BMAIKR

The situation

An AI automation consultancy with genuine expertise and a website that described it in terms only another consultant would follow. Enquiries arrived vague, and the first call was spent working out whether there was a project at all.

What we found

The copy led with capability — models, pipelines, integrations — and never named the situation a buyer would recognise themselves in. Someone with a genuine problem could read the whole site without being sure it was for them.

What we did

We started with the positioning rather than the design. Each service page now opens with the problem it solves in the words a client would use, and moves to the method afterwards, for the readers who want it.

The enquiry form asks a small number of qualifying questions — what the process is, roughly how many people touch it, what triggered the search. It is a longer form than the one it replaced, deliberately.

How it went

Enquiries arrive with enough context to tell whether there is a project before anyone gets on a call. Fewer enquiries in total, and a higher proportion worth having.

What we would do differently

The longer form was the right call, but we launched it without a saved-progress step. Anyone interrupted halfway through started again. We add that by default now.