A clearer brief.
A useful first step.

1. Define the customer and the decision

We help [customer type] in [market] with [specific problem]. They normally choose a supplier when [trigger]. Before enquiring, they need to know [scope, cost, evidence and practical constraints].

2. Pick one outcome

Over the next [period], we want more [qualified briefs / suitable bookings / viable orders]. A qualified enquiry means [service fit, market, budget and timing]. The person responsible for replying is [role]. Our current baseline is [actual count, source and dates] or MISSING.

3. Map discovery to response

Customer question → useful guide → relevant service → scope and price → enquiry or booking → confirmation → responsible person. Record the URL at each step. Test the journey on a mobile screen; write down any confusing wording or failed action.

4. Prioritise the evidence

For each proposed improvement, record the affected URL, observed issue, customer impact, evidence, effort, responsible person and recheck date. Fix a broken enquiry route before adding ten articles. Do not fill missing analytics with estimates.

5. Brief the work

Must include: [deliverables]. Outside scope: [exclusions]. Inputs we can supply: [facts and permission-cleared assets]. Access needed: [limited account invitations, never passwords in the brief]. Budget: [range]. Desired timing: [date and dependencies]. Acceptance: [what must work before approval].

Illustrative example

A specialist B2B firm wants more enquiries for one defined service. Its guide explains when the service is suitable, links to an explicit scope and starting price, and offers an enquiry form asking about the buyer’s problem. The team records which enquiries fit and why. This is a planning example, not a HELIX client result.