Do you run the campaigns, or only build the system?

Both, and you can buy either one alone. The difference is which campaigns: we run organic only — SEO and content. We do not manage paid advertising, we do not do cold email or LinkedIn outreach, and we do not sell lead lists. If you need paid media, keep your agency and let us build the system underneath it; the attribution we install will tell you what that agency is actually delivering.

Because it is the half we can prove and the half that keeps working after the invoice stops. Paid traffic ends the day the budget does, and running it well is a different discipline from ours. Organic compounds, it survives a bad quarter, and the programme we would run for you is the one running on this domain — which you can inspect yourself rather than take on trust.

How long before it works?

Two different clocks, and it matters that you know which is which. A first useful build — capture, attribution, routing into your CRM — is usually weeks, because most of it is integrating systems that already exist. Organic search moves in months: early signals in one to three, meaningful compounding after that. Anyone giving you a date for a ranking is guessing.

Does it work with our existing CRM?

That is the normal case. We integrate with the CRM, mailbox, spreadsheet or helpdesk your team already uses rather than asking you to migrate, because a system people abandon is worse than no system. Where a tool has no usable API we will say so plainly before you commit to it.

What about GDPR and where the data lives?

Lead data is personal data, so we build consent capture into the forms, keep the record in infrastructure you control, and avoid shipping personal data to third-party ad platforms by default. We can host inside the EU. Not doing cold outreach also removes the thorniest part of this problem entirely. We build to those requirements — we do not certify your compliance, and your own counsel should review the result.

Lead Generation: The System and the Demand

Two services you can buy separately or together. We engineer the machine — capture, attribution, qualification, CRM sync — and we run the organic programme that feeds it, through SEO and content. We do not run paid advertising and we do not do cold outreach; organic is what compounds, and it is what we can prove on our own domain.

Last updated: August 14, 2026

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Two services, bought separately or together

Most agencies sell one of these and subcontract the other. We do both in-house, but we price them apart, because plenty of clients genuinely need only one. If you already have a marketing team producing demand and your problem is that leads arrive untracked and unqualified, you want the engineering. If your capture works fine and nobody is finding you, you want the organic programme.

Engineering only: we build the capture, attribution, qualification and CRM layer, then hand it over
Organic only: we run the SEO and content programme against whatever site you already have
Both: the system first, then the demand pointed into it — the sequence that wastes the least
Each is scoped and quoted on its own, so you can stop after one without stranding the other

Where pipelines actually leak

In our experience the problem is rarely the volume of enquiries. It is that nobody can prove which channel produced them, nothing sorts them, and the good ones go cold in a shared inbox over a weekend. Those are engineering problems, and they are usually worth fixing before you spend more on getting attention.

No attribution: budget keeps flowing to whichever channel shouts loudest, because nothing records the truth
No qualification: a serious buyer and a student survey land in the same inbox with equal weight
Slow first response: the enquiry that would have converted is answered three days late, after a competitor
No status or ownership: leads sit unmarked, with nobody accountable for the next step
Data trapped in a form provider: a tool you rent holds the record, and exporting it is somebody else's decision

The system we build

A software engagement with a defined end: we build and integrate the layer your pipeline runs on, then hand it over. You keep the code, the data and the vendor relationships. Most projects assemble some subset of the following, sized to what you already have.

Capture surfaces: landing pages, multi-step forms, in-app prompts, calculators and other interactive tools that earn an email
First-touch attribution: the landing page, referrer and campaign parameters recorded with the lead, so you can tell which source actually pays
Qualification: scoring rules or an AI pass that reads the enquiry and separates real buyers from noise before anyone opens it
Routing and alerting: the right person notified on the right channel, with escalation when nobody responds
CRM and tooling sync: two-way integration with the CRM, mailbox, spreadsheet or helpdesk your team already lives in

The organic programme we run

The demand side, and we run one kind of it: organic. Search and content, worked as an ongoing programme rather than a project — because that is the channel that keeps returning after you stop paying for it, and it is the one we can show you working on our own domain rather than describe. We do not buy ads on your behalf and we do not send cold email.

Technical foundation: crawlability, indexing, structured data, Core Web Vitals — the work that decides whether anything else counts
Query research against real data, then content clusters built to own specific questions rather than a keyword list
Multilingual where it matters: correct hreflang, translated URLs and native copy, not machine-translated pages
Structured data and AI-answer readiness, so the content is quotable by AI search as well as rankable
Automated index submission and reporting from Search Console — measured on impressions, positions and enquiries, not on vanity traffic

AI qualification, used where it earns its place

An AI pass is genuinely good at reading a free-text enquiry and telling you what it is: which product it concerns, how specific the need sounds, whether a budget or timeline was mentioned, and which language to answer in. We use it for that, and for first-line chat that answers documented questions and hands over the moment a real buying signal appears. We do not use it to write the reply that closes the deal.

Enquiry classification: intent, product area, urgency and language detected on arrival
Summaries: a long message reduced to the three lines a salesperson needs before calling back
Chat that hands over: answers what is documented, escalates a buying signal to a human rather than improvising
Duplicate and spam detection before a lead ever reaches the team
Every automated judgement is visible and overridable — the system explains why a lead was scored the way it was

Both halves run on this domain first

We are not describing a methodology from a book. Every enquiry that reaches Square carries the landing page it started on, the referrer and any campaign parameters, captured on first touch and stored on the submission itself rather than inferred later. The organic side is the same story: this site runs in six languages across roughly 380 indexed URLs, with structured data, AI-answer markup and automated index submission — you can inspect any of it from outside.

First-touch capture, so the source survives the visitor wandering the site before converting
Attribution stored with the lead record itself, not in a separate analytics tool that cannot be joined back
Works without third-party cookies and without shipping personal data to an ad platform
Six locales with correct hreflang and translated URLs — the multilingual case, actually implemented
What we would not claim: this is our own pipeline, not a client result. Ask us for the numbers and we will show you the real ones, including what has not worked

How we work and what it costs

The build is priced from our EUR 35-55/hour band and starts with a written estimate, so scope and range are agreed before anyone writes code. The organic programme is quoted separately as an ongoing engagement, scoped to your market and language count. The two run on different clocks, and we would rather say so than let you expect search results on a software timeline.

Written estimate first, with the range and the assumptions stated
A first useful build — capture, attribution, routing into your CRM — is usually weeks, because most of it is integration rather than invention
Organic compounds over months, not weeks; anyone promising rankings by a date is guessing
Full CET overlap from Tirana, with engineers who work in English and Italian
You own the code and the data outright — we can keep maintaining it or hand it over cleanly

FAQ

Frequently Asked Questions

Do you run the campaigns, or only build the system?
Both, and you can buy either one alone. The difference is which campaigns: we run organic only — SEO and content. We do not manage paid advertising, we do not do cold email or LinkedIn outreach, and we do not sell lead lists. If you need paid media, keep your agency and let us build the system underneath it; the attribution we install will tell you what that agency is actually delivering.
Why organic only?
Because it is the half we can prove and the half that keeps working after the invoice stops. Paid traffic ends the day the budget does, and running it well is a different discipline from ours. Organic compounds, it survives a bad quarter, and the programme we would run for you is the one running on this domain — which you can inspect yourself rather than take on trust.
How much does it cost?
The build is sized from our EUR 35-55/hour band against your scope, with a written estimate and a clear range before anything starts. The organic programme is quoted separately as an ongoing engagement, because its cost depends on your market, your competition and how many languages you need. Neither has a list price we can honestly put on a web page.
How long before it works?
Two different clocks, and it matters that you know which is which. A first useful build — capture, attribution, routing into your CRM — is usually weeks, because most of it is integrating systems that already exist. Organic search moves in months: early signals in one to three, meaningful compounding after that. Anyone giving you a date for a ranking is guessing.
Does it work with our existing CRM?
That is the normal case. We integrate with the CRM, mailbox, spreadsheet or helpdesk your team already uses rather than asking you to migrate, because a system people abandon is worse than no system. Where a tool has no usable API we will say so plainly before you commit to it.
What about GDPR and where the data lives?
Lead data is personal data, so we build consent capture into the forms, keep the record in infrastructure you control, and avoid shipping personal data to third-party ad platforms by default. We can host inside the EU. Not doing cold outreach also removes the thorniest part of this problem entirely. We build to those requirements — we do not certify your compliance, and your own counsel should review the result.