Leon Missoul
Founder
Léon Missoul is the founder of Luniq, a Bruges-based company building websites and software for B2B service firms. He started it after selling his first business, a DJ agency he ran from the age of seventeen and exited at twenty, which taught him that the software behind the operation was worth more than the operation itself. Luniq builds in two directions. Launched produces websites for firms that sell expertise rather than product, where the site has to carry positioning and credibility before a sales conversation ever happens. Orbit is the software that keeps those sites improving after launch, measuring what the site actually does and acting on it rather than waiting for the next redesign cycle. Much of his current thinking concerns what happens to a website now that AI systems read it before a buyer does. He writes from what Luniq sees across the sites it runs, and publishes the numbers, including the ones that do not support his own product.
1 research and papers
7 playbooks
Playbook 0: How we build websites in the AI era
The four phases every website goes through, and the principles that fix their order
Playbook 1: Kickoff and baseline
A kickoff questionnaire you can send as is, and a record of the old site saved before anything changes
Playbook 2: Keyword research that survives the results page
A keyword list checked against every results page, split into terms to commit to and terms to work toward
Playbook 3: The sitemap, one page and one job
A sitemap in which every page has a URL, a keyword, an audience and a one-sentence job
Playbook 4: Design and build for people and machines
A site buyers can judge in seconds and AI crawlers can read in full
Playbook 5: Launch day and the first month
A launch where every number you report on is counted correctly from the first visit
Playbook 6: Growth, what one month of work looks like
One real month of Growth work: what we found, what we fixed and what the numbers did
14 articles
Student self-employed check: everything in one tool for 2026
Information on Belgium's statuut student-zelfstandige is scattered across federal FAQs, VLAIO pages and insurance fund portals. The Student Zelfstandige Check brings eligibility, contribution rates and setup steps together in one tool that calculates your own numbers.
Is SEO worth it? Yes, when every piece of work has a number next to it
SEO is worth paying for when every piece of work comes with a before and an after. Most firms never get that, which is why most of them stop. Here is how we do it, with the numbers from three client sites.
How website friction kills B2B leads (and where yours loses them)
Most B2B websites lose leads to friction that nobody has mapped or measured. It hides in a form that asks too much, a slow mobile page or a headline that does not match what the visitor searched for.
12-month website optimisation timeline for B2B firms
Most B2B service websites fail for one reason: nothing changes after launch. This 12-month website optimisation timeline shows what to do each month and what results to expect in each phase.
Google core update for B2B websites: what service firms must do in 2026
Google's March 2026 core update finished rolling out on 8 April and hit B2B service websites harder than any update in recent years. If your organic traffic dropped after 27 March, here is what changed, why service firms are more exposed and what to fix first.
5 frameworks that make B2B service websites generate leads
Most B2B service websites look professional and work like brochures. A structured B2B website lead generation strategy, built on five frameworks, turns yours into a source of enquiries.
