Something is off and nobody has named it.
Enquiries that go quiet. Quotes that take three days. One person who knows how everything actually works. You can see it in the numbers long before you can point at the cause.
A diagnostic is the written answer. What is actually wrong, what to fix first, and in what order. Yours whether or not you build with us.
We ask these first.
Four questions that decide whether a business grows or stalls. None of them appear in a website brief and none of them are about design. They come before anything we might build, because the answers are usually where the money is going.
- Where does the enquiry actually land?
- Who answers it, and how fast?
- Why do quotes take three days?
- What is held together by one person?
If you can answer all four without checking, you may not need us. Most people find out they were guessing on at least two.
What you actually get.
A written document. Ten to fifteen pages, plain language, no slide deck. It maps how work moves through your business, names what is breaking, and puts the fixes in the order that makes the next one cheaper.
It is not a proposal. There is nothing to sign at the end of it.
Five sections, in this order.
A map of how an enquiry, a job or a quote moves through the business from first contact to invoice. Who touches it, what they do to it, and where it waits. Most people have never seen this drawn out. It is normally the page that gets photographed and sent around the office.
Every point where work stalls, gets re-entered by hand, or depends on one person being at their desk. Each one written with the consequence attached, in hours or in enquiries lost, not as a complaint.
A ranked list. Not everything, and not in the order that is most interesting to build. The first item is usually small, unglamorous, and something you could start on Monday without us.
The things that look broken and are not worth touching yet, and the reason for each. This is the section that saves the most money, and the one most people are surprised to be given.
Scope, sequence and rough effort for the work that follows, written so you can take it to a board, a partner or another agency and get a straight answer back. Anything we would build is quoted against this once the scope is real.
You also get the working notes behind it. Screenshots, timings, and the things we found that did not make the final document.
How it runs.
Four steps, and one of them is yours. Ten working days from the first call to the document landing in your inbox, and it is usually sooner than that.
Ten working days, start to finish.
01 · You email.
Three lines is enough. What the business does, what is not working, and who is losing time over it. No brief, no spec. We reply within a day.
02 · We talk.
Forty-five minutes, video or in person in Singapore. We ask the four questions and about twenty more. This is also where we say if a diagnostic is the wrong thing for you, which does happen.
03 · We go and look.
About a week. We read what you already have, follow one real enquiry end to end, and talk to the people who run the process day to day. Usually not the person who called us.
04 · The document.
It arrives written, not presented. We then spend half an hour walking you through it so nothing lands as a surprise. The file is yours to keep, in full, from that day.
What we need from you.
Less than most people expect, and none of it needs preparing.
- One person who can decide. Not a committee.
- Read access to wherever the work already lives. Inbox, CRM, spreadsheets, job sheets, the site.
- Two or three people who do the work, twenty minutes each.
- Honest answers, including about the parts that are embarrassing. Especially those.
That is the whole ask. No brief, no wireframes, and no internal document written for our benefit.
And if you never call us again.
The document is yours. It is written so your own team, a new hire or another agency can act on it without us in the room. That is deliberate. A recommendation you cannot check is not a recommendation, it is a pitch.
Most people who take a diagnostic go on to build with us, because by then we already know how the business works and there is nothing left to explain. Some do not. That is a reasonable outcome and we would rather have written something true than won something that was never going to hold.
The diagnostic is stage one of four.
- Diagnose
- Decide
- Build
- Run
Run feeds back into Diagnose. Stage one is the only one that stands on its own, which is why it is the only one you can start with.
What we usually find.
In August 2026 we audited 54 Singapore B2B websites cold, before writing to a single one of them. Nobody had asked us to look. Every fault below was verified on the live site first.
Found from outside, in minutes.
19 of 23
sites whose footer we examined were still showing an out-of-date copyright year. The oldest read 2012.
12 of 54
were running an outdated or end-of-life CMS or plugin. Two sat on a version of Joomla that stopped receiving security fixes in 2012.
19 of 54
published no project record, portfolio or case studies at all, in sectors where the buyer’s first question is what have you built.
7 of 54
had a contact page or a navigation link returning a server error or a 404. The page the enquiry was meant to arrive on.
The fault is never the interesting part. What is interesting is that nobody inside the business knew. One listed shipping company’s fleet page claimed sixteen vessels while its services page claimed five management agreements. A crane firm still publishes a fleet count dated 15 December 2009. Both were found from the outside, in minutes, by someone who had never spoken to them.
A diagnostic starts where that audit stops. Outside first, because it is fast and it is free, then inward into the parts only you can show us.
Whether this is for you.
A short, honest filter. If the second column describes you, we will say so on the call rather than take the work.
We would rather say no early.
Works best when
- Something is wrong and you cannot name it.
- One person is accountable for how the work runs and can act on what we find.
- You have tried fixing it already and it did not hold.
- You are willing to hear that the website was never the problem.
Poor fit when
- You need a site by Friday.
- You know exactly what you want and need hands, not an opinion.
- Nobody owns the outcome.
- You want a document that justifies a decision already made.
What it costs.
Nothing, if we have had a real conversation first.
That is the only condition and it is not a trick. Each diagnostic takes about a week of actual work, so we run a small number of them and we run them for people we have spoken to and who have a budget in mind for whatever comes after. A cold form fill or a request to be one of three quotes gets a polite reply, not a diagnostic.
Everything that follows is quoted against the scope the diagnostic produces. We do not put a number on work before we know what the work is.
Questions people actually ask.
Read access where it helps. An inbox, a CRM export, a folder of job sheets, analytics. We do not need admin rights, we do not install anything, and we will sign whatever your company needs signed before any of it changes hands.
The person accountable for the process, and two or three people who run it day to day. Twenty minutes each. The people doing the work know exactly where it breaks and they are almost never the people in the kickoff meeting.
Sometimes, yes. If you can describe the problem, the cause and the order of the fixes, and it holds up for ten minutes on a call, we will quote the build and skip this entirely. It holds up about half the time.
Then the document says so, names what would help instead, and you keep it anyway. We have written ourselves out of work this way before. It is cheaper than the alternative for both of us.
No. A website audit looks at a website. A diagnostic looks at how the business runs and treats the website as one of several places the problem surfaces. Often the site is fine and the process behind it is not.
That is fine. We are Singapore based and have worked with clients abroad since 2023. The call happens on video and the rest of it runs exactly the same way.