Scrolling banner: welcome to leefuhr.com. 3,828 manufacturer websites analyzed. Two of 3,828 put the problem in their own headline.
You’re losing bids to shops that say it better
> Your work isn’t the problem. Your words are. <
I’ve been studying this. 3,828 manufacturer websites, every word measured. I know why the less qualified bid keeps winning. And I know how to fix it.
Everyone says the same thing
I read all 3,828 of those sites field by field: the actual language companies use to describe themselves, what they lead with, what they claim sets them apart.
Nobody wakes up excited to rewrite their homepage. So the homepage ends up with well-worn phrases that don’t really say anything, which means they can’t say anything wrong, which is exactly why they feel safe. You’ve seen them on your competitors’ sites. Your competitors have seen them on yours: 89% open with a capability, what they own and can operate, not what the buyer needs. Only two, out of 3,828, put the customer’s problem in their own headline.
THE PROOF GAP (all 3,828 sites)
A buyer who lands on one of the 48% has only the company’s own word to go on.
When a buyer is comparing three companies that all say the same thing, there’s only one variable left… price. See the full research →
What I do about it
I do messaging, positioning, and web design for companies that make, build, and supply real things: manufacturers, trades contractors, and industrial distributors. I work with three clients at a time. Take on a fourth and someone gets less than they paid for.
Nothing is handed off: the person you talk to is the person who builds it. I’ve done design and marketing work for nearly three decades, and I’m still the one in the conversation, still the one making the decisions about your messaging and your site.
I figure out what’s true about your company and put it into words a buyer can use to choose you.
I built an agency. It earned a perfect five-star Clutch rating. Then I sold it to get back to doing the work myself.
Testimonial, unsolicited:
“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
Pick a folder
Three plans, each a year at one price. By month twelve your people run it.
$6,000/mo · 12-month plan
H.3 Focused
For a company whose site and quotes sound just like everyone else’s. Your new site live within five months, plus why a buyer should pick you, type, colors, and templates your whole company uses, a quote kit, and an AI assistant I set up to write like you.
$72,000 total
$9,000/mo · 12-month plan
H.2 Hands-on
For a company where several people write to buyers and need one voice. Everything in Focused, plus a new page or article every month after launch, one more project you pick, and I read what your team sent out each month and fix what slipped back.
$108,000 total
$15,000/mo · 12-month plan
H.1 Complete
For a company that writes a lot, and wants me answerable for all of it. Your site live within three months, a second project you pick, I look after everything your company says and publishes all year, and your people bring me their own writing before it goes out.
$180,000 total
OTHER WAYS TO WORK WITH ME
Strategy, $5,000: the reason a buyer should pick you, in words your whole company can use.
Build, $18,000: everything in Strategy, plus the site, which I design and build.
Fractional, from $4,500 a month: for a company that isn’t ready for a year. Month to month, and you pick what needs doing.
After your year, Advisory keeps me on call for $4,000 a month. See what every plan includes →
Case studies
Five clients below, from the words to the build. Same job every time: figure out what’s true, then build the site that says it.
| Client | Scope | What happened |
|---|---|---|
| PowerTrack | Positioning · design · build | PowerTrack sounded like every other software company. I built a messaging framework around the project manager drowning in manual processes. |
| Cogent Analytics | IA · content · design | The old site wasn’t feeding sales. I ran the rebuild end to end inside Slide UX’s team: messaging, sitemap, wireframes, design. |
| Connection Lab | Positioning · brand · design · build | A founder with a lot to say and a trademarked Six-Box Model™ to say it with. I gave it synthesis and focus. |
| Crafted Pour | Advisory · content strategy · positioning | A founder-led platform that turns bartender content into retail momentum for spirits brands. |
| Annie Keeney | Messaging · positioning · design · build | A social work evaluation and accreditation practice starting from nothing. I wrote the messaging, then designed and built the site around it. |
Numbers from two of those, in their own 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
“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
STATUS INDICATORS:
Where to start
We both find out in 30 minutes whether there’s something here.
Free. 90 seconds. No email required: Take the Commodity Test →