The symptoms
The business looked considered and expert until the enquiry became serious. The proposal arrived late, used a different tone, buried the recommendation and made the price feel mysteriously assembled.
The visual identity had done its job. The commercial handover had not.
The treatment
The proposal was rebuilt around the customer’s problem, a clear recommendation, the reasoning behind it, proof, scope and next step. The design followed the existing brand instead of inventing a quieter cousin.
The prescription
Do this next.
- Compare the promise on your homepage with your proposal experience.
- Remove internal detail that does not help the decision.
- Make the recommendation and next step impossible to miss.