For AI & SaaS founders under £1m ARR
Write a homepage using the exact language your buyers use.
I help founders validate the real problem they solve, discover how buyers talk about it, and rewrite their homepage so the right people say "this is for me."
The problem
You've got your first customers, but you don't know why they bought...or who to go after next.
People don't get what you do from your website, but it clicks after a 30-minute demo.
You've changed the messaging a few times, but nothing's really moved.
Demos go well...but prospects don't feel urgency, and deals stall.
You keep the use cases broad because narrowing feelslike leaving money on the table.
You've spoken to a few customers, but they're all so different it's hard to know what actually matters.
"Talk to customers" sounds obvious.
But when you're early, it's not that simple:
You've got a small and misaligned customer base.
You don't have easy access to ideal buyers.
And you definitely don't have time to run 20+ interviews.
...so you end up guessing.
Customer Interviews
talking one-to-one with customers to understand their problems, goals, and how they work today.
talking one-to-one with customers to understand their problems, goals, and how they work today.
You need a research method designed to find the people most likely to buy from you
right now.
Instead of waiting until you've done 20+ interviews, I'll help you find what buyers are already saying in public to:
Spot the one pain worth betting on.
Steal their exact words for your homepage.
Find people you can actually reach out to and close.
...so you can write a homepage that sounds like your market, even without customer interviews.
Social Discovery
observing real buyer conversations
online to learn how they talk about their problems, needs, and tools.
observing real buyer conversations
online to learn how they talk about their problems, needs, and tools.
the solution
Book a 4-week
Social Discovery Sprint.
In 4 weeks, we'll analyse your market, competitors, and buyer conversations to show where you can win, then turn it into a positioning strategy, messaging, and a homepage that your ideal customers understand.
What you get
Market + competitor scan
Buyer language from Reddit, LinkedIn, forums, and
reviews
Clear ICP (who this is for right now)
Defined problem + positioning
Homepage narrative + structure
Lo-fi wireframe with ready-to-use copy
You'll leave with
A one-page positioning doc
A homepage you can ship
A clear view of where you win
Social Discovery Sprint
£3,000
4 weeks
What you get
Market + competitor scan
Buyer language from Reddit, LinkedIn, forums, and
reviews
Clear ICP (who this is for right now)
Defined problem + positioning
Homepage narrative + structure
Lo-fi wireframe with ready-to-use copy
You'll leave with
A one-page positioning doc
A homepage you can ship
A clear view of where you win
How it works
Step 01
Map the problem and the market.
We'll kick off with a call to unpack your product, current customers, and assumptions about who it's really for. Then I'll scan competitors and obvious alternatives to see how the problem is positioned today and where you could stand out.
You'll get a short doc that summarises the problem, the main alternatives, and the open space worth exploring.
Step 02
Mine real buyer conversations.
Next, I'll dig into Reddit, Slack/Discord communities, GitHub, LinkedIn, X, forums, and review sites to find how buyers talk about the problem in the wild - what they're stuck on, what they've tried, and what they compare.
You'll get a simple set of patterns and real quotes: pains, desired outcomes, objections, and what they're actually trying to get done.
Step 03
Draft your ICP and positioning.
Using those signals, I'll work on a near-term ICP: who's most likely to buy from you now, what urgent problem you solve for them, and why they'd choose you over the alternatives.
You'll get a one-pager that answers the basics: who it's for, what you solve, how you're different, and the result they can expect.
Step 04
Turn it into a homepage you can ship.
Finally, I'll turn that story into a clear homepage narrative and lo-fi wireframe.
You'll get a doc-based wireframe with section-by-section copy your team can hand to a designer; plus a short messaging cheatsheet you can reuse for outbound and sales.
Some pretty smart people think this works...
Before working with Dexter, our messaging was too broad, and we struggled to explain what Marllm did, or who it was for.
Dexter helped us get clear on our ideal customer, the language they use, and what makes us different. Since updating our messaging, more of the right prospects are showing up, asking better questions, and self-qualifying themselves.
Jolanta Jas
Co-Founder, Marllm
I had a product concept and a lot of assumptions, but I wanted to validate the problem and the best first buyer before I went further with app development or marketing tactics. Dexter ran a structured sprint and came back with a clear, evidence-based report which included buyer language, pains, and practical channel suggestions. The biggest win was focus: I avoided going too broad, tightened the product direction, and now know what to say (and where to say it) to get Verithrive to market.
Katie Fiddaman
Founder, VERITHRIVE
Helped Mindset AI scale to £1.2M ARR with 59% of new revenue driven by inbound.
Defined the positioning and clarified the message to create a clear go-to-market strategy. Focused first on outbound to drive revenue fast.
Then built the inbound motion that scaled it, with 59% of new ARR driven by inbound in a single quarter.
Faqs
Got questions?
Let's write a homepage your ideal buyers understand.
Find your position in the market, write a homepage, and know exactly who to sell to.