Rabbit hole investigations
Why the hell aren’t they saying yes?
Every now and then I come across a business that makes me stop scrolling…
Not because the website is ugly or because the work is bad.
It’s because something doesn’t add up.
Maybe enquiries disappeared overnight… Or people love your work but hire someone else… or maybe your website gets traffic but nobody contacts you.
Maybe everyone says your business is amazing... yet it stubbornly refuses to grow.
Those are my favorite kinds of puzzles.
So every few weeks, I pick one business and disappear down a rabbit hole.
This isn’t a website audit.
It’s an investigation.
I don’t just look at your homepage and tell you to move a button.
I investigate things like:
Is your website actually the problem?
Has your SEO fallen apart?
Are people finding you but not choosing you?
Where does uncertainty creep into the buying journey?
What are your competitors doing differently?
Is there a completely different bottleneck nobody has noticed yet?
Sometimes I end up talking about websites.
Sometimes I barely mention them.
Because websites are rarely the whole story.
What happens if your case is selected?
I'll spend several hours investigating your business, following the clues until I understand what's really stopping people from saying yes.
Sometimes it's SEO.
Sometimes it's positioning.
Sometimes it's messaging.
Sometimes the website is completely innocent and the real culprit is hiding somewhere else entirely.
Once the investigation is complete, I'll record a detailed walkthrough explaining what I found, how I got there, and what I'd do next.
Public or private?
You decide.
By default, I’m looking for businesses willing to let me investigate them publicly on YouTube and occasionally write about the findings on my Substack.
Why?
Because the goal isn’t just to solve one mystery.
It’s to help hundreds of other business owners recognize the same patterns in their own businesses.
Not comfortable being featured publicly?
That’s absolutely fine.
Simply choose “Private Rabbit Hole Investigation” in the application. I’ll review your case and get back to you with a quote for a confidential investigation.
Who should apply?
I'm looking for established businesses with a genuine mystery to solve. The more clues we have, the better the investigation.
That could be:
Traffic disappeared after a redesign.
Plenty of visitors, but hardly any enquiries.
Discovery calls that don't turn into clients.
A beautiful website that everyone compliments... but nobody buys from.
Strong referrals, but your website isn't pulling its weight.
You know something isn't working. You just can't figure out what.
The prettier your website, the better. Seriously.
I’m not looking for obvious problems . I’m looking for businesses where something doesn’t add up.
If reading this made you think, “That’s us”
...I’d love to hear your story.
Who probably shouldn’t?
Rabbit Hole Investigations probably aren’t for you if...
Your business is brand new.
Your website has only just launched.
You’re still figuring out who your ideal client is.
You’re looking for general website feedback.
You’re expecting a design critique.
You don’t have enough data, customer feedback or enquiries yet.
The best mysteries leave a trail of evidence. Traffic. Enquiries. Customer feedback. Sales conversations.
If none of those exist yet...
...there’s simply nothing for Sherlock Bunny to investigate.
Apply to be my next
Rabbit Hole Investigation
Every now and then I choose one business that has an interesting mystery to investigate publicly. If your case is selected, you’ll receive a full Rabbit Hole Investigation at no cost in exchange for allowing me to share the process and findings.
Prefer to keep your rabbit hole private? Just let me know in the form. I’ll review your case and get back to you with a quote for a confidential Rabbit Hole Investigation.