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§ masterplan.md

Clean Consulting Firm

A calm, corporate site for a small consultancy with case studies, team pages and a lead-capture contact form.

All ideas
Clean Corporate

01

App overview and objectives

A consultancy site organised around outcomes rather than services: what changed for the client, proved by case studies, with a diagnostic tool that starts the conversation.

02

The problem worth solving

Buyers cannot compare consultancies on method, only on evidence and fit. Leading with measured outcomes and a free diagnostic converts research traffic into qualified conversations.

03

Target audience

  • Primary — Executives with a specific operational problem and budget.
  • Secondary — Procurement teams checking credibility and references.

04

Roles and permissions

  • Visitor — read-only public pages, can sign up.
  • Member — owns their own records, cannot see other users' data.

05

Core features

  • Outcome-led case studies with baseline, intervention and measured result
  • Service pages framed as problems solved
  • Self-serve diagnostic questionnaire producing a short benchmark report
  • Consultant profiles with sector experience
  • Insight articles and downloadable frameworks
  • Contact routing by problem type to the right partner

Deliberately later

  • Client portal for engagement dashboards
  • Paid diagnostic tier
  • Training and certification

06

Technical stack

Static-rendered marketing pages, a server function for diagnostic scoring, a CRM integration for leads.

Why: The diagnostic is the only dynamic piece, and its scoring logic must stay server-side so the benchmark cannot be reverse-engineered.

Alternatives: Marketing automation platform pages (powerful targeting, slow and heavy) or a plain brochure site (fast, no lead capture).

07

Conceptual data model

Service — problem statement, approach, deliverables, typical duration

CaseStudy — client sector, problem, intervention, metrics before and after, permission

Consultant — name, sectors, credentials, publications

DiagnosticResponse — company profile, answers, score, benchmark segment

Lead — contact, diagnostic reference, routed partner, status

08

Integrations

  • CRM
  • Calendar scheduling
  • Email delivery
  • Analytics

09

UI design principles

  • Predictable structure, strong trust signals, consistent 8px spacing rhythm.
  • Restrained brand colour on actions only; neutral surfaces everywhere else.
  • Fast, accessible, and boring in the best way — nothing gets in the user's path.

10

Security considerations

  • Diagnostic answers may reveal commercially sensitive information: encrypt and limit internal access.
  • Case study metrics published only with written client approval on file.
  • No third-party trackers on the diagnostic pages.

11

Development phases

Phase 1 — Prove the core

  • — Outcome-led case studies with baseline, intervention and measured result
  • — Service pages framed as problems solved
  • — Self-serve diagnostic questionnaire producing a short benchmark report
  • — Static content and design system in place
  • — Basic analytics

Phase 2 — Make it real

  • — Consultant profiles with sector experience
  • — Insight articles and downloadable frameworks
  • — Contact routing by problem type to the right partner
  • — Accounts, sign-in and password reset
  • — Empty, loading and error states everywhere

Phase 3 — Polish and launch

  • — Performance, accessibility and SEO pass
  • — Legal pages, contact route and 404 handling
  • — Wire up: CRM
  • — Wire up: Calendar scheduling

Phase 4 — Grow

  • — Client portal for engagement dashboards
  • — Paid diagnostic tier
  • — Training and certification

12

Challenges and solutions

Risk — Clients refuse to be named

Solution — Anonymised sector-level case studies with verifiable metric ranges and a reference-on-request policy.

Risk — Diagnostic feels like a lead trap

Solution — Deliver a genuinely useful benchmark report immediately, before asking for anything beyond an email.

Risk — Generic positioning

Solution — Narrow the site to two or three problems the firm demonstrably owns.

13

Future expansion

  • Benchmark data product from aggregated diagnostics
  • Alumni network
  • Regional offices

14

Page list (12 pages)

  1. 01 PUBLIC Services — Problems the firm solves.
  2. 02 PUBLIC Case Studies — Evidence with measured outcomes.
  3. 03 PUBLIC Team — Consultants and sector depth.
  4. 04 PUBLIC Diagnostic — Self-serve benchmark tool.
  5. 05 PUBLIC Contact — Routed enquiry and scheduling.
  6. 06 AUTH Sign up — Create an account with email or a social provider.
  7. 07 AUTH Log in — Return to the account, with error and lockout states.
  8. 08 AUTH Reset password — Request a reset link and set a new password.
  9. 09 APP (signed in) Account settings — Profile, email, password, language and delete account.
  10. 10 LEGAL & SYSTEM Privacy policy — What data is collected, why, and how to remove it.
  11. 11 LEGAL & SYSTEM Terms of service — Rules of use, liability and account termination.
  12. 12 LEGAL & SYSTEM 404 not found — Friendly dead end with search and links back.

15

Page map

PUBLIC           AUTH               APP (signed in)      LEGAL & SYSTEM
───────────────  ─────────────────  ───────────────────  ───────────────────
├─ Services      ├─ Sign up         └─ Account settings  ├─ Privacy policy
├─ Case Studies  ├─ Log in                               ├─ Terms of service
├─ Team          └─ Reset password                       └─ 404 not found
├─ Diagnostic
└─ Contact

key flows:
  Services ──▶ Case Studies
  Diagnostic ──▶ Contact
  Case Studies ──▶ Contact
  Team ──▶ Services