Professional services / B2B — 6-9% total but higher relative weight on website/content

Claim: Professional services / B2B run a lower total (6-9%) but a higher relative weight on website/content/SEO because of relationship- and reputation-driven buying.

Confidence: Industry-consensus.

Why this matters for Candid: Mirror image of trades — lower total but higher owned-digital share. The widget's vertical-aware tier model should differentiate these.