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The plumber across the canal has a website that says innovative solutions for your water needs. He fixes leaks. He fixes them on Sundays, in the rain, for the widow at number nine, and he never mentions it. Nobody reads the website. Everybody knows about the widow. That is the whole of marketing, and most of us write the website instead.
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Your old site had 4 jobs nobody wrote down.
A redesign gets scoped by what the old site shows. The work it did quietly is what breaks at launch: the tracking tag, where each form sends its message, who owns the font licences, what the legal pages say.
This week's issue of The BRIGHT Method is the launch-day story and the list I'd write before any redesign.
Read it and subscribe on LinkedIn or Substack:
linkedin.com
Your old site had 4 jobs nobody wrote down
The day a client’s new website went live, its contact form inquiries were still arriving in my inbox. So were the email signups.
Your website could be generating enquiries every day, but how many potential customers are slipping through because nobody is following up quickly or qualifying them properly?
A business owner reached out to me with exactly this problem.
Their website was collecting enquiries, but there was no consistent process for reviewing them, identifying serious prospects and responding.
So I built a system to handle that entire process.
Here's what happens when someone submits an enquiry:
→ The system picks it up immediately, whether it's 2 PM or 2 AM.
→ Invalid submissions and duplicate enquiries are filtered out.
→ Each enquiry is assessed against the business's own qualification rules and classified as qualified, needing more information, or not a fit.
→ Every assessment must be supported by exact quotes from the original enquiry. Those quotes are independently verified, so unsupported claims are marked as unknown.
→ Each lead is added to the CRM with its assessment, notes and pipeline card.
→ A personalised reply is drafted based on the information provided, asking only for what's missing.
→ The draft goes to Slack for human review. A team member can approve it, edit it or reject it.
→ Once approved, the email is sent and the lead moves forward in the pipeline.
I built the entire system using n8n and Claude, with the client's existing tools and accounts.
One important detail: AI makes only two decisions throughout the entire workflow. Everything else is designed to validate those decisions and keep the process controlled, traceable and reliable.
The goal isn't simply to automate emails. It's to make sure incoming enquiries are properly handled, qualified and followed up without relying on someone to manually manage every step.
If you're a business owner, founder or agency owner looking to improve how your business handles incoming leads, send me a DM.
Let's build something around your business.
Nice project👍
**Can Someone Understand What Your Business Offers Within 10 Seconds of Visiting Your Page?**
Imagine someone discovers your business on Instagram for the first time.
They visit your profile because something caught their attention.
But within a few seconds, they still cannot figure out exactly what you offer, who your services are for or how to get started.
That's a missed opportunity.
Your social media profile should make it easy for potential customers to understand your business without having to search through dozens of posts.
Here are four things your profile should communicate clearly:
What you offer: Make your products or services easy to understand.
Who you serve: Help visitors recognize whether your business meets their needs.
Why they should explore further: Highlight useful information about your brand, products or services.
How to reach you: Make your contact details and next steps accessible.
Your social media page is part of your customer's experience with your business.
Don't make potential customers work too hard to understand what you do.
If someone visited your business page today, would they immediately understand what you offer?
