From Well-Known to Findable: A 90-Day Positioning Project for a Founder-Led ERP Consultancy
Client: Founder-led ERP consultancy (anonymized) | Duration: 90 days | Scope: Positioning, website copy, messaging, LinkedIn visibility
Result
Top of LinkedIn results for the founder's chosen keywords.
She was excellent at her work, and almost nobody outside her client list could tell. That gap is where this project started. A founder-led ERP consultancy had the experience, the references, and the stories. What it lacked was a way for a stranger to understand, in a few seconds, why this firm and not another.
What Was Actually Holding the Business Back?
The founder had spent two decades inside ERP projects. Her clients said so, often and loudly. Strangers could not find her. The website called the firm a full-service consultancy. Her LinkedIn profile listed a dozen specialties, and her posts wandered from finance modules to leadership advice. A buyer searching for help with one specific problem landed on somebody else.
Nothing was wrong with the expertise. The message spread it so thin that no single idea stuck.
Most of us assume visibility follows quality. It rarely does. It follows clarity, and clarity is a decision somebody has to make.
What Did We Decide to Say?
We began with a question she could not answer in one sentence. Who is this for, and what do they get? It took three conversations to get there.
Her best projects shared a pattern. The buyers were companies stuck between an aging system and a rollout that kept slipping. They did not want a menu of services. They wanted someone who would say plainly what to do next.
That became the position. Narrow, a little uncomfortable for her, and true.
The hard part was not finding it. The hard part was letting go of everything else. Every service she dropped from the homepage felt like a client she might lose. We went through each one together and asked a plain question: has this ever actually brought in work? Most answers were no.
How Did We Pick the Keywords?
Two filters. Would a real buyer type this phrase? Could she back it with a project she had actually run?
Anything that failed either test was cut. A long list became a short one. She disliked that at first, because fewer words felt like fewer chances. We kept the short list anyway, since one clear signal beats ten faint ones.
How Did the 90 Days Run?
Month one was listening and choosing. We went through her past projects, her client conversations, and her current copy, then settled the position and the keywords. No writing yet. Skipping ahead is the usual mistake.
Month two was the website. Every page got rewritten around the same position, and the headline on each one answered the stranger's question before the stranger had to ask it. The messaging document came out of this month too, so anyone speaking for the firm used the same words.
Month three was LinkedIn, and it was the quietest month. Nothing new to invent, just repetition with discipline. Her profile, her headline and her posts all started saying what the website said. Same position, same vocabulary, week after week. Some posts got little response. We kept going, because the point was never one viral post. It was a pattern a search engine and a buyer could both recognize.
What Changed?
By the end of the 90 days, the founder ranked at the top of LinkedIn results for the keywords she had chosen.
That is the one result we are claiming. We are not attaching revenue or lead numbers to it, because we cannot prove them and they would not be fair to her.
Why Did Focusing Work Better Than Doing More?
Consistency. LinkedIn search rewards profiles that keep saying the same thing in the same terms. So do the AI assistants buyers now ask, tools like ChatGPT and Perplexity. They tend to cite whoever they can describe in a single sentence. A founder who covers everything is hard to describe. A founder who owns one problem is easy.
The site and the profile also had to agree. A buyer who finds her on LinkedIn will usually open the website next. If the two tell different stories, trust drops fast. When they matched, each one made the other more believable, and the visit felt like a continuation rather than a second pitch.
What Would We Repeat?
Fewer keywords, chosen harder. The temptation to widen the list never goes away, and giving in to it quietly undoes the work. Position before pages, always. And one last check before anything goes live: show it to a stranger for ten seconds and ask what the firm does. If the answer is vague, the work is not done.
Nagana Media runs positioning projects like this one for B2B technology firms that are better known to their clients than to their market.
