Big Picture Lab - Brand-Led Consultancy Website

The Brief Explaining a new framework, generating leads, staying human

Big Picture Lab is a new organisational consultancy founded by Rachael Haynes and Sophie Snell, built around their own B.I.G. P.I.C.T.U.R.E.™ Diagnostic Framework, a structured way of showing leadership teams the hidden drivers behind workforce performance, wellbeing and risk. The website had two jobs: explain a new framework in a way busy executives could grasp in minutes, and turn visitors into leads through downloadable guides, a diagnostic tool and a proper qualifying conversation, without looking like every other consultancy site.

The Approach A brand system built from the logo outward

We built the site on Payload CMS, so Rachael and Sophie can manage their own content, workshop pages, resources, team bios, without needing a developer for every update. The brand system draws on the nature imagery in their logo: forest greens, a serif paired with a clean sans (Playfair Display and Source Sans 3), and a light theme that switches to dark forest green for the hero and key calls to action.

Design and copy went through several rounds with Rachael and Sophie as their thinking on the framework sharpened. The site had to hold its shape while the messaging around it kept evolving.

AI-Powered Onboarding A chatbot that qualifies leads, not just chats

The standout piece of this build is a Claude-powered onboarding assistant. Instead of a static contact form, visitors have a short conversation with the chatbot about their role, their organisation and their biggest challenge. It asks four to six guided questions, then recommends a tailored package of BPL services mapped to their four-stage journey (Explore, Diagnose, Implement, Embed), drawing only from their real service catalogue and never inventing anything.

Every recommendation comes back through structured tool calls rather than free text, so the conversation renders reliably as questions, quick-reply chips and a final package summary. Once a visitor shares their details, the full transcript, the recommended package and a summary of their situation land straight in Big Picture Lab's CRM, with the team notified by email. The contact form becomes a pre-qualified, ready-to-follow-up lead.

What We Built A site that does the explaining and the converting

• A full site covering Home, About, How We Work, a service page for each stage of their methodology, a workshop catalogue and contact
• The AI onboarding chatbot described above, plus downloadable guides and a mini diagnostic assessment for lower-intent visitors
• A Payload content model that lets Rachael and Sophie publish workshops, resources and articles themselves
• An accordion-style presentation for the B.I.G. P.I.C.T.U.R.E.™ framework, a three-stage journey graphic for their methodology (Understand → Design → Transform), and card-based workshop listings
• Privacy policy and cookie policy pages covering the site's data capture points

The Result Live, and built around what actually landed

The finished site is live at bigpicturelab.co.uk, built around the Diagnostic, the Workshops and the AI onboarding conversation rather than the tiered service packages in the original brief, a call we made together with Rachael and Sophie once we saw how the messaging landed.