Clarity to Clicks.
A focused, strategic project to clarify your brand, sharpen your message & launch a smart site
Most sites look fine, but they don’t tell your story, show your value, or bring in leads.
You know you’re good at what you do. But explaining it clearly, in the right words, on your website? That’s where most people get stuck.
That’s why I created my Clarity to Clicks process - a 4 week structured process where we clarify your brand before I write your messaging and design your site.
You’ll come away with:
Clarity + Credibility that creates trust in your audience
Messaging that works across all your marketing
A website that finally converts the clients that you want
No overwhelm - the process is clear, guided and structured
No long hours - you don’t waste time wrestling with your messaging
Clarity to Clicks.
A focused, three-phase process that clarifies your brand, sharpens your message and launches your website in four weeks
Phase 1
Brand Positioning
Get clear on what you do, who it’s for, and why clients should choose you over the competition.
Includes
▷ 2 hour workshop
▷ Target audiences and their needs
▷ Core offer definition
▷ Competitor review
▷ Brand personality + positioning
Phase 2
Strategic Messaging
Turn that clarity into words that connect and convert. I’ll write your copy based on your strategy, tone, and input.
Includes:
▷ Home page + About copy
▷ Services copy (from your detail)
▷ Page headlines + calls-to-action
▷ SEO best practice
▷ Brand story + tone of voice
Phase 3
Website Design
Bring it all to life with a custom Squarespace site.
Includes:
▷ Up to 7 pages
▷ Legal & Privacy pages
▷ Mobile responsive design
▷ On-site SEO best practice
▷ Social media integrations
▷ Domain transfer
▷ Bespoke Squarespace training
▷ 2 weeks of email support
Typical investment: £8,500–£12,000 + VAT
Most Clarity to Clicks projects fall within this range, depending on scope, page count and complexity. This includes brand clarity work, messaging, and a fully built Squarespace website. We’ll confirm fit and scope before anything moves forward.
All sites are designed and built on Squarespace, which means you can update content yourself without a developer, and your hosting, security and basic SEO tools are all in one place
This is for you if:
✓ You’re an ambitious small business that wants to grow to the next level or are pivoting your positioning / entering a new market.
✓ You want a strategic partner to help shape your brand, message and site – not just design it.
✓ You’re ready to invest in getting it right – not just getting it live
✓ You’re looking for high-touch input on your messaging – not just prompts
This isn’t for you if:
✗ You’re after a DIY or off-the-shelf website
✗ You want to write all the copy yourself (Brand in a Box may be a better fit).
✗ You’re looking for a full rebrand or naming exercise.
My method for creating
audience-first, conversion-based web copy.
I use a simple 3-part approach I’ve developed over many years of experience.
It’s designed to do two things at once.
Make your message clear.
And make your offer the obvious choice.
Clarity.
I use StoryBrand-style principles to shape the message around the customer.
They’re the hero.
You’re the guide.
So the basics land fast.
▸ Who it’s for.
▸ What you do.
▸ Why it matters.
▸ What to do next.
Depth.
I use SPIN-style questioning to get under the surface.
▸ What’s really going on.
▸ What’s not working.
▸ What it’s costing them.
▸ What changes when it’s fixed.
Positioning.
Here’s the bit most websites miss.
Because clarity isn’t the same as differentiation.
Neither framework, on its own, forces you to answer:
▸ Why you.
▸ Why now.
▸ Why you over the other perfectly competent options.
So I build positioning into the copy.
▸ Your distinct angle.
▸ Your point of view.
▸ Your method.
▸ And the proof that backs it up.
Result: a website that’s audience-first and commercially sharp.
If you want to go deeper on StoryBrand or SPIN, I’ve added a short explainer in the FAQs below.
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No two businesses are the same.
This package covers most clients need, but if you want to go further, we can add extra elements that fit your goals. Please see below for some of the other services I provide.
We’ll talk through what you needs on our initial call and provide a custom proposal so you’ll know exactly what’s included and what’s optional.
FAQs.
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Every business has a different need and therefore often needs a bespoke solution.
Drop me a line and I”d be happy to discuss your challenges. -
Storybrand
This is a way of structuring website messaging so it’s written through the customer’s eyes.They’re the hero.
You’re the guide.
The problem is clear.
The outcome is clear.
And the next step is obvious.In practice, it stops websites being “about the business” and makes them useful to the person reading.
SPIN
It’s a questioning approach I use to uncover what really matters to your buyer.What’s going on in their world.
What isn’t working.
What it’s costing them (time, money, momentum, confidence).
And what changes when it’s fixed.It keeps the copy grounded in real priorities — not vague claims or fluffy benefits.
Are you affiliated with StoryBrand or SPIN?No. I’m not affiliated with either.
They’re influences I’ve learned from and adapted over the years. While I think they’re brilliant, I don’t believe they do ‘the full job’ needed for website copy. So I also incorporate brand positioning frameworks to create my own method for audience-first, conversion-focused website copy. -
My payments all work the same way.
I invoice 33% on booking to secure your slot.
33% when we start work.
And the final 34% as I hand over the site to you. -
No problem. For the Clarity Sprint and Amplify Sprint you’ll need at least a simple logo, colours and fonts to build from.
If you don’t have these, or would like a refresh, I offer a Mini Brand Kit as an add-on to give you a clean, consistent style to launch with. -
That’s fine — extra pages can be added for an additional fee. (Standard pages are £350. More complex pages quoted on spec eg sales pages).
Many clients start with the core set (Home, Services, About, Blog/Portfolio, Contact) and expand later. -
Because it’s simple, reliable, and easy for you to update yourself. It looks professional without endless plugins, and it gives small businesses freedom from constant developer costs.
If you want more customisation, I can often code enhancements or recommend add-ons. -
Full visual identity
This sprint doesn’t include full logo or visual identity design – most clients already have that in place.
We design your new site using your existing logo, colours and fonts.
If you don’t have those yet, we can either:– agree simple, modern styling for this site only
– add a Mini Brand so you have a small identity kit you can use beyond the website.
- discuss a full brand refresh
Website hosting fees or domain name registration/renewal
(you’ll pay Squarespace / your domain provider directly).
Copywriting for more than the agreed pages
Additional standard pages can be added for £350 each.
Ongoing content creation
(blogs, newsletters, social posts, paid ads)Ongoing SEO management
Long-term maintenance
beyond the handover and 2 weeks of email support
Add ons.
Can be added on to any website build, rewrite or briefed on their own.
Mini brand.
When your brand needs a quick refresh or a simple start.
Includes:
▷ Wordmark logo
▷ Favicon
▷ Custom colour palette
▷ Web and print friendly fonts
▷ Mini style guide
▷ 3 Canva templates eg 16:9 slide, social media
▷ 1 round of revisions
£750 + VAT
Other brand or a complete brand refresh can be quoted for.
Does not include:
Naming projects, multi-round identity exploration, or detailed print items.
AI professional
portraits.
Professional headshots without the photoshoot hassle
Includes:
▷ 3 x high quality AI-generated portraits
▷ Hand-curated & edited to look natural & credible
▷ Up to 2 professional environments or looks
▷ 7 day turnaround
▷ 1 round of revisions
▷ Delivered ready to use across web and social
£395 + VAT
AI Brand images.
On-brand visuals without the stock-photo rabbit hole.
Includes:
▷ Set of 15 AI-generated hero, lifestyle and background images
▷ Consistent, ownable direction for your brand
▷ Created based on strategic brand direction
▷ Hand-curated and edited (no weird AI glitches)
▷ Full commercial usage rights
▷ 1 round of revisions
▷ 7 day turnaround
£795 + VAT
Does not include:
large-scale print production files (for billboards etc.), full custom illustration sets, or a bespoke icon library
Marketing
Messaging Kit.
Power up your marketing to work with your new site.
Includes:
▷ Messaging Library
30+ message blocks covering the full sales journey. Each one explains why it works and where to use it - web, social
▷ Tone of Voice Cheat Sheet
Quick rules, word swaps, and before/after examples to keep your communication consistent.
▷ Value & Proof Snippets
A brag bank of 10–15 stats, testimonials, and authority cues to drop into posts, proposals and pitches.
▷ CTA Menu
A ready-made set of calls to action — from short and snappy (for buttons) to benefit-driven (for posts and emails).
▷ Caption Bank
15–20 ready-to-post examples built from your Messaging Library - a mix of awareness, trust and sales-focused posts that can also be tweaked for email or ads.
▷ Elevator Pitch One-Pager
A short, sharp narrative that captures your who/what/why in plain English. Perfect for bios, networking, and proposals.
£1,950 + VAT
Does not include:
posting or scheduling content, managing campaigns, or long-term content tweaks after delivery..
Need something different? Or got more questions?
Drop me a line and we can talk through the options.
A word from some of my clients.
