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Proposition Refinement

Make the value of your offering obvious. In two weeks you get a sharpened proposition and the words to use on your website and in sales conversations.

Senior conversion consultants only

Two weeks, fixed scope

12+ years' experience

What it is

What proposition refinement covers

We will clarify the proposition behind your existing expertise and give you the words to communicate it clearly on your website and in sales conversations.

What you actually sell

The outcome a buyer is paying for, described in their words rather than your sector's shorthand.

Who it is for

The buyer the offering fits best, so the right people recognise themselves and the wrong ones self-select out.

Why it is worth the price

The reasoning that makes your fee look sensible instead of a number the buyer has to justify alone.

What makes you different

The part of your approach a competitor cannot copy into their own homepage in one afternoon.

The words to use

Website-ready wording for your headline, service pages and the way you explain the work on a call.

One consistent story

The same proposition across your site, proposals and conversations, so nothing contradicts anything else.

The pattern

Why buyers miss the value in expert services

These are hard to see from the inside, because everyone in your business already knows what the work is worth.

  1. The offering is described by what you do, not what the buyer gets

    A list of activities, methods and disciplines leaves the buyer to work out the value for themselves.

  2. It could be any firm in your market

    If a competitor could put the same sentence on their homepage without lying, it is not a proposition.

  3. The price has nothing to sit against

    Without a clear outcome and a defined buyer, your fee is judged against the cheapest option on the list.

  4. Every conversation starts from scratch

    When the proposition lives in your head rather than in writing, each call explains it slightly differently.

Who it's for

Consultants, agencies and businesses selling expertise

Choose this when people struggle to understand what you sell, who it is for or why it is worth paying for.

  • People ask what you actually do after reading your website

  • You win work once you are in the room, but rarely from the website alone

  • You are often compared with cheaper providers who do something different

  • Your team explains the offering differently on every call

  • You are launching a new service and need the wording for it

  • You are planning a website or rebrand and need the proposition settled first

How we work

Two weeks, four steps

Diagnostic interview

We learn how you sell, who buys, what they compare you with and the language they use when they describe the problem.

Senior consultant analysis

A senior Buyable consultant assesses the offering, the market context and the gap between what you deliver and what your website says.

Two-hour proposition workshop

An online session to work through the options together, pressure test the ideas and agree the proposition you want to stand behind.

Sharpened proposition and wording

You receive the core proposition plus website-ready wording you can put straight onto your pages and into sales conversations.

What you get

A clear proposition you can use everywhere

Timescale
2 weeks

The result is one clear proposition you can use everywhere, written so a buyer who has never met you understands what you do and why it is worth paying for.

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You get

  • A diagnostic interview An interview to discover everything we need to know about your business, proposition and clients.
  • Senior consultant analysis of the offering A senior Buyable conversion expert assesses what is working and where the opportunities are.
  • A two-hour online proposition workshop A two-hour session with a senior Buyable conversion expert to work through the ideas and sharpen your proposition.
  • A sharpened core proposition A clear statement of who it is for, what it does and why it's worth its price.
  • Website-ready proposition wording Proposition wording ready to use on your website and in sales.

Feedback from previous conversion engagements

What clients say about working together

“They clearly explained the concepts behind CRO, made an effort to understand our company’s unique challenges, and provided clear and actionable recommendations.”

— Alex Marten

“The methods used to gather insights, build and test have been fascinating and provided confidence in decisions.”

— Matt Poyser

“A very collaborative and forward-thinking agency who have helped us with really getting to know our users, their needs, expectations and behaviours.”

— Adam B

“Their blend of science, business and pragmatism make them the ideal partner for any ambitious business.”

— Craig Johnson

“Professional, informative and responsive to the needs of the business. Expert knowledge, combined with a warm approachable service.”

— Fiona M

“They’ve given us many great insights into visitor behaviour and what to do to increase conversions.”

— Nick Carter

Scope

What this isn't

This is not a brand identity project, a copywriting retainer or a website build. It does not include design work, and it is not a promise of a specific percentage uplift.

It is senior conversion expertise applied to one question: what you sell, who it is for and why it is worth its price, written clearly enough to use straight away.

If the offering is already clear but the buying journey is getting in the way, Experience Redesign is the better fit.

Questions

Frequently asked questions

Next step

Make the value of your offering obvious

Book a free 30 minute call and we will talk through whether Proposition Refinement is the right fit for your business. No sales pitch, just an honest conversation.

Book a call

Leave with one proposition your whole team can explain the same way, in the buyer's words