Review the evidence
I review your existing usable customer evidence and we hold up to two stakeholder sessions. We compare your offer with three relevant alternatives, including doing it in-house or doing nothing where relevant.
Positioning, Messaging & Website Copy
Make your offer
easier to understand.
On a call, you can explain what you do, answer the awkward question and give the example that makes it click. On the website, somehow, it turns into a paragraph you’ve rewritten six times.
We work through who the offer is for, what they need to understand and why they would choose you. Then I write three core pages using the customer evidence you already have.
Guide price: €4,500–€6,500 fixed project fee. Indicatively four to six weeks.
See the scope, timing and payment terms. Excludes VAT where applicable and external costs. The written proposal confirms the exact scope, fee and dates.
Our offer is complicated. How will you get your head around it?
Expect questions. Including a few about things that seem so obvious to you that you haven’t explained them to anyone in years.
I’ll read the material, look at customer conversations and ask you to walk me through what matters. If a technical detail changes what you can promise, I need to understand it. And if I’ve misunderstood something, I’d much rather hear about it in a draft than admire the mistake on your live website.
When this helps.
This is useful when prospects misunderstand the offer, compare you with the wrong alternatives or need you to explain things the website should already make clear. We work on one offer for one primary audience, so the pages can make a clear argument.
Bring the research, sales conversations and customer feedback you already have. I’ll review what we can use and flag anything important we still need to find out.
The work
Review the evidence.
Decide. Write the pages.
Work out what buyers need to understand
We compare your offer with the alternatives buyers consider and decide which differences matter. I write a positioning recommendation and a message guide: what to lead with, the questions to answer, the evidence to show and examples of how it should sound.
Write the pages
Copy for three agreed core pages, such as the homepage, the principal service page and an about or why-us page, with two consolidated revision rounds and a handover.
What you receive.
- A positioning recommendation.
- A message guide: value, objections, proof and voice examples.
- Copy for three agreed core pages, up to about 2,500 words combined, as annotated copy layouts rather than visual design.
- Page titles and meta descriptions based on the search intent we agree. This is not a full SEO project.
- Two consolidated revision rounds and one handover.
Indicatively four to six weeks, depending on scope, availability and feedback. We agree the actual dates before kickoff. Payment is 50% at kickoff and 50% at handover.
Your part in the work
You provide the customer evidence, access to the people who decide and consolidated feedback. Your team or suppliers handle design, build and publishing.
Not included: a new six-interview research study, visual design, website build or publishing, rebranding, technical SEO or a full keyword strategy, and ongoing management.
If the evidence isn’t enough
I’ll explain the gap. Additional research needs your agreement before it starts. If you only need one page, or positioning only, and your foundations are sound, I’ll quote a smaller scope.
Related work and approach.
Before we start.
Prospects keep comparing us with the wrong companies. Can you help with that?
Yes. I’d want to understand why the comparison keeps happening. The words on the page may suggest the wrong kind of product, or the difference you care about may not matter to buyers in the way you expect.
We’ll look at the alternatives they actually consider, what your offer does differently and why someone would care. Then we’ll work out how to explain that, with evidence to support it.
Do we have to buy the research project first?
No. We can work from useful customer evidence you already have, including research someone else has done.
If something important is missing, I’ll explain the gap and what it means for the copy. Any additional research needs your agreement before it starts.
How will you make sure it sounds like us?
Show me how you write and talk when you’re comfortable. Emails, articles, presentations and recorded conversations can be much more useful than a list of adjectives about your brand.
I’ll ask what feels like you, what makes you wince and why. We’ll use examples to work that out, then put the voice into the message guide and page drafts. You’ll have the chance to tell me where I’ve got it wrong.
What if we don’t like the first draft?
Tell me. “This doesn’t sound like us” is useful feedback; we can work through which parts feel wrong and why.
Sometimes the tone is off. Sometimes a line is perfectly readable and says something you would never promise. We’ll look at the problem before rewriting around it.
The project includes two consolidated revision rounds. We agree the positioning before I draft all the pages, so we have something more useful to work from than everyone’s favourite headline.
Can we do just the positioning, or one page?
Yes. If that’s the work you need, I’ll quote for it.
For one page, we’ll first check that the audience, offer and main message are clear enough to write from. If those are still unsettled, I’ll explain what we need to work through. You don’t have to buy three pages just because that’s the package on the website.
Will you design and build the website too?
Your designer or developer handles the design, build and publishing. I write the copy and show how it fits together: the order of the messages, where examples or evidence belong, and what we’re asking the reader to do.
The project includes a handover so the people building the pages can understand the thinking behind them.
How is this different from the project you do with a first marketing hire?
This package is for working directly on your positioning, messaging and three core website pages. You can book it whether or not you have a marketer.
First Marketing Hire & Support covers choosing the person, passing on the business knowledge they need and working with you both on one first project. That could include messaging and homepage copy, but it sits within twelve weeks of work together after they start.
We’ll choose the engagement around what you need help with. You don’t need both to get the copy written.
Let’s talk about
your project.
Tell me what you offer and who it’s for,
and what your website isn’t saying yet.
A 30-minute conversation with me.