FAQ

Start by booking a call and including a link to your current site. I’ll take a look, ask questions about what has changed in the business, and help you diagnose whether the brand is actually getting in the way—or whether the problem lies somewhere else.

I work best with established, profitable B2B service businesses. Typically, they have been operating for five to fifteen years, have a small team, and have a track record of delivering real value. The business is working, but the way it presents itself no longer reflects what it has become, and this is ultimately impacting sales.

Your website may feel stale, cluttered, or increasingly frustrating. The story no longer feels accurate, the imagery looks dated, and useful information is buried among pages no one visits. More importantly, you may worry that the presentation is lowering buyers’ perception of the value you provide.

I look at the business as an informed outsider. Can I understand your value quickly? Does the site make the company feel credible and current? Is it clear who you help and why someone should choose you? Branding is not a cure for every business problem. But positioning, offers, pricing, sales, and marketing all influence one another. Getting clear about who you are can create useful changes throughout the business.

HeyTom is best suited to marketing websites whose main job is to communicate value, earn trust, and generate leads. If your site requires ecommerce, customer accounts, calculators, extensive custom code, or other application-like functionality, I’m probably not the right fit. Standard integrations such as embedded HubSpot forms are generally not a problem.

Sometimes. It depends on what is holding the business back and which foundations are already strong. The work is most effective when the positioning, identity, and website are treated as connected parts of the same problem, but we can discuss the right scope during the initial call.

There is nothing to prepare. We’ll spend thirty to sixty minutes getting to know each other and talking through what is happening in your business and brand. I’ll ask questions, look for the places where change could have the most leverage, and determine whether I’m the right person to help.

No. The purpose of the call is to understand whether your brand is holding the business back, whether brand transformation could help, and whether we are a good fit for one another.

It depends on where I am in my current project cycle. We may be able to begin immediately, or we may need to schedule the kickoff a month or two ahead. I’ll be clear about availability and timing from the beginning.

I’m not positioning myself as a pure positioning consultant. But positioning has always been built into how I approach design. I cannot do my best work until I understand how the business creates value, who needs to recognize that value, and how the company wants to show up in the world. That thinking gives the identity and website something real to express. Without it, design becomes decoration.

The strongest source is direct access to your customers. When possible, I’ll interview a small number of them to hear—in their own words—what they value, why they chose you, and what makes the relationship work. When interviews are not practical, we can draw from reviews, testimonials, case studies, sales conversations, existing research, and the competitive landscape. This does not amount to formal market validation, but it gives the work a much stronger foundation than personal preference alone.

The aim is to create a concise positioning brief that captures the central idea behind the brand. It will include the audience, the problem you are best equipped to solve, the value you provide, the reasons to believe you, a positioning statement, core messages, and possible tagline directions.

Plan for at least two to three hours a week. I’ll need more of your time during discovery, when we are working through the business, customers, positioning, and direction. After that, regular check-ins and timely feedback keep the work moving. You know the business better than anyone. I’ll lead the process, but your participation and decisions shape the result.

Everything runs through a shared project portal. We can review work, leave comments, exchange files, and keep decisions and next steps together in one place. Regular meetings are there for the conversations that are easier to have live.

Yes. This is a collaborative process, not a surprise reveal at the end. I’ll lead you through a series of stages, exercises, and review points so you understand what is being decided and why.

Absolutely. If involving your internal team or another specialist will improve the outcome, I’m happy to collaborate. We’ll clarify everyone’s role, responsibilities, and decision-making authority before the project begins.

Not necessarily. If something in the current identity is still recognizable and resonant, we can evolve it rather than discard it. I’m not interested in transformation for its own sake. The right answer might be a careful refinement, a fresh expression of the same underlying idea, or something substantially different. We keep what is working and change what is getting in the way.

We begin by understanding what customers already recognize and value. The aim is not to make the business unfamiliar; it is to express its strongest qualities more clearly and credibly. Customer conversations, existing feedback, and careful review points help us distinguish between equity worth preserving and familiarity that is simply keeping the company stuck.

Copy is collaborative. In many cases, we will not begin with a blank page. We’ll identify the strongest material on your current site, remove what is no longer useful, and sharpen the language around the new positioning. I’m not a dedicated copywriter, and content marketing is outside the scope. If the project needs substantial original copywriting, we can bring in a specialist.

AI can help organize existing material, explore alternatives, and sharpen language around the new positioning. It is a tool in the process, not the source of your company’s story. The substance comes from your business, customers, existing materials, and our conversations. Every final word is reviewed and shaped in context so the site sounds like your company—not like generic AI copy.

Basic stock imagery, AI-generated imagery, graphics, icons, and simple visual or video elements can typically be included in the project scope. If the direction calls for something more specialized or custom, we’ll discuss what is required and price it accordingly.

You would hire and manage the photographer directly, but I can provide creative direction. Ideally, I’ll speak with the photographer before the shoot so the resulting images support the story and visual direction we are building.

Webflow gives me the control to create a distinctive, well-built marketing site without leaving you dependent on a developer for routine content changes. It combines design flexibility with a visual content-management system that your team can learn to use. You may still want help creating new pages, sections, or more substantial design changes. But editing everyday content should not require calling me.

Yes. The site will live in your Webflow account, and you will own and control it.

Webflow hosting generally costs a few hundred dollars per year, depending on the plan and features the site requires. Any paid third-party services or integrations would be additional. We’ll identify those costs before the project begins.

Yes, when migration is included in the agreed scope. The amount of work depends on the size of the existing site, the number of blog posts or other structured items, and the systems connected to it. If you are moving from WordPress, we’ll review what each plugin is doing. Some functions may already be built into Webflow; others may require an alternative integration. We’ll resolve those requirements before the project begins.

Any significant change to a website can affect search traffic, especially when pages or large amounts of content are removed. Before making those decisions, I’ll review the available analytics to understand which pages attract traffic and how people currently find the site. Where appropriate, I’ll preserve useful URLs, create redirects for retired pages, and build the new site with clean structure, semantic hierarchy, metadata, and alt text. I’m not an SEO specialist, so businesses that depend heavily on organic search may also need dedicated SEO expertise.

I cover the fundamentals required for a clean, findable website: sound page structure, semantic markup, page titles and descriptions, redirects, alt text, and technical hygiene. Deep keyword research, content strategy, link building, and promises about search rankings are a separate discipline. If those are central to your growth strategy, we should involve an SEO specialist and define their role before the work begins.

Yes. You will work directly with me, and I will do nearly all of the work myself. If the project has a specialized need outside my core capabilities, I will bring in a trusted specialist. We will determine what is necessary when we scope out the work.

If additional expertise is necessary to deliver the project to HeyTom standards, I can assemble and manage the right people. We’ll agree on the need, arrangement, scope, and cost before that work begins.

A large agency may simply be more machinery than a small, founder-led business needs. With HeyTom, you work directly with the person doing the thinking and making the work. There are fewer handoffs, less context lost between disciplines, and no need to support a large agency structure. You get senior attention throughout the project and a process sized for your business.

Most full positioning, identity, and website projects fall between $30,000 and $50,000. The final investment depends on the number of pages, migration needs, integrations, content requirements, and any specialist support. You’ll receive a defined scope and price before the project begins.

A typical arrangement is a deposit to reserve the project and begin the work, followed by one or more payments tied to the schedule or major milestones. For example, a shorter project might use a 50% deposit and 50% final payment, while a larger engagement may be divided into monthly installments. The exact schedule will be included in the proposal and contract.

Like any substantial build, a new website may have a short punch list once it is being used in the real world. I’ll remain available for an agreed period after launch to resolve reasonable issues and smooth out the details. After that, we can arrange ongoing support on an hourly or retainer basis if it makes sense for your situation.

You’ll receive the completed website, logo files in the formats you need, brand guidelines, relevant design and Figma files, and the final visual assets I created for the project. Any print or supporting materials included in the scope will be handed over as well.

A new brand cannot guarantee revenue, search rankings, or sales. What it can do is make the value of the business easier to understand, give buyers more confidence in what they see, and give your team a clearer foundation for marketing and selling.