The Dossier
A tone of voice document I build directly from your audit findings. A practical guide to how your brand should sound — written for you and your team to use.
Through Line by Dani Jones — Strategic communications audits. Your business has grown.
Your messaging hasn’t kept up.
Through Line is a strategic communications audit I built for founders whose messaging has fragmented as they’ve scaled.
Sound Familiar?
- You can explain what you do in a room.
- On the website, it sounds like everyone else.
- Your LinkedIn has gone reactive.
- The blog drives traffic that doesn’t convert.
- Someone on the team wrote the About page and it no longer sounds like you.
The gap isn’t in your content but the single narrative line running through it.
That’s what I find.
Why Your Content Isn’t Generating Revenue
You’ve invested in the copy. You’ve got the blog, the LinkedIn, the website. Something still isn’t clicking. You’re not alone in that.
“I’m not good at putting it into words.”
So someone else did. And now your website sounds like it was written by a committee who’d never met a customer. You know it. You just haven’t had time to fix it.
“The copy is great but it just isn’t turning into revenue.”
Because well-written isn’t the same as working. There’s no ask in it. No clear line between what you do and why this specific person should care right now. People read it, nod, and leave. And you keep paying for content that isn’t pulling its weight.
“We have loads of great content but nobody is reading it.”
Because it was written to impress, not to be found. Lovely prose with no fundamentals underneath doesn’t rank. It just sits there while your competitors show up and you don’t.
“We brought in an agency and the copy came back sounding nothing like us.”
Because they wrote for a category, not a company. Generic B2B prose that could belong to anyone. Safe. Forgettable.
“I know what I want to say but I keep being told to make it more professional.”
More professional usually means more beige. The voice that built your early traction is the one worth keeping. It just needs structure underneath it.
“We’re raising again and I’m not sure our messaging reflects where we actually are.”
Because it was written for the company you were eighteen months ago. Investors read the gap between what you say and what you’ve built. So do buyers.
If you’re in tech, you know about tech debt. Clarity debt is the same thing, just for your messaging.
You keep adding to the pile. Another blog post, another LinkedIn update, another page, telling yourself you’ll sort the bigger picture later. But later doesn’t come. The narrative gets thinner, the mission gets harder to explain, and every new piece of content makes the eventual fix more expensive. Not in theory. In the deals that went quiet. In the funding conversations where your product was strong but your story wasn’t.
You don’t have a content problem. You have a foundations problem.
Through Line finds the break before you get there.
One Audit. Three Lenses.
I review a defined set of your customer-facing communications and show you exactly where your messaging is breaking down.
01
Editorial
Does your company sound clear, distinctive, and recognisably human?
02
Commercial
Does your messaging support conversion, sales conversations, and buyer confidence?
03
Search
Is your content structured to perform in search, including AI-generated discovery?
One slot available in June 2026
Apply For An AuditWhat I Look At
- Website pages
- Founder LinkedIn profile and recent activity
- Company LinkedIn posts
- Newsletter or email sequence
- Existing blog posts or articles
- Core product messaging and positioning
- Competitor messaging across three direct comparators
I deliver a 15–25 page PDF strategy deck. Turnaround: 7–10 working days.
Built For Founders Like You
You’re post-seed or Series A. You’re female-founded, building B2B tech in the UK or Europe. You’re still close enough to the business that your voice shapes how it’s understood. You came from product, ops, engineering, sales, or somewhere else entirely. You know the problem you solve. Communicating it externally has become harder as you’ve grown.
- Real traction, fragmented messaging.
- Your website no longer sounds like you in conversation.
- You’re becoming more visible, and the inconsistency is starting to matter.
- You want strategic thinking, not more generic content.
£750. 7–10 working days.
Apply For An Audit
Words published in
Why Dani Jones
This is where I’m supposed to tell you my words are magic and that they generate revenue. They do. But the reason I built Through Line is simpler than that. I’ve been where you are.
Before I wrote for anyone, I sold to them and for them. Print advertising at a daily newspaper during a recession, when the industry was contracting and every sale was a fight. I sat across from business owners spending money they’d earned, where every pound going on an ad was a pound not going on football boots or the next HMRC payment. That background changes how I read copy. I’m not looking for sentences that sound good. I’m looking for sentences that do a job, and I can tell when they’re not doing it.
Then came the writing. A decade of bylines where every word had to earn its place or cost you the reader. You learn fast that good copy and working copy are not the same thing.
I started freelancing to stay afloat during maternity leave. It became a company. I know what it costs to build something real while everything else is also happening. Most of my clients do too.
I work with a small number of clients at a time. Not as a pitch. Because that’s the only way the work is any good.
Writing samples and previous work available on request.
What People Say
Her copy was always delivered on time, on brief and garnered excellent SEO results and traffic.
Katie Rowe
England Content Manager, VisitBritain
Her work is always delivered promptly, in whatever tone of voice required and is always SEO ready. The feedback we’ve received from clients has been fantastic.
Tariq Qureshi
Director, Ameen Digital
The gap isn’t in your content. It’s the single narrative line that should run through all of it.
What Comes Next
One-off project. Clean deliverable. You own it.
Retainer
Writing that sounds like you, built around what the audit found. The work stays consistent because the strategy is already done.
Coming Soon
The Tool
A bespoke copy-scoring tool built around your specific audit findings.
Questions
- What if I’m pre-seed or early stage?
- Through Line works best when there’s something to audit. If you have a website, a LinkedIn presence, and some content in market, there’s enough to work with. If you’re still building from scratch, come back when you’ve got something live.
- Do you rewrite everything after the audit?
- Not automatically. The audit is a standalone deliverable. If you want me to do the rewriting, that’s a separate conversation. Some clients take the findings and action them internally. Others come back for a retainer. Either works.
- What if I’m not female-founded?
- The audit is built around the specific pressures female founders face, but the messaging problems it diagnoses are not exclusive to them. If the “Sound Familiar?” section felt like it was written for you, it probably was.
- How does the process work?
- You apply, I review your brief, and if it’s a good fit I confirm your slot and send a materials brief. You pull together the assets, I do the audit, and you receive a 15 to 25 page PDF strategy deck within 7 to 10 working days.
- Is there a refund policy?
- Once the audit is underway, the work has begun. I don’t offer refunds after the materials brief has been returned. If something exceptional comes up before that point, get in touch and we’ll find a solution.
Investment
Audit slots are £750. I take one per month.
Slots are confirmed first-come, first-served once I’ve reviewed your brief.
Ready To Find Out Where The Gaps Are?
Apply for an audit slot below. If it’s a good fit, I’ll confirm a start date and send over the materials brief.
Apply For An AuditOne slot available in June 2026. I review applications as they come in.