GroundWork — research and direction

Understand your market before you change your website.

See the issues holding your website back, the opportunities it could answer and how you compare with competitors. GroundWork turns that research into a Demand Map: a clearer direction for a new website, improvements to the one you have, or ongoing Coverage.

Start your project See a sample Demand Map

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Field 02 / Market survey

Market survey resolving into a Demand Map A scan line passes across a field of market signals. Six signals resolve as it reaches them, and each writes a corresponding bar into a Demand Map panel on the right. Two bars are marked as gaps.
Fig. 02 / What the survey resolves Illustrative

01 What you get: the Demand Map

A report written to help you decide. It brings the market, your competitors and your website into one picture, then sets out what to do first.

  • Customer demand — what people look for and the questions your pages need to answer.
  • Competitor positioning — who appears for those questions, what their websites cover and where there are gaps.
  • AI visibility — which businesses and pages are cited in the answers checked, and what those pages offer.
  • Website direction — the pages, content and links that make sense for your business.
  • Action priorities — the issues to address and opportunities to pursue, in a useful order.

For an existing site, the research also checks technical faults and weak pages. Those issues are considered alongside customer demand so the priorities have a reason behind them.

Read a real sample Demand Map →

Field 08 / Competitor landscape

Competitors compared by offer overlap and search strength Offer overlap runs from 0 to 10, and search strength from 0 to 100. Your business has search strength 86. Competitor A: offer overlap 4.25 out of 10; search strength 60 out of 100. Competitor B: offer overlap 3.5 out of 10; search strength 49 out of 100. Competitor C: offer overlap 4 out of 10; search strength 45 out of 100. Competitor D: offer overlap 4 out of 10; search strength 38 out of 100. All four competitors overlap on less than half the offer and sit below your business in search strength. The outlined upper-right area means overlap of at least 5 and search strength at or above 86. These are illustrative composite scores, not percentages or predicted sales.
Fig. 08 / Where competitors stand Illustrative

02 How it works

A short brief, focused research and a walkthrough of the findings. This illustration shows how the work and deliverables are shared.

Our work together

1 of 4 stages complete

Stage 2 of 4 Research

  1. Brief Done

    A conversation about your business, customers, competitors and what the website needs to do.

    What you get Research brief

  2. Research In progress

    Research into customer searches, competing websites and AI answers, plus the existing site where there is one.

    What you get Working notes, shared as they land

  3. Demand Map Not started

    The findings brought together: issues, opportunities, competitive position and priorities for the website.

    What you get Demand Map

  4. Walkthrough Not started

    We go through what the map means and choose the next useful step: improve the site, commission a build or start Coverage.

    What you get Decision and next steps

Illustrative. Every client sees their own live version in the portal, with the deliverables shared at each stage.

03 GroundWork pricing

£250 one-off, including the Demand Map and walkthrough. The current service turnaround is three or four working days from the brief to the walkthrough.

50% of the GroundWork fee credits against a build started within 60 days. There is no obligation to commission a build or Coverage.

04 What happens after the Demand Map

The research is yours to use. Choose the next step that fits the findings.

Improve an existing website

Use the priorities yourself, hand them to your developer, or move into Coverage to keep researching, acting and measuring each month.

Explore Coverage

Build from the findings

For a new site or a redesign, the Demand Map becomes the page structure, content priorities and build plan.

Explore Build

05 Questions

GroundWork questions

Do I have to build with KOODOS afterwards?
No. GroundWork is standalone. The Demand Map is yours to keep and can be used by your own team or developer. The build credit is an option, not a condition.
Does it help if I already have a website?
Yes. The research looks at the market as well as the existing site, so faults and missing content can be prioritised against what customers need. A rebuild is not assumed.
What if my website is on Wix, Squarespace or WordPress?
The research can still be done. If the platform limits how you can act on a finding, the Demand Map explains that as part of the decision.
What does AI visibility mean here?
Checking your buyers’ questions in AI answer engines and recording the businesses and pages cited in those checks. It is a view of the answers sampled, not a promise of inclusion.
Can GroundWork lead straight into Coverage?
Yes. You do not need a new website. If you do not have a Demand Map, month one starts with GroundWork, then moves into Plan Only or Plan + Delivery.

06 Judge the work from a real Demand Map

The sample shows how customer demand, competitor gaps, AI visibility and website priorities are brought together for a software consultancy. Read the report to see the level of detail before enquiring.

Open the sample Demand Map →

07Your project

Find out what your website should do next.

Tell me about the business and the decisions you want to make. We can start with the questions, not a finished brief.

Start your project