Clarity
Most clients arrive sure they need a redesign. Usually the site is not what is limiting them.
Clarity is a paid diagnosis, done before anything is built. After a few questions most people move to “it is the content” — which is closer, and still not the cause. This keeps going past that.
How does the content relate to the terms and phrases people actually search?
Density and relation, not content type. Type is what the client already guessed.
Is anything published on a consistent schedule?
Is an SEO strategy implemented, or only intended?
Implemented vs intended is the whole distinction. Most have the second and believe they have the first.
Is there a pixel? Is Search Console registered?
THE LOAD-BEARING ONE. With no measurement nobody can know why traffic is absent - so a redesign is a guess with an invoice attached. This is also why the diagnosis has to be paid work: it is the only step that makes the rest knowable.
Questions
- What do I get for the Clarity fee?
- A written diagnosis that is yours to keep. It covers four things: how your content relates to the terms people actually search, whether anything is published on a consistent schedule, whether an SEO strategy is implemented rather than only intended, and whether the site is instrumented at all - a tracking pixel, and Google Search Console registered. The result is a plan sequenced over time. You can act on it yourself, hand it to another agency, or have InTheVisual Marketing execute it.
- Why does the diagnosis cost money when other agencies do it for free?
- Because a free diagnosis is a sales call, and a sales call ends in whatever the agency already sells. Charging for the diagnosis means those hours go into the work instead of into winning the job. It also means the answer is allowed to be "you do not need a redesign" without that costing us the engagement.
- What if I already know what my problem is?
- Most clients arrive with an answer, and it is usually a redesign. After a few questions many move to "it is the content", which is closer. Clarity keeps going past that, because content type is rarely the limit. More often nothing is being measured, which means no one can say why the traffic is absent - a redesign would be a guess. If your instrumentation and publishing schedule are already in place, the diagnosis will say so and the plan will start somewhere else.
- Does the Clarity fee come off the build?
- Partly. Clarity is $750, and $500 of that is credited against the build if you go ahead with one. The remaining $250 pays for the diagnosis itself, which is a written document you keep whether or not you build with InTheVisual Marketing.
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