About Charlotte
Ads create reach. Trust creates demand.
Charlotte is a Web of Trust growth company for SaaS companies and AI consultancies. We build the network of third-party authority buyers check before they book a call, and we report on it the same way every time: a number, a control group, and the working shown.
At a glance
Programmes shipped
Since 2021
This year
156
Client retention
92%
Web of Trust components
7
Concurrent programmes
6 max
Typical engagement
5 quarters
A programme is one client on one service for at least two quarters. The cap is deliberate — see the leadership page.
Table view
| Year | Programmes |
|---|---|
| 2021 | 14 |
| 2022 | 28 |
| 2023 | 53 |
| 2024 | 82 |
| 2025 | 117 |
| 2026 | 156 |
Managed spend
$1.2M
Programs shipped
260
Median lift
+34%
Client retention
92%
What we believe
Four rules we will not trade away.
These are the ones that cost us work occasionally, which is how we know they are load-bearing.
01
A control group or it did not happen
Every programme runs against a cohort that gets nothing. Without one you are measuring the season, not the work.
02
One scoreboard
Seven components, one set of numbers. A channel that only looks good on its own dashboard is not working.
03
Compounding, not campaigns
We favour the things that keep paying after we stop — advocates, citations, reviews, ranked threads — over the things that stop the day the budget does. Ads expire. Trust compounds.
04
Instrumented before launch
Measurement goes in first. Deciding what counts after you have seen the results is how everyone ends up with a chart that means nothing.
Track record
Built one layer at a time.
Community and advocacy programmes came first in 2021. We did not ship trust mapping until 2022, or the perception index until 2023, because each one only made sense once the layer before it was running without us. That is how a Web of Trust gets built too.
Community & advocacy
Web of Trust
Perception
Programmes shipped per year by service. A programme is one client on one service for at least two quarters. Totals labelled above each bar.
Table view
| Year | Community & advocacy | Web of Trust | Perception | Total |
|---|---|---|---|---|
| 2021 | 14 | 0 | 0 | 14 |
| 2022 | 22 | 6 | 0 | 28 |
| 2023 | 31 | 14 | 8 | 53 |
| 2024 | 42 | 23 | 17 | 82 |
| 2025 | 55 | 34 | 28 | 117 |
| 2026 | 68 | 47 | 41 | 156 |
What we build
Seven components. One web.
Strategy first, then the six components around it, each chosen because it strengthens the others.
Web of Trust Strategy
Map where buyers look before they book a call, and who they find there.
Read more →
Community & Third-Party Presence
Reddit, niche communities and industry groups, earned rather than bought.
Read more →
Founder & Brand Authority
Turn your founders and experts into the names buyers already recognise.
Read more →
Search + AI Visibility
Show up when buyers search, and when they ask ChatGPT or Perplexity.
Read more →
Reviews + Reputation
Review ecosystems, directories, and one score for how you read online.
Read more →
Creator / Expert Advocacy
Niche creators and industry experts your buyers already trust.
Read more →
Leadership
Founder & Head of Marketing
Charlotte
One person builds your Web of Trust and the same person reports on it. That is a deliberate constraint rather than a stage we have not grown out of — it caps how many clients we take, and it is the reason the numbers on this site are ones we are willing to publish.
“Most marketing reports are written to survive the meeting. These are written to be checked.”
Where buyers decide who to trust
Start here
Start with your trust map, not our pitch.
Start with a 45-minute trust audit: where buyers look before they book a call, what they find there, and where your competitors show up and you do not. You keep the map whether or not we work together.