Services
Decided first. Built second. Counted afterward.
One decision, then one of two builds. The Diagnostic decides the path a stranger takes to reach you and says whether it belongs inside the site you have or inside a new one. You buy the decision and one build, never both builds.
01Where this starts
Most people who call me are not shopping for a website
They are looking for someone who answers. The site was built some years ago by a person or an agency who has since moved on, gone quiet, or now takes three weeks to change a phone number. Nothing is on fire. It is simply that nobody is looking after it, and it has started to show.
What I sell is narrower than a website. It is the path a stranger takes from a search result to a submitted enquiry — where they land, what the page asks of them, whether the ask has been earned by the time it is made, what happens after they send it, and whether any of it can be counted. That path is decided first and built second, and the decision and the build are bought together.
Sometimes the answer is that the site itself is what stands in the way. That is the second of the two builds rather than an extra one bought afterward, and the Diagnostic is what tells you which of them you are buying before you commit to either.
02The consultation path
One decision, then one of two builds
The Diagnostic comes first and always. What follows it is a build, and there are two of them: the path built inside the site you already have, or the path built into a new one. You buy one, never both, and the Diagnostic is what says which.
Always first
Search-to-Consultation Diagnostic
$1,600 to $2,400Two days. One walking the site as a stranger and mapping where the path currently goes — on a physical phone, by keyboard, and with the software that reads a page aloud, never submitting your form. One deciding what the path should be and writing it down, with the build quoted. More service lines mean more routes to walk, so the price is fixed by counting them. You can work out your own number before you call.
Up to 3 service lines
2 days. $1,600.
4 to 7 service lines
2.5 days. $2,000.
8 or more
3 days. $2,400.
The second day also answers the question you should not have to guess at: whether the decided path can be built inside the site you have, or whether the site itself is what stands in its way. Both builds are quoted at the same $800 a day, so nothing about that recommendation pays me more to say one than the other.
What you end up with: a decided path from search result to submitted enquiry, written down, and a fixed quote for whichever build it needs.
Build one of two
Consultation Path Fix
$2,800 to $6,000The decided path built inside the site you already have. Right when the bones are sound and what is wrong is the route, the ask, and the fact that nothing counts the enquiry at the end of it.
That band is what I can honestly say before I have read the site. After the Diagnostic it becomes one figure, decomposed into days at $800, with no range and no “from”. A range surviving the Diagnostic means the Diagnostic failed at its job. The unknown the band covers is the codebase rather than the path: a page builder carrying a dozen plugins turns a two-hour change into two days, and that is not visible from outside.
What the Fix covers
- The route itself. Each service-line page through to a submitted enquiry, built inside the site you already have.
- The ask, page by page. What each page requests and when, and a real next step for the person who is not ready to enquire today.
- Every step operable. The route works by keyboard, by screen reader, and one-handed on a phone. It sits inside the Fix rather than beside it and carries no separate charge, because a step nobody can operate is a step where the path ends. I make no compliance claim about it.
- The writing that carries it. What the page says at the moment it asks, and what the button says will happen after it is pressed.
- Intake that works. The form, the confirmation the visitor actually receives, and what happens after it.
- The enquiry made countable. End to end, so there is a number where there was none.
- Before and after. Every change verified by re-test rather than asserted.
Or build two
A website designed and built
$6,000 and up, after a DiagnosticThe same decided path, built into a new site rather than retrofitted into the old one. Right when the path cannot be built properly inside what exists: the templates the route needs are not there, the content is structured against it, or the system fights every change. You do not buy the Fix as well. This is instead of it.
Every template the practice needs: home, service line, person, the consultation path itself, articles, contact, and any one-off page. Design system, content build-out, internal link architecture, per-page metadata. I do the work; nothing is subcontracted.
The arithmetic, and the two days that come off
- The floor is 9.5 days at $800, which is $7,600. That is the site built with no path decided in front of it.
- Two of those days are mapping the routes and the structure. The Diagnostic already did that and wrote it down, so it does not get done twice. The floor drops to 7.5 days, which is $6,000.
- Diagnostic and site together: 9.5 days, $7,600. Two days come off because two days of work do not happen, not because a discount was applied to a number.
- Above the floor it decomposes from page count. Four days of content build-out at fifty pages, one further day for every twelve pages beyond that, rounded down. Page count is real pages plus posts, excluding archives the system generates by itself.
Payment: the Diagnostic price on signing, the balance on acceptance of the build quote. The Diagnostic is never sold on its own, and neither build is quoted before it.
03Running it
Someone who reads what the path did, and changes it
Monthly, afterward, and not a condition of either build.
Monthly
Site Care
$800 to $1,200 per monthOne to one and a half days a month at $800. What happened on the path, enquiries counted, and where people stopped. New pages get a path rather than only copy. A bounded change allowance each month. Coordination where something sits in a system I do not control.
It carries the before-and-after count: the path counted before the build and counted again after. That is a comparison across time rather than a controlled test, and seasonality is not controlled for. I will not describe it as anything more than it is.
04Who this is for
Two tests, and both have to pass
The site affects the decision
A referral still checks the site before calling, so this does not require search traffic. It requires that the site matter to how someone decides.
You own your own intake
Where the form is a third-party booking widget the problem can be described and cannot be repaired. That collapses the Build while the price stays.
Anything passing both is in: accountants, architects, clinics, private schools, therapists, consultants, financial advisers, and specialist trades that quote rather than simply get called. It is not every business, and I do not write as though it were.
If you already have a vendor
- The decision does not transfer. A vendor handed a list closes tickets. Which path is right is a business question — what the next step is for each service line, whether intake can take them differently, and what you actually want at the end of it.
- Verification does not transfer. Nobody can re-test their own work and produce a before and after about it.
- The count does not transfer. Build the path with nothing counting the enquiry and you have the same problem afterward: no number.
Your vendor can build any path. Deciding which one, and making it countable, is a different job.
05How it goes
How an engagement usually runs
- A call. You describe what is not working. Often it is the vendor relationship rather than the site.
- You count your service lines, which fixes the Diagnostic price before anything is agreed.
- The Diagnostic. I walk the site as a stranger, map where the path currently goes, write down what it should be, and say which of the two builds it needs.
- The build. Either the Fix inside the site you have, or a new site around the same decided path. One figure, decomposed into days, every change verified by re-test before anything goes live.
- Site Care afterward, if you want someone reading what the path does. It is not a condition of the rest.
What I will not do
- I do not promise more enquiries or more clients. I can show you the path before, the path after, and the count either side of it. What that is worth is your judgement to make, not mine to project.
- I do not dress a decision up as a measurement. Which route a page should offer, what it should ask, and when it has earned the right to ask — those are decisions with reasoning attached, and the writing says so. What was measured and what was decided are never blurred together.
- I do not hand you a list of defects and call it a plan. What is wrong with a page is the cheap half. What the path should be instead is the part you are buying, and it is a business decision before it is a build.
- I make no compliance or legal claims. Tooling output is not a legal conclusion, and I am not a lawyer.
- Page speed is lab measurement. A repeatable test under controlled conditions, not a description of what every visitor experiences.
- Every price breaks into days. Eight hundred dollars a day, everywhere, without exception. If a number looks wrong, the days are the thing to argue with.
- I change nothing while I am reading it. I never submit your form, because a test enquiry lands in front of whoever answers them. I never log in and never fetch anything behind a password, and I do not work around bot protection, because nothing collected that way can be explained to the practice it describes.
06Contact