F-2026
Dylan Smith
I spent Friday inside the Greensboro field. Eight firms, four blue logos, zero stories. Every one promises comprehensive planning and personalized service. None of them answer the question a 58 year old couple with $1M saved is actually asking: are you the right fit for me? That gap is the whole opportunity.
Strategy first, then a brand and site no Greensboro firm can copy.
A position no firm in the field can claim
A firm name built to outlive you
A named process clients can repeat at dinner
A site that answers the fit question in five seconds
PROPOSAL FOR
Dylan Smith
PREPARED BY
Josh Passler
DATE
VALID UNTIL
02
Overview
Before we touch design, we need to fix what’s broken:
P 01
Level, Defining Legacy, Spartan, Tar Heel, Inspire. Same promises, same language, same cold blue. Not one firm in the field passes the Cover Your Logo test.
P 02
No founding story, no named process, no proof anywhere in the field. They describe services and talk at clients. In an old money town that runs on relationships, that is the biggest miss available.
P 03
The field looks like WordPress defaults. Nothing warm, nothing living, nothing you would remember at dinner. Developers built these sites. No strategist ever touched them.
03 PHASES
Scope of Work
A complete positioning and brand system built in three phases.
P
01
Phase 1: Strategy & Positioning
4 Weeks
1.1
Founder interviews: your story, your why, your people
Greensboro field scan, formalized and scored
Target definition: couples five to ten years out, $1M plus
A positioning territory you can own and defend
1.2
A firm name that is ownable and sellable, not Smith Financial
Name rationale and story
Domain and trademark screen
1.3
Voice pillars and language rules, built from client language
Your methodology, named and framed
Homepage narrative and page-level messaging
Strategic Checkpoint: positioning approved before any design
P
02
Phase 2: Strategic Foundation
3-4 Weeks
2.1
Two to three visual territories from the strategy
Warmth where the field is cold, no default blue
Direction locked with you before execution
2.2
Logo suite and marks
Color and typography system
Art direction for photography
2.3
Brand guidelines and usage rules
LinkedIn and collateral kit
Handoff files, print and digital
P
03
Phase 3: Website
4 Weeks
3.1
Six pages: home, services, about, process, resources, contact
Copy written in your clients’ own language
Homepage as brochure: short sections, one job each
3.2
Framer build with micro-interactions
One CTA logic: one action per page
Lead capture: a downloadable guide for the couple five years out
3.3
Localized Greensboro SEO and AEO-ready page structure
Analytics baseline so ROI is measurable from day one
Launch support and full handoff
04
Why This Approach Matters
You are not entering a strong field. You are entering a lazy one. Greensboro is old money and runs on relationships, and every firm is betting referrals will do the work their brand cannot. A founder with a real story beats six friends with no story.
The Gap:
No firm passes the Cover Your Logo test
No founding story anywhere in the field
No named process, no proof, no warmth
Local search is wide open for one clear voice
What this project does for you:
Extracts your actual positioning before a pixel moves. Names your process so prospects can repeat it. Builds the brand around you, because clients say Dylan, not the firm name. And it gives you a site that answers the fit question in five seconds instead of adding to the noise.
Result:
Referrals convert faster. Better-fit prospects walk in pre-sold. You launch looking established on day one, in a field where nobody else has a story. And every dollar is measurable against the baseline we set at launch.
05
Investment & Terms
TOTAL INVESTMENT
$25,000 for all 3 phases.
Phases 1 and 2 alone: $17,000. The site can follow when you are ready.
PAYMENT TERMS
25% deposit to begin Phase 1. 25% at completion of Phase 2. 25% at completion. Flat fee, no hourly billing. Valid for 14 days from the date above.
TIMELINE
14 Weeks
14 weeks, gated at each phase.
06
Ready to Move Forward?
Select an option below to take the next step.
By clicking approve, you’re confirming this contract. I’ll reach out with the first invoice and onboarding email.