Who buys, and what matters to them.
Review available calls, customer messages, and team input for recurring needs, objections, and buying triggers.
Deliverable: a customer profile and an organized record of buyer language, with sources.THE DIAGNOSTIC / RESEARCH & POSITIONING
Before changing
the website,
understand the buyer.
I review customer conversations, speak with your team, and examine how competitors present their offers. You get recommendations for your positioning, website, and systems, with a plan for what to change first.
Discuss the Diagnostic ↗
THE DIAGNOSTICYOUR RESEARCH & RECOMMENDATIONS
What should
we change?
- 01Customers & their language
- 02Competitors & positioning
- 03Website & follow-up
- 04Tools & measurement
- 05Priorities & build scope
AGREED RESEARCH AREAS 01—05
WHY GO DEEPER
Does your website explain
what actually wins you business?
Your sales team may explain the offer differently from the website. Customers may value something the copy barely mentions. The Diagnostic investigates those differences before you pay to build around the wrong message.
Why do customers choose you?What makes them hesitate?What alternatives do they consider?Does the website reflect that?What happens after an inquiry?What should your team change first?
WHAT YOU RECEIVE
Research your team
can use to make decisions.
We agree on the questions and research depth before starting. The report distinguishes what the evidence supports from what still needs testing.
How to explain why someone should choose you.
Compare competitor offers and claims with your customers’ priorities and your business goals.
Deliverable: competitor findings and recommended positioning and messaging, with the reasoning behind them.What needs to change on the site and behind it.
Assess the pages, inquiry process, tools, and available records against what buyers and your team need.
Deliverable: website recommendations, measurement requirements, and practical workflow changes.What to do first, and what can wait.
Prioritize the work, explain the trade-offs, and identify dependencies and unanswered questions.
Deliverable: a roadmap and proposed build scope. Your team can implement it, or ask me to quote the work.THE PROCESS
Start with the evidence
you actually have.
In the first conversation, we discuss your goals, available customer material, and team access. Then I propose the research scope, fee, and schedule.
Hear from your team.
Focused interviews and questionnaires, alongside available customer conversations, proposals, feedback, and analytics.
Compare the evidence.
Examine buyer language, competitors, your positioning, and how the website and follow-up currently work.
Walk through the findings.
Review the recommendations together. You keep the report and plan, whether or not I do the implementation.
AN EXAMPLE OF THE RESEARCH
Customer conversations
became a usable reference.
For a US executive search firm, 638 candidate excerpts were reviewed. The resulting bank contains 367 retained buyer quotes, with seller interpretations kept separate.
The work informed the customer profile and a playbook for sales.
Read the research case study367RETAINED BUYER QUOTES
Organized by theme, with a source behind each quote.
BEFORE YOU COMMIT
What if the evidence
is incomplete?
We don’t record sales calls. Can we still do this?
We can use customer messages, proposals, feedback, and interviews with your team. If important questions cannot be answered yet, I may recommend collecting more evidence before starting. We discuss that before you pay.
How is this different from the free teardown?
The teardown reviews what a buyer can see publicly. The Diagnostic adds your goals, customer evidence, team conversations, and deeper competitor research. It can change the recommendations because we understand the business behind the website.
Will you find which pages caused our sales?
Only the records you have can show recorded activity before a sale. I’ll explain what we can learn, what is missing, and what should be collected. I cannot reconstruct activity that was never recorded.
What does it cost, and how long does it take?
We agree on the fee and schedule after reviewing the questions, evidence, and access involved. You receive the scope and deliverables before committing.
Do we have to hire you for the build?
No. The report and recommendations are yours. The investigation may also conclude that a full rebuild is unnecessary.
LET’S DISCUSS THE BUSINESS
What are you trying
to change?
Tell me about your offer, your customers, and the decision you need help making.
Discuss the Diagnostic ↗Start with a free teardown ↗