When the website should become a business system
Brochure sites sell; systems route work. The gap shows up as re-keying, status meetings, and spreadsheets that pretend to be CRM.
If demand, quoting and operations disagree on state, the problem is not ‘we need more content’. It is that no owned record threads through the company.
A system-shaped engagement names handoffs, defines statuses, and ties the public surface to internal truth — before debating fonts.