How to Spot a Marketing Agency That Overpromises: 8 Claims to Question
Be wary of any agency that guarantees rankings, promises results in a fixed number of days, claims a secret formula, says it can guarantee a mention by AI tools, or quotes impressive figures without naming the source. Honest agencies talk about goals, measure enquiries, explain what they will do and admit what they cannot control.
Contents
- Eight claims to question
- Good signs
- How to test a promise
- Contracts
- What to do next
- Frequently asked questions
- Sources
Eight claims to question
| The claim | Why it does not hold up | What to ask |
|---|---|---|
| We guarantee first-page rankings | Nobody controls Google. UK guides list guaranteed rankings as the first red flag | What exactly do you guarantee, in writing, and what happens if it is missed? |
| You will be on page one in 30 days | Local SEO commonly takes three to six months to move rankings, according to UK agency pages | What is your timeline for each type of work? |
| We use a secret formula | Google says no special optimisations are needed for its AI features, and the AI tools do not publish a local ranking formula | What do you actually do, step by step? |
| We guarantee ChatGPT will recommend you | No one can promise a mention. See why ranking first does not guarantee an AI mention | How will you measure whether AI tools name me, and what will you do if they do not? |
| We will list you on hundreds of directories | Nobody knows exactly which citations help most, and quality matters more than volume | Which directories, by name, and why those? |
| We will get you loads of reviews fast | Fake, bought or rewarded reviews are banned or risky in the UK. See the UK rules on rewarding reviews | How will you get reviews, and will they all be genuine? |
| Our package suits every business | A rigid package with capped keywords ignores your trade, site and goals | How will you tailor the work to my business? |
| Look at all these impressions and rankings | Vanity numbers can hide the absence of enquiries | Which enquiries came from your work, and how do you count them? |
Want a second pair of eyes? Clariti Digital can review your setup and show you what to fix first.
Good signs
- They ask about your goals, customers and what a good enquiry is worth before they quote.
- They give timelines by type of work and explain what depends on competition.
- They show a sample report that includes conversions, not just rankings.
- They explain what they will do in the first month.
- They are open about what they cannot control.
- Everything they create for you belongs to you.
How to test a promise
- Ask for it in writing, with a definition and a date.
- Ask what happens if it is not met.
- Ask for a UK example in a business like yours, and check that the results are real.
- Ask how it will be measured, and by whom.
- Walk away if the answer is vague or defensive.
Contracts
UK guidance advises against signing a 12-month contract with a new agency, and says everything created for you should belong to you. Check notice terms and exit costs before you sign.
What to do next
Set realistic expectations first; see what results you can realistically expect. Before you buy any audit, read what a local SEO audit costs in the UK, and see how our website and marketing audit works. For AI claims, see how to appear in ChatGPT, and for review claims, read the UK rules on rewarding reviews.
Frequently asked questions
Can an agency guarantee rankings?
No. Nobody controls Google. UK guides list a ranking guarantee as the first red flag.
Is a cheap SEO package a warning sign?
Often. One UK guide warns that very low monthly prices leave too little time to do real work. Ask what is actually included.
What should a report show?
Enquiries and their source, not only rankings and impressions. See whether your SEO is working.
How long should I commit for?
Avoid a 12-month contract with a new agency. Start with a shorter term and clear notice terms.
What if I already signed up with an agency like this?
Ask for a written explanation of the work done and the results measured, and read your contract’s notice terms.
Sources
- MRS Digital, 22 tips for choosing the best SEO agency, checked 11 October 2026.
- Whito, How to choose an SEO agency in the UK, checked 11 October 2026.
- Priority Pixels, What to look for in an SEO agency, checked 11 October 2026.
- Whito, UK SEO costs 2026, checked 11 October 2026.
- Google Search Central, AI features and your website, checked 11 October 2026.
Sam, Editor at Clariti Digital.
Related guides
- What results to realistically expect: Realistic timelines for local marketing and what no one can guarantee.
- Website and marketing audit: A clear audit of your website, profile, listings and tracking, ranked by impact.
- Local SEO audit cost UK: What a local SEO audit costs in the UK and what it should include.
Need help with this?
Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.