Consulting · Positioning and websites
Active
Field Theory
- The problem
- Good service businesses are often the hardest to understand. The work is strong and the words on the site belong to someone else.
- The approach
- Fix the language first, then rebuild the site and the follow-up around it. In that order, because doing it backwards wastes money.
- Where it stands
- Running. A few engagements at a time, mostly professional services and technical B2B.
I kept meeting owners of good businesses whose websites were the weakest thing about them. Not ugly. Unclear. The site described a category instead of a decision.
What the work is
Three passes, in a fixed order.
First, the language. What you do, for whom, and what changes because you did it. Written in sentences a buyer would repeat to a colleague without translating.
Second, the proof. Before, change, after. Real numbers where they exist, honest description where they do not. No testimonials that could be about anyone.
Third, the system. The site, the intake, the follow-up, the thing that happens after someone raises their hand. A clear site attached to a broken intake is still a leak.
What it is not
Not a rebrand, not a content retainer. Nothing here requires you to post more often.
Where it is going
I am writing the repeatable parts down so the work stops depending on my calendar.