03 / WEBSITE & BRAND MESSAGING
Three people, three different answers to "what do you do."
A rebrand or a pivot leaves the deck, the careers page and the homepage each describing a different company. We run the discovery work to find the one true positioning, then write it into a framework the whole company can use — not just a homepage.
Positioning statement
We help businesses grow with smarter marketing.
We write the launch sequence for coaches whose audience would notice if it sounded like anyone else.
English-language executive-coaching practice, EU-wide
The words drifted before anyone decided to change them.
Nobody sat down and chose to describe the company three different ways. It happened by accretion — a sales deck updated for one deal, a careers page written by whoever was hiring that quarter, a homepage nobody's touched since the last funding round. Each one made sense on its own day.
The fix isn't a copy pass on the homepage. It's deciding, once, what the company actually is — and building the framework that keeps every future page, deck and job post saying the same thing without a copywriter in the room each time.
What's included
Discovery workshops
Structured sessions with founders and key stakeholders to surface what's actually true and differentiated — not another adjective-brainstorm.
Positioning statement
One sentence the whole company can point to, stress-tested against your actual competitors, not a generic template.
Messaging framework document
Voice, pillars, proof points and language do/don't list — the artifact your team writes from afterward.
Homepage & core-page copy
The positioning written into your actual homepage and 2–3 core pages, so it's proven on the site, not just in a deck.
Team walkthrough
A working session with your team on how to use the framework day-to-day.
How we work on this service
Diagnose (1 week)
We interview 3–6 stakeholders (founders, sales, support, a customer if possible) and audit every place the company currently describes itself.
Workshop (half-day, remote or Ivry-sur-Seine)
A structured working session to surface the real differentiation, live, with the people who actually know it.
Draft (1–2 weeks)
The positioning statement and full messaging framework document.
Sharpen (1 week)
One revision round with stakeholder sign-off built in.
Apply & handoff (1 week)
Homepage and core-page copy written from the framework, plus the team walkthrough session.
Proof
VOICE & PILLARS — V2
Illustrative example
30%
Discovery-call-to-proposal time dropped 30% in the quarter after rollout — the founder's read: "the deck finally matches the site."
English-language executive-coaching practice, EU-wide
See the full casePackages
Essential
€2,900excl. VAT
€3,480 incl. 20% VAT
Positioning and a messaging framework, without the full site rewrite.
- 4 stakeholder interviews
- Positioning statement
- Messaging framework document
- 1 revision round
3–4 weeks
Growth
€5,600excl. VAT
€6,720 incl. 20% VAT
The framework, plus it applied to your homepage and core pages.
- 6 stakeholder interviews
- Workshop session
- Positioning statement
- Messaging framework document
- Homepage + 2–3 core pages
5–6 weeks
Flagship
€9,800excl. VAT
€11,760 incl. 20% VAT
Full repositioning, applied across the site and the sales deck.
- Full-team discovery
- Workshop session
- Positioning statement
- Messaging framework document
- Homepage + up to 5 core pages
6–8 weeks
Custom / Enterprise
Price on request
Multi-brand portfolios or multi-stakeholder enterprise repositioning.
- Scoped individually
Service FAQ
Is this a rebrand — logo, visual identity, all of it?
No — this is the words: positioning, voice, messaging framework, and the copy built from it. Visual identity is a separate discipline; we work well alongside a design studio doing that in parallel.
Who needs to be in the room for the workshop?
Whoever actually knows why customers buy — usually a founder, someone from sales or customer success, and one person from marketing. Four to six people is the sweet spot; more than that slows the workshop down without adding signal.
We already have brand guidelines. Do we need this?
If those guidelines describe tone (fonts, colours, "friendly but professional") without a specific positioning statement and proof points, they're a visual-identity document, not a messaging framework — and this fills that real gap.
How is success measured on a strategy deliverable, not a conversion-rate page?
By whether a new hire can repeat the positioning back correctly after reading the framework once, and by consistency across every page and deck afterward. Where a downstream metric exists — sales-cycle length, for instance — we cite it, but we won't force a conversion-rate framing onto a deliverable that isn't one.
Do you write the rest of the site after the framework's done?
We include homepage and core pages in Growth and Flagship. Additional pages beyond that are scoped as Sales & Landing Pages engagements, written from the framework we've just built — which is faster and cheaper than starting from zero.