Stall Point Diagnostic — Fifth Estate Communications

The Process

How the diagnostic runs

The diagnostic begins with a short discovery call. You tell us which pages matter most to your customer journey — your homepage, your services pages, your about page, whatever carries the most weight. We confirm the scope and the tier, and work begins.

Discovery call

A short conversation to confirm which pages carry the most weight on your customer's journey, the tier that fits, and the scope of the work.

Diagnostic run

We handle everything. The diagnostic runs against the agreed pages, assessed at every stage of the customer journey framework. Sentence by sentence, the analysis measures whether your content positions the customer as hero or the brand as hero. That measurement is the Brand Bias Index.

Report + debrief

You receive the written report within five to seven working days, followed by a debrief call where we walk through the findings together.

Investment

Priced by scope. Not by surprise.

A page is any URL that carries content your customer encounters on their journey — home, about, services, case studies, blog posts. Three tiers based on how much content lives on your site.

Tier 1

Up to 10 pages

R8,500

Focused diagnostic for lean sites.

Tier 2

Up to 30 pages

R14,500

The standard diagnostic for most service businesses.

Tier 3

Up to 60 pages

R21,000

For content-rich sites with multiple services, audiences or decision journeys.

Custom diagnostic

61+ pages

Scoped separately

For large, multi-section sites. Quoted after the discovery call.

Choose the tier that covers the number of content pages you want included in the diagnostic.

Not sure which tier fits? The discovery call will confirm scope before work begins — no obligation. Start with a conversation →

The Deliverable

What the report tells you

The diagnostic produces a written report that tells you three things: where your customer journey stalls, why it stalls there, and what to address first.

The report contains findings — not recommendations.

That's a deliberate choice. Diagnosis and prescription are different disciplines, and conflating them produces generic advice. What you get is a precise, evidence-based assessment of your content against the framework. What to do about it is a separate conversation — one the findings make considerably easier.

You also receive a debrief call where we walk through the report together, answer your questions, and discuss next steps.

Stall Point Scan Sample · Anonymised · March 2026

Brand Bias Index · D Brand-Heavy

Stall Point Identified

Stage 04 — Meeting the Mentor

✓

Stage 01 Current Reality 4 / 5

✓

Stage 02 The Challenge 4 / 5

⚠

Stage 03 Call to Adventure 3 / 5

⛔

Stage 04 Meeting the Mentor 2 / 5 Stall Point

⚠

Stage 05 Road of Trials 2 / 5

✗

Stage 06 The Reward 1 / 5

✗

Stage 07 Transformation 1 / 5

Finding 01 — Stall Point

Stage 04 — Meeting the Mentor — goes unserved. The stage's question ("Can someone help me through this?") goes unanswered. Content moves past it without positioning a trusted guide, and the journey breaks down here.

Finding 02 — Brand Bias Index

D / A–F scale Brand-heavy. The content reads as the brand's story, not the customer's.

A separate measurement, calculated sentence by sentence across the site, of whether your content makes the customer the hero or the brand the hero. Graded A (customer-led) through F (pure brand dominance).

After the Diagnostic

What happens next.

Most content decisions are made on instinct. After the diagnostic, yours are made on evidence. You'll know exactly where to focus — and what to leave alone.

Importantly, the report gives you a baseline against which you can measure progress in future diagnostics.

If you want the roadmap for fixing it

Move to the Content Journey Strategy Playbook

The Playbook takes your diagnostic findings and designs the stage-by-stage messaging strategy that addresses them. Not generic recommendations — prescription based on your specific stall point.

Explore the Playbook →

If you just want the diagnosis

That's fine. The report is standalone.

You can take the findings and work with them internally, or come back when you're ready for the next layer. No commitment beyond the diagnostic itself.

Talk it through →

Find out exactly where your content is losing customers — and why.