Website repositioning
Your company changed. Your website did not.
I help you get clear on who you have become and where you are heading, then build the website or platform that actually shows it.
From EUR 1,500 excluding VATUsually a matter of weeks
Where it usually starts
“We probably need a new website.”
Maybe. But in most cases the website is not the problem, it is only the first place the problem becomes visible.
A site feels dated because the company behind it moved on while the story stayed put. You sell something else now, to different people, with different people. It just says so nowhere.
A new site on top of an old position looks better for about a year and then stops fitting again.
Which company is this website actually meant to represent?
When this fits
Do you recognise any of these?
We have changed over the past few years, but our site still tells the old story.
We attract the kind of client we no longer really want.
We do a lot more than we used to, and none of it shows online.
Our site feels cheaper than the work we deliver.
We explain what we do from scratch in every conversation, because the site does not.
We want larger engagements but get compared on price.
We have a good looking site that produces nothing.
We know something has to change, we just do not know where to start.
How I approach it
The position first, the pages second.
These six steps are not a questionnaire up front. They are the order we work in, and each one decides what the next can be.
01
Identity
Who have you actually become? Not who you were when the last site was built.
02
Ambition
Which work, clients and role do you want over the coming years? We build towards that, not towards today.
03
Positioning
Which place do you claim, and why is it yours? This is the step most sites skip.
04
Story
How to tell it so the right people recognise themselves and the wrong ones move on.
05
Website or platform
Only now do we build. Structure, design, words and technology all follow from the choices above.
06
Being found
Technology, structure and content arranged so search engines and AI answer engines can actually place you.
Sometimes it turns out no new site is needed at all and sharper choices on the existing one are enough. That is a fine outcome, and I will say so.
Why me
Normally this takes two suppliers.
A brand agency decides who you are and hands over a document. A web agency builds what you hand them. The work that matters falls between the two.
The thinking
I spent years helping companies with positioning, visibility and commercial direction. That is what most of the experiences on this site are about.
The building
I build software and digital products myself. There is no handover document and no second supplier between the idea and what ends up on screen.
The accountability
Because I also build it, I cannot get away with advice that turns out to be unbuildable. That sharpens the advice.
That is why I offer this. Not because I want to make websites, but because positioning that never becomes tangible rarely changes anything.
How a trajectory runs
From a conversation to something live.
01
Conversation
We look, with no obligation, at whether this fits where you are. If something else makes more sense, I say so.
02
Sharpening
A few focused sessions with you and the people who actually decide. This is where the position takes shape.
03
Design
Structure, narrative and form. You see where it is going before a line of code exists.
04
Build
I build it, including the technology, speed, security and the setup that lets you manage it yourself.
05
Live and onwards
Launch, handover and the documentation with it. After that you can continue alone or I stay involved.
What you keep
Not only a site, but the thinking underneath it. That stays yours, including if you later want to carry on without me.
A sharp position: who you are, who for, and where you differ.
The words that go with it, usable beyond your site as well.
A website or platform that is live and doing its job.
The repository, the environments and documentation in your company's name.
A short handover, so you can continue without having to call me.
The lead time depends on the size of the work, not on my calendar. I take on a limited number of trajectories at once.
Always included
Even in the smallest version.
These are not add-ons. This is what I consider a decent delivery.
Yours
The code, the words, the domains and the accounts are in your company's name. No lock-in and no mandatory service contract.
Yours to manage
You can change words, pages and images yourself without needing me.
Secure
Current security, encrypted traffic, safe forms and a privacy notice that matches what actually happens.
Fast
Built to load quickly, including on a phone with a mediocre connection.
Findable
Arranged, technically and editorially, so search engines and AI answer engines can find and place you.
Accessible
Readable contrast, operable with a keyboard and working with a screen reader.
Size
Two sizes, the same approach.
What differs is the scale of what gets built, not the care that goes into deciding the position.
Compact
A sharp, small site that does one thing very well: make clear who you are and why someone should get in touch.
From EUR 1,500 excluding VAT
Fits: independents, small teams and companies with a clear, contained offer.
Extended
A larger platform with more depth: several audiences or services, custom functionality, integrations or a client area.
Up to around EUR 15,000 excluding VAT
Fits: companies repositioning themselves who also want something that does more than tell.
Which one your question falls into is usually clear only after the first conversation. I would rather give an honest estimate afterwards than a price up front based on nothing.
Questions
What people want to know beforehand.
The Business Review looks at your whole company and ends in choices, without anything being built. This trajectory is narrower and runs until something is live. If you have no idea yet what needs to change, start with the Review.
No. Quite the opposite. If it is fully settled you are mostly looking for a builder, and there are plenty of good ones. The value here is in the combination.
Sometimes. If the technical base is sound, the gain can sit in structure, story and sharper choices rather than a full rebuild. That becomes clear along the way and I will say so.
Because the size genuinely varies and a price without a conversation is a guess. The floor is stated, so you know whether this fits before you write.
Yes. The words are most of the positioning, so they are not a separate item you order alongside.
Your company. Code, words, domains and accounts are in your name and you get everything needed to carry on yourself.
You can arrange that separately, for maintenance or further development. It is not a condition. I want you to be able to continue, including without me.
Yes, when the question goes beyond setting up a store. What selling actually turns on is usually positioning, which is exactly what happens here.
Book a call
Show who you have become.
Half an hour is enough to work out whether this fits. You do not need to know yet what your new site should look like, and no quote follows that you have to wave away.
- Practical
- From EUR 1,500 excluding VAT
- Usually a matter of weeks
- The floor applies to a compact site. The lead time depends on the size and on how quickly we can reach the right people and information. External costs such as photography or licences are agreed in advance.
- You say what is going on, I ask questions and think out loud.
- You hear what I would tackle, including when that means you do not need me.
- Then you decide. I read every message myself and usually reply within two working days.
