Build Your Own Website That Converts, in Claude

The reason this exists

I spent thousands on fancy websites. They were pretty, and invisible.

Over the years I paid for the lot. Fancy animations, multiple pages, a nice quote on the homepage. Every one of them looked the part, and not one generated a reliable enquiry. They sat there being pretty in an invisible corner of the internet.

What eventually changed it wasn't the design. It was coming across a proven framework for the words: what belongs on the page, and just as importantly what to strip off it. I rebuilt the site around that framework and it started producing enquiries. Nothing else changed: same firm, same services, even the same designer. The words were different.

That framework is what I've taught to other accountants since, and it's what keeps putting calls in my diary every week while I'm off doing something else entirely. I've also built plenty of sites myself since then (Power Pricing, a stack of landing pages, and the page you're reading right now), all of them in Claude, none of them with a designer. So on the 16th you get both halves: the framework that makes a site convert, and the way to build it without paying anyone to do it for you.

The case study

I launched a firm from nothing to prove the framework worked. In public.

In 2021 I was running the Power Positioning course, and the same objection kept coming back from the room. It's all very well telling us how to win clients, but you've already got a firm. Fair point.

So rather than teach it again, I said I'd do it with them. A brand new firm, from nothing at all. New name, new logo, new niche, new website, no client list. And I made the promise public: zero to £100,000 in twelve months. If it hadn't worked, that was a lot of egg on my face in front of a few hundred accountants.

We got there in nine.

2021

A promise, made in public

New name, new logo, new niche, not a single client. Zero to £100,000 in twelve months, announced to a room full of accountants who were watching closely.

Nine months

Target beaten, three months early

The website was the engine. Not because it looked good, but because of what it said and the order it said it in. That's the whole framework.

Today

A seven-figure firm

Capture Accounting. The majority of its enquiries still arrive through that same page, while I'm off teaching, recording or doing anything other than selling.

That framework is what I'm handing over on the 16th. The AI is simply what means you no longer have to pay anyone to execute it.

80%+

Of our new client enquiries come from that one site

5–7

Enquiries a week, without chasing referrals

24/7

It sells while I'm teaching, not selling

Copywriters or agencies behind a word of it

How this is even possible now

The words, the design, the build. AI does all three.

If your first thought was "can AI really build my website?", that is exactly the right question. The answer is yes, and you are looking at the evidence. Eighteen months ago this session couldn't have existed. You'd have needed a copywriter for the words, a designer for the look and a developer to put it live. Three people, three invoices, six weeks, and a site you'd then be nervous about ever changing.

The words

Claude drafts the page from your WHO, in your client's language, section by section. You direct it and sharpen it. It does the writing, which is the part accountants get stuck on for months.

The design

It designs and builds the page as well. Type, colour, spacing, layout, the lot. Properly designed, rather than a template you spend a weekend fighting into shape.

Getting it live

Then it walks you through putting the finished page on your own domain. No developer, no handover, no waiting three weeks for someone to change a heading for you.

You're looking at the receipt. This page, the layout, the typeface, the colours, the countdown at the top, every word of it, came out of Claude. So did the Power Pricing site and the landing pages behind my last few launches. No designer, no copywriter, no agency, no developer.

The contrarian bit

Everyone's telling you the website is dead. They're wrong, and the timing could hardly be worse.

The advice doing the rounds is that search is finished, SEO is finished, and you should pour everything into social instead. Following it is going to cost firms a great deal over the next few years. What changed is how people search, not whether they do.

Only a sliver is ready right now

At any moment a small slice of the market is actually looking to move. They're in pain, they already know they want a solution, and they are searching for one today. Everyone else is just scrolling.

They search Google. And they ask an LLM.

More and more, the question goes straight to ChatGPT or Claude. Who's the best accountant for a dental practice? The model doesn't guess. It answers from what it can find and understand about you.

Your site decides if you're the answer

Say clearly who you help and what you solve, and you get recommended. Run a generic brochure site and you're invisible to the machine for exactly the same reason you're invisible to a human.

So SEO didn't die, it just changed what it stands for. Search Engine Optimisation became Search Everywhere Optimisation: same three letters, and a different job altogether, which is being the answer rather than just a result. And that 3% who are ready to move today are the lowest-hanging fruit in your entire marketing: the one group actively raising their hand. Most firms cannot be seen by them at all. Which, when you look at what's actually going wrong, is a copy problem rather than a design one.

Booking form answer from a prospect: asked how did you find us, they replied I asked ChatGPT for recommendations

That is a real enquiry that came into my firm. Somebody asked ChatGPT who they should talk to, and it sent them to us.

Here is the part worth sitting with. An LLM does not invent its recommendations. It leans on what is already ranking and already visible. So being found in ChatGPT is not an alternative to being found on Google, it is a consequence of it. The same page earns you both, and the firms that shrug off search are quietly opting out of the machine as well.

Why yours isn't catching them

Your website has one job. Most accounting websites fail at it, and the owner has no idea.

Its only job is to get your ideal client to book a call. You have roughly 45 seconds to make that happen, which means the page has to be brutally clear on who you help, what you solve, and what to do next. Here are the five mistakes stopping it. I've made every one of them.

The "websites for accountants" provider

They build the same site for every accountant on their books. Same layout, same words. Your prospect lands on something they've already seen four times this morning.

Leading with a quote, or your story

"Trusted advisors since 1987." "We're not your typical accountants." Nobody cares. Not yet, anyway. You haven't earned it by the second line.

"We" and "I", everywhere

Count them on your homepage. Then count how often you speak to your prospect's actual problems. Your credentials mean nothing until they believe you understand their situation.

A list of services

Bookkeeping. Payroll. VAT. Every accountant does these. Writing them out tells a prospect nothing and separates you from nobody.

Too many calls to action

Every extra button pulls them away from the one thing you want them to do. When you confuse, you lose.

On the day

What we'll actually build, together.

Two hours, start to finish, all of it built in Claude on screen while you follow along with yours. You bring your firm; I'll bring the framework and do the building.

Your WHO, pinned down

Everything downstream fails without it. We get brutally specific about who the site is for, because that one decision quietly writes most of the page for you.

The words that make them stay

Section by section: what goes where, in whose language, and the well-meaning lines that are costing you enquiries right now without you knowing.

The proof that closes it

What to put on the page so a stranger believes you've solved their exact problem before, and how to build that proof if you haven't got it yet.

Built, designed and live

Turning all of it into a finished page in Claude, styled to your firm, and getting it onto your own domain without a developer.

The honest part

You're not stuck because you can't design. You're stuck because you don't know what to say.

Ask a firm owner why their website is still the one a provider built for them in 2019, and you'll rarely hear "I can't make it look good". You'll hear some version of: I don't know what to write. What if I say the wrong thing. What if I sound like I'm boasting. What if I niche down and lose everyone else.

Words are the hard part. They always have been. It's why agencies charge what they charge for them, and why most accountants' sites end up saying the same safe nothing as everybody else's.

That's the part this session solves. You'll watch the words get written, live, and hear why each one is there. Then you'll leave with the template that tells you exactly what goes in every section, and just as importantly, what to keep out.

Comment from Elyse: biggest takeaway was the guidance on the copy

One of you leaves with a finished website

I'm building one attendee's site live, on the day.

Everyone in the room builds their own alongside me. But one firm's site gets built on screen from scratch, start to finish: the WHO, the words, the design, the lot. If it's yours, you walk away with a finished website and every decision explained as I make it.

Step one

Book your place

Every ticket holder can apply. You'll get the application link the moment you register.

Step two

Apply in two minutes

A short form. Your firm, who you serve, and what you want the site to actually do for you.

Step three

I pick one, live

Applications close Tuesday 15 September at 5pm. I'll announce the firm on the day, in the room.

What you'll walk out with

Everything you need to finish the job that week.

Not notes and good intentions. The actual assets, ready to use in your firm.

The words template

Section by section, exactly what goes on the page and what to leave off. The part accountants find hardest, solved.

The design template

A finished, properly designed page in your firm's name. No designer, no theme licence, no wrestling with a page builder.

The prompt pack

The exact prompts that take Claude from a blank page to a built site. Copy, paste, adjust for your firm.

The go-live guide

Step by step, from finished page to live on your own domain. The bit almost everyone gets stuck on.

The full recording

Yours to keep, so you can work back through any part of it at your own pace.

Which one are you?

Five ways an accounting firm ends up with a website that doesn't bring anyone in.

See whether you recognise yourself. Every one of these turns up in my inbox most weeks, and not one of them is your fault. They are just what happens when nobody ever told you what the page was supposed to do.

You haven't got one

Referrals have carried you this far, and they have done a decent job. It works right up until it doesn't, and there is no tap to turn on in a quiet quarter.

It's years old

Built once, back when you had a spare weekend, and quietly out of date ever since. You would think twice before sending a good prospect to it.

A provider built it for you

One of the "websites for accountants" outfits. It looks perfectly tidy, and it looks exactly like the last four accountants your prospect has already clicked on.

Someone else manages it

WordPress, a monthly invoice, hundreds of pounds a year going out of the door. Ask what came back last year in actual enquiries and the answer is uncomfortable.

You paid thousands for it

A proper developer, a proper bill, and a maintenance charge on top. It looks the part. It simply doesn't bring anybody in, and you cannot change a headline without emailing someone.

The last two sting most, because the money is still going out. If you are paying £200 a month for a site that hasn't produced an enquiry this year, that is £2,400 a year for silence. This session is £275 once, and you own everything that comes out of it, including the ability to change a word yourself whenever you like.

You don't need an existing website, a designer's eye, or any technical ability whatsoever. If you can use email, you can do this. What you do need is a willingness to stop writing about your firm and start writing to your client.

Book early

The first 50 get my last workshop free.

Fast action bonus

Claude for Accountants, the full three hours

In June I ran Claude for Accountants. Three hours, 125 firm owners registered, and it has been selling at £495 + VAT ever since.

It is the grounding for this one. If you have never pointed Claude at real work, watching that first will make the 16th land twice as hard, because you will arrive knowing what the tool can do and spend the session building rather than catching up.

The full three hour recording
The AI policy, with the engagement letter clause your clients can sign
The tax return tracker
The full set of branded working papers
The slides and the written handout

"Best three hours I have spent in ages. Lightbulb moment."Simon Lever, FCA, Stewart & Partners

"Staff were taking four hours to do a job. Claude did it in about five minutes."Ibrahim Zaidi, Sync Accountants

Worth £495 + VAT

Free

For the first 50 people to book a place on the 16th.

125 firm owners registered for the June session. There are 50 of these. You can do the arithmetic.

What it's worth, and what you pay

An agency would quote you thousands. And you'd still have to tell them what to say.

That's the part nobody mentions. You pay a copywriter, and they still need you to explain your business, your clients and your niche. You pay a designer, and you still don't know whether the page converts. Then you pay someone every month to keep the thing running. This hands you the finished page plus the method, so you can do it again for any page you ever need, without going back to anyone.

My members' monthly session, opened up to you

Reserve your place

Everything you walk away with

The live 2-hour build session£997

The words template, section by section£997

The design template, in your firm's name£997

The master prompt pack£297

The go-live guide£197

The full recording, yours to keep£197

A shot at having your site built liveIncluded

Total value£3,682

£3,682

£275

+ VAT. The price of a single month in the community, for a session worth a great deal more.

Questions

Before you reserve

How do I know if I'm one of the first 50?

If you can still see this offer on the page, the places have not gone. We take it down the moment we hit 50, so what you are looking at is what is actually available. It can come down at any point, so it is worth moving quickly. Your confirmation email will confirm it either way, and the workshop and all its resources land in your account within a day of booking.

Won't my site look like everyone else's if AI made it?

The opposite, if you do it properly. Generic sites come from generic providers building the same template for every accountant on their books. What you'll build is shaped entirely by your WHO, your clients' own language and your firm's look. The reason most AI-built sites look samey is that people accept the first thing they're handed. You'll learn how to direct it instead.

Do I need to pay for Claude?

You'll want a paid account to get the most out of it, and I'll tell you exactly which plan and why on the day. It comes to a fraction of a single month of agency fees, and rather less than the software you're probably already paying for.

Isn't SEO dead now that everyone uses AI?

No, it's changed shape. People now ask ChatGPT or Claude instead of typing into Google, and the model answers from what it can find and understand about you. That makes a clear, specific, well-structured site more valuable than it was, not less. We'll cover exactly what that means for how you write yours.

Do I need to be technical?

No. If you can use email, you can do this. Nothing we build on the day needs a developer, and nothing needs code you have to understand.

Do I need an existing website?

No. Starting from nothing is easier, not harder. If you do have one, you'll rebuild it properly rather than tinkering with it.

I'm on Wix, Squarespace, or a "websites for accountants" provider. Does this still work?

Yes. The framework is about what the page says and how it's structured, which applies wherever it lives. We'll cover getting your new page live whichever way you're set up, including moving off a provider if that's what you decide to do.

Do I need a domain or hosting sorted first?

Not to attend. The go-live guide walks you through it step by step, and it costs a great deal less than most people expect.

What if I haven't nailed my niche yet?

We start with your WHO, because nothing else works without it. Come with a rough idea and you'll leave with it a lot sharper.

How does the live build work?

Every ticket holder can apply, using a short form we send you when you register. Applications close Tuesday 15 September at 5pm, and I'll announce the firm live on the day. One firm's site gets built on screen, start to finish.

Will it be recorded?

Yes. Everyone who registers gets the full recording to keep, whether or not you make it live.

What if I can't make it live?

Register anyway. The recording and every template are yours either way. But come live if you possibly can. I take questions and build around what the room asks for, and that's the part a recording can't give you.

Why is this so inexpensive for what's included?

Because it's really my members' monthly session. Rather than market this as a separate event, I've opened up an existing session inside my community and invited a limited number of non-members along. Giving my members more is something I do anyway; this time you get to benefit from it too.