What type of business are you? Three profiles, three approaches

Not every business needs the same thing online. Yet most conversations start with the same question: “What do I actually need?” The answer almost always depends on where you are and where you want to go.

After years of working with independent professionals, growing companies and large organisations, I keep seeing the same three profiles come back. Maybe you recognise yourself.

---

Profile 1: You’re already busy enough

Kathrin Rapp started her massage practice at a hotel. Steady income, fixed hours, safe. Going independent felt risky — what if it didn’t work out?

She took the leap anyway. We built Kathrinsmassage together: a well-structured website with good page depth, solid SEO foundation, clear layout. No ad campaigns, no tricks. Just a clean online presence that ranks well on Google.

The result: she started with two days a week as a freelancer. The website generated so many enquiries that she now works fulltime for herself. No further marketing was ever needed.

I see the same pattern with psychologists, contractors, physiotherapists, solicitors. They’re already busy. They don’t need a growth strategy — they need a solid website that builds trust and gets found for the right search terms. The calendar fills itself.

What you need: a well-built website with strong SEO structure. Nothing more.

---

Profile 2: You want to actually grow

Then there’s Startup-Recht — a young law firm focusing on startups and scale-ups. Niche market, real ambition, and a clear need to stand out from the established players.

Here a website alone isn’t enough. We went in with a complete approach: a consistent brand identity that runs through everything (website, invoices, LinkedIn, presentations), a CMS so they can add content themselves, and a content strategy built around the search terms their clients actually use.

LinkedIn posts, thought leadership, new landing pages for specific services. Everything works together. The goal isn’t to be found — it’s to become the go-to name in a niche.

This type of client takes more time, more alignment, a longer collaboration. But the investment matches that — and the growth is real.

What you need: branding, CMS, content strategy, ongoing collaboration. Not one-off, but structural.

---

Profile 3: You already have a marketing team

Some organisations are large enough to have people internally for marketing, communications and strategy. But they also need a flexible specialist who can jump in when needed — without the overhead of an agency.

That’s the role I sometimes play. For a large financial company I work alongside a full marketing team. Tracking via Pipedrive and Zapier, system integrations, landing pages for events and campaigns, expanding a large Webflow site with a Knowledge Base, News, Blog, new sections. A significant chunk the client manages themselves via the CMS — but for the heavier build work, they bring us in.

Close collaboration with the marketing department and the client directly. Fast turnaround, minimal onboarding needed, just get in and build.

What you need: a freelancer who fits seamlessly into an existing team. No three-week handover. Just step in and deliver.

---

Which profile are you?

Most people already know when they read it. Profile 1 wants calm and reliability. Profile 2 wants to grow and is willing to invest. Profile 3 is looking for a dependable partner who can move with them.

None of the three is better than the other. But every approach is different — and the wrong one costs you time and money.

Explore the full services overview or tell me about your situation — and I’ll help you figure out what fits.