McGarrigle and Co
Positioning and guide-led SEO
How does an established professional firm market decades of expertise?
Narrow the claim until it is defensible, then move the proof above the fold. For this practice that meant committing to tenant representation only, leading with a published record of rent saved, and writing a guide for each service the way an occupier searches for it.
At a glance
- Client
- McGarrigle and Co
- Sector
- Chartered surveying · Growth
- Engagement
- Positioning and guide-led SEO
- Experience
- Qualified 1989, MRICS
- Scope
- Positioning, guide content, SEO
What was actually in the way
Every engagement starts with a commercial problem rather than a channel problem.
Challenge
Forty years of tenant-side retail lease expertise, largely invisible online. Work arrived by reputation and referral, which is excellent until a quiet quarter, and the site said the same things every commercial surveyor's site says.
Approach
Committed to a narrow position — tenant representation only — and made it the first thing you read. Built a guide for each service the way an occupier searches for it (rent review, lease renewal, dilapidations, expert witness, 1954 Act, Part 1) and put the evidence of experience above the fold instead of in an About page.
What changed commercially
Published client facts and agreed scope markers, read as marketing outcomes. No modelled or estimated figures.
- tenant-side surveyor positioned as the specialist
- Niche authoritytenant-side surveyor positioned as the specialist£6m+ rent saved moved from the About page to the homepage.
- occupier guides each earning their own traffic
- 6occupier guides each earning their own trafficRent review, renewal, dilapidations, expert witness, 1954 Act, Part 1.
- claimed outright: tenant representation only
- 1 nicheclaimed outright: tenant representation onlyReplaces a generic surveyor proposition.
A site that states the specialism, the credentials and the saving in the first screen, with a guide library that answers the questions occupiers search for before they are ready to instruct anyone.
The calls that changed the outcome
Not a task list — the small number of decisions the rest of the work followed from.
- 01
Commit to one side of the market
Acting for tenants only is a stronger claim than acting for everyone, and it removes the conflict question before a prospect has to ask it. It became the first line on the site rather than a detail in the About page.
- 02
Put the evidence where people see it
A published record of £6m+ rent saved in five years and a qualification date of 1989 were both true and both buried. Moving them into the first screen does more for conversion than any additional page.
- 03
One guide per occupier question
Rent review, lease renewal, dilapidations, expert witness, the 1954 Act and Part 1 claims each get a guide written in the language occupiers use. That is how the practice becomes findable before anyone is ready to instruct.
Reputation-led firms rarely need more content. They need to decide what they are known for and let the site say it in the first sentence.
McGarrigle and Co on the work
“I have been doing this since 1989 and my website did not say so. Sam narrowed what we claim, put the numbers where people see them, and wrote the guides in the language tenants use rather than the language surveyors use.”
Recommended next steps
This engagement was built out of the services below. Each page explains the scope, the deliverables and how it is priced.
- Step 01
Proposition and positioning
Decide what the business claims and who it claims it for, before a penny goes into a channel.
Read the scope - Step 02
SEO and content architecture
Structure the site around how people actually search, not how the business is organised.
Read the scope - Step 03
AI search visibility
Write and structure pages so ChatGPT, AI Overviews and Perplexity quote them by name.
Read the scope - Step 04
Book a discovery call
One hour, no pitch. We work out whether your constraint is the same one this project had.
Read the scope
Other engagements
Related work, plus the property and lettings hub if that is closer to your situation.
- PropTech / SaaS
Logical Planning
Launch positioning, pricing and acquisition
- Professional services
Part 1 Claims
Go-to-market and enquiry funnel
- Legal reference / AI search
The 1954 Act
Authority asset and AI search visibility
McGarrigle and Co: common questions
Where to go next
A few things worth reading — and the pages most people move to from here.
Related insights
- Marketing StrategyWhy Your Marketing Isn't Working (And It Probably Isn't the Tactics)The positioning and priority problems that make good execution look like bad marketing.
- AI SearchHow to Get Your Business Cited by ChatGPT and Google AI OverviewsThe entity, structure and evidence signals answer engines use to choose who they quote.
Related services
- All servicesEvery marketing leadership, strategy and growth service on one page.
- Marketing strategyPositioning, audience priorities and a plan your team can execute.
- Website design & buildA full rebuild for a site that no longer sells what you do.
- Book a discovery callA 30-minute call to size up the opportunity.
Same problem, different business?
Book a one-hour discovery call. I will tell you which part of this applies to you, and which part does not, before you spend anything.