How we write our guides

Who the guides are for

Every guide in Insights is written for the owner or manager of an established trade or clinic. We do not publish content aimed at their customers, because that would compete with the businesses we work for.

Where the facts come from

Claims about how people search, how Google behaves or what a regulator requires are attributed to a named source with a link. Figures about trade and clinic websites come from our own Website Grader, which measures real sites; when we quote them, we say so and how many sites they cover.

How AI is used

Our drafting assistant researches each topic, reads current sources, and writes a first draft to a fixed brief. Every draft must pass automated checks for sourcing, length, British English and internal consistency, and is then read by a member of the BrandFlame team, who edits or rejects it. Nothing publishes without that review. Article pages state that they were drafted with AI assistance and reviewed by a human.

What we will not do

We do not invent statistics, testimonials, case studies or client names. Sample material on this site is labelled as such. We do not accept payment for coverage, and we do not publish content about products or services we have not examined.

Corrections

If something is wrong, tell us through the contact form and we will correct it and note the change on the page.