Service · Website
A website built around
why customers buy.
A structured process that turns an unclear company into a clear commercial story, with the website as its final expression.
15-minute intro call
What you get
- 01Page structure
A site map and page flow built around how your buyers decide.
- 02Homepage and core pages
The pages every visitor sees first, written and structured to convert.
- 03Audience and use-case pages
Dedicated pages for each segment, role or use case you sell to.
- 04Copy for every page
Headlines, sections and calls to action that tell one story.
- 05Design direction
A clean, on-brand design that makes the story easy to scan.
- 06Build or handover
Ready-to-launch pages, or a clean handover to your web team.
Why we start here
Design can’t fix positioning.
Copy can’t fix an unclear offer.
That’s why every website project runs through four layers, in this order. Each layer builds on the one before it.
Business truth
What is the company, really?
Phase 01Market truth
Who needs it, and why?
Phases 02–03Communication
How do we explain it?
Phases 04–06Experience
How does the site show it?
Phases 07–08The process
Eight phases,
eight things you keep.
Every phase ends with a tangible piece of work. The website is the last of them, not the first.
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01 · Discover
Company Truth Map
Before touching the website, we map what the company really is: what it sells, who pays, who uses it, and why it wins or loses. On one page.
Questions we answer- What triggers someone to look for a solution?
- What does the customer do today?
- What proof exists?
In one sentenceLive reporting for finance teams who rebuild the same report every week.
What it sellsLive reporting software
Who paysHead of finance
Who uses itFinance analysts
The triggerA new CFO asks for weekly numbers
TodaySpreadsheets and manual exports
AfterNumbers ready every Monday
Why it winsLive in a day, no IT project
Why it losesIT already owns a BI tool
ProofCustomer stories, live demo
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02 · Define
ICP and buyer map
Then we move from what the company does to who it’s actually for: the companies that buy, who decides, who uses it, and what they want to achieve.
Questions we answer- Why are they looking now?
- What happens if they do nothing?
- Why might they not buy?
ICPBuyerUserJobProblemOutcomeCustomerScale-ups with a lean finance teamBuyerHead of financeUserFinance analystsTriggerA new CFO wants weekly numbersStakesBoard decisions made on stale dataOutcomeNumbers ready every MondayAlternativesSpreadsheets, BI tools, doing nothingObjection“We already pay for a BI tool.” -
03 · Position
Positioning canvas
We map every alternative, from direct competitors to doing nothing, and compare promise, proof and weakness. This is where positioning starts. Not with a tagline.
Questions we answer- What do they use instead?
- What makes them choose one option?
- Where do the alternatives fall short?
Positioning statementFor finance teams who rebuild the same report every week, your product is the reporting tool that keeps it live. Unlike spreadsheets, it updates itself, because it connects to the source.
YouCompetitor ACompetitor BStatus quoPromiseLive in a dayAll-in-oneAI insightsFamiliarDifferentConnects to sourceMore featuresAutomationNothing newProofCustomer storiesBig logosAnalyst reportHabitWeaknessNewer brandSlow to set upHard to trustHours every week -
04 · Message
Messaging house
Only now do we write. One core message, three value propositions, and the proof and objections underneath them.
Questions we answer- What should someone understand in five seconds?
- Why should they believe you?
- What might stop them?
Core messageStop rebuilding the same report every week.
Always currentSet up in a dayOne source of truthProofCustomer storiesProduct demoSecurity review -
05 · Structure
Website architecture
We build the sitemap around the questions each visitor has, in the order they have them. Not around Home, About, Products and Contact.
Questions we answer- Is this for a company like mine?
- Does it solve my problem?
- What happens next?
Visitor questionPage1Is this for a company like mine?Home2Does it solve my problem?Use cases3How does it work?Product4Why should I trust them?Customers5What does it cost?Pricing6What happens next?Book a demo -
06 · Write
Page messaging
Every page gets a purpose, an audience, a question, a message, proof and a next step, before anything is designed.
Questions we answer- What is this page for?
- What question does the visitor have?
- What should they do next?
PurposeTurn the right visitors into demo requests
AudienceHeads of finance at scale-ups
QuestionIs this for a team like mine?
MessageStop rebuilding the same report every week.
ProofCustomer stories, live demo
Next stepBook a demo
Homepage outline- 1Who is this for?
- 2What do you help with?
- 3Why does it matter?
- 4How does it work?
- 5What makes you different?
- 6Who trusts you?
- 7What’s the evidence?
- 8What happens next?
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07 · Design
Wireframes and UI
Visual design comes in here, once the story and the structure are clear. Wireframes first, then the visual system and the interface.
Questions we answer- Does the layout follow the visitor’s questions?
- Is the message clear at a glance?
- Does it feel like your company?
HeroProblemHow it worksProofCall to actionProductCustomersPricingBook a demoStop rebuilding the same report every week.
Book a demoSee how it worksAlways currentSet up in a dayOne source -
08 · Launch
Build, measure, improve
We build the site or hand it over to your team, then test it with real users and analytics, and keep improving it.
Questions we answer- Where do visitors drop off?
- Which pages turn interest into calls?
- What do we change next?
VisitorsUpDemo requestsUpPricing viewsSteadyWeek 1Week 2Week 3Week 4Next testRunningA problem-led headline on the pricing page
Per stage
At every stage.
What website looks like in Build, Operate and Grow.
FAQ
Answers to your questions.
Do you also build the website?
Yes, if you want us to. We can deliver ready-to-launch pages, or hand over the structure, copy and design to your own web team.
How does pricing work?
There are no fixed packages or rates. We first look at what you need, then agree on what fits your stage, budget and pace. That can be a project, a monthly arrangement, or a performance-based deal where our fee depends on results. It all starts with a 15-minute intro call.
Still have a question? Request a 15-minute intro call.
Become the obvious choice.
Your company solves a real problem.
Let’s make that obvious.
Work with Accelor Hub15-minute intro call