Richard Webster
I help businesses get more leads by improving and focusing their messages on the right audience profiles.
I can work with any B2B service business but particularly specialise in engineering, manufacturing, software, and professional services businesses on their marketing positioning and messaging. My consultancy helps refine how you position your business and define your target audience so every communication, from website copy to ad campaigns, actually connects with the right customers.
I focus on the fundamentals: understanding who your real customers are, clarifying what you're saying to them, and building marketing plans grounded in that foundation. Whether it's audience analysis, messaging strategy, website copywriting, or ad campaign planning, I help you make sure your marketing efforts genuinely resonate instead of just going out into the void.
Services
Most business websites are structured around what the company does. Visitors don't navigate that way. They arrive with a situation, scan for recognition, and leave if they don't see it. This isn't a copywriting session. We're not rewriting anything, we're reorganising how your site speaks. We'll map your visitor types to the journeys they take through your site and flag where it talks about you when it should talk about them. You'll leave with a website structure that works for the reader.
Nobody runs out of ideas. They run out of things they're confident are worth saying, which is a different problem and needs a different fix. This isn't about the algorithm, posting times or engagement tactics. We work out who you want reading, the handful of subjects you're prepared to be known for, and what you can say about each one that isn't already being said by everyone in your industry.
Most 60-second pitches are aimed at the people in the room, and most of the time nobody in the room is a buyer. The room is an address book. The job of your 60 seconds is not to sell, it's to make one person think of a specific someone they know. We work out who that someone is, then build the 60 seconds backwards from them. Who you want referred to you, what your referrer needs to hear to recognise them, and the one line that makes it easy for someone to pass your name on.
