The agency where the founder does the work
I'm Max. I started WAX Goodman after more than a decade across agencies and in-house teams, and I run it as a team of one on purpose. When you hire WAX Goodman, you get me. Not a sales rep, not a junior, not a queue.
I got tired of watching small businesses get the short straw
Over ten plus years I worked across a mix of agencies and in-house teams, and I saw the same pattern almost everywhere. Small businesses were sold big promises in the pitch, then quietly handed to the most junior person in the building the moment the contract was signed.
Reports were stuffed with numbers that looked impressive and meant nothing. Straight questions got buried under jargon. And when results got tricky, the goalposts had a funny way of moving.
So I went out on my own to do the opposite. Honest advice, work I actually carry out myself, and reporting you can read without a dictionary. That is the whole idea behind WAX Goodman.
Faster, sharper, and a lot more personal
No layers, no handoffs, no waiting three days for a reply while your request works its way down the chain.
You deal with me, full stop
Every email, every call, and every piece of work comes from the person you actually hired. No account managers, no middlemen, no being passed around a team you never met.
No bloated overheads
There is no plush office or layer of management to fund. Your budget goes into work that moves the needle, not into keeping someone else's lights on.
Quick on my feet
A solo expert can spot an opportunity on Monday and have it live by Tuesday. No sign-off chains, no committees, no losing momentum. Just action.
Honesty as standard
If something is not working, I will tell you. If a service will not suit you, I will say so. You do not build a 90% retention rate on spin, and I have no interest in trying.
Ex-footballer. Part-time poet. Full-time SEO.
Two facts that tend to surprise people, and both turn out to be oddly useful in this line of work.
I was on the books at Millwall
I played for Millwall Football Club right up until I was 18. Professional sport teaches you two things very quickly: how to perform when it actually counts, and that results are the only thing anyone remembers. I have never shaken either habit, and your campaigns are better for it.
I'm a semi-professional poet
Away from search rankings, I write poetry semi-professionally. As it happens, choosing exactly the right word and cutting every one that does not earn its place is half of what great SEO content comes down to. Who knew the day job and the hobby would meet in the middle.
Work with the person actually doing the work
No sales team, no runaround. Just a straight conversation with me about where your business could be ranking.
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