Change how
the market sees you.
For a business whose website has to reposition it: the proposal, brand guide and site architecture before a screen is designed, prototypes you try before anything is promised, a structure built around the business, the build, and the first ninety days.
From £15,00010–14 weeks · fixed price
Who it’s for
A bigger job, not a better one.
- The website has to change how your market sees you, not just look better.
- Several people have to agree on it, and need something in writing to agree on.
- The site’s evidence is the business — projects, products, places — and there’ll be far more of it next year.
- You want the site to keep its author after launch.
If that isn’t you, The Site is probably the better fit — the same person and the same standard, at the scale of an owner-run business.
What makes it a repositioning
Decided before it’s drawn
You get the whole pack — proposal, web brand guide, site architecture — before a screen is designed. Design sign-off is a decision you make with the documents in your hands, and a payment you make knowing exactly what you’re signing off.
Ridden before it’s promised
The structure is prototyped and scrolled — by you — before it goes in a document. Anything that could be a gimmick is tested first; the guide says what’s settled, what’s under review and what it would cost to cut.
Built to be added to
A content system built for the twenty projects you’ll have next year, not the three you have now. The first ninety days of Evolution are included, so the site keeps its author while it finds its feet.
What’s in it
Everything,
numbered.
The pack
Discovery and creative direction
Your competitor set reviewed properly, the direction agreed, design principles set — so ‘different’ means something specific.
Web brand guide
The idea, the principles, what the sector does and what you’ll do instead, colour with every contrast computed, type, the logo, motion, voice, accessibility. Versioned, printable, yours.
Site architecture
Every page and its URL, the navigation model, the templates block by block, the content model, the technical shape, the plan and the open decisions with their owners.
Design
Interactive prototypes
The structure and its mechanics as boards you can scroll, revised until they’re right — before design, not after.
A concept-led structure
A site whose structure is the idea itself, built around the business. Not a theme on a template.
Full UI design
Every template designed, desktop and mobile, from the guide — so every page is consistent by construction.
Build
A modern stack, chosen for the project
Chosen for what the site has to do and what it has to work with, never a page builder; no ceiling on what the site can become; running costs small, and set out in the proposal.
A content system
Case studies, projects, products — whatever the site’s evidence is — as structured content you add through a simple editor. Adding one is never a development job.
Forms, search, SEO
Enquiry routed the way you need it; semantic HTML, metadata, structured data, a sitemap; fast because it was built that way.
Launch
Domains and redirects handled, email untouched, full QA across devices and a screen reader, a handover session.
After launch
Ninety days of Evolution
Four senior days a month for the first three months: the fixes, the content help, the things only a live site reveals — and the first quarterly look at the architecture.
How it goes
Up to fourteen weeks,
in five stages.
The competitor set, the direction, the principles. The brand guide and the architecture written and signed off.
Interactive prototypes of the structure and its mechanics, revised with you until they hold.
Every template, desktop and mobile, from the guide. Design sign-off — the second payment.
The content system, the templates, the mechanics, the forms, the SEO. Content loaded; preview links throughout.
QA, domains, redirects, handover. Then ninety days of Evolution begin.
Calendar time, not effort: it absorbs sign-off, feedback and content arriving later than planned. If anything slips you’ll hear in advance, not after.
The documents
Every decision in writing — before a screen is drawn.
Each client’s documents are private to them, so none is published here. The method explains what each one does, and when you sign it off. It’s the same method at either scale: the lift company whose twenty competitors all look the same becomes a case study when it launches.
Questions
The things
people actually ask.
Why from £15,000, when The Site is £7,500?
Because it’s bigger, not better: the same method and the same person, at the scale of a repositioning. The full pack before design, the structure prototyped and tried in rounds, a structure built around the business rather than a template, a content system for twenty entries, more people to bring along, and ninety days after launch. The proposal prices it for the work it actually is.
We already have a brand. Do we still get a brand guide?
Yes, but a web brand guide, not a rebrand — how your existing brand behaves on the web: colour with contrast, type at every size, components, motion, voice. Where a brand is genuinely complete for the web, that time goes into the architecture and the prototypes instead.
What if the prototypes show the idea doesn’t work?
Then we’ve found out for a few days’ work instead of a few weeks’, and the architecture changes before design starts. That’s the point of trying it first. The guide records what was tried and why it was cut.
How is it paid?
Three equal payments tied to real milestones: on confirmation, on design sign-off, on completion. Fixed price for the scope in the proposal; if anything changes on either side we agree and price it before it moves.
What happens after the ninety days?
The site is yours and it works without me. If you want it to keep its author, Evolution continues at £2,000 a month, rolling. You decide once you’ve seen what a monthly release does.
Who does the work?
One senior designer-developer, start to finish — the person on the call is the person who writes the documents, tests the prototypes, designs the screens and writes the code. The honest trade-off is capacity: a small number of these a year, so the timeline is real.
Start with a conversation,
then the document.
Every Repositioning begins with an Architecture Review — a week and a real document, £1,500, credited in full. If the honest answer is that The Site would serve you better, the Review will say so.