Built for founders. Designed to scale.

One link. Then we start building.

Paste your website and we fill in most of this form for you. You check what we got wrong, pick your engines, and we begin. Nothing we make ships until you approve it.

1Link to start

6Sections

8–10Minutes

0Passwords asked for

The engines behind your account

0 / 29

Required answered

Your engines0/1 About the business0/5 Brand0/5 Voice0/5 Customers & offer0/6 Tech0/5 Getting started0/3 Engine questions0/0

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Step one

What is your website address?

We use this to fill in the rest of the form for you.

Nothing is sent to us until you press submit.

See what we found

Everything we filled in

Your brand, as we read it

—

Read straight off your public site. Anything here that is wrong, fix it as you go — these become the tokens behind everything we make for you.

The form

Six sections, 34 questions

One step at a time. Not sure and None are real answers — more use to us than an empty box.

Everything is required unless marked Optional or Depends on your answer

1 of 8

Your engines

First

Your engines

Pick at least one

0.1Which engines are you starting with?

Each one adds two or three questions at the end. Not sure? Tick what you think — we settle it on the call.

Campaign EngineComing soon Lead EngineLive SEO EngineLive Press EngineLive Content EngineLive Website EngineComing soon Email EngineComing soon Proposal EngineComing soon CRM EngineComing soon Approval EngineLive Task EngineLive Analytics EngineComing soon Custom BuildScoped with you

Coming soon engines are not released yet — pick one and we scope it with you and give you a date before you are billed. Nothing ships until you approve it.

Tick at least one engine so we know what to ask you.

Section 01

About the business

5 questions

1.1Company name

Please give us the company name.

1.2Website URL

A full web address, starting with https://

1.3In one sentence, what does the business do?

Write it the way you would say it out loud to someone at a dinner table, not the way it appears on your About page.

One sentence is all we need here.

1.4Primary contact

The person we work with day to day.

Name

Role

Phone

All four boxes, please — and a valid email address.

1.5Who signs off on work before it goes live?

The person whose yes puts something live. A missing approver is the single most common reason a first month stalls.

Name

We need a name and a working email address for the approver.

Section 02

Brand

6 questions + optional website details

2.1Logo files

SVG is best. Otherwise a transparent PNG at the largest size you have. Include a light version for dark backgrounds if one exists.

Paste a Google Drive, Dropbox or WeTransfer link. Please check it opens for someone outside your company.

SVG · PNG · JPG — up to 25 MB

We need somewhere to get your logo from.

2.2Primary brand color

Exact hex code. This and the next two answers become the design tokens behind everything we produce for you — articles, social images, reports, proposals.

Six digits after the #, like #RRGGBB.

2.3Secondary / accent color

Six digits after the #, like #RRGGBB.

2.4Fonts

Name them as they appear in your brand guide, or as your website uses them.

Heading font

Body font

Both fonts, please. If they are the same, write it twice.

2.5Brand guidelines document Optional

A link to the PDF is fine.

PDF — up to 25 MB

2.6Imagery — which styles fit you?

Pick everything that applies. Several of our workflows generate imagery, so the last option changes how the work is staffed — tell us now rather than at review.

Team photos Product photography Stock Illustration 3D / abstract Screenshots No AI-generated imageryA hard constraint on every asset we make for you.

Choose at least one.

2.7Website brand details Optional

Review the details found on your website. Public contact information is separate from your onboarding contact. Asset links are candidates; verify they are yours and suitable for use.

Review metadata, contact details and assets

Website title

Social / meta title

Meta description

Favicon URL

Additional color candidates

Browser theme color

Other font candidates

Public business contact details

Key messaging

Image / asset URLs

All social links

Canonical URL

Website language

Section 03

Voice

5 questions

3.1Describe your brand voice in three words

Three words is plenty.

3.2Where do you sit between formal and casual?

Formal

1 2 3 4 5

Casual

Pick a number from 1 to 5.

3.3Words, product names and phrases we must always use

Product names with their exact capitalisation, trademark symbols, the way you spell your own category.

Even a short list helps. If there are none, say so.

3.4Words and phrases we must never use

Competitor names, retired product names, industry jargon you have deliberately moved away from.

Even a short list helps. If there are none, say so.

3.5Link 2–3 pieces of content you would be proud to have published — and say why

The most useful answer on this form. They do not have to be yours. Real examples calibrate voice far better than adjectives do, so keep the "why" in the same box as the links.

Two or three links, each with a line on why.

Section 04

Customers & offer

6 questions

4.1What do you sell?

Tell us what you sell.

4.2Who is your ideal customer?

Job titles, industries, company size, geography. The more specific this is, the better everything downstream gets.

Job titles, industries, company size and geography.

4.3Why do customers choose you over the alternatives?

The reason they actually give on a call, not the line on the homepage.

This one shapes the positioning — please answer it.

4.4Your top three competitors

URLs. This feeds keyword gap analysis and positioning, so name the ones you genuinely lose deals to.

Three competitor URLs.

4.5Main call to action, and where it points

The one action you most want a visitor to take.

The wording

Where it points

The wording, and a full URL starting https://

4.6Anything you are legally not allowed to claim?

Regulated wording, guarantees you cannot make, comparisons you cannot draw. "None" is a perfectly good answer — but we need to hear it from you.

Write "None" if there are no restrictions.

Section 05

Tech

7 questions · 2 depend on your answer

5.1What is your website built on?

The most important question here. It decides whether we can publish for you automatically or need a manual handoff. If you are not sure, say so — we will find out with you.

Please choose one — "Not sure" included.

5.2Your WordPress setup Because you chose WordPress

Who hosts it

Page builder

Both boxes, please.

5.3How does a new page or post get published today? Because you are not on WordPress

Walk us through it: who writes it, who puts it live, and what tool they use.

A short description of the current publishing route.

5.4Are Google Analytics and Search Console set up?

"Not sure" is a genuinely useful answer. Setting these up properly is often the first thing we do.

Both One of them Neither Not sure

Pick one.

5.5CRM in use

Pick one — "None" is fine.

5.6Email marketing platform

Pick one — "None" is fine.

5.7Social accounts you want us active on

Tick the platforms, then add the handle for each. Only the ones you want us posting to.

Instagram

Facebook

TikTok

YouTube

Threads

Tick at least one platform, and give us its handle.

Section 06

Getting started

5 questions

6.1Who do we contact to get access to these systems?

Your technical contact — whoever administers the website, CRM and email platform. They will receive a secure vault link, not this form.

Name

A name and a working email address.

6.2How quickly can you turn around approvals?

An honest answer here sets the publishing cadence. Slower is fine — unplanned is not.

Pick the turnaround you can actually hold to.

6.3Are you in a regulated industry?

This changes what we can claim and how work gets reviewed.

Healthcare Finance Legal Insurance Cannabis Alcohol Government None of these

Tick one, or tick "None of these".

6.4Link to a folder with logos, photos, video or past content Optional

Optional, and it saves a lot of back-and-forth. A Drive or Dropbox link is fine — just make sure we can open it.

6.5Anything else we should know? Optional

Campaigns already booked, a rebrand in flight, someone leaving, a date that matters.

Your engines

The questions your engines need

Nothing selected yet

Pick your engines in the first section and their questions appear here.

Campaign Engine

3 questions

7.1What is the first campaign, and what is it selling?

One campaign, named. We would rather start narrow than broad.

This one matters for the Campaign Engine — please fill it in.

7.2What does success look like in 90 days?

A number if you have one — leads, bookings, revenue. “More awareness” is not something we can build against.

This one matters for the Campaign Engine — please fill it in.

7.3Which channels are in scope, and what is the monthly budget for each?

Include paid spend separately — it is passed through, not part of the fee.

This one matters for the Campaign Engine — please fill it in.

Lead Engine

3 questions

7.4Who must we never contact?

Companies to exclude, plus existing customers to suppress. A CSV is ideal — paste the list or link to it.

This one matters for the Lead Engine — please fill it in.

7.5Who is the sender?

Name, title, email and LinkedIn. Outreach goes out under a real person, not the company.

This one matters for the Lead Engine — please fill it in.

7.6What happens when someone replies positively?

Who picks it up, how fast, and what they are trying to book.

This one matters for the Lead Engine — please fill it in.

SEO Engine

3 questions

7.7Which search terms do you most want to rank for?

Even a rough list. We will validate them against real search demand.

This one matters for the SEO Engine — please fill it in.

7.8Publish articles directly, or leave them as drafts?

This one matters for the SEO Engine — please fill it in.

7.9Which pages are your money pages?

The URLs that actually make you money. Authority gets pointed at these.

This one matters for the SEO Engine — please fill it in.

Press Engine

3 questions

7.10What makes you quotable?

Qualifications, years in the field, awards, unusual experience — whatever a journalist would cite.

This one matters for the Press Engine — please fill it in.

7.11Which topics can you speak to, and which would you decline?

Being clear about the second one saves an awkward conversation later.

This one matters for the Press Engine — please fill it in.

7.12Who approves a quote before it reaches a journalist?

Name and email. Press moves in hours, so a backup helps.

Approver name

Approver email

This one matters for the Press Engine — please fill it in.

Content Engine

3 questions

7.13Which platforms, and how often?

This one matters for the Content Engine — please fill it in.

7.14What are your three to five content pillars?

The themes you want to be known for.

This one matters for the Content Engine — please fill it in.

7.15Any topics that are off-limits?

“None” is a fine answer.

This one matters for the Content Engine — please fill it in.

Website Engine

3 questions

7.16What is broken or frustrating today?

This one matters for the Website Engine — please fill it in.

7.17Is there a staging environment?

This one matters for the Website Engine — please fill it in.

7.18Anything we must not touch?

Pages, plugins, integrations, or anything held together with tape.

This one matters for the Website Engine — please fill it in.

Email Engine

3 questions

7.19How big is your list, and how was it collected?

Provenance is compliance, not curiosity — a bought list changes what we can send.

This one matters for the Email Engine — please fill it in.

7.20Sending domain — are SPF, DKIM and DMARC set up?

This one matters for the Email Engine — please fill it in.

7.21Physical mailing address for the compliance footer

Legally required on marketing email in most jurisdictions.

This one matters for the Email Engine — please fill it in.

Proposal Engine

3 questions

7.22Link two recent proposals we can use as reference

A share link is fine.

This one matters for the Proposal Engine — please fill it in.

7.23What are your services, and how is each priced?

Fixed fee, hourly, retainer, per unit — whatever is true.

This one matters for the Proposal Engine — please fill it in.

7.24Who signs on your side?

Name and email.

Signer name

Signer email

This one matters for the Proposal Engine — please fill it in.

CRM Engine

3 questions

7.25What are your pipeline stages, exactly as they are today?

Not the tidy version — the one your team actually uses.

This one matters for the CRM Engine — please fill it in.

7.26What makes a lead qualified?

The test you would apply on a call.

This one matters for the CRM Engine — please fill it in.

7.27Are we migrating from an older system?

Migration is always scoped separately — it is never part of the monthly fee.

This one matters for the CRM Engine — please fill it in.

Approval Engine

3 questions

7.28Which types of work need approval before they go live?

This one matters for the Approval Engine — please fill it in.

7.29Who approves each type, and who is their backup?

A single approver with no backup is how a first month stalls.

This one matters for the Approval Engine — please fill it in.

7.30If nobody responds in time — escalate, or hold?

This one matters for the Approval Engine — please fill it in.

Task Engine

3 questions

7.31Which meetings should generate tasks?

This one matters for the Task Engine — please fill it in.

7.32Your PM tool, the space, and who can be assigned

We need their username in that tool, not just an email — assignment fails otherwise.

This one matters for the Task Engine — please fill it in.

7.33Default due date when a meeting does not specify one

This one matters for the Task Engine — please fill it in.

Analytics Engine

3 questions

7.34Which numbers do you report on, and to whom?

Board, investors, yourself on a Friday — all valid answers.

This one matters for the Analytics Engine — please fill it in.

7.35Where does the data live today?

GA4, the CRM, a spreadsheet, someone's head.

This one matters for the Analytics Engine — please fill it in.

7.36What decision can't you make with your current reporting?

This is the one that shapes the whole build.

This one matters for the Analytics Engine — please fill it in.

Custom Build

3 questions

7.37Describe what you need built, in your own words

Do not worry about sounding technical.

This one matters for the Custom Build — please fill it in.

7.38What are you doing manually today that this would replace?

Include roughly how many hours a week it takes.

This one matters for the Custom Build — please fill it in.

7.39Which systems would it need to talk to?

This one matters for the Custom Build — please fill it in.

I have reviewed the website suggestions and corrected anything needed before submitting.

Done

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Review your answers before sending. Your draft stays in this browser until delivery is confirmed.

Received

Thank you — that is everything we need.

Your answers are with us. Your technical contact will get a separate secure vault link for system access, and a copy of this form is on its way to you. We will be in touch to book the kickoff call.

Where the work lands

It runs inside the tools you already pay for

Your accounts, your logins, your keys. These are the ones this form asks about — tell us which you use and we work in them.

WordPress is the one we publish to directly. Everywhere else we prepare the work and hand it over, so nothing is posted anywhere you have not connected.

After you submit

What happens next

01

You paste a link

We read your public site and fill in what we can. It is the only thing we need to get moving.
02

The form fills itself in

Your colors, fonts, platform, socials and voice drop into place, each one marked so you can see where it came from.
03

You check it and send

Correct anything we read wrong, pick your engines, submit. Your technical contact gets a separate secure link for access — never this form.
04

The engines start

Your answers become the brand profile every engine reads. Nothing any of them makes goes out until a named person on your side approves it.

One link. Then we start building.

What is your website address?

Everything we filled in

Six sections, 34 questions

Your engines

Your engines

About the business

Brand

Voice

Customers & offer

Tech

Getting started

The questions your engines need

Campaign Engine

Lead Engine

SEO Engine

Press Engine

Content Engine

Website Engine

Email Engine

Proposal Engine

CRM Engine

Approval Engine

Task Engine

Analytics Engine

Custom Build

Thank you — that is everything we need.

It runs inside the tools you already pay for

What happens next

You paste a link

The form fills itself in

You check it and send

The engines start