Website strategy that gives every page a job.
Before anything is designed, we work out what the website has to do, who it’s for and what each page needs to say. It makes design faster, and the finished site easier to grow.
Most website problems start before design.
Pages that try to say everything. Navigation built around the org chart. Content that arrives after the design is finished. These are cheap to fix at the start and expensive to fix later.
So we start by agreeing what the site has to prove and how we’ll know it’s working, then plan the structure and content around that. Design begins from a plan everyone has signed off.
What’s included.
Page strategy
What each page is for, who it’s for, and the one thing it needs them to do next.
Landing page strategy
Focused pages for campaigns, products and paid traffic, planned around one offer and a clear call to action.
Site architecture
A sitemap and navigation that follow how your customers look for things, with room for the pages you’ll add later.
Content planning
A shared content document mapping every section, heading and image, so the copy shapes the design instead of being squeezed into it.
Wireframes
Simple layouts that settle structure and priority on key pages before visual design starts.
Migration planning
An inventory of your current pages and URLs, and a plan for what moves, what merges and where every old link should point.
How it runs.
Alignment meeting
A kickoff call to agree goals, audience, who’s involved, what we need from you and the milestones ahead.
What the site has to do
One page setting out who the site is for, what it has to prove, and what counts as working after launch.
Sitemap and content plan
The sitemap is signed off, priority pages are chosen, and a content template is shared so everyone knows what each page will say.
Wireframes
Key pages are wireframed and reviewed, so design starts from a structure everyone has agreed.
In our clients’ words.
“Matt understood what we were after quickly, which saved us a lot of back and forth early on, and kept us updated at every stage…”
Strategy, answered.A few things people ask about strategy before we start.
Usually, though it may be short. Agreeing the sitemap, priorities and content plan up front saves time in design and build. If you’ve already done that thinking, we build on it rather than repeat it.
We plan the structure and content, and give you a template that shows what every section needs. The words usually come from your team or a copywriter we can recommend, and we design around them.
We list every page and URL on your current site, decide what moves, merges or retires, and map each old address to its new one. That becomes the redirect map we use at launch, so links and rankings carry over.