What the Diagnostic actually looks like.
A complete example of the Brand & Website Diagnostic for Fieldnote, a fictional seed-stage AI startup. Your report follows the same five parts, written about your company, buyers and competitors.
Example only. Fieldnote and everything about it is made up to show the format. No client's information appears on this page.
Fieldnote: three things are costing you calls.
- Buyers can't tell what you do from the first screen.
- There's no customer proof where buyers decide.
- The demo form asks too much too early.
All three can be fixed in two weeks without a redesign. A rebrand can wait until the message is proven.
Where the site stands
Website, deck, brand and launch material, scored 0 to 4 against Fieldnote's buyers (operations leads at field-service companies) and three competitors Fieldnote named.
- ClarityThe first screen says "The future of work, reimagined." Two of five buyers we tested it on couldn't say what the product does.
- CredibilityNo customer names, logos or numbers anywhere above the footer. The only proof is an investor logo row.
- ConsistencyThe deck, the website and the product use three different greens and two type families.
- ConversionOne clear call to action, but the demo form asks 9 questions before a buyer has seen the product.
Competitors A and B both lead with a named customer and a number in the first screen. Competitor C has the same problem as Fieldnote.
What buyers say vs what the site says
| Buyers say | The site says |
|---|---|
| "Our techs fill in reports in the truck at the end of the day." | "Unlock frontline productivity with AI." |
| "I need the report to be right the first time for the client." | "Next-generation documentation workflows." |
| "Will my techs actually use it?" | Not answered on the site. |
In a real report these come from your sales calls, reviews and support tickets, quoted with permission.
Fixes, ranked by impact
| # | Fix | Page | Impact | Effort |
|---|---|---|---|---|
| 1 | Rewrite the headline around the job: field reports written on site, by voice. | Home | High | Days |
| 2 | Add two named customers with one number each, next to the demo button. | Home, Pricing | High | Days |
| 3 | Cut the demo form from 9 fields to 3; ask the rest on the call. | Demo | High | Hours |
| 4 | Show a 20-second clip of a report being dictated and filed. | Home | Medium | 1–2 weeks |
| 5 | Answer "will my techs use it?" with an onboarding fact and a quote. | Home, Product | Medium | Days |
| 6 | Move the deck and site onto one colour and type system. | Deck, site | Medium | Weeks |
What to do, in order, and what it costs
- Weeks 1–2
Headline, proof row and demo form (fixes 1–3). No redesign needed.
- Weeks 3–6
A 20-second product film and three cutdowns for the site and LinkedIn.
- Weeks 6–12
One brand system across deck, site and product, then a rebuilt homepage and pricing page on it.
Written so any team can quote against it, including your own. If you book a project with us within 30 days, the $3,000 fee comes off it.
45 minutes with the senior team
We go through the findings, answer questions from your co-founder or board, and agree what you'll do first. The document is yours, whoever you hire next.
Brand & Website Diagnostic: $3,000, 5 working days.
See how the Diagnostic works