Foundation is the part of the work everything else points at. Your ads send people to it, your search results land on it, your emails link to it. It's where a stranger decides whether you're worth a conversation.
What we build · Foundation
The things everything else is built on.
Website and landing page builds, site copy rewritten to your locked message, and a conversion review of what's already earning traffic.
What does Loqui's Foundation work cover?
Foundation covers website and landing page builds, site copy rewritten to the message locked in the earlier stages, and a conversion review of what already gets traffic. It is the first thing most engagements touch, because a site built on a guessed message leaks every visitor it earns.
What an engagement can include here
Scoped from your assessment, in the order the scores put them — not all of it, and not all at once.
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Build
Website and landing page builds
A site that carries the message rather than decorating around it. Built static and fast by default, because a page that takes four seconds to load has already lost the argument before anyone reads it.
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Copy
Site copy rewritten to the locked message
Most rebuilds change the design and keep the words. That gets you a better-looking version of the same confusion. The copy is the part that was broken, so the copy is where the work goes.
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Convert
Conversion and funnel review
Fixing what's already getting traffic is almost always cheaper than buying more of it. We look at where people arrive, where they stall, and what the page is asking them to do — often the answer is that it isn't asking clearly at all.
Where this sits in the work
Foundation is usually the first thing an engagement touches, for a plain reason: it's where your message meets the most people. Everything downstream — ads, search, email — sends people here. If this leaks, everything upstream is paying to fill a bucket with a hole in it.
But it comes after Voice and Message, not before. A website is the single most expensive place to discover your message was a guess, because you'll have paid to build the wrong thing and then paid again to rebuild it.
Questions people ask before they call
We just redesigned our site. Is this wasted?
Not necessarily, and we'll tell you honestly. The assessment judges what you have against the message we just locked. If the structure and design hold up and only the copy is off, that's a copy engagement, not a rebuild — and it's a much smaller number.
What do you build on?
Static-first, on hosting like Netlify or Cloudflare. It's fast, it's cheap to run, and there's very little to break. If you need a CMS your team can edit, we'll wire one in. What we won't do is put you on a stack that needs us forever in order to change a paragraph.
Do you handle the writing, or do we?
We write it, drawing on the Message work you already approved. You review it. If your team wants to write, the message document gives them the foundation to write from — that's part of what it's for.
How long does a site build take?
It depends on scope, and the honest answer is that the Voice and Message stages are what make the build fast. By the time we're building, the hard decisions are made. The build itself is usually the least uncertain part of the engagement.
Is your site the problem, or is the message?
Usually it's the message, and the site is where you notice. One conversation will tell you which one you're actually looking at, and that changes what you should spend money on.
Thirty minutes, no pitch. Prefer email? Write to hello@loquidigital.com.
You'll be talking to me. Twenty years spent making a message land, and I do the work on every account.
Chris Hopkins, founder