Website Cart Before the Horse Case Study


Our client was determined to refresh their website. They had the web developer but quickly realized they did not have leadership alignment on their messaging. They couldn’t land the plane on the copy, tone, look & feel, etc. They had done some work to articulate their purpose but didn’t have anything concrete to guide decisions. 


Many organizations aren’t aware that they have an unclear vision. This is common with smaller businesses that have been focused on building a desirable and sustainable offering. There are many events that could spark the need for a discussion about vision and values. Most often, the company is ready to grow but needs to find its footing first. For example, if the company wants to do a website but can’t nail the voice or tone. These problems are often rooted in unclear vision and values.

A business can’t grow deliberately unless a specific course is set. Then, everyone needs to get on board and work in tandem toward achieving those goals. Since vision and values are the foundation of sustainable growth, the first step for this company was to start with a management methodology. 

Proxxy recommended EOS (Entrepreneur Operating System) and followed the book Traction to kick off the vision and values process. The process included several discussions with the CEO and exercises Proxxy facilitated with leadership, as well as team-based exercises. In a step-by-step process, Proxxy facilitated an exploratory process about the company’s values. Once the team had aligned around core values, we moved on to the company’s core focus. 

Working with a cross-functional team of about seven people, Proxxy helped the company define its fundamental reason for being. This includes EOS’s “three uniques” and the company’s niche. Ultimately, this process concludes with a clear understanding of the company’s long-term vision and purpose. 


Through the EOS process, a Vision Traction Organizer (VTO) document was developed. This document was shared with the staff to get everyone aligned on the direction and purpose of the company. Proxxy assisted leadership with the development of the company-wide presentation. Once the vision and values were clear to all parties, the company was ready to work toward 1-year, 3-year, and 10-year goals.

The company also worked on defining its target market, which was made clearer by defining its vision and values. Proxxy added marketing content pillars to the VTO, including a new tagline that repositioned the company appropriately for its future growth. 

At the conclusion of this process, the company was now ready to update its website. This time the creative process went very quickly and smoothly. The website now provides a clear understanding of the company and its offerings. It reflects who they are, what they offer, and how they can and have helped clients achieve their goals.  

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