Last updated: 11 July 2026.
Most of this industry’s bad reputation is earned. These are the lines we hold, including the ones that cost us money.
What we will not do
- We do not buy links or take part in link schemes. It works until it does not, and then it destroys the site we were paid to protect.
- We do not manipulate reviews. No fake reviews, no incentivized reviews pretending to be organic, no review gating.
- We do not cloak, spam, or scrape. If a tactic only works because a search engine has not noticed it yet, it is not a strategy, it is a countdown.
- We do not invent results. Every number in a case study or report is real, and when a campaign underperformed, we say so.
- We do not take on work we cannot do well. If your problem is outside our competence, we say so and point you elsewhere.
- We do not upsell work you do not need. If your budget is better spent somewhere other than us, we will tell you, even though it means a smaller invoice.
Industries we decline
We do not work with gambling, betting, casino, alcohol, tobacco, adult content, or industries adjacent to these. This is a decision about what we want to spend our lives promoting, and it is not negotiable for a bigger budget.
Conflicts of interest
We will not knowingly work for two directly competing businesses in the same market at the same time without telling both first. If a conflict emerges mid-engagement, we disclose it immediately and let you decide.
Honesty in reporting
Reports show what happened, including the bad months. We do not cherry-pick date ranges to make a flat quarter look like growth. If a number is down, it is in the report, with our explanation of why.
Commercial relationships
Where we earn a commission on a tool we recommend, we disclose it, and the commission never changes what we recommend. See our Site Disclosure.
Holding us to it
If you think we have broken any of this, email growth@wpconsults.com. A code nobody can enforce is decoration.
