The wall, left to right
Six starting points we run into again and again
Each note below is the shape of a real engagement: the problem as it arrives, what the work turns into, and the change the client ends up measuring. Read them as a set — the newest sheet always covers something older.
Rebuild
A service business with a template site that outgrew itself
A common starting point: a company built its first site on Squarespace or Wix five years ago, added pages over time, and now has a navigation nobody can follow. The work is usually a content inventory, a new sitemap, and a rebuild on the same platform so the team can keep editing without a developer.
The measurable change is fewer support emails from confused visitors and a clearer path from homepage to inquiry form.
Brand strategy
A professional firm with no positioning to speak of
Consultancies and professional firms often have deep expertise and no written explanation of what makes them different. The engagement starts with brand strategy: interviews, a competitor review, and a positioning document.
Downstream, the positioning shows up in the homepage headline, the services page structure, and the language in sales emails. The deliverable is a document, not a logo, though it often informs a later design refresh.
Search and indexing
An SEO problem that turned out to be technical
Sometimes a client comes in convinced they need more content, and the audit shows they need an indexing fix first. Google Search Console usually reveals the issue: pages excluded from the index, a broken sitemap, or a migration that dropped redirects.
The engagement becomes a technical cleanup followed by a content plan. In these cases the first month is unglamorous and the second month is where the results start showing up.
Content calendar
A content program that needed a calendar, not more writers
A client with plenty of expertise and no publishing rhythm. The work is building a content calendar around the questions their sales team hears, then writing to that calendar on a schedule the team can sustain. We often pair this with web analytics so the client can see which pages actually lead to inquiries.
The output is fewer, better pages, published predictably.