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 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.”
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
“
I recognize this completely. This is our quality of life story… You’re speaking directly to our guy here.”
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
“
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!”
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
“
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.”
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
“
My favorite is concept 1… the white paper one… THANK YOU!!!!!”
Annie KeeneyAssociate Professor, San Diego State University
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.”
“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.”
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.
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.com
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 customer47% one or two of those5% 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 asked22% quote request, with the drawing29% 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.