For AI & SaaS founders under £5m ARR
Let's rewrite your homepage around the customers you already win.
I analyse your customers, sales conversations and case studies to find the patterns behind your best wins, then turn them into a new homepage that attracts more of the right companies.
The problem
Your best customers all look the same...but your homepage still talks to everyone.
Your best prospects don't realise your product was built for them.
Sales starts every demo explaining what the website should have already explained.
You attract interest from companies that were never a good fit.
Your best customer stories aren't reflected in your generic messaging.
You keep trying to win new markets instead of doubling down where you're already winning.
"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
A 2-week sprint to identify your best customers, understand why they buy, and
rewrite your homepage.
OVER TWO WEEKS I'LL...
Decide which market your homepage should focus on.
Understand why those customers choose you.
Capture the language they naturally use.
Rewrite your homepage around them.
You'll leave with
A Homepage wireframe with ready-to-publish copy.
A clear definition of who your homepage is for.
Messaging your team can reuse across sales and marketing.
A prioritised list of lookalike accounts.
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
Decide where to win.
We'll analyse your customers, case studies, sales calls and win/loss data to identify the market where your product already has the strongest traction.
Rather than making assumptions, you'll compare a handful of evidence-backed positioning options before deciding where to focus.
You'll leave with: a recommended ICP, positioning direction and the evidence behind it.
Step 02
Understand why customers buy.
Once we've agreed the market, we'll uncover the problems your buyers care about, the language they naturally use, and what makes them choose you over the alternatives.
We'll turn those insights into a messaging framework your whole team can use.
You'll leave with: positioning, messaging and a homepage narrative.
Step 03
Rewrite your homepage.
We'll turn those insights into a homepage built around your best buyers using one of our proven homepage structures.
Every section is designed to help the right prospects recognise themselves before they ever speak to sales.
You'll leave with: production-ready homepage copy and wireframe.
Step 04
Find more companies like your best customers.
We'll build a targeted list of lookalike accounts based on the customers you've already proven you can win.
Instead of chasing thousands of companies that might buy, you'll know exactly who to target next.
You'll leave with: a prioritised account list for outbound and marketing.
Founders who've already narrowed their focus.
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?
Ready to rewrite your homepage?
We'll start with the customers you're already winning and build a homepage that helps more companies like them buy.