✦ For solo experts: fractional execs, consultants, coaches, counsellors

Clients buy you. Your site sells a service.

When you're the whole business, your homepage has one job: make choosing you feel like the safe, obvious call. Most expert sites describe the work and say nothing to the person deciding. I fix what your page says to them.

Get the 60-Second Homepage Audit →
3 daysasync, no call
3 fixeson your real page
US$199credited to a build

Helping organisations reach their full potential

Strategy, transformation and change consulting.

20 years in industry. Led change at three ASX 100 firms.

Book a discovery call
Says nothing about who this is for.
20 years of proof, buried below the fold.
No reason for a buyer to act now.
A real homepage

Looks fine, right?

Watch what a 60-second audit finds.
Also included

Not just the problems.

Video walkthrough
4:12
Improvement roadmap
1
2
3
4
3 fixes found

Now do it on yours.

Get your audit → A video walkthrough of how to fix it, plus a one-page improvement roadmap. Delivered in 3 working days.
3 fixes found
The offer

The 60-Second Homepage Audit

I record a short video walking you through the three things standing between a visitor and an enquiry, marked up on your real homepage. You get the video, an annotated screenshot, and a one-page rebuild roadmap. Three business days. No call required.

  • A short video of me walking through all three fixes on your page
  • A one-page rebuild roadmap you can act on yourself
  • An annotated screenshot you can keep and share
  • Three business days. No call, no meeting to book.
I take 4 audits a week, so each one gets a proper look.
US$199 credited in full against a build
Get your audit →

If it doesn't show you something you didn't already know, tell me and I'll refund it. Go ahead with a build within 14 days and the US$199 comes off the price too.

Example builds · the coaching vertical

What it looks like when the page speaks to the buyer.

Three different experts, three different buyers, three sites that look nothing alike. What they share is the thinking: lead with what your buyer cares about, put the proof where the decision happens, and give them a reason to reach out. Yours would be built the same way.

Rowan Hale demo
Executive coach

Rowan Hale

Names the buyer in the first line, and puts the credential above the fold with an honest caveat attached.

View demo →
Meridian Operating demo
Operations consultant

Meridian Operating

Describes the reader's exact situation instead of the service, then asks for a document rather than a meeting.

View demo →
Halvard demo
Fractional CTO

Halvard

Dense, checkable proof and a defined session with a disqualifier attached, so the call offer reads as confident.

View demo →
What I build

Three things, and I do them well.

No sprawling website. Just the parts that turn a visitor into an enquiry.

One page that does the work

Your whole case on one scroll: who you help, why you, and one clear next step.

Proof placed where it lands

Credentials, testimonials and results moved to where the decision happens, not buried at the bottom.

A tool that qualifies

A quiz, calculator or smart form that filters enquiries, so the calls you take are the right ones.

Building modern websites
Pricing

The audit is the start. Here's where it goes.

One landed client usually pays for the whole site many times over. That's the maths that makes this easy.

AUGUST
Single page
US$3,000 US$1,999
Until 31 August
Your whole case on one page, rebuilt to speak to the person who decides.
  • Positioning that names the buyer you want
  • Proof and credentials placed where they land
  • A live tool that qualifies the right enquiries
  • Your US$199 audit credited in full
Add bilingual EN/JP: +US$599
Start with the audit
Multi-page site
US$4,900
Starting price, quoted to scope after the audit.
Three to six pages, for a practice with services, proof and a story to separate out.
  • Everything in the single page build
  • A page per service, each with its own buyer
  • Case studies and proof given room to work
  • Blog or resources set up properly at launch
Bilingual EN/JP quoted to scope. The AU-Japan corridor is the specialty here, not a bolt-on.
Start with the audit
Care Plan
US$99/mo
Ongoing pipeline, not maintenance. Included in every build proposal.
  • Hosting, updates, and small fixes handled
  • Positioning tweaks as your focus shifts
  • A new asset or improvement each month
  • You can always reach me directly
Start with the audit
Add to any build

Get found on Google

SEO foundations done properly at launch, plus a simple system you run yourself to keep climbing.

US$750
See what's included →

Simple terms: 50% to book, 50% on go-live. The build covers the work; domain and hosting are separate unless you're on the Care Plan, which includes hosting. The domain always stays yours.

Who you're working with

I sit on both sides of the page.

Most people who build expert sites are designers or developers. I'm a sales and marketing operator who understands how expertise gets bought. That combination is the whole point.

Matt, Founder Sales Lab

I've spent 20 years in product, sales, marketing and comms in tech, and mentored people across all of it. I've also been the solo operator: I've run my own practice as a financial planner, a coach and a consultant. So I read your homepage twice, once as you and once as the person deciding whether to hire you. Most expert sites speak fluently about the work and say almost nothing to that person. That gap is what I fix.

★★★★★

"Founder Sales Lab helped me with modernising my Japan-focused site. Since the refresh, it's boosted traffic and conversions, and builds much better trust with inbound visitors."

J
JohnFounder · Sydney
★★★★★

"FSL refreshed two of my sites, including a bilingual EN/JP one. The result is clean and polished, the experience is much smoother for both English and Japanese visitors, and it's helped me build a pipeline of leads for my workshops and online events."

T
ThomFounder · Innovators Campus · Tokyo
★★★★★

"FSL built me a simple, modern, great-looking landing page, and the turnaround was super quick. Highly recommended for any business owner who needs a new or refreshed site."

TJ
TJFounder · Tokyo
Questions

Everything you'd ask, answered here.

No call needed to find any of this out. That's the point.

What exactly do I get for US$199?

A short video of me on your real homepage, walking through the three specific fixes and why each one matters. Plus an annotated screenshot you can keep and a one-page rebuild roadmap. Enough to act on yourself if that's all you want.

Why is there no call?

Because you don't need one, and neither do I. You pay, I audit your page, you get the walkthrough in three business days. If you decide to go further, then we talk. Your time is better spent doing the work you're paid for.

Why only a few audits a week?

Because I do them myself, on your actual page, and a rushed one is worth nothing to you. 4 a week is what I can do properly alongside builds. If the week is full, the next spots open Monday.

How does the credit work?

If you decide to have me rebuild the site within 14 days of the audit, the US$199 comes off the build price in full. And if the audit doesn't show you something you didn't already know, tell me and I'll refund it. Your choice, no pressure either way.

What does a full build cost?

A single-page build is US$1,999 until 31 August, then US$3,000. Multi-page builds start at US$4,900. One landed engagement usually covers that many times over, which is the point: the site pays for itself with a single client it helps you win. I'll give you an exact number after the audit.

Not ready for the audit? Just ask.

If you've got a question before you buy the audit, send it here. A sentence about your practice and what you're wondering is plenty. I usually reply within a day.

Contact Form
Usually replies within a day · no spam, promise