Updated 2026-08-25

The alignment map

Your business is written down in more places than you think. The homepage. The other pages nobody has opened in three years. Your Google Business Profile. Your Facebook and LinkedIn bios. The last two emails you sent. The proposal you hand people. Your ads, if you run any. The directory listing someone built for you in 2019 that still ranks.

Every one of those is a version of your business. Almost none of them agree.

That isn’t sloppiness. It’s what happens when the real version only exists in your head — every person who ever wrote anything for you was guessing at it, and they were all guessing differently.

What the map is

Once your four documents exist, everything you’ve already published becomes checkable against them. So we check it, and hand you one page:


Agrees	Says what you actually say, to the people you actually serve. Leave it alone.
Contradicts	Different promise, different audience, or a voice that isn’t yours. Someone reading this and your homepage learns two different things about your business.
Orphaned	Still live, still findable, still describing a business you stopped running. Usually the oldest and usually the one still bringing people in.

Ranked by how many people actually see it — because a contradiction on your homepage matters more than one in a footer.

What it is not

It is not a rewrite. We map it; we don’t fix it. That distinction is load-bearing and we’d rather be blunt about it than have you discover it later.

Rewriting every asset you own is a website project plus an email project plus a profile rebuild. If we quietly folded that into the Build, the price would have to triple and we’d become a web shop with a subscription attached. So instead: at the Build you get the honest list, in priority order, with the reason each line matters. Working down that list — and keeping it closed as your customers’ language keeps moving — is the service.

You are free to take the list and work down it yourself, or hand it to your existing web person. It’s yours either way (you-own-everything).

Why it matters more than it sounds

The outcome isn’t a tidy spreadsheet. It’s this: everyone who meets your business learns the same thing about what you stand for and who you’re for.

A customer who reads your homepage, then your Google reviews, then the email you send them, then the proposal you hand over, should meet one business — not four slightly different ones. Every disagreement in that chain is a small reason to hesitate, and hesitation is the thing that quietly costs you the job.

It matters twice over now that people ask an AI about you instead of clicking through five results. AI search reads all of it at once and synthesises. Feed it four different versions of your business and it will pick one — and it will not ask you which.

The map and the receipt

Two documents come out of the Build that do the same job on different axes:

The alignment map — does everything you have live right now agree with everything else? (Surface.)
The drift receipt — has your homepage told the same story your customers told, over the last seven years? (Time.)

One shows you the spread. The other shows you how long it’s been widening. Together they’re usually the moment it stops looking like a one-off job — which is honest, because it isn’t one. → the-compounding-loop