn trust — and also, if we’re honest, one of the easiest sections on any website to inflate.
We’d rather tell you how we define “results” before we ever show you a number, so that when we do publish case studies, you know exactly what you’re looking at.
Results aren’t vanity metrics
An increase in followers isn’t a result. More impressions isn’t a result. A prettier website isn’t a result. Those things can be inputs to a result, but on their own they don’t pay anyone’s rent.
For us, a result is one of a small number of things:
- More qualified leads reaching a business
- A higher percentage of those leads becoming paying clients
- A lower cost to acquire each client
- Clients staying longer and spending more over time
- Time given back to the business owner because a system now runs without them
If a metric doesn’t eventually connect to one of those, it’s noise dressed up as progress.\
Why we start every engagement with an audit, not a pitch
You can’t measure a result without knowing the starting point. That’s the entire reason our first engagement with any client is a structured audit — the First Steps Package — before any forfait, any ad spend, or any content calendar begins.
It’s tempting to skip this step. It’s also the only way a “40% increase” means anything, instead of being a number picked because it sounds impressive.
What we’ll actually publish
As we take on clients, our case studies will show the starting number, the ending number, and the specific system change that connects the two — not just a chart with the labels removed. If a result came from a client’s own hard work more than our system changes, we’ll say that too.
Growth systems are supposed to be honest by design. The way we talk about results should be too.
— Zero Latitude, Your All-in-One Growth Partner