Positioning an HR consultancy across three markets
The public face of AfroMadeIt Global, a strategic HR consultancy serving small businesses and nonprofits across US, UK and African markets. The work was deciding what the firm claims, and to whom, before deciding how it looks.
AfroMadeIt Global LLC
Strategic HR consulting
In-house, co-founded
Three builds across 2026
Problem
On a page like this the build is rarely the hard part. The hard part is deciding what the business actually claims, which of several audiences it is talking to first, and what it wants that person to do next. AfroMadeIt sells specialised HR expertise to small teams who cannot afford a bad hire or a compliance mistake, which is a serious promise to make on one screen to a stranger.
Approach
Settle the positioning against a real page
The first build went live rather than being polished indefinitely. An argument about what a firm claims is far easier to settle against a real page than a mockup, because the page can be put in front of someone who was not in the room.
Rewrite when the claim changes, not when the look gets old
Two further builds followed as the positioning sharpened. Each was driven by a decision about what the business had learned it needed to say to which audience first, never by wanting a fresh coat of paint.
Structured so machines can read it
The site publishes ProfessionalService structured data covering services, the markets served and the leadership, so search engines and assistants describe the business the way it describes itself.
Stack
Working with us
You do. Repositories and accounts are transferred to you at launch, not licensed back to you.
A weekly demo on a live URL, plus an async channel for day-to-day questions. No status-report theatre. You see the actual product every sprint.
30 days of support are included with every full build. After that, a maintenance retainer is optional. Nothing is forced.
About two hours a week: one demo, plus decisions when a question is genuinely yours to answer. Everything else is our job.
Often, yes. It starts with an audit of what exists so nobody promises a timeline before reading the code.
Have a process that looks like this?
Bring the messy version. Thirty minutes on a call and you will have a scope, a price, and a date.