Project Snapshot
Role: Strategy, Positioning, Design, Development & Content
Client: Personal Brand – Magnus Attefall (attefall.digital Consultancy)
Audience: Business decision-makers and potential consultancy clients
Scope: Standalone website, positioning, copywriting, visual identity, and technical build
The Challenge
attefall.se already serves recruiters and hiring managers with a MarTech-focused portfolio. Consultancy clients need something different: a fast, credible entry point that leads with business value, not platforms and tools.
The challenge was to build a separate digital presence — distinct in tone, design, and audience — without diluting the personal brand on attefall.se, while supporting freelance engagements through Frilans Finans from day one.
My Approach
I treated attefall.digital as its own product: same person, different audience, different language.
The site needed to convert in one scroll: a single, clear value proposition and a single call to action, with no competing messages. Decision-makers don’t need MarTech terminology — they need to understand outcomes.
I deliberately stripped industry jargon from the copy and replaced it with plain, business-first language focused on execution and results. The visual identity was built dark and confident, distinct from the lighter, technical tone of attefall.se.
What I Delivered
- Standalone one-page consultancy website (attefall.digital)
- Jargon-free positioning and messaging for business decision-makers
- Dark-themed visual identity with a high-contrast call to action
- Dedicated business email setup
- Analytics tracking via GA4 and Google Tag Manager
- Deployment-ready static build for fast, low-overhead hosting
Business Impact
- A dedicated, professional surface for consultancy clients – separate from the personal job-search portfolio
- Faster entry point for decision-makers, with no technical barrier to understanding the offer
- Supports freelance engagements through Frilans Finans from launch
- Lightweight, fast-loading site with minimal technical overhead
Building a Focused Consultancy Platform
Positioning & Messaging
The starting point was a simple test: would a CEO or CFO understand this page in ten seconds? MarTech vocabulary — automation, attribution, platforms — was replaced with outcome language: growth, execution, clarity.
- Plain-language value proposition above the fold
- One call to action, repeated, never competing for attention
- Business outcomes framed before technical capability
Visual Identity
The site uses a deliberately dark, confident design system to set it apart from the brighter, more technical attefall.se brand.
- Neon yellow (#F5E230) for the primary call-to-action and hero accents
- Neon green (#00E86A) for secondary labels and tags
- Dark background for contrast and focus
- Typography aligned with the wider Attefall brand system
Technical Build
attefall.digital is built as a lightweight static site rather than a full WordPress install, keeping hosting simple and load times fast.
- Single HTML page with optimised OG image and favicon assets
- Dedicated business hosting and email via Hostinger
- GA4 tracking via Google Tag Manager, with IP anonymisation enabled
- Deployed to root via SFTP, ready for ongoing updates
Tools & Technology
- Tools: Cursor (agent mode) · Hostinger · Canva · Cyberduck / Termius
- Technology stack: HTML · CSS · JavaScript · Google Tag Manager · GA4
AI-Powered Knowledge Platform for attefall.se
I designed and developed a custom AI-powered knowledge platform built directly into WordPress.
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