You have known about this for a year. Maybe longer. The photos that no longer look like you, the site you keep meaning to rebuild, the version of your story you tell in person and have never gotten onto a screen. You know it costs you. You’ve just never sat down and priced it.
So price it. One introduction you didn’t get because someone searched you first and quietly moved on. One partner who took the other meeting. One rate you didn’t quote because the work around you didn’t yet look like the work you do. Win back just one of those, once, and the build has paid for itself ten times over. Most founders lose several a year and never see the invoice.
Because a door that doesn’t open makes no sound.
That is the real number. Not what a session costs, or an edit, or an audit, all of which get cheaper every month and none of which decide anything on their own. The cost is the year you spend deciding, again, to fix it later.
This is the one place it gets done as a single thing: the strategy, the face, the voice, and the proof built together by one hand, so they agree with each other. Five founders at a time is all a sprint holds. When these five are gone, the next opening is at a higher number and a later date. The moment to do this is the one where you stop deferring it.