How this works
The work starts with a conversation, but not the one you’re expecting. I don’t open with your budget or your timeline. I ask what drives you nuts about your industry. What people get wrong about what you do. What you can do that nobody else can. That’s usually the part missing from your website.
One conversation tells us both
I do my homework first
Before we talk, I’ve already looked at your site, your competitors, and your industry. You don’t have to spend the first 20 minutes explaining your business to me. I show up knowing what I’m looking at.
We talk for 30 minutes
I ask what drives you nuts about your industry. What people get wrong about what you do. What your best customer would say about you when you’re not in the room. You find out whether I understand your problem. No deck, no pitch, no three-week proposal process. Most clients say they learned something about their own business on this call.
You decide with real information
By the end you’ll know what I’d do, roughly what it costs, and whether it makes sense. No follow-up sequence. No “let me put together a proposal.” One person, one conversation, a real answer.
Three ways to work together
The messaging reset
For companies that know something’s wrong with how they describe themselves. Your messaging is vague, or it sounds like everyone else’s, or you wrote it yourself four years ago when you launched and haven’t touched it since. This fixes that.
It starts with one interview, then a messaging framework: the three to five things that make you different, said clearly.
What you get: homepage copy ready to build from, plus positioning you can use everywhere, proposals, email signatures, sales calls, anywhere a buyer is trying to figure out if you’re the right choice. I have example frameworks I can show you, so you know exactly what you’re getting.
For companies with a site that’s live but the messaging is wrong.
Messaging, design, site. Done
Everything in the Sprint, plus the site. Architecture, design, development, launch. Six weeks from first conversation to live URL, or, if you already have something, from whatever you have now to something that works and is designed well.
The design reflects who your customers are and what matters to them. One round of revisions after launch.
I’ve been doing this for nearly three decades. The work looks like it.
I don’t disappear after launch. Most of my best client relationships start with a build and keep going — ongoing maintenance starts at $750/mo.
For companies replacing something that was never right, or starting from scratch.
Not a project. A person
For companies that don’t need a project, they need a person. Messaging, content, creative direction, and making sure AI knows you exist. Someone who knows your business and picks up the work without a ramp-up.
For companies ready for an ongoing strategic partnership.
“Cost per lead dropped from $100 to $20. Sessions and contacts increased threefold.”
What you’re getting
Direct. One person. You get the person doing the work, which is me, and only me. No account managers between you and the thinking. No discovery process that takes six weeks and costs $15K and produces a PDF nobody reads. No proposals that say “deliverable: strategy.”
Long-term. Still here. I’ve had clients I’ve worked with for years. I know their businesses the way an employee does, except I’m better at this than anyone they’d hire. I respond same-day, and I’m not going anywhere.
Custom-built for your content. Every site is built on a foundation, but that foundation disappears behind your content. You’ll never get a Squarespace theme dressed up and called custom.
Made for the physical world. I spent a decade in B2B SaaS. I am good at it, and I’m done with it. If you make brake parts, build roofing systems, run a trades company, or move industrial components between manufacturers and buyers, that’s what I do now. (If you make software, I’m not the right person.)