The Guided Wizard

The feeling

“In two clicks it showed me exactly the part of the firm I needed — and skipped the rest.”

Warm, quick, and personal. It routes rather than presents.

Why choose it

• It respects the visitor's time. Instead of a menu of 70 products and 19 industries, it asks two questions and shows the relevant slice — the anti-catalogue, taken to its logical end.
• It personalises by role. A CFO and a CTO who arrive with the same problem get the same reading framed for their seat.
• It's SEO-safe by construction. Every question and reading is in the HTML at load; JavaScript only adds the stepping. It works with JS off and a crawler sees everything — the flaw that sank the earlier tool is designed out here.
• It leads with the decision, never a product tour. Same independence thesis, delivered as a path.

The honest trade-offs

• Council: secondary entry, not the homepage (7–0). A two-question gate reads as lead-gen or intake triage to a senior buyer expecting editorial authority first.
• The wrapper is weaker than the writing. The tailored readings are advisor-tier; the “pick one of these” interaction is the part that can feel productised.
• It needs a real next step. A reading that doesn't end in a concrete handoff (a scoped session, a sector brief) risks feeling like theatre — that continuation still has to be built.

Best when

• Offered as a “not sure where to start?” secondary path alongside the main homepage.
• Pointed at from campaign or ad traffic where intent is already high.
• Never as the sole front door for a first-time institutional visitor.

The verdict