Industries
The Metric Changes. The Engine Does Not.
A roofer counts booked jobs, a consultant counts discovery calls, a SaaS company counts pipeline. All three are missing the same thing: somebody senior reading the numbers and deciding what to do next. That is the job Orcaru does.
Service Businesses & Trades
Half the Work Starts as a Phone Call
And if that number is not tracked, the source of the job dies at hello. You end up judging a year of spend on a feeling, while the aggregators rank above you for questions about your own trade.
What we change
- Tracked numbers that forward to the phone you already answer, so every call becomes a contact with a source on it.
- A quote or savings estimator on your site, so a browsing homeowner becomes a named lead with a reason to call today.
- The filming your crew already does on site, cut and captioned and tied back to the jobs it booked.
- Seasonal pushes where the content, the landing page and the follow-up all say the same thing at the same time.
- Recruiting on the same engine, because crew is the real ceiling on growth.
What the scorecard counts
Booked jobs by source, cost per booked job, share of calls tracked, quote-tool completions and review velocity. You name the number and the date; every closed month gets an actual and a status.
Commercial accounts get their own line. One property manager or builder relationship is worth a hundred one-off calls, so we track that pipeline separately from residential.
Trades we work with
- HVAC
- Plumbing
- Electrical
- Roofing
- Solar
- Construction & contracting
- Landscaping
- Lawn care
- Tree removal
- Painting
- Concrete
- Masonry & hardscaping
- Paving & sealcoating
- Excavation
- Fencing
- Flooring
- Tiling
- Drywall
- Garage door
- Welding
- Handyman
- Cleaning
- Pool services
- Pest control
- Restoration
- Property management
Not on the list? The engine does not care what is on the side of the van. If you send a person to a customer's address and the phone is your funnel, it works the same way.
Coaches & Consultants
You Are the Product, and Your Calendar Is the Constraint
When you are busy delivering, nothing goes out. Three months later the pipeline is empty and you are marketing from a standing start. The feast-and-famine cycle is not a discipline problem, it is a capacity problem.
What we change
- One 75-minute recorded session a month is the entire ask. You talk, we ask the questions, and that becomes roughly twenty-five pieces.
- Your actual thinking gets published, in your voice, rather than generic advice with your name on it.
- A long-form piece and a feature article every month, so the serious buyer who is researching you finds something substantial.
- Clips and carousels that keep you visible in the months when you are heads-down on client work.
- Email and SMS sequences that keep a prospect who was not ready in March warm until July.
What the scorecard counts
Discovery calls booked, proposals sent, and clients signed, each traced back to the source where the tracking supports it. If your LinkedIn posts are producing calls and your newsletter is not, you will see that rather than guess it.
On the Pro plan you name a revenue or client-count goal for the year, and Orcaru solves it backward into what each month has to produce. Months get graded. That is the accountability most solo practices have never had.
Also works for: agencies, fractional executives, accountants, financial advisers, recruiters, trainers and anyone whose expertise is the offer.
Marketing Leaders & Teams
You Know What to Do. You Are Missing the Evidence and the Hands.
For a CMO, a VP of Marketing or a head of growth, the problem is rarely strategy. It is that assembling one defensible view of the funnel eats a week every month, and the production capacity you keep requesting headcount for never arrives.
The reporting layer
- One funnel view across analytics, CRM, email and social, with the source labelled on every row, so finance cannot argue with where a number came from.
- Four attribution models side by side, first touch, last touch, linear and time decay, so you can show a board how much the answer depends on the model.
- Leading indicators tracked weekly against targets, because they move weeks before revenue does.
- Shareable report links that need no login, for the people who will never open a BI tool.
- Cost-to-deliver and margin modelling, so the conversation is about contribution rather than spend.
The hands
- Production capacity your team does not have: articles, video, carousels, newsletters, shipped on a cadence.
- We augment rather than replace. If someone already runs your search or your content, we hand them the keyword and question map and brief them off every capture.
- Strategy hours you can buy in blocks rather than hire for, when the macro questions need answering and there is nobody senior to answer them.
Being straight with you: attribution is only as good as the tracking underneath it. Where a touchpoint was never captured, we label it unattributed rather than assigning it to whichever channel flatters the report. You will get a number you can defend, not a number that looks good.
Technology Companies
Long Cycles, Many Touches, and Attribution That Falls Apart at the Handoff
A buyer reads six things over four months, talks to sales, and the CRM records one source. Everything before that conversation disappears, which is how content budgets get cut for underperforming.
B2B & SaaS
Content that speaks to the people who actually evaluate you, not to a generic persona. Every touch stays on the record, so a piece written in March gets credit for a deal that closed in August.
AI & technology
Technical material written by someone who understood the product. Positions you as the people who know the field, in front of an audience that can tell the difference immediately.
Answer-engine visibility
Your buyers evaluate tools by asking an assistant. Schema, an FAQ corpus and citation tracking make you the answer rather than a directory listing.
Other Verticals
Where Else We Have Editors and Subject-Matter Writers
Content is only credible when the person writing it understands the field. These are the areas where we already have writers and editors with real background.
| Vertical | What we do differently here |
|---|---|
| Real estate | A crowded online market where everyone says the same three things. Search-led content built around what buyers and sellers actually type, plus the local specificity that generic listings copy never has. |
| Healthcare | Credibility is non-negotiable and misinformation has consequences. Every piece is fact-checked and reviewed, and we hold the line between readable and accurate rather than trading one for the other. |
| Legal | Complexity made clear without becoming wrong. Authoritative writing with an author byline attached, which is what builds trust in a field where nobody buys on price alone. |
| Finance & investing | Well-researched material with citations, because your readers will check. Positions you as the source people return to rather than another opinion feed. |
| Education | Complex ideas turned into something students, educators and decision-makers can actually use, for institutions and for people selling into them. |
| Hospitality | Content that carries what is distinct about the place, so you compete on appeal rather than on nightly rate. |
| Travel & adventure | Writing that makes somebody book. Long-form that ranks for the planning searches, and short-form that does the work of wanting. |
| Climate & environment | Sustainability claims stated precisely, which matters in a category where vagueness reads as greenwashing. |
| Conservation & wildlife | Stories that build awareness and move people to act, with the conversion path instrumented so you can see which story produced donors. |
| Membership organisations & nonprofits | A large free audience and a small paying one. We measure the gap between the two and build the funnel that closes it. This is the vertical where we have the deepest results history. |
Do Not See Yours?
The list is where we have done the most work, not a boundary. If you are spending on marketing and cannot say what is producing, the answer is almost certainly yes.