Math
Marketing should make more than it costs.
Christopher White Consulting
Math, tech, and psych, and the grey space between them.
Math × Tech
Torque
The point where unit economics meets automation.
Tech
Systems that scale. Automations that hold. Code that does the boring work so the interesting work gets done.
Tech × Psych
Logic
Systems that understand people.
Psych
People don't buy products. They buy better versions of themselves.
Psych × Math
Leverage
Understanding that compounds.
Foreword
This is not a normal website. Nor a very good funnel. All ~4012 lines of code live on the
root domain, which is terrible for search engines. And there are f*ck all CTAs, which is terrible for sales.
Do not copy this approach. It is bad.
But I built it this way for a few reasons. Partly, it’s because marketers have forgotten the reason we exist.
It sounds novel at this point, but:
Marketing.
Should.
Make.
More.
Than.
It.
Costs.
Yet somehow, the only people who seem to make (real) money are large agency owners. Selling founders on their own damn dream, then handing off to an overloaded junior. It's lazy.
So I wanted to create something that took the dream-selling out of the equation. But also I wanted to create something fun and beautiful. So it's inspired by two core themes:
Books (hence this obnoxious foreword), because I owe my success in life to knowledge I could afford when I couldn't afford anything.
And glass, because to me, it represents what good marketing should feel like:
Smooth. Transparent. Something that lets a little light in, and helps the world see you.
For a (slightly) less self-important intro...
I help businesses grow.
Like, actually grow.
Make-more-money grow.
How?
Depends on what you need. If you need anything at all.
Hands On
$$
Execution
You know, doing the thing. I'll integrate the tracking, build the landing page, and run the ads.
- Full stack implementation
- Tech setup & tracking
- Retainer or one-off
Hands Together
$$$
Guidance
Teaching the thing. You have capacity, but need direction, tools and tutorials. Costs more at the start, but pays for itself quickly.
- Training & SOPs
- Weekly calls
- Retainer or one-off
Hands Off
$
Consulting
Specific problems, specific solutions. Best for lower budgets, or for when you just need a love-tap every now and then.
- Up-to-date best practice
- Direction you can rely on
- Retainer or one-off
So I generally do more than most.
But also less.
And often, nothing.
Because sometimes you need a lot of help.
Sometimes you need a little.
And sometimes you just need a nudge in the right direction.
To be completely
transparent...
01.
Sometimes this approach makes me less money.
Because instead of selling you the dream, I show you the necessities.
02.
Sometimes it makes me no money. Zero. Zilch.
Because if I can tell you in a fifteen minute call that you'd be wasting your cash? I will.
03.
But so far, it's working out pretty well.
I get to do work that actually works, and I get to be snarky about the dream-sellers. Win win.
Edge
of Search
Bed
Intentions
River
Realty
REDACTED
Prominent
Glass
Clairfield
Hotel
Best
At Possums
Gigi's
Bar
REDACTED
JettProof
Langdon
Extra
Shiny Dev
NUUN
Projects
REDACTED
NFTC
Aden
Hotel Group
Chris
Henry
Teman
Why is bad marketing so dangerous?
...because
entropy
is a thing.
And when you're building a business, entropy is already working against you.
Buuuuut what if you could find a little
order with the flick of a switch?
[pull
the lever, Kronk!]
Entropy
You've got enough on your
plate.
You don't need more complexity.
You need systems that work.
You need to scale sustainably.
And you need clarity, in a world that's financially motivated to keep you confused.
"You said you weren't going to sell me shit!"
Fair. I smack talk agencies for the pitch.
But someone has to.
And I actually
can.
Firstly, I'm booked out on referrals.
Zero outreach. Zero sales reps. If you're here, it's probably because someone recommended me. I'm excellent at marketing. But I reaaaallllly suck at sales.
Secondly, I have a waitlist for a reason.
If your name is on the invoice, mine is on the work. No VAs. No juniors. This is me protecting my current clients, by protecting my time.
Thirdly, I focus on what works.
I don't do 'full service'. I do what I'm good at. Strategy, Systems, Growth. If you need a sweet brand deck, I know a team.
Fourthly ...fourthly? Why does that not sound like a word?
Anyway, the Fourth Thing™ is I have spent or signed off on a lot of money on Ads, SEO, CRO, full funnel rebuilds, or custom tooling.
And I have made my clients more than they have spent.
If I can't see a path to profit for [insert dreams] with [insert channel], I'll say so.
Lastly, I really do suck at sales.
I wasn't lying before. My whole sales pitch is that I suck at sales. I can't push an offer I don't believe in. Even if it's something I could invoice for.
"Okay, but what the f*ck do you actually do?
All you have said so far are random words like
execution and consulting and synergy."
Suuuurely I didn't say synergy?
Who have I become?
But, once again, imaginary antagonist, you raise a fair point.
The reason I don't parade around with platforms and systems in neat little boxes, is because I don't want to sell you on an idea you don't need.
For example, look at the below ads.
Then think about what they have in common.
Dr. Dave McBundle
MBBS FRACGP | Provider No. 0000000X | 123 Fake St,
Melbourne VIC 3000
Patient: You
(lucky you)
Date: 15/02/26
"Dr. Dave's Mega Bundle"
🍆 Viagra (12pk)
💊 Dexamphetamine (100tabs)
🍾 Med Cert. for the day after Melb Cup
🩸 Liver Function Panel
💊 Dexamphetamine (100tabs)
🍾 Med Cert. for the day after Melb Cup
🩸 Liver Function Panel
Valued
at $2,400
$1,259
D. McBundle
Bazza's Auto
ABN 12 345 678 901 · LIC. MRB-29481 · 17 Industrial
Rd, Dandenong VIC
INV: #00437
Date: 15/02/2026
⚠️ The "yeah nah she'll be right" special ⚠️
| Item | Qty | Amount |
|---|---|---|
| Spark plugs | 2 | $84.00 |
| Wheel rotation (bc why not) | 1 | $65.00 |
| Paper floor mats (FREE!) | 4 | $0.00 |
| Labour — 4hrs (apprentice only, 1hr job) | 4 | $1,200.00 |
Inc. GST
$1,349.00
Answer: They are both (questionable) offers for services that 99% of people don't want
bundled, or at all.
Yet, they are feasibly available, to those who do want them.
The problem isn't the service.
It's the all-in-one offer.
Now, your business is obviously not a patient, nor a car.
But I can almost guarantee it is unique.
The way you scale will be unique too.
And until we've met, I have no idea what that looks like.
The point is:
I don't like rinse and repeat.
And I don't want you to:
-
Read about CRO or Meta Ads or Automations...
-
...convince yourself you need them.
-
See my waitlist but "need" help ASAP,
-
...then fall into the arms of someone who won't tell you that you're wasting money.
But that's not helpful if you want to work together.
You need to know what I do, and what I don't.
So below are some levers I pull for growth. I call them...
The Stack.™
PAID
Acquisition
Paid ads managed properly. We'll test creative like a science lab, not an art gallery. Then we assess them against your actual margins, not platform returns or vanity metrics.
OWNED
Conversion
Websites and landing pages designed to sell. Offers that make sense to your customers, and your cashflow. Fast, accessible, and persuasive. Anything less is no longer enough.
SYSTEMS
Intelligence
We start with math. Margins. Your business will live or die on these. Then: Architecture, automations, attribution, custom tech, or dashboards that show profit.
I don't really call them The Stack.™
It's a bit shit.
And I'm supposed to be good at marketing.
Probably get sued by
Hungry Jacks or something too.
But you get the point.
Business growth is
hell if you're operating in prepackaged silos.
Okay but what does that actually look like?
Fair question. Below are real problems I've solved for real businesses.
Not hypotheticals. Not "capabilities." Things that happened.
FINANCIAL
INTELLIGENCE
Your accountant tells you what happened.
I tell you what to do about it.
I build financial models that show profit at the SKU level — not the campaign level, not the platform level, the product level. Cost of goods, shipping, ad spend, transaction fees, operating expenses. The actual math your business lives and dies on.
Example
Showed a client their "best-selling" product was losing $3.12 per unit after real costs. Restructured pricing and bundles to flip it profitable.
Example
Built a 12-month P&L, Cash Flow, and Balance Sheet forecast for a startup pre-launch. Used it to set pricing before spending a cent on ads.
Example
Killed a Black Friday sale strategy because the margin math didn't work. Protected the brand and the bottom line.
SYSTEMS
& AUTOMATION
I build the thing that does the thing.
So you stop doing the thing manually.
Dashboards, automations, custom tools. If you're doing something repetitive, or something that requires five tabs and a prayer, I'll build a system that handles it. Not a Zapier hack. An actual system.
Example
Built a tool that scans inbound quote emails, parses the line items, applies tax rules, and outputs Xero-ready invoices. Saved ~8 hours a week.
Example
Created an SEO research pipeline that runs keyword analysis, detects duplicates via search result overlap, and classifies intent with AI.
Example
Built a content approval app for a real estate agency. Staff approve via mobile, the system posts. Removed me from the loop entirely.
TECHNICAL
ARCHITECTURE
Platforms break. Providers leave.
Your infrastructure shouldn't.
Migrations, tech stack audits, tracking architecture, compliance. The boring stuff that nobody wants to think about until it costs them. I make sure the plumbing works, the data is clean, and you actually own your systems.
Example
Migrated a medical clinic off a third-party booking platform and onto sovereign infrastructure. Gave them back their patient data and brand control.
Example
Audited a Shopify app stack, killed 6 redundant apps, saved $500/month in OpEx. One of the "killed" apps was injecting broken code into the theme.
Example
Designed a privacy-compliant tracking system for a healthcare provider — server-side tagging that scrubs PII before it hits any ad platform.
OPERATIONS
& LOGISTICS
Sometimes the problem isn't the marketing.
It's the thing behind the marketing.
I've saved clients more money by looking at their shipping, their warehousing, and their staffing than I ever have by tweaking an ad. Most marketers won't touch this stuff. I think that's why it's usually broken.
Example
Found a logistics bottleneck where a client was defaulting to their most expensive shipping tier. Fixed the routing. Saved $7k per month.
Example
Identified a warehousing inefficiency in the same engagement. Restructured the workflow. Saved $17k per month in wages.
Example
That's $24k/month back in the business — before a single ad was touched. The best marketing ROI is sometimes not marketing at all.
GROWTH
STRATEGY
Yes, I also do the marketing part.
I just start with the math first.
Paid ads, SEO, email flows, conversion rate work, content strategy. The difference is I don't sell channels — I sell outcomes. If the numbers say your email list will outperform doubling your ad spend, that's what I'll recommend.
Example
Rebuilt a clinic's entire patient acquisition funnel. Added a triage quiz that filters out unsuitable patients before they book. Reduced no-shows and admin overhead.
Example
Designed a full-site SEO migration plan for a school website rebuild. URL mapping, redirect strategy, gap analysis — zero traffic loss.
Example
Took over a restaurant's ad account from a miserable agency setup. Same $600/month spend as previous months. $67k YoY revenue lift. The ads weren't the problem — the strategy was.
The point isn't that I do all of this for every client.
Some people need the math. Some need the systems. Some need the ads. Some need all of it, in phases, over time.
The difference is I'll tell you which one actually moves the needle — and which ones are just expensive noise.
This really is starting to sound like a pitch, isn't it?
Hang on.
I'll do the
whole trust building thing.
Marketing calls it social proof.
_
Sophie McGrath
Bed Intentions
"Working with Chris has been one of the best decisions we've made as a brand... He brings both expertise and heart, and we couldn't imagine doing this without him."
Mitch & Dexter
Best At Possums
"We are getting an extra 10+ leads on average per week and we’ve only been working together for 2 months. Communication is second to none."
Chris Henry
River
"Working with Chris is a breath of fresh air. It truly feels like a partnership. We challenge each other on thoughts, ideas, and concepts."
Wanda Chin
Extra Shiny
"It’s rare to find someone who is both technically skilled and genuinely collaborative. Chris is both, and more."
Eren Bulus
Prominent Glass
"Thanks to Chris, I’ve now got a website I’m proud of. One that’s already paid for itself. The whole process felt calm, thoughtful, and incredibly effective."
Andy Brownhill
River Realty
"Chris has that rare mix of insight and grounded thinking that makes progress feel easy. Working with him has been a game changer."
Henry
Stick Owner
"he's okay. idk i don't hate him or anything. he's ok. pretty mid at throwing sticks tho."
Chester
Chester
"HE'S THe BEST. I RLLY LIKE HIM GUYys HES SO nICE"