02 — Professional services

Thornbury

A reference implementation of how a professional-services firm earns premium engagements online: editorial authority, structured expertise, and an inquiry flow that qualifies before it books.

Reference Implementation

Category: Professional services
Discipline: Website design and development
Demo: In development
Related service: Website Design and Development

thornbury.co/insight/the-valuation-gap

THORNBURY

AdvisoryTransactionsInsightPeople

Enquire

Insight · Corporate financeThe valuation gap nobody puts in the deck

EVEleanor Voss8 min read

Sellers price the business they have run for a decade. Buyers price the business they will inherit on Monday morning. The distance between those two numbers is rarely about the multiple.In practice the gap opens in three places — customer concentration, undocumented process, and the founder’s own diary.

“Every hour that only exists in one person’s head is a discount applied at diligence.”

Related thinking

Earn-outs that survive the first yearInsight

What diligence actually readsInsight

Succession without a saleInsight

Fig. 02 — Thornbury interface, running on sample data

Overview

What Thornbury is

Thornbury is a Kramiva reference implementation demonstrating a professional-services website for advisory, legal, and consulting firms. It explores editorial publishing, sector and practice-area pages with distinct arguments, author profiles, and a situation-based inquiry flow that qualifies before it books. It is a self-initiated build, not commissioned client work.

The problem: An advisory firm wins entirely on referral and has no way to turn its expertise into inbound work.
Intended users: Partners at consulting, legal, accounting, and advisory firms.
Status: Thornbury deploys to a public subdomain alongside its measured Core Web Vitals. Nothing is published as a result until it has been measured.

Product approach

What we decided, and what we cut.

Publish the thinking, not the brochure

Referral-led firms already have the expertise; what they lack is a public artefact of it. Thornbury is built around long-form pieces with a real point of view, structured so a specific sector page can carry a specific argument rather than a list of services.

Qualify before the calendar

A partner's hour is the scarce resource, so the inquiry flow asks about situation, timing, and scale before it offers a time. Fewer meetings, better meetings — and a prospect who feels understood rather than processed.

Deliberately left out

No newsletter popup, no downloadable PDF behind a form, no stock photography of a boardroom. For this buyer each of those signals a firm competing on volume.

Inside the build

The experience, and the engineering.

The main experience, step by step

01DiscoverArrival on a sector page or an article through search or a shared link.
02AssessRelated thinking, the relevant practice area, and named people with real credentials.
03Self-identifySituation-based entry points instead of a generic contact form.
04QualifyA short structured inquiry covering situation, timing, and scale.
05MeetA scheduled conversation with context already in the partner's hands.

Feature set

Editorial publishing system with structured long-form layouts
Sector and practice-area pages with distinct arguments
Author profiles linked to their published thinking
Situation-based inquiry routing
Answer-engine-ready structured data across articles and practices
Accessible, printable article layouts for how this audience actually reads

Architecture decisions

InterfaceNext.js static generation with on-demand revalidation

Editorial content changes rarely and must load instantly; a static page revalidated on publish gives both.

LogicTyped content schema validated at build

A malformed article fails the build rather than reaching production with broken structured data.

DataHeadless CMS with editorial workflow

Partners draft and review without touching a repository, which is the difference between a system that gets used and one that does not.

IntelligenceSemantic related-content retrieval

Relevance from meaning rather than shared tags, so a reader lands on the genuinely adjacent argument.

InfrastructureStatic hosting with a global CDN

No server to keep alive for content that changes weekly.

Technology and integrations

Sanity
Cal.com
Plausible
Resend

Measured results

Not measured yet.

Estimates presented as measurements are the most common lie on an agency website, and it is not one we are willing to tell.

Work with us

Website Design and Development

Business websites, landing pages, and redesigns — designed, engineered, and handed over with a CMS your team can publish to without a developer.

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