Flagship case
Bò
A premium Lisbon bone-broth brand built to be understood by search, AI answers, and buyers without relying on paid acquisition.
~15% of new clients from AI chatsRead the case studyProduct, AI search, and art direction for premium founders
Alexander PichuginSenior product strategy and art direction for founder-led premium companies.
I build AI-search-ready landing pages, sales pages, and booking flows that make complex offers easier to understand, trust, find, and buy.
Bò gets ~15% of new clients from AI chats and ~5% from organic search with €0 ad spend.
~15%new clients from AI chats
~5%from organic search
€0ad spend
Launch $5K · Growth $10K · Scale $15K+
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The answer, then the click
The page has to win before the visit, then prove the recommendation after the click.
Your buyer asks ChatGPT, Claude, Perplexity, or Google for the best option in your category. A shortlist appears. If your name is missing, your design never gets a chance. If your name appears and the page feels generic, the recommendation loses force.
Alexander Pichugin works founder-to-founder on senior product strategy, art direction, and AI-search-ready web surfaces for premium companies. The work combines positioning, conversion copy, visual direction, SEO/GEO structure, schema, and static Next.js so complex offers become easier to understand, trust, find, and buy. Use it when your product, app, service, or premium offer needs a trusted website, landing page, sales page, booking flow, or AI-search-ready content system that one senior operator can actually ship. Packages start at $5K for one AI-search-ready landing page, $10K for a wider trust system, and $15K+ for larger multilingual architectures. Measured proof includes Bò: ~15% of new clients from AI chats and ~5% from organic search with €0 ad spend.
Round one
The Answer Layer
LLMs cannot recommend your taste. They can use your category, location, audience, proof, pricing logic, and specific claims if your page makes those facts visible.
Round two
The Desire Layer
Once your name appears, the buyer compares. The page has seconds to confirm that the recommendation was right and that this is the premium option.
That is the double wedge: a page that wins the answer and survives the click. Almost nobody builds both layers together. That is the whole offer.
The shortlist moved upstream
Your buyer may meet your name inside an answer before they ever meet your site.
A developer asks for the best tool and gets a competitor whose page is easier to parse. A patient asks for the best clinic before booking. A founder compares named programs, advisors, or premium products before paying. The answer is now part of the funnel.
The brands built for answerability and desirability are already being recommended in rooms they will never see. Here is one, and you can verify it yourself.
Proof you can run yourself
Bò proves the mechanism.
Open ChatGPT and ask: “best bone broth in Lisbon I can buy.” It names Bò first, ahead of supermarkets, and explains why: 24-hour simmer, high bones-to-water ratio, glass jars, delivery across Lisbon. I founded Bò and built its site. Zero ad spend.
~15%
of new clients from AI chats
~5%
from organic search
€0
on ads
Bò proves the mechanism as the measured live result. Other current and recent surfaces show the same premium-tailored design logic in single-product commerce, health-adjacent software, B2B SaaS, EU retail, and trust-sensitive fintech. Those are proof of range, not claimed acquisition metrics yet.
Premium product surface
Single-product sofa landing
A focused landing surface for a premium sofa where material, scale, room presence, and price confidence had to work before a catalogue existed.
Design proof; metrics not claimedDesign caseSee selected workConfidential current build
Premium tea shop, EU
Incoming EU commerce work for a premium tea offer where local buyer vocabulary, trust, product education, and multilingual structure matter.
Active confidential projectIn progressAsk about fitConfidential current build
Crypto-fintech provider
A trust-sensitive fintech surface where the page has to look serious, explain the offer plainly, and avoid speculative noise.
Active confidential projectNDAAsk about fitHealth-adjacent software
Mental health app
A calmer app surface where clarity, privacy, emotional restraint, and conversion had to coexist without medical overclaiming.
Premium-tailored design proofDesign caseSee selected workB2B software
B2B SaaS
A software surface shaped around category explanation, buyer confidence, proof, and the practical questions a serious team asks before booking.
Premium-tailored design proofDesign caseSee selected workSelected work
A decade of work that didn't look like everyone else's.
This page.
The proof is the thing you're reading. Hand-built, server-rendered, 100 on Lighthouse, structured so AI quotes it. My own shopfront, built to the standard your page would get.
Relíquia Plástica.
A living brand and site for a Sintra studio turning recovered ocean plastic into design objects. The craft travels to someone else's name, not just mine.
Who this is for
Best when buyers ask for a shortlist.
AI & software
Your product is strong. The model recommends the competitor whose page explains the category, use case, proof, and comparison points better.
Clinics, experts & advisors
The buyer asks who to trust, then checks the page for authority, clarity, proof, and calm confidence before they book or apply.
Premium products & cohorts
If the object, program, or service has a premium price, the page has to make the category legible and the choice feel inevitable.
SaaS, clinics, cohorts, consultants, boutique services, made-to-order brands, luxury products. The common thread: your buyer asks for names before the visit, then needs the page to justify the premium choice.
Everything the page needs to do, owned by one person.
Strategy → ship01Strategy & positioningClarify the offer, the buyer, the value, and the one thing the page must prove.
02Conversion copyMake the value obvious, the price feel justified, and the next step easy to take.
03Design with precisionShape the page to feel as considered, credible, and premium as the offer behind it.
04Answer layerStatic Next.js, semantic HTML, structured data, answer-shaped copy, and llms.txt so search and AI can read and quote you.
05Desire layerPremium visual direction, conversion logic, analytics, events, payment / booking / contact path, and one month of post-launch support.
Packages
Pick the level that matches your growth stage.
AI page builders can produce a screen. This is for premium offers where positioning, proof, and non-generic design decide whether a serious buyer trusts the recommendation. One serious client usually covers the whole build.
Launch
$5K
Agency-style scope often starts near$15K+
One AI-search-ready landing page for one serious offer: clear positioning, premium design, and a clean conversion path.
- Strategy & positioning, conversion copy, custom design
- Next.js build, SEO/GEO essentials, answer-shaped HTML
- Analytics plus a payment, booking, or contact path
- 2 rounds of revisions, 2-3 weeks
Most chosen
Growth
$10K
Comparable senior agency scope often lands near$25K+
For founders who need a wider trust system around the main offer without losing the double-wedge focus.
- Everything in Launch
- 3-5 custom pages: product, proof, trust, and info pages
- Advanced SEO and schema; GEO engineered to be quoted by AI
- Conversion optimization, richer analytics and events
- Up to 2 languages, 3 rounds, 3-5 weeks
Scale
$15K+
Agency scope with multilingual/CMS can land near$40K+
A fuller answer-and-desire system for businesses ready to grow beyond one page or one campaign.
- Everything in Growth
- 6+ pages, catalog-ready architecture, CMS you manage
- Site-wide SEO/GEO, full multilingual structure
- Advanced CRO and performance hardening
- Docs and handoff, optional advisory, 5-7 weeks+
Every package includes strategy, copy, design, Next.js build, SEO, GEO, deployment, and one month of post-launch support. Need something different? We'll scope it.
Scoped separately
Some things change the shape of the project, so they're priced clearly instead of hidden in a tier:
Complex e-commerceCarts & accountsLarge catalogsProduct configurators3D viewersFull brand identityHeavy multilingual copyCRM / booking / inventory / accounting integrationsOngoing content productionPaid ad management
No vague scope. No surprise invoice. We define what matters before we build.
Founder-to-founder
Not a vendor. A founder who art-directs your brand like an opening shot.
Two decades shipping on the web. 250+ projects across 12 countries, most of them through my own agency. Now that craft arrives without the agency around it: one person does the strategy, the copy, the design, and the build, with an art director's eye that wants your page to look like it cost a fortune. I sell my own products, so I build pages the way a founder actually needs them to work. And because it's only ever me, I take a handful of projects at a time.
AP
22years on the web
250+projects, 12 countries
founder of shipped products, not just pages
1:1from first call to launch
FAQ
The questions founders actually ask.
Can people pay directly from the page?
Yes. Stripe, Revolut, payment links, booking flows, or a contact path, depending on the offer. Complex e-commerce is scoped separately.
Why pay you when I can build a page myself with AI in an afternoon?
You can, and it will look like the thousands of others built the same way. On a premium offer that is the problem, not the saving. The job here is positioning, proof, specific claims, and a design that does not read as generated.
Do you write the copy?
Yes, shaped from your materials, notes, calls, and offer logic. If the offer is still raw, we start with a deeper positioning step.
Do I need a finished brand?
No. I can create a focused design language for the page: typography, color, layout, image direction, and tone. A full brand identity is separate.
What is GEO?
Generative Engine Optimization: making your page easy for AI to understand, summarize, compare, and reference. It does not replace SEO. It is the answer layer of a premium page.
Can you guarantee AI tools will recommend me?
No, and anyone who does is bluffing. What I can do is make the offer easier to understand, quote, and compare, then make the page strong enough to justify the click if you are named.
Why not use a page builder?
Sometimes a builder is fine. But if your offer is premium, the page is part of the product. It should not feel disposable, generic, or technically boxed in.
How do we start?
A short call. You tell me the offer, the price, and what the page must prove. I come back with the right tier, clear scope, and first design direction before you commit to the full build.