Home / Methodology
Methodology — the framework behind everything we diagnose, and the lens we use to design what comes next.
When someone arrives on your website, they're not browsing. They're moving toward something — a decision, a solution, a way forward.
That movement follows a pattern as old as storytelling itself: a journey with recognizable stages, from the moment they recognize a problem to the moment they decide to act.
Your content either serves that journey at every stage, or it doesn't. When it doesn't — when a stage goes unserved — the customer stops moving forward.
Interactive Explainer
Click any stage to see what it asks of your content — and what happens when it goes unserved.
Applied
The seven-stage journey is the diagnostic lens. What you do with the findings depends on what you need.
Your website content gets mapped against these seven stages to identify where your customer journey breaks down — and to measure whether your content positions the customer as hero or the brand as hero.
See the diagnostic →The diagnostic findings become the foundation for stage-by-stage messaging strategy — what to say at each stage, where to say it, how to move customers from one stage to the next.
Explore the Playbook →The framework is the diagnostic lens. What you do with the findings depends on what you need.
Find your stall point
The first step is a short conversation about where your content is stuck.