HOMEPAGE CONTENT BRIEF
VERSION A
Head: Platform migration is a full-time job. One you didn’t bargain for.
Dek: I embed with your organization to make sure every department is supported through the transition — so your team can focus on their day-to-day, not debugging integrations.
CTA: [Find where you are] → scrolls to phases [Let’s talk] → jumps to contact
VERSION B
Head: Platform migration is a full-time job. One you didn’t bargain for.
Dek: I bring a system for holding your SaaS vendors and agencies accountable — so when it’s time to go live, you’re not guessing. You’re sure.
CTA: [Find where you are] → scrolls to phases [Let’s talk] → jumps to contact
Design notes: Consider a simple visual — maybe a split screen of someone juggling two laptops, or a calendar overflowing. Keep it clean, not stocky. Photo of Pete optional here or save for Differentiators section.
Section Head: Where are you?
Design notes: Three columns or cards. Each phase is a clickable anchor that scrolls to its corresponding service. Consider visual indicator (icons or color coding) that carries through to services section.
Phase 1: Considering
You’re evaluating platforms, talking to vendors, maybe scoping agencies. Everyone’s selling you their solution. You need someone who can help you ask the right questions before you commit.
Phase 2: Migrating
You’ve picked your platform. The project is underway. But you’re realizing nobody owns the full picture — what happens to your data, your integrations, your ops team’s workflows. You need someone who can see downstream.
Phase 3: Relaunching
You launched. It’s “done.” But something’s off. Your Klaviyo flows aren’t firing right. Your CX team is working around gaps. You’re paying for features you’re not using. You need someone who can get you what you were promised.
Design notes: Each service visually linked to its phase (same color/icon). Could be expandable cards or full sections. Consistent format across all three.
Head: So you think you need to replatform?
Dek: Maybe you do. Maybe you don’t. Before you sign a six-figure agency contract, let’s figure out what you’re actually trying to unlock.
Is it speed? New features? Lower maintenance? Better data? Sometimes a migration is the answer. Sometimes it’s better configuration of what you already have. Sometimes it’s a process fix, not a platform fix.
I love a non-technical solution as much as a new feature.
I help you pressure-test the decision before you commit — so you don’t spend 18 months and $500K to end up right where you started.
Deliverables:
Footer: Timeline and deliverables to meet your needs.
Head: You’re mid-build. But how will you know when you’re done?
Dek: QA will tell you if buttons work. It won’t tell you if your CX team can still process a refund, or if your ops team’s Monday morning export still runs, or if the gift redemption flow handles the twelve edge cases your customers will definitely find.
I bring a system for defining “done” — and making sure you actually get there.
Deliverables:
1. Comprehensive UAT by department A use case library built with your stakeholders — not just product and engineering, but CX, ops, marketing, data. We document the unwritten flows that keep your business running. The spreadsheets, the exports, the macros nobody told the agency about. Then we transform those into test cases with real acceptance criteria.
2. Phased release strategy You don’t have to launch everything to everyone on day one. I help structure releases so you can ship value incrementally — new customers first, controlled beta groups, rollback plans if something breaks.
3. Internal stress testing program QA isn’t enough. AI isn’t enough. You need your own people using it like customers would. I help you build a dogfooding program that finds the critical, hidden errors before your customers do.
Footer: Timeline and deliverables to meet your needs.
Head: You moved in, but you’re still unpacking.
Dek: Are your marketing campaigns truly personalized? Are your funnels more granular? Or are you running the same playbook on a more expensive platform?
I help define and configure your integrations and automations to get the most ROI.
Footer: Timeline and deliverables to meet your needs.
Section Head: Every department, supported.
Design notes: Six cards or two-column layout. Icons for each department. Keep copy tight — these are scannable.
CX Your agents know your tools inside and out. They’ve built workarounds, memorized edge cases, and trained each other on the unofficial playbook. I make sure they’re not left out of the loop when things change — and that the new system actually works for how they work.
Data I don’t do ETLs. But I’ll make sure your data team has what they need to maintain continuity — clean handoffs, documented schemas, and no surprises when the old system goes dark.
Marketing You’re probably driving this whole thing. I’ll help you hit the ground running — new capabilities on day one, without losing the campaigns, segments, and flows you’ve already built.
Operations The backbone of your business doesn’t show up in vendor demos. I make sure your essential tools don’t break just because they’re homegrown — the exports, the reports, the Monday morning processes that keep everything moving.
Engineering I’ll help phase releases so you’re delivering value fast without taking on too much risk at once. Smaller launches, tighter feedback loops, fewer all-hands-on-deck fire drills.
Product You’re expected to increase velocity and quality on the new platform. I help translate existing features into the new architecture — so you’re not rebuilding from scratch or carrying forward tech debt you meant to leave behind.
Section Head: Why me?
Dek: I’ve been the person on the other side of this. 15 years in product at Samsung, Paperless Post, Warner Music Group, and Trade Coffee — including leading a subscription platform migration with tens of thousands of active subscribers.
I’ve sat in the go/no-go meeting and had to answer for whether we were ready. I’ve caught the gift redemption bug that would have broken the customer experience. I’ve made the call to delay a launch two weeks before BFCM because we weren’t actually ready — and been right.
I’m not here to sell you a platform. I’m not biased toward any vendor. I embed with your team, I protect your business, and I stick around to make sure you got what you paid for.
Logos: Samsung, Paperless Post, Warner Music Group, Trade Coffee
Design notes: Logo strip, grayscale, simple.
Systems (optional): Klaviyo, Shopify, [others TBD]
Design notes: Could be a secondary logo strip or skip for now.
AI Callout:
Head: “Why can’t I just use AI?”
Dek: Already tried to figure this out with AI? I’d love to know what didn’t work.
AI is great at generating flows and writing copy. It’s not great at knowing that your CX team relies on a hidden Shopify field, or that your subscription logic has twelve edge cases nobody documented, or that your ops team will revolt if their Monday export breaks.
I bring the context AI can’t — and I stick around when things get messy.
Design notes: Could be a callout box or blockquote style. Slightly different visual treatment to set it apart.
Section Head: Let’s talk.
Dek: Tell me where you are and what you’re dealing with. No pitch, no pressure — just a conversation to see if I can help.
Form fields:
Footer: Not sure where you are? That’s fine. Let’s figure it out together.
Design notes: Keep form simple. Consider adding Pete’s photo and/or LinkedIn link near the form for personal touch.
END OF BRIEF
Ready for the design thread when you are.