Most website projects go wrong before design starts
A rebuild kicks off with a look-and-feel conversation instead of a business conversation. Six weeks later the site is prettier, the pages are in the same confusing order, and nobody can say whether it worked. A strategy and plan removes the guesswork: the goals are named, the pages are justified, and the measurement is agreed before a dollar goes into design.
What the plan settles
Five questions that determine whether the finished site earns its keep.
01
What the site has to achieve
Goals expressed as numbers — qualified inquiries, booked appointments, applications, sales — not "a modern look." Every later decision is judged against them.
02
Who it has to convince
The specific audiences you sell to, what they need to see to trust you, and the objections that stop them from reaching out.
03
Where competitors are beating you
A review of the sites you lose business to, so we know which gaps are worth closing and which are noise.
04
What pages you actually need
A sitemap and content plan tied to search demand and the buying journey — including the pages to retire.
05
What it will take to build
Platform, integrations, functionality, and effort, so the budget and timeline are grounded in reality before you commit.
How the engagement runs
Three moves, typically over a couple of weeks.
Define goals and KPIs
A working session with your team to agree what success looks like and how it will be measured.
Build the tailored strategy
We research, map the site, and make the recommendations — with the reasoning documented, not just the conclusions.
Present and hand over the plan
A live walkthrough with your stakeholders, then the finished plan is yours to build from — with us or without us.
Inside the strategy & plan
Seven steps, each producing something you keep.
01
Clarify business goals and objectives
We start with revenue and pipeline targets, then work backwards to what the website must contribute.
02
Define target audiences and their needs
Who you are talking to, what they are trying to solve, and the questions they need answered to move forward.
03
Research competitors and industry trends
How the sites you compete with position, convert, and rank — and where there is room to be clearer than all of them.
04
Develop the content and design strategy
Messaging hierarchy, proof to gather, visual direction, and what each template must communicate.
05
Plan site architecture and user experience
The sitemap, navigation, and page-by-page journeys that lead visitors to an inquiry instead of a dead end.
06
Plan technical requirements and functionality
Platform, integrations, forms, tracking, accessibility, and performance requirements documented for the build team.
07
Present the finished plan
A stakeholder walkthrough covering the recommendations, the reasoning, the sequence, and the expected investment.
What you walk away with
Deliverables you own, whether or not we build the site.
01
A documented website strategy
Goals, audiences, positioning, and the measurement plan in one place your whole team can work from.
02
A sitemap and content roadmap
Every page the new site needs, why it exists, and the order to build it in.
03
A scoped build plan
Functionality, integrations, timeline, and budget range — enough to brief any developer, including ours.
Common questions
How long does a website strategy and plan take?
Usually two to three weeks, driven mainly by stakeholder availability for the kickoff and the final presentation.
Do we have to build the site with you afterward?
No. The plan is a standalone deliverable and it is yours. Plenty of clients take it in-house or to another developer. If you do continue with us, the plan feeds straight into design.
We already have a design. Is this still worth it?
Often yes — a design without a strategy tends to look right and convert poorly. If the design is already approved, a marketing audit or website improvement engagement may be the better fit.
Who needs to be involved from our side?
Whoever owns the revenue target, plus anyone who can veto the finished site. Two to four people is typical. Sales input is valuable — they hear the objections first.
Does the plan include keyword and SEO research?
Yes. Search demand shapes the sitemap and content roadmap, so on-site SEO is designed in rather than retrofitted after launch.
Get the plan before you spend the budget
Tell us what your site needs to produce. We will tell you honestly whether a strategy engagement, an improvement project, or a full rebuild is the right next move.