Send me a page. I’ll send back what it’s costing you.
Pick the page that matters most — the one where people are supposed to donate, apply, enrol, sign up or get in touch. You get a written teardown: what is broken, why it is broken, and the order I would fix it in. If you want to talk it through afterwards we book thirty minutes. If you don’t, you keep the teardown anyway.
Six passes over one page, and a ranked list at the end
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01
Message match
Does the page deliver what the link, ad or button that brought people there promised? This is the most common leak, and the cheapest one to close.
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02
The claim audit
Every claim the page makes, listed, with whether there is any evidence behind it. Most pages make twenty claims and support none of them.
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03
Read as your audience
I build the profile of the person the page is actually talking to — including the people who have to approve their decision — then score the page against what that person needs to know before acting.
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04
The buttons
What your calls to action say, what they should say, and what is missing for the visitor who is interested but not ready yet.
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05
Friction
Every field, step and unanswered question standing between intent and completion, and which of them earn their place.
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06
The order to fix it in
Not a list of forty issues. Three, ranked, with what each is plausibly worth — so you can hand it to whoever builds your site and they know where to start.
Why is this free?
Because it is how every project I have taken on actually started. When I ran a furniture design studio, people hired me after the conversation where I listened — not after the one where I presented. The thing they valued most was the part that looked free.
The teardown is that conversation, written down. You can act on it yourself and never speak to me again. That happens, and it is genuinely fine. But I would rather show you how I think about your platform than describe how I think on a services page.
There is a limit, and it is an honest one: I do a small number of these at a time, because each is read and written by me. If the queue is long I will tell you when to expect it rather than quietly sitting on it.
Every number here is documented in a case study
- CENACED A 4.5/10 audit score, and one architectural decision that reframed the entire redesign
- The UPS Foundation 213 assessments submitted at 92.6% completion — the first real result the platform ever returned
- Trendo · proposal, not yet launched 40,000 downloads a year behind a login, and the best research in its sector invisible in search
This is worth your time if…
Send me a page when
- You run a nonprofit, foundation or social-impact platform where a page has to turn strangers into donors, applicants or participants.
- People are supposed to do one specific thing on the page, and measurably fewer of them do it than should.
- You suspect the brief you have been given describes a symptom rather than the problem.
- Somebody else built the site and you want an independent read before spending money on it.
Don’t bother when
- What you want is “make it look better” with no outcome behind it. I would just be guessing at your taste.
- The page does not exist yet. That is a redesign, and it is a real conversation — just not this one.
- You are after a free logo. That is brand identity, and it lives on the services page.
- You need it back tomorrow. I will not do a rushed one badly.
One URL and one honest sentence
- 1 I read the page myself and run it through the six passes above.
- 2 The written teardown lands in your inbox, usually within three working days.
- 3 If you ticked the box, we book thirty minutes to go through it. No obligation attached to that call, and no invoice after it.