Can the website do business, not just describe it?
Three clients arrived with the same brief in different words: the site describes the business accurately and produces nothing. In each case the fix was to design the journey a buyer actually takes and then build it, rather than to redesign the description.
The shared problem
A brochure site answers “what is this company?”. A prospective customer is asking something narrower and more awkward: can you do the specific thing I need, what would working with you involve, and what do I do next? A site that answers the first question well can still fail every visitor asking the second.
So in all three engagements the work started from the decisions a buyer has to make in order, and the site was rebuilt as the surface that helps them make those decisions — with the capture and the content operations that follow from it.
OUI Life — private-label manufacturing
A Lagos beauty manufacturer and OEM whose site read as a product brand, while the actual business was manufacturing for other people’s brands. I repositioned it around private-label and custom manufacturing, and rebuilt the site around the journey a founder takes: what can be made, what a project involves, what it takes to start, and a launch-economics tool that answers the money question before a conversation rather than during one. Project briefs and lead capture run through the site rather than a mailbox.
The client reports a material increase in qualified inbound leads and business enquiries since launch. That is their account of it, not an instrumented measurement, and the case does not claim more.
Stratfortis — strategy and execution consultancy
A consultancy whose service story was accurate and undifferentiated. I rebuilt it around the decisions a prospective client is weighing — what kind of problem this is, what engagement would fit, what the work has looked like elsewhere — with a case-study system the team can extend, consultation routes rather than a single contact form, and capture built into each route. The client reports materially more qualified inbound enquiries.
Kalvia — technical training institution
A professional technical-training institution that needed to look like an institution and operate like one. Alongside the brand and web system, the substance of the build was Sanity-managed content and production enquiry forms: programmes, intakes and pages the team publishes themselves, and demand captured without a developer in the loop. The client reports materially more qualified inbound enquiries. The identity work is documented separately in the Kalvia brand study.
What the three have in common
In each case the deliverable was not a redesign. It was a working acquisition surface the client’s own team operates — which is also the shortest description of what I think a studio engagement should leave behind.
