01 / The job

What does the websiteactually need to do?

Pick up to two, most important first.

What existstoday?

What happens whensomeone lands on it?

When they choose between you and the alternative,what actually decides it?

Pick up to two.

How do people find outyou exist?

Select all that are true.

Six months from now.What has to be true?

Who actuallybuys from you today?

When you win,why do you win?

Pick up to two.

And when you lose,why do you lose?

Pick up to two.

Could you describe what you do in one sentence,to someone who’s never heard of you?

Five questions. Answer the ones that apply and send it, and you'll get the derived brief back by email. (With JavaScript on, this runs as a guided flow instead.)

01 / The jobWhat does the website actually need to do?Pick up to two, most important first.Bring us qualified inbound.Make us credible in deals that are already moving.Sell directly.Explain something complicated.Hire.Honestly? We’re not sure.

02 / What’s thereWhat exists today?Nothing yet.Something that no longer represents us.Something fine, that doesn’t do its job.Something that works, and now needs to scale.

03 / Where it breaksWhat happens when someone lands on it?They read, they leave, we never hear from them.They get in touch. They’re the wrong people.They ask the price and disappear.They convert fine. We just want more of them.We can’t tell. We don’t measure it.

03 / The decisionWhen they choose between you and the alternative, what actually decides it?Pick up to two.Price.Trust. Who they’ve heard of.Whether we understood the problem.Speed.Something only we can do.We don’t know. We’ve never asked.

05 / Six monthsSix months from now. What has to be true?A predictable number of qualified conversations, every month.We stop losing deals because we look smaller than we are.We stop paying for traffic that doesn’t convert.We can publish and change things ourselves.We figure out which of these is actually the problem.

02 / The customerWho actually buys from you today?A few big clients.Lots of small ones.It’s inconsistent. That’s the issue.Nobody yet. We’re starting.

03 / Why you winWhen you win, why do you win?Pick up to two.We were recommended.We were cheaper.We understood the problem better.We were faster.We were the only ones who could do it.We don’t really know.

04 / Why you loseAnd when you lose, why do you lose?Pick up to two.Price.They went with someone bigger.They took it in-house.They stalled and did nothing.We never found out.

05 / The sentenceCould you describe what you do in one sentence, to someone who’s never heard of you?Yes. And everyone here says the same one.Yes. But everyone here says something different.Not really.We have one. Nobody believes it.

Where should the reply go?Your email