Cisco Ramos. Founder, and also the entire team.

Before this, I spent years in specialty coffee, including competition. Competition coffee is not romantic. It is a spreadsheet: you measure, you change one thing, you taste, and you go again, until a dozen small details add up to something plainly better. Grind, water, ratio, temperature, timing. Nobody wins on inspiration.

That is exactly how I build websites and run SEO. Measure what is happening now. Change one thing. Measure again. Keep what worked, drop what did not, and write down both.

It is slower than a rebrand and less exciting than a growth hack. It is also the only method I have found that survives contact with Google, and the reason I can tell you what changed last month instead of what I hope will happen next.

• 01Measure. Calls, forms, direction requests. Where you are today, written down.
• 02Change one thing. Not twelve, or nobody learns anything from the result.
• 03Measure again. Then keep it or undo it. Both outcomes are useful.
• 04Write it up. By the 5th, in plain English, whether the month was good or not.

Twenty is roughly the point where one person can still know every client's business properly: what you sell, who buys it, which months are quiet, which enquiry is worth having and which one wastes your afternoon.

Past that I would be managing accounts rather than doing the work, and the only thing that makes this studio worth hiring would quietly disappear. So the cap is arithmetic, not scarcity marketing.

It has a consequence I would rather state plainly than bury in a proposal. As the slots fill, the price for new clients goes up. Local SEO is £350 a month today; once ten of the twenty slots are taken, it becomes £425 a month for clients who join after that. Existing clients keep their rate forever: no renewal creep, no annual review letter, no quiet increase.

Which means the only thing joining early buys you is the earlier rate. It is not a discount and there is no deadline on it.