Design-thinking innovation consultancy
A website that helps visitors choose
Homepage structure and copy, a services section organised around the visitor’s stage of growth, and a client case study for an innovation consultancy.
- 3
- visitor journeys
- 1
- self-selection quiz
The situation
An innovation strategy firm rooted in design thinking offered a wide menu of services, from market research and business model design to long-term strategy, to clients at very different stages. A single long services page was confusing the people it was meant to help.
What I did
Organised the site around the visitor, not the menu. A short quiz at the top of the services page routes each visitor to one of three tracks (a new business idea, an existing start-up or a mature organisation), each with the services that matter at that stage.
Wrote copy that sounded like the firm. A homepage that led with how they work (immersive, collaborative, never ‘cut-copy-paste’) and the kinds of problems they solve, plus a case study on their work with a childcare cooperative.
Why it worked
People don’t buy a list of services; they buy a way through their problem. Letting visitors self-select meant each one read a page written for them.