step 2 · get seen

website & buyer diagnostic

Your website is your first commercial surface: key pages that sell rather than describe, and a buyer readiness diagnostic that qualifies who reaches you. Both are built straight from your positioning, so within ten seconds the right visitor can tell it is for them, and the wrong one filters themselves out before your pipeline ever sees them.

is this you?

Your website says what you do to nobody in particular, so the people who look you up leave without acting. And every enquiry that does come in lands in your pipeline cold, a fit or not, so you spend real time on people who were never going to buy. You already know you want a site that sells and sorts, which is why this starts by building rather than by diagnosing.

deliverables

Four things you walk away holding, each a real artefact you can use, not a slide.

• Website messaging & structure: your key pages written from the positioning so the site sells rather than describes — the message, the page order, and the copy that carries it.
• Website wireframes: that messaging laid out as page wireframes your web designer builds from, or you implement yourself. We do the message and the layout; the build itself sits with you or your designer.
• Buyer readiness diagnostic: an RRC-equivalent built into your site — a short scorecard your visitors take, scored against your ICP, with a readout they get back and a rule that routes the qualified ones to book while filtering the rest. We design the questions, the scoring and the readout from your locked positioning; your designer builds it in. It means your inbound arrives qualified, not cold.
• Website iteration: once it is built, a review pass against the intent — we check the live pages and the diagnostic, and refine where the build drifted, so what ships actually does the job rather than just resembling the wireframe. A website is never a single sitting, which is why it runs as its own four-part workstream.

Sign-off is behavioural, not a handover. It is done when a cold on-ICP visitor can tell your live site is for them within 30 seconds, and the diagnostic sorts a visitor by fit before they reach your pipeline.

built to run on your AI

Even though the build sits with your designer, the thinking ships as reusable, AI-loadable positioning — your Context Pack (icp.md, offer.md, voice.md) drops into your own Claude or equivalent, so your AI can write new pages, variants and the next version of the diagnostic in your voice rather than from scratch. You leave with a capability, not just a set of wireframes.

We also recommend building on a platform your AI can drive through an MCP controller (Webflow and similar), so your own Claude can publish and update pages directly — and so you can replicate your LinkedIn articles onto the site as evergreen, searchable pages. That gives your content a far longer life than a post that scrolls away in the feed, and turns your writing into SEO that keeps working.

how it works

Your website becomes the commercial surface the right person reads first, framed so that within ten seconds someone can tell what you do and whether you are worth an enquiry. The diagnostic does the second job: it qualifies each visitor against your ICP, so the site does not only bring people in, it sorts them by fit before your pipeline ever sees them.

What the inbound becomes is a function of your model, not ours to assume: a founder selling direct sees enquiries and clients; a founder who runs on channel sees partnerships and referrers surface; many see both. The surface is the same; where it lands follows how you make money.

routing

Mechanical (lean). You are naming the output you want (a site that sells, a diagnostic that qualifies), a clear enough brief to start building from, rather than a symptom we would need to trace back to its cause first.

where it fits in the build

This is the website half of the presence layer. It pairs with LinkedIn Presence & Authority, the other half of your presence, and feeds the sales system, which works the pre-qualified inbound the diagnostic sends through.

who attends

The founder. It is your website and your positioning made visible, so you make the calls on it. We do the work, you confirm and apply.

how the engagement runs

Four weekly sessions, about a month. The £2,000 is fixed for the work, not billed by the session. This assumes your positioning is already locked, so the site and the diagnostic are a translation of it rather than a fresh diagnosis.

• Session 1: website messaging and structure. Your key pages written straight from your positioning, so the site sells rather than describes.
• Session 2: website wireframes. The messaging laid out as wireframes your web designer builds from, or you implement yourself.
• Session 3: buyer readiness diagnostic. The RRC-equivalent for your site — the qualifying questions, the scoring against your ICP, the readout and the routing rule, designed from your locked positioning. Your designer builds it in.
• Session 4: website iteration. Once you have built from the wireframes and installed the diagnostic, we review the live site against the intent and refine. The week between sessions is when the build happens.

We run these about a week apart on purpose, so each piece gets tested against your real world before we build the next on top of it. If you already have one of these under control — a site that already works, say — we do not run that session for the sake of it, and the shape flexes down. Working this way keeps the work sharp and built around where your business actually is, not where a plan assumed you would be.

what you need first

• Positioning locked. The site and the diagnostic are a translation of your positioning, so this needs the Messaging box settled first. If it is not, you buy both: we lock the positioning, then build the website off it.
• A way to build the site. We hand you the messaging, the wireframes and the diagnostic design; the visual design and build itself needs your web designer, or your willingness to implement them yourself. We do not do graphic or visual web design ourselves, so if you do not have a designer we can recommend a design and build partner, and a finished site is never blocked on finding one.
• Your time. It is your site, so you make the calls and confirm each pass.

comes before

The sales system: the diagnostic hands it pre-qualified inbound to work rather than an empty pipeline to fill. It also pairs with LinkedIn Presence & Authority for one coherent presence, both saying the same thing — £3,000 for the pair.