POSITIONING & BRANDING
Sharpen your brand first, then build the site
Who you are, who you work for and why a client should pick you: that is your brand positioning, and it should be settled before anything gets built. If your branding is already in place, I build on it. If not, I pin it down with you as the first phase of your project.
WHY THIS COMES FIRST
If your site looks like the rest, clients choose on price
Most sites in an industry look alike: the same promises, the same stock photos. And now that almost anyone can have a decent site made with AI, there will only be more of them.
For your client, that means: if you tell the same story as three competitors, they have little reason to call you in particular. Positioning means making a real choice: who you do your best work for, and which work you say no to. That can feel daunting, which is why I do it together with you in the kickoff call.
If you'd like to know more about the subject itself first, read what branding actually is and why it's about more than a logo.
Site without positioning
Says what the whole industry says. Visitors compare it on the only visible difference: the price.
Site with sharp positioning
Shows who it's meant for and what it rules out. The right clients recognize themselves, the rest keep scrolling.
HOW IT WORKS
From conversation to site in four steps
All it takes from you is one good conversation. What comes out of it steers every choice on your site, from the headlines to the color of the buttons.
The kickoff call
Simply a good conversation about your business: who your best clients are, what work you enjoy most, where you're better than the rest and which jobs you'd rather pass on. You do the talking, I ask the follow-up questions.
Everything on one page
Then I put it all on one page: who you are, who you work for and why clients choose you. You read it through. If something is off, I keep refining it until you think: yes, that's me.
Your tone and your style
That one-pager decides the rest: how your copy sounds and which colors and fonts suit you. Every choice in the design can be traced back to what's on it.
The site
On that basis I build the site, every page in the same style and the same tone, from the homepage to the contact form. If you keep growing with Vizibly System afterward, the one-pager stays the starting point.
In one sentence
"The roofer for historic buildings in the Netherlands; no new construction, no flat roofs."
example
What you don't do
The jobs you deliberately pass on.
How your clients put it
Five sentences, word for word from reviews and conversations.
Your place in the market
High end or low end of the market, and what that means for the design.
INCLUDED
Simply included in the price
In a website project, this is the first phase. Within Vizibly System I work from that same one-pager every month, so even a page added a year later sounds like the rest.
TESTED ON MYSELF
This site was built from a one-pager too
Vizibly itself was built this way. My positioning fits on one page: a one-person business for ambitious small and mid-sized businesses, not an agency with a team around it. How Vizibly sounds is set down in its own style guide. The black, white and lime and the tone of this sentence both come from that one-pager and that style guide.
For your site, I write a one-pager just like it.
"The copy Roy wrote is professional, personal and easy to find on Google. Perfect for our target audience and a real calling card for our business!"
ABOUT POSITIONING & BRANDING