SYSTEM 06 · WEB PRESENCE
MONTHS TO DECIDE.
SECONDS
TO JUDGE.
Everything the room agreed on — the position, the identity, the offer — gets one visit from someone who owes you nothing. I build what has to survive it: site strategy, homepage structure, copy hierarchy, UX direction, offer and proof placement, and the conversion plan.
The part of the brand that sells unsupervised.
30–90 MINUTES · ONE WRITTEN READ · $750–$2,500
CREDITED TOWARD BUILD OR DIRECTION
01
THE PROBLEM
LOOKS FINISHED.
ISN’T WORKING.
The site dressed for the part — real photography, the right colors, a paragraph everyone approved. A stranger reads a different site. The first screen gives a name and a welcome; the actual offer sits three clicks in; the page order tells your story instead of answering their questions. They leave knowing you exist — and not much else.
The design did its job. The order never got one — and neither did the machinery nobody sees: what Google finds, what the phone loads, where the form actually goes. Without a hierarchy, the visitor gets handed the sorting; without the plumbing, most never arrive at all. A site works when the sequence does the convincing — what to believe first, what proves it, what to do next — on a site people can find. The visitor won’t do the work the page skipped.
The first screen decides who reads the second. There’s no appeal — just the back button.
02
THE FIX
SIX COMPONENTS.
ONE SEQUENCE.
A homepage is a sequence of decisions — what a stranger believes first, second, and next. The six components below are the parts a Web Presence Build can draw from. The Diagnostic decides which need to be built, repaired, or retained—so the next page enters a structure instead of another pile.
02.5
FIELD NOTE
SIX YEARS ON THE JOB.
One case: the system above, built for the same jeweler one more time — after the identity and the behavior, the storefront.
The store already knew how to sell. The site just learned it.
03
BUILD PHASE
FOUR PHASES.
NO MYSTERY.
No template shopping, no launch-day surprise. The process is structured, transparent, and built around working sessions where you watch the structure take shape. The Diagnostic comes first. If Web Presence is the right move, the written read becomes the brief for the four phases below.
04
INVESTMENT
NOT PRICED OFF A MENU.
SCOPED OFF A DIAGNOSIS.
Build engagements run $10K–$60K. You don’t have to figure out where Web Presence lands inside that range — that’s the Diagnostic’s job. The exact number is fixed, in writing, before you sign.
Your written scope names which system components are included. Working sessions, handoff, and the 30 / 60 / 90-day rollout plan are standard in every Build.
Builds start at $10K — under two months of a $65K–$100K marketing hire.
THE FIRST STEP
Every build starts with a diagnostic, and it decides whether Web Presence is the move at all. If it isn’t, you stop there. The full fee is credited against a Build or Direction engagement started within 90 days of the call.
Build is the engagement above. Direction is ongoing senior judgment — from $4,500/mo, month-to-month.
05
IS THIS FOR YOU
THE HONEST FIT CHECK.
I say no to the wrong projects so the right ones get done. Here’s the truth about who this is and isn’t built for.
06
QUESTIONS
QUESTIONS
FOUNDERS ASK.
THE CLOSER
LOOKS FINISHED ISN’T THE JOB.
WORKING IS.
Every hour, the site answers for the business — ready or not.
The Diagnostic is where the site starts working.