Fill this in so we can get building. Mostly tick boxes — should take about 12 minutes.
Section 1 of 7~12 min remaining
Step 01
Brand & Positioning
How you want Calm Finance Co to come across.
In one sentence, what makes Calm Finance different?
What would you say if someone asked "why should I use you instead of a big bank?"
Who is your ideal client?
Select all that apply
Which of these best describes your brand personality?
Pick 2-3 that feel right
What tone should we avoid?
Anything that doesn't sound like you
Service areas
Where do your clients come from?
Step 02
The Team
We've pulled your details from the current site. Review, edit, and add anything missing.
✏️These bios will be rewritten for the new site — just make sure the facts are right and add anything we've missed. Your existing headshots look great, we'll use those.
Liam Caldwell
Austin Murphy
Olivia Gepp
Step 03
Services & Specialities
Each service gets its own page on the new site — this helps us write them.
Services you offer
We'll create a dedicated page for each — select all that apply
Which 2-3 services are your bread and butter?
The ones you do the most and want to be known for
Lender panel — any you want to highlight?
Key lenders you work with that clients would recognise
Is there anything you do differently in your process?
Things clients comment on — speed, communication style, going above and beyond
Step 04
Content & Lead Generation
What we'll create to attract and capture enquiries.
What topics would your ideal clients search for?
We'll write seed articles for these — select the strongest ones
Downloadable guides (gated behind email capture)
Which of these would your clients actually want?
Do you currently send any emails or newsletters?
What email platform do you use (if any)?
Step 05
Settlement Gift & Social Proof
Let's nail down how the settlement-to-social system works for you.
💬We've heard your feedback about the photography timing — great point. Let's work through the right approach together.
⚖️Quick compliance note: Google doesn't allow incentivised reviews — you can ask, but can't tie a reward to it. Social media tags and posts are totally fine to incentivise. We've structured the options below with this in mind.
Roughly how many loans settle per month?
Current settlement gift
You mentioned a ~$200 meal voucher — is that consistent across all clients?
Google reviews — how do you want to handle the ask?
No incentive can be attached, but there are ways to make it easy and natural
Social media gift exchange — what appeals most?
This is where you can tie the gift voucher — tag us on socials and we'll send you a gift to celebrate
Where would you want social tags to go?
Any concerns about asking clients for reviews or social posts?
Awkwardness, timing, compliance — anything we should factor in
Other thoughts on the settlement gift approach?
Step 06
What You've Already Got
Existing stuff we can use — saves us reinventing the wheel.
Client testimonials
Do you have written testimonials or reviews you'd like on the new site? Paste a few of the best, or tell us where to find them.
Brand assets you can share
Select what you have available — you can email files separately
Current platforms / logins we'll need access to
Don't put passwords here — just confirm what you're using
Current website domain
Step 07
Website Design Direction
We'll show you 2-3 sample designs to choose from — this helps us start in the right direction.
🎨You don't need to know exactly what you want. We'll create multiple design samples based on your answers here, and you pick the direction that feels right. Much easier than describing it.
What feeling should someone get when they land on the site?
Pick the top 2 that matter most
Any websites you've seen that you like?
Any industry, any site — if you thought "that looks good", drop it here
Anything from the current site you want to keep?
Colours, the logo, specific wording, a section that works well
Anything you definitely don't want?
Things you've seen on other broker sites that make you cringe
The "Previously Sovereign Lending" message
How do you want to handle the rebrand transition on the new site?
Anything else at all?
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That's everything — thanks!
Your brief has been submitted. Simon will be in touch shortly.