My own practice / Website case study
From expertise to a digital presence people can use.
I’m Jay Mandel, a New York–based consultant, author, and coach working nationwide. My website needed to connect my published writing to examples of my client work, explain the services behind that work, and give visitors a clear way to start a conversation.
I worked with Wendy Wilder’s BASE3 method to focus each page on the reader’s decision. SingleFig is her contact and content matchmaker: it helps connect relevant information with the people who need it.
Read what changedIs this the right help for me?
Start with the audience, problem, and decision.
Show me the work.
Link the claim to an example and its source.
Let’s talk about my situation.
Carry the context into an inquiry and follow-up.
The challenge
My writing, client work,
and services needed a clear link.
An article can explain how I think. A case study can show what I did. A service page can explain how to work with me. My website needed to make that path clear. For example, someone reading about a failed customer promise should be able to find related client work, understand how I could help with their own problem, and contact me with that context.
“What decision is this page helping someone make—and what evidence do they need?”
The question guiding the rebuild.
The result / Published changes
What I changed.
I organized the service pages around problems a visitor can recognize. I linked those services to case studies and client perspectives, so readers can examine the work behind the offer.
I grouped my writing by topic and added clearer answers about fit, scope, and pricing. Relevant links lead into a contact form with a prompt tied to the visitor’s interest.
Explore the services ↗ · Read the client evidence ↗ · Browse the writing ↗
How the pieces work together
Clear contributions.
One connected practice.
My role: I lead the positioning, writing, and decisions about what to publish. ChatGPT Sites is the platform I use to build and revise the pages.
Wendy’s contribution: Her BASE3 method asks what decision a customer is making, what information they need, and where they receive it. That helps me judge what each page should do.
SingleFig: Wendy describes it as a “contact and content matchmaker.” It supports contacts, relevant content, business context, and follow-up in my practice. The website records inquiries and notifies me; a direct CRM sync requires separate integration work.
Practical questions
What sits behind the system?
Why bring SingleFig and BASE3 into this work?
The website helps someone understand my work and assess fit. BASE3 gives us a way to think about the decisions behind that visit. SingleFig is Wendy’s contact and content matchmaker, supporting relevant content, contact context, and follow-up around the conversation. Each has a practical role in the broader system.
What does AI optimization mean here?
It describes the work on the public information: readable content, descriptive page titles, canonical URLs, structured data, and links between an offer and its evidence. Search rankings, AI citations, and recommendations are outcomes to measure separately.
What is different from a visual redesign?
The starting point is the visitor’s question. The content, proof, and next action are organized around that question. The visual design makes those connections easier to follow, while the page structure gives each resource a clear purpose.
Does the website automatically send inquiries to SingleFig?
The website records an inquiry and notifies me. SingleFig supports my separate relationship and follow-up work. A direct CRM sync or automated campaign needs its own integration scope; it is not documented as part of this website rebuild.
How do I keep the system useful?
When I publish a new article or case study, I connect it to a relevant topic, service, and visitor question. I check the source, keep the claim within the evidence, and review the next step. A complete page-by-page BASE3 classification remains work to do.
Can we apply this to my business?
Start with your current site, the audience it needs to serve, and the decision you want it to support. A website clarity review can identify the gaps. Flor Estevez and I can also create a working website concept before agreeing the content, implementation, and support scope.
Apply it to your website
What should your next visitor understand?
Bring the current site, the audience, and the decision it needs to support. We can start with a clarity review. Flor and I can also create a working concept, then agree on the content and delivery the full project needs.
Start with a website clarity review Explore website strategy ↗