Stan Consulting · Problem

Visitors arrive. They cannot tell what the business does.

Website messaging failures almost always have one of three structural causes. The hero describes the team instead of the customer problem. The value proposition uses category-words instead of specific outcomes. Or the voice reads like every other marketing firm because it uses the same five adjectives everyone else does.

Quick answer

Website messaging failures have one of three structural causes: the hero describes the business instead of the customer problem, the value proposition uses category-words instead of specific outcomes, or the voice reads as every-other-marketing-firm. Stan Consulting diagnoses the specific messaging failure in 72 hours via the $999 Conversion Second Opinion.

Structural Causes

What actually causes this.

Hero describes the team

The hero says what the team is. The visitor needs to recognize their own commercial situation, not the team biography.

Category-words as value prop

"Produce commercial outcomes" "move your business forward" "unlock potential". Category words do not identify one business. Specific outcomes with numbers do.

Generic voice

If the copy could appear on twenty competitor sites with the logo swapped, it is generic. Specific voice has specific language.

When a diagnostic is warranted

When to commission the Conversion Second Opinion.

30+

Days the symptom has persisted

If the commercial problem has outlasted a month of in-house investigation, it is structural, not tactical.

72 hr

Turnaround on the report

Written diagnostic and prioritized fix list delivered within seventy-two hours of granted account access.

$999

Engagement fee, one time

If the weekly cost of the problem exceeds $999, the diagnostic is underpriced against the loss it prevents.

The first fix on the prioritized list is the one with the highest commercial impact at the lowest implementation cost. That is the structural judgment the engagement is paying for.

Common Questions

On record.

Is a copywriter the answer?

A copywriter improves sentences. A diagnostic identifies which message architecture has failed and what the replacement needs to do.

How do I test new messaging?

A/B headline tests on the homepage. A week of traffic is usually enough to read the directional effect.

What about brand voice documents?

A voice document without a commercial message architecture is decoration. The message comes first.

The Engagement Format

Begin with the diagnosis. Not the proposal.

$999 · 72-hour written diagnostic · No retainer structure · fee is final on submission before work commences

Get the $999 Diagnostic