Studio

Who is our ideal client at Honey & Jam?

We don't care about the industry

Something that we realised over the years is that we don't care about which industry our client is in. We have worked with clients in a wide range of industries:

  • Tech
  • Legal
  • Interior design
  • Healthcare
  • Community organisations
  • Construction

Early on in our journey, we tried to niche down to tech startups since we had experience in that industry from our past full-time jobs. But we soon realised how fun it is to work with companies from other industries as well.

Our two client personas

Client persona #1

  • Total headcount - 30-500 people
  • Marketing team - 1-10 people
  • Website budget - £15k+
  • They already have a well-established brand
  • They already have a website but need something new to sustain future plans and growth

Client persona #2

  • Total headcount - 1-10 people
  • Marketing team - 0-1 people
  • Website budget - £3-6k
  • Might not have an existing brand
  • An existing website is not necessary

What problems each persona is currently experiencing

Client persona #1

  • A slow, legacy and frustrating website, most likely built with WordPress, Webflow or hardcoded
  • Hard to manage content workflows
  • Hard to update pages
  • No ownership of analytics or poor tracking setup
  • Constraints caused by outdated brand systems
  • Difficulty scaling new landing pages
  • Poor Technical SEO, which impacts their SEO efforts

Client persona #2

  • DIY websites that don’t match the quality of their product/service
  • No clear messaging
  • Poor or non-existent SEO
  • Relying on a freelancer with no process
  • Unable to update their website

What each persona wants out of their new website

Client persona #1

They want a website that:

  • Can scale content: landing pages, blog posts, case studies, webinars, podcasts, resource hubs
  • Improves SEO and prepares for GEO
  • Integrates cleanly with their analytics, CRM, booking system, or event platform
  • Supports multi-page user journeys with clear segmentation and lead capture
  • Might require internationalization (multi-language support)
  • Allows their marketing team to ship new content quickly (without developer bottlenecks)
  • Handles more advanced functionality — filtering, gated content, dynamic components, multilingual setups, dashboards, etc.
  • Reflects their established brand identity and elevates their positioning
  • Is stable, fast, and flexible enough for a team that publishes regularly
  • Can grow with them over the next 2-3 years

Client persona #2

They want a website that:

  • Makes them look professional and trustworthy
  • Clearly explains what they do and who they help
  • Helps them generate leads or enquiries
  • Is easy to update - especially simple copy changes and new blog posts
  • Loads fast, feels modern, and works on any device
  • Gives them a solid foundation for future growth
  • Doesn’t require ongoing retainers

What makes someone a bad fit

A good working relationship with our clients is crucial for us. Here are some things that might make a company a bad fit for us:

  • Founders who see their website as something to tick off a list instead of an asset that will grow their business
  • Companies where the decision-maker is not involved in the project or is very slow to reply
  • Companies where price is the main decision factor. We understand that price is important, but to do our best work, we need to be paid fairly for the value we deliver. If a client’s budget doesn’t align with our estimate, we’ll always recommend a more affordable alternative - either another freelancer or an existing template.

Final note

Whether you’re a solo founder or a 300-person scale-up, what matters most is that you care about clarity, quality, and building a website that actually works.

So feel free to reach out to us via the button below if you're one of our two client personas and are in need of a new website.