10.06 · Audit / Recommendations & roadmap

Three weeks to the read. Three months to the rebuild.

Every finding in chapters 10.01 through 10.05 maps to one of three buckets. Week 1: fixes that cost nothing and unblock the next buyer who lands. Weeks 2–4: rebuilds that change how the site converts. Months 2–3: structural moves that change how the brand is positioned. The roadmap below sequences them by impact and cost.

WEEK 1 · SHIP THESE THIS WEEK

Six fixes. No design work. No new pages.

Every item here is a copy edit or a content add. None require a designer, a developer beyond an hour, or stakeholder approval beyond Drew + Paige. They close the credibility holes the audit flagged before the next CMO lands.

FIX SOURCE FINDING · ESTIMATED EFFORT
W1.01
Reconcile the tenure number to "37+" everywhere
From 10.02. Drift between 30 / 35 / 37 on three pages. One-time search-and-replace. ~30 min.
W1.02
Add a "How we measured" line to each portfolio case
From 10.04. One sentence per case noting data source, time window, control comparison (or noted absence). ~2 hr across 8 cases.
W1.03
Add one attributed client quote per portfolio case
From 10.02 and 10.04. Pull from existing client emails or testimonial relationships. Eight quotes total. ~3 hr to source + place.
W1.04
Add Diray Health mention to the homepage
From 10.01 and 10.03. One paragraph + link after the services row. ~1 hr.
W1.05
Standardize the time window per portfolio case
From 10.04. Stop mixing "first week" / "first month" / "two weeks" inside one Results block. Pick one window per case. ~2 hr.
W1.06
Add bylines to the 12 News articles
From 10.03. Each article gets a named author + role. Single-author for now (Diray team). ~1 hr.

WEEKS 2–4 · M1 REBUILD MILESTONES

Three new pages. One existing page upgraded.

These items require a design pass and a page build. They're the conversion-changing moves — the items that turn a curious visitor into a scoped pilot. They map to the M1 engagement milestones already on the Gameplan and use existing primitives from the marketing system.

MOVE WHAT GETS BUILT · WHICH AUDIT FINDINGS IT CLOSES
M1.A
Rebuild diraymedia.com/contact/ as an intent-routed walkthrough page
The page exists today as a single generic form (Name / Email / Message). Replace with an intent dropdown (walkthrough / 30-day pilot / category POV / press / careers), a calendar embed, and one paragraph on what happens in the first 7 days. Routes by intent. Closes the dead-end pattern flagged in 10.03 and 10.05. Pattern reference: /contact/ on this site.
M1.B
Promote "Complimentary Total Video Media Plan" to a real page
The strongest lead-gen offer on the site, currently buried inside /what-we-do/. Lift to /media-plan/ with a scoped form (brand + category + current spend + read of one campaign). Closes the M-tier intent gap from 10.05.
M1.C
Add filters + vertical tags to /the-work/
By vertical (CPG / OTC / Toys / Pharma / DTC), by channel (Linear / CTV / YouTube / Retail Media), by year. Tag every existing case so filters work on day one. Closes the IA finding in 10.03.
M1.D
Add a sales-velocity number to the homepage proof strip
Even anonymous, even short-window. "+18% velocity vs. prior quarter, 12 DMAs, held-out control" replaces or sits next to "40% lower CPMs." Closes the hero/proof mismatch from 10.01.
M1.E
Add "Related cases" at the bottom of every portfolio piece
3 cards per case, picked by category. Turns a single case read into a series. Closes the conversion exit finding in 10.05.
M1.F
Reorganize the footer to one component, rendered everywhere
Three columns: Capabilities / Company / Connect. Phone + email + address in Connect. News and Diray Health in Company. Built as one block reused across pages. Closes the footer inconsistency finding in 10.03.

MONTHS 2–3 · POSITIONING REBUILD

Three structural moves. One narrative win.

Beyond the M1 milestones, these moves change how the brand reads to a CMO who hasn't met Diray before. They are not cosmetic. They commit the firm to a sharper position than the homepage currently does and make the proof layer carry it.

MOVE WHY IT MATTERS · SOURCE FINDING
M2.A
Consolidate 8 portfolio cases to 5
One signature case per signature client (Flex Seal, Pooph, Razor, Zevo, TIDL) + the anonymous methodology case. Each piece gets deeper, each shows distinct work. The portfolio reads as more rigor, not less proof. Closes the overlap finding in 10.04.
M2.B
Build /methodology/ as the single measurement page
One-page summary of how Diray measures lift. Test cells, control design, lift-study partners, MMM cadence, brand-lift survey vendor. The page becomes the link every case-study Results block points to for "How we measure." Closes the methodology gap in 10.04.
M2.C
Name the ICP on the homepage
One sentence: "We win for DR-leaning consumer brands selling through Walmart, Target, Amazon, doing $10M–$500M in revenue." Loses misfit visitors, wins the right ones faster. Closes the audience finding in 10.01.
M2.D
Narrate tenure, don't stat it
Four decades and 10-year clients is the moat no newer competitor can fake. Stop showing it as a number, start narrating it: "The first brand we onboarded in 1987 is still a client. The last brand we onboarded in 2023 came from that brand's CFO." Closes the differentiation finding in 10.01.

SCORECARD · BEFORE / AFTER

What "done" looks like at the end of 90 days.

DIMENSION TODAY · END OF M3
POSITION
Hero says sales, proof says tenure
Hero says sales. Proof strip shows one sales-velocity number. Tenure narrated, not stated.
VOICE
Marketing voice. Zero caveats. Zero client quotes.
Operator voice. Methodology line on every case. One attributed client quote per case.
PROOF
8 overlapping cases, 1 with rigorous methodology
5 distinct cases. All 5 anchored to the /methodology/ page. The methodology case kept and named.
PATH
10 CTA labels, 1 generic form, no calendar
One primary label ("Book a walkthrough"), three intent-routed paths, calendar live on walkthrough intent.
HEALTH
Sub-brand isolated in nav
Homepage paragraph + portfolio tag + cross-links from the methodology page.

WHAT THIS AUDIT IS NOT

Three things on purpose.

  • Not a redesign brief. The site is functional and the brand is intact. Every finding is a copy, structure, or conversion-path move — not a "redo the visuals" move.
  • Not a critique of the work. The numbers in the case studies are real and the client relationships are deep. The audit is about how that work is presented, not whether it's good.
  • Not a one-shot project. The /audit/ section is timestamped Jun 29, 2026. The site changes. The audit should be re-run quarterly. Pattern: dated chapter under the same TOC.
Done reading

M1 starts Jun 29.

The Week-1 fixes above ship the first week. The M1 rebuild milestones map to the existing Gameplan weekly sprints. The Month 2–3 moves get scoped in the M1 readout on Fri Jul 24.

Open the gameplan →