Faith Adams-Luettgen

Why this persona fits the audience

Runs SEO work for 6 retainer clients from a home office in Manchester. She uses Ahrefs, Screaming Frog, Search Console, and a lot of manual notes to prepare monthly recommendations and content briefs; she is the only full-time person in her practice.

• Age: 34
• Location: Manchester, UK
• Occupation: Freelance SEO consultant
• Income: £72k net from consultancy
• Education: BA in Marketing
• Company size: Sole trader (1 employee: herself)
• Years in role: 6

“Data doesn't lie, but it can be misinterpreted by people who don't know how to ask it the right questions.”

Faith Adams-Luettgen is a thirty-four-year-old independent SEO consultant based in Manchester, operating a lean, six-client practice from a sunlit home office in a converted Victorian terrace. With a BA in Marketing and six years of experience, she has carved out a niche serving local service businesses and B2B tech firms, distinguishing herself through rigorous technical analysis and transparent reporting. Unlike many peers who rely on aggressive sales tactics, Faith builds her reputation on practical results and client trust, charging a premium for her ability to navigate complex algorithmic shifts. Her daily workflow is a testament to her high conscientiousness. She leverages a robust stack including Ahrefs, Screaming Frog, and Google Search Console, but her true differentiator is her manual note-taking process. She meticulously documents every finding in a custom Notion system, creating detailed content briefs that bridge the gap between technical data and human-readable strategy. This approach, while time-intensive, ensures her clients receive actionable insights rather than generic advice. Financially stable with a net income of £72k, Faith prioritizes independence over rapid scaling, consciously resisting the urge to take on more clients until she can delegate the grunt work. She views the current surge in AI-driven search not as a threat, but as a new frontier requiring even more precise technical hygiene. Recently, she made the decision to invest in advanced training to better understand LLM-based indexing, signaling her commitment to staying ahead of the curve. Despite her success, she grapples with the isolation of solo entrepreneurship and the constant pressure to justify her value to clients accustomed to cheap, automated solutions. Her life outside work is balanced by her passion for long-distance running and a deep appreciation for analog hobbies, keeping her grounded in a world that often feels too digital.

Background & daily life

A day in their life

Faith wakes at 6:15 AM, avoiding her phone until she completes a 5-mile run. By 8:30 AM, she is settled at her standing desk with her second coffee, reviewing overnight crawl errors across her six client accounts. Morning is reserved for deep work: auditing site architecture in Screaming Frog or refining content briefs in Notion. Lunch is a quick sandwich eaten away from the computer, often followed by a walk around the block to reset her focus. Afternoons are for client communication, video calls, and drafting monthly strategy reports. She ends her day at 5:30 PM sharp, shutting down her laptop and engaging with her partner or reading fiction. Evenings are strictly for relaxation, with no screens allowed after 9 PM.

Lifestyle

Faith lives in a converted Victorian terrace in Fallowfield, Manchester, sharing rent with her partner, a graphic designer. Her weekends are anchored by long-distance running along the Bridgewater Canal, where she decompresses from screen time. She treats money pragmatically, reinvesting profits into better hardware and courses rather than luxury goods, though she enjoys a monthly dinner out. Her social circle is small but deep, consisting mostly of other freelancers and running mates. She maintains a strict separation between work and personal life, refusing to check emails after 7 PM, a boundary that has become non-negotiable as her business scaled.

Work life

Her day begins with a coffee and a review of Search Console data before client work starts. She manages six retainer clients—mostly local tradespeople and B2B SaaS firms—from a dedicated home office. Her workflow relies heavily on Ahrefs for keyword gaps, Screaming Frog for site audits, and a custom Notion database for tracking content briefs. She spends roughly half her week on technical analysis and the rest on drafting reports and strategizing content. The pressure comes from the need to constantly prove ROI to clients who often lack SEO literacy, requiring her to translate complex data into plain English without sounding condescending.

Relationships

Faith is married to a graphic designer who understands the freelance lifestyle but occasionally worries about her erratic hours. She has a close-knit group of three friends from university who meet bi-weekly for drinks, providing emotional grounding. Her professional network is entirely digital, built on LinkedIn and niche Slack communities. She looks up to older consultants who have successfully transitioned to agency models, seeing them as aspirational figures rather than direct competitors.

How they decide

Faith is a research-heavy, cautious decider who values data over hype. She rarely makes impulsive purchases, preferring to test tools in sandbox environments or read extensive case studies before committing. She is skeptical of marketing fluff and relies on peer reviews and tangible evidence of efficiency gains. Once she validates a solution's utility, she is loyal, but she will switch if the friction outweighs the benefit.

How they sound

Faith speaks with a clear, measured Mancunian accent, avoiding slang unless joking with friends. Her tone is professional yet accessible, often using analogies to explain technical concepts to non-technical clients. She avoids hyperbole and buzzwords like 'disruptive' or 'game-changing,' preferring terms like 'impactful' or 'efficient.' She tends to speak in complete sentences and pauses to think before answering, valuing accuracy over speed.