Building a website is now fast and cheap. The decisions behind it are not: what it says, who it's for, and which pages deserve to exist. In 3 weeks, those decisions get made, so the build comes last and nobody guesses.

For VPs of Marketing at growth-stage B2B tech companies under pressure to rebrand or fix a site that no longer fits the business.

I've planned and built 30+ websites, so the brief is written for the people who have to build it.

The Diagnosis: What your site actually does versus what your team thinks it does, its one primary goal, and where competitors leave room.

The Direction: Positioning, audience definition including who the site is not for, and a messaging framework.

The Build-Ready Brief: A sitemap with search and AI-answer intent, a page-by-page content strategy with copy direction, and a handoff brief any team can build from.