Lee Fuhr

I help companies that make things say why a buyer should pick them

Book a 30-minute call

You’re losing bids to shops that say it better

Your work isn’t the problem. Your words are.

When a buyer is comparing three companies that all say the same thing, there’s only one variable left… price

The sentence that sets you apart is probably already on your site

I studied 3,828 manufacturer websites. Most had a claim no competitor could truthfully copy, buried somewhere in their pages.

See what I found

I figure out what’s true about your company and put it into words a buyer can use to choose you.

Then I build your site around those words. The same thinking runs through the pages, the look, and the code, because nothing is handed off: the person you talk to is the person who builds it.

I’m building my practice around companies that make, build, and supply real things: manufacturers, trades contractors, and industrial distributors.

Five case studies, from the words to the build

The PowerTrack homepage I built

The project went super well. I had kind of high expectations coming in and it exceeded my expectations in all departments with your ability to pick up what I was putting down and package it up into something accessible, quickly.”

Ian Robinson Founder, PowerTrack and Enliven
PowerTrack

PowerTrack sounded like every other software company. I built a messaging framework around the project manager drowning in manual processes, so sales can talk to skeptical contractors who’ve been burned by generic software.

  • Positioning
  • Messaging framework
  • UI design
  • Web development
https://leefuhr.com/work-powertrack
The Cogent Analytics homepage I rebuilt

I recognize this completely. This is our quality of life story… You’re speaking directly to our guy here.”

Sarah Rose Mosh Brand Director, Cogent Analytics
Cogent Analytics

Cogent needed to look as good as they are, and the old site wasn’t feeding sales. I ran the rebuild end to end inside Megan Baker’s team at Slide UX: messaging, sitemap, wireframes, design.

  • Messaging framework
  • Sitemap
  • UI design
  • Interactive tools
https://leefuhr.com/work-cogent-analytics
The Crafted Pour homepage I built

I love the way that you write… you’re dead on. I want to give you all the input and I want you to decide the best way to do it. I really want you to work on the brands page. Let’s go!”

Jason Knapp Founder, Crafted Pour
Crafted Pour

A founder-led platform that turns bartender content into retail momentum for spirits brands. I gave him a messaging framework in first person, because “we believe” from a one-person company doesn’t ring true.

  • Advisory
  • Pitch deck
  • Messaging framework
  • Web development
https://leefuhr.com/work-crafted-pour
The Connection Lab homepage I built

I think it looks fantastic. Really good. I’m not used to feeling proud, and I would be very proud to send people to this.”

Russ Hamilton Founder & CEO, Connection Lab
Connection Lab

A founder with a lot to say and a trademarked Six-Box Model to say it with. I gave it synthesis and focus: messaging, sitemap, copy, design, and a Webflow site their own team edits.

  • Positioning
  • Visual identity
  • UI design
  • Web development
https://leefuhr.com/work-connection-lab
The Annie Keeney homepage I built

My favorite is concept 1… the white paper one… THANK YOU!!!!!”

Annie Keeney Associate Professor, San Diego State University
Annie Keeney

Annie Keeney was starting a consulting practice with nowhere to send anyone. I wrote the messaging, then designed and built the site around it, working alone.

  • Messaging framework
  • Copywriting
  • UI design
  • Web development
https://leefuhr.com/work-annie-keeney

What changed, in my clients’ words

“Our cost per lead dropped from an average of $100 to about $20… He’s been a game-changer for us.”

Martin Spritzer iQuoteXpress

“We needed to completely rebuild our outdated product platform. Lee became an integral part of our team, not just a consultant. That close collaboration is what made it work.”

Cindi Karl eSUB

“Within the first week of the app’s relaunch, approximately 35,000 users updated… We’ve gotten the value of an experienced team.”

Jason Amunwa Glovebox

Everything clients have said

56 quotes, the three from the page first

“His work was shared a staggering 40,500 times.”

Anonymous Marketing Director, Product Design Agency

“I can count the truly extraordinary designers I’ve had the luck to work with on less than one hand. Lee most certainly makes the cut.”

Theresa O’Connor Apple

“I’m super impressed. I love what you’ve got so far. I like the headers you got. I feel like you get us.”

From a call · Website design review

“The quality of Lee’s work was top-notch. He transformed our mid-fidelity mockups into high-fidelity ones, bringing real expertise in UI and UX. He fully understood our needs and delivered a solution ready for implementation. His contributions to our main creation flow were transformative. What stood out was the high quality of the design with minimal back and forth. For those considering Lee, take his onboarding survey seriously. It’s crucial to be honest and thoughtful.”

Andy Ballester Executive, EyePop.ai

“That’s exactly what we need. We’ll need one for the next trade show too.”

From a call · Landing page review

“Lee integrated with our team smoothly, taking charge of wireframing and web design in Figma. He worked with our creative director to build an interactive design for both mobile and desktop versions of a campaign page. Lee delivered precisely what we envisioned, enabling us to fulfill our commitment to our client. His thoroughness, responsiveness, and adaptability made the entire engagement smooth and productive. My advice: be generous with information. Lee is great at asking the right questions, and the more he knows, the more value he brings.”

Jennifer Carrillo Director of Operations

“Thoughtful. Beautiful. Adaptable. Three words that describe Lee’s design work.”

Lindsay LaShell Marketing Activist, Open Lines Marketing

“Lee delivered what he promised within the timeline we set. We enjoyed the process from the kickoff call to the final design delivery. We appreciated the work that went into creating three design options with the flexibility to combine elements. We ended up with a design we were very happy with. Lee provided a clear process and timeline at the outset. His approach was organized, optimized, and very much appreciated. A standout was filling out his pre-project survey. It was a fun, unique, and creative way for Lee to understand our goals. The entire process was smooth, and he delivered precisely what he promised.”

Autumn Morgan Marketing Coordinator, Planet Argon

“I love it. I think it looks great. And I gotta tell you, our executive team is gonna absolutely love this. We’re super excited.”

From a call · Website design review

“Lee is an exceptionally talented creative director and an all-around great person. His ability to understand, contemplate, and deliver incredible results is remarkable. He also understands how projects will be coded, which makes things easier for everyone involved.”

Dustin Brown Executive Director

“We sought Lee to perform design discovery and create low-fidelity designs. Chosen for his great culture fit and value for cost, he integrated smoothly with our team. He was incredibly attentive and highly skilled in UX/UI discovery, which was precisely what our project needed. The entire process was enjoyable and stress-free.”

TJ Pitre Founder & CEO

“My site was delivered promptly, it was exactly what I had in mind, and there was open, assertive communication during the entire process.”

Odette Cressler Avocado Lover & Mental Health Advocate

“The results were undeniable. Lee’s designs were visually captivating and optimized for conversion. Once we integrated his concepts, we saw a surge in click-through rates. I’ve already recommended him a few times.”

Dominick Frasso Senior Strategist

“I love the revised results copy. Amazing. Way to go.”

From a call · Website copy review

“Lee’s designs, crafted in Figma, were smoothly developed by us in Webflow. The final product was a user-friendly report designed for quick consumption. Working with Lee was a delightful experience. His clarity and straightforward approach made the process smooth. Every aspect was carefully planned, and any issues were promptly addressed. His flexibility in navigating unexpected challenges was impressive. What set him apart was his ability to merge UX best practices with elements that genuinely resonated with the end user. His work struck a balance between functionality and user interaction that showcased real expertise in both UX and UI.”

Maryanne Apale Project Manager

“Lee is one of the best UX designers in Aquent/Vitamin T’s global network.”

Susie Pollasky Program Manager, Operations

“We hired Lee to create our logo and a small brand kit. He provided mood boards, shared 6–8 logo concepts, and showcased branding assets on real-world items like shirts and cups so we could visualize everything in context. After a few rounds of feedback, we made our choice. Lee furnished us with all the logo files and a concise brand guide detailing colors, typography, and usage guidelines. The immediate impact was clear: we had a logo ready to go as soon as we needed it. The quality was high, the turnaround was swift, and the design perfectly captured our vision. The comprehensive mood boards he presented before diving into concepts ensured we had a clear understanding of what was coming. That process helped us define our brand identity. Lee catered to our needs in terms of budget, timing, and quality.”

Zachary Senvisky Director of Business Development

“Lee is an amazing designer and great guy.”

Danny Puskarcik Owner, The Blue Rose Bar and Restaurant

“The quality of Lee’s UX work far exceeds that of other consultants we’ve tried. His communication, diligence, and design knowledge are unmatched.”

Anonymous Senior UX Designer, Online Lender

“I love when you take the gloves off and go hard. You’ve done such a great job of doing just that so far. I am more than happy for you to take a stab at simplifying the copy.”

From a call · Assessment tool review

“Every time, he’s brought intelligence, incredible work ethic, and uncompromisingly high standards. Lee is terrific at generating new creative ideas for challenging concepts.”

Todd Touesnard VP Product

“Lee consistently delivered high-quality work, well-organized and professional. For quality, he’s the best I’ve worked with. On the website, we focused on a CRO project, reimagining our forms to improve conversion rates. Through visual exploration, we examined several options, gathered feedback, and Lee produced the deliverables we needed. Several of his designs emerged as clear winners. One of Lee’s standout qualities is his dedication to good design. He focuses on the right things and the quality stays top-notch. He’s very academic in his approach, often providing extensive information to support his views. While valuable, a bit more editing could make his presentations even more effective. For anyone considering working with Lee: be clear about your desired outcomes. He’s goal-oriented, and having specific end results in mind drives the project to success.”

Michael Weisfeld Former Director of Digital Marketing

“Lee is creative and intuitive. He listens to my goals and concerns and translates my wants into ideas that convey my message.”

Yaron Sadan President

“I really like how this output page looks. I really like that you can toggle between the tabs. I like the way that you’ve pulled in the resources we’ve already gathered.”

From a call · Assessment tool UX review

“Lee helped us think outside the box and explore creative possibilities beyond our initial vision. His ability to reimagine solutions and push boundaries was impressive. Working with him opened our minds to new design approaches.”

Anonymous VP of Product

“Lee transformed my brand identity, elevating my consulting firm from a one-woman show to something that felt like a real business. The brand he crafted fits my personality while exuding professionalism. The journey began with a discovery meeting, a deep dive into ideas and aspirations. The initial designs were presented, refined based on feedback, and the final output was precisely what I’d envisioned. The entire process felt intimate and tailored. The thing about Lee is his commitment. I genuinely felt that my brand’s identity was as crucial to him as it was to me. He went the extra mile, ensuring I was not only satisfied but proud of the result.”

Kate Armbruster Founder & Principal

“Lee has been a great joy to work with. He is thorough, honest, detail-oriented, personable, and delivers nothing less than perfection.”

Tina Donaldson VP of Strategy, netnumber Global Data Services

“You did a great job. Bravo.”

From a call · Website design review

“Lee delivered exceptional results, impressing our third-party client with his thorough and thoughtful design process. He understood the requirements and aligned his solutions with the client’s budget and tight schedule. What set Lee apart was his dedication to getting it right the first time, minimizing the need for revisions. His attention to detail was impressive, and his design process was well thought out. My advice: be clear about your expectations, and he will undoubtedly meet the mark.”

Anonymous Co-Founder

“He came into an organization with no design standards and a haphazard creative atmosphere and made an immediate impact. His designs were responsible for more than doubling our customer registration percentage, virtually overnight.”

Tyler Vallillee Engineering Leader, Intuit

“Lee transformed my website into a sleek, modern, professional platform. Night and day. He addressed everything: layout, spacing, design, imagery. His approach was thorough and tailored. He began by interviewing me, understanding my goals and preferences. Within a week, he presented a vastly improved website that exceeded my expectations. He captured my vision so accurately that there was minimal feedback required. What stands out about Lee is not just his design skills but also his character. Genuinely good people, making the collaboration a real pleasure.”

Eric Weiss Founder & CEO

“Full of ideas and always eager to share his knowledge so the whole team can get to the next level. Articulate and an excellent strategist.”

Tamala Baldwin Executive Producer

“Oh, I love that little copy tweak in that header right there. That’s so good. I’m thrilled that you did.”

From a call · Website design review

“We’ve been working with Lee since 2018, and he’s been our go-to UI/UX partner on retainer. His involvement has been extensive, from page redesign to content strategy, HTML prototypes to high-fidelity UI/UX work. Lee has been instrumental in a lot of our projects, including a significant rebranding effort due to a merger and co-branding with an insurance company. He’s consistent, and depending on project needs, he brings in additional designers, developers, or content strategists. The quality of his work is solid. He delivers high-quality designs and provides valuable consultations. He has a knack for knowing when to push and when to step back. What sets Lee apart is his professional empathy. When he recommends something, we trust it’s reasonable and will add value. He cares about not just the client but the customer too, which is rare. His communication, working style, and research knowledge are unparalleled. Other consultants often fall short compared to Lee.”

Anonymous Senior UX Designer

“Lee is awesome. His usability and design skills are great, and he’s a strong advocate for simplicity, making things that actually make people’s lives easier.”

Bradford Fults Sr. Director, Platform & Reliability Engineering

“I think you nailed it. These guys crave order.”

From a call · Client engagement strategy

“Lee crafted new signage for me, ‘for sale’ and ‘open house’ signs, and extended his design work to my mailers and postcards, ensuring consistent branding across everything. What stood out was his ability to guide me when I wasn’t sure about the direction. The results spoke for themselves. At open houses, compliments flowed. Other agents noticed the unique designs. His creativity was the crown jewel. Even with my vague vision, he crafted something that perfectly aligned with what I needed. If you’re uncertain about what you want, trust Lee. He’ll guide you through it.”

Ryan Main Owner

“Lee is a first-rate interaction designer with high standards and an eye for detail. He’s first and foremost an advocate for the user, simplifying complex scenarios down to elegant, usable flows and backing up his recommendations with research.”

Jesse Mellon Associate Director of Brand and Creative Services, PacBio

“Lee modernized our existing brand, making it lighter, friendlier, and more accessible, without a drastic rebrand. The result was a website that communicates its value proposition within the first 30 seconds. The collaboration was a carefully planned four-part journey: deep discovery, core messaging, wireframing, and final design. Lee ensured a holistic view of our market landscape with competitor research and thought leadership. His project management was flawless. Punctual, thorough, proactive about deadlines. What set him apart was his design acumen. He presented a mature 2.0 version of our identity without compromising its original essence, and his messaging transformed our website into a real conversion tool.”

Anonymous Digital Marketing Manager

“Y’all have done a great job. We’re moving at a really good clip.”

From a call · Design sprint review

“Lee has laser-accurate design sense and a wealth of interaction knowledge. He understands the design process to such a degree, and communicates it so well.”

Chris Radcliff Senior Manager, Software Engineering

“Lee brings an intellectual and passionate component to every project he’s part of, and has been a mentor to many, including myself.”

Troy Foss Founder & CEO

“Lee has been our exclusive partner for website and brochure design, and with good reason. He’s responsive, detail-oriented, and always delivers on time. We needed to make our website more user-friendly, and he helped us achieve that. The quality of his work, combined with fair pricing, has left us extremely satisfied. Our journey began around . For those considering Lee, I’d advise having a clear understanding of your customer base and well-developed content. His expertise is undeniable, and his responsiveness is impressive. I’ve already referred him to others.”

Anonymous Executive Director

“And it’s a beautiful site. Lee did a great job. I think it looks really good.”

From a call · Website review call

“Lee is a force to be reckoned with. He has a keen understanding of how people interact with software, and he’s passionate about creating simple, elegant products.”

Jed Sundwall Executive Director

“Lee is a true user advocate, championing ways to do it right and do it better.”

Alexis Jain Senior Web Engineering Manager

“Lee masterfully superimposed graphics into photographs, crafting templates in both Adobe Photoshop and Figma. The 30 images he created became free assets for the entire design community through our open-source initiative. The design community called our content invaluable. His work was shared a staggering 40,500 times. Even when faced with a holiday in the middle of our schedule, he adapted and ensured timely delivery. His approach was like working with a trusted friend. He actively offered valuable suggestions, always looking out for our best interests.”

Anonymous Marketing Director

“I go back to the home page frequently, and I still think it does a good job.”

From a call · Working session

“Working directly with Lee allowed me to witness his brilliance at interface design. He has an uncanny ability to create interfaces that are both beautiful and effective.”

John Cole Senior Product Manager, SEO

“Lee’s focus on the user and passion for making everyone and everything around him better is pretty remarkable.”

Liam Mbuthia Media and Social Marketing Manager Lead

“Lee has the intelligence and experience to make everyone around him relax, because you know his results will be useful and backed up.”

Brooke Eastman Marketing Executive

“He was able to sift through and make sense of projects that seemed impossibly mired in confusion and lack of clear direction.”

James Buyayo Senior Designer

“To work with really talented people who produce great creative work and great outcomes for their clients, is the thing that motivates us and keeps us coming back every day.”

From a call · Partner presentation

I’m Lee Fuhr, and I do the work myself (again… finally…)

I’ve done design and marketing work for nearly 30 years, much of the last 15 for B2B software companies. I built an agency. It earned a perfect five-star Clutch rating. Then I sold it to get back to doing the work myself. Clients include PowerTrack, Cogent Analytics, and Crafted Pour. Now I do it for companies in the real, physical world, and I take on 3 clients at a time.

Lee Fuhr on LinkedIn
Lee Fuhr

It starts with a 30-minute call

  1. Before we talk

    • I read your site and whatever’s public about your company
    • I look at your competitors and your industry
    • I show up already knowing who you are
  2. We talk for 30 minutes

    • I ask what people get wrong about your business
    • I look for what you do that a buyer would pay for
    • I ask who you lose bids to, and what they say that you don’t
    • I ask why this is happening now, not six months from now
  3. You get a plan you can decide from

    • After the call I write you a plan and a price, then we get on a short call to go through it together
    • If it isn’t a fit, I’ll say so
    • If we agree, I send a short agreement and we start

Your story in everything you send, then your team takes it from there

Three plans, each a year at one price. By month twelve your people run it. If there’s a fit, I’ll tell you which one. If there isn’t, I’ll say so.

Projects start at $5,000. Year plans start at $6,000 a month.

See every plan and price

What I learned from 3,828 manufacturer websites

All of them compete for US work. Three gaps showed up again and again.

Fewer than 1 in 1,000 put the customer’s headache in their headline

technh.comThe TechNH homepage, captured September 2026

Only two of the 3,828 put the customer’s problem in their headline. TechNH asks, “Not happy with your current molder?” AHT says, “Solving your wear, corrosion & abrasion issues.” Most of the other 3,826 open with the processes they run: machining, welding, laser cutting, molding.

Each dot is one of the 3,828 sites. The two red dots put the customer’s headache in their own headline.

48% give a buyer only their own word to go on

48% no case study, testimonial, or named customer 47% one or two of those 5% all three

A buyer who lands on one of the 48% has only the company’s own word to go on.

Only about one site in five asks for the drawing with its quote request

49% quote request, no drawing asked 22% quote request, with the drawing 29% no quote request at all

Only that 22% ask for the drawing, and the drawing is what turns a price into a real answer.

Closing these three gaps is the least I do when I build your site: the headline, the proof, and the quote form.

See the full research

Thirty minutes, and you’ll know what I’d fix

cal.com/leefuhr/30i

Straight answers. You’ll hear what the fix would cost, and if it isn’t worth the money, I’ll say so.

Or write to me: [email protected]

The Commodity Test

Checks whether your site sounds like everyone else’s. It takes 30 seconds and asks for no email.

Tools

A suite of small, sharp tools for manufacturers and trades companies, most free to try.

Sharp Questions

A discovery-call tool with a live fit score, $90 one time.

How I made this page

A colophon, the way a manual carries one. Every figure below is read from the files that build the page.

The stack

Pages
HTML, CSS, and vanilla JavaScript. No framework, no build step, no dependencies.
Host
Vercel. A push to the main branch is the deploy.
Articles
Written in a Notion database and built into HTML by a Python script.
Booking
Cal.com, at cal.com/leefuhr/30i.
Analytics
Plausible.
Fonts
Four woff2 files served from this site, each cut to the Latin range, with a width-matched fallback face so lines wrap in the same places before the real font lands.

The type

  • Big Shoulders Display

    800. The headline, the flood line, and the three prices. Nothing else.
  • EB Garamond

    600. Every other heading, and 500 italic for the pulled lines and quotes.
  • Literata

    400. Everything you read at length.
  • JetBrains Mono

    400 and 700. Labels, keys, figures, and this plate.

Seven sizes, each a clamp between a phone and a big display, so nothing on the page is set in fixed pixels. At a 16px root:

Micro
12 to 15
Body
16 to 20
Lead
20 to 26
H3
22 to 34
H2
32 to 48
Poster
40 to 80, the three prices only
Hero
52 to 96, the one headline

The spacing

Five steps, shown at full size: 8, 16, 40, 80, and 120 pixels. Every padding, gap, and gutter on the page is one of them. A plate pads one step on all four sides, and the largest step is only ever the space between plates. The red one, 16, is the step I use most. One measure, 1,440 pixels wide, gives the wordmark, the headline, and every plate the same left edge.

The inks

  • Oaktag, the paper#E9DDC5
  • Press ink#1A1816
  • Warm ink, for reading#2B2722
  • Poster red#D4442B
  • Hairlineink at 18%

Nothing on the page casts a shadow. Depth is a change of ground: paper to red to ink, and back.

The field

3,828

One mark for every manufacturer site I read. The script draws all 3,828 when the page loads, one element each, so a mark can answer a hover on its own. Two of them are red: the two whose headline names the customer’s problem.

The checks

Before a change ships, a Playwright script renders the page in a headless browser at seven widths, 400, 768, 1280, 1440, 1600, 1920, and 2560, and counts: distinct type styles, whether the display type is fluid, sideways overflow, contrast, banned words, and rules stacked on rules. Every round also gets an Impeccable design critique before I see it.

The hands

I directed. Claude Code wrote most of the code, I made the decisions, and every heading, margin, and word went through that loop.

The reader

You. The one figure on this page I did not draw.