It Starts With a Strategy
Website Strategy
You’re ready to create your website. You have a vision for the colors, the layout, the videos, and the copy. But those things don’t matter yet. Before you make a single move toward developing your website, one piece has to be in place: your website strategy.
What We Define First
Your Objectives
What the website has to accomplish for the business, before anyone talks about colors or layout.
Your Customers
Who you’re trying to reach, what they need to see, and what would make them act.
Your Content and Search Plan
The pages you need, what each one says, and the searches it should rank for.
Goals
What the site must achieve
Audience
Who you need to reach
Content & SEO
What it says, and ranks for
Measurement
How you’ll know it works
A Website Aligned With Your Objectives
Strategy Isn’t a Nicety. It’s a Necessity.
A strategic approach to creating a web presence drives every component of your website, from look and feel to user experience to SEO. Our team works closely with you to understand your business objectives so we can align your website with your goals.
By understanding your target customers, we create visuals and content that draw them in, engage them, and drive conversions. And we optimize that content to drive organic traffic and rank high in search.
It Drives Every Component
A website strategy drives look and feel, user experience, and SEO. Skip it and those decisions get made by whoever is loudest that day.
More Than an Online Brochure
Your website is a tool for reaching the customers you want to reach, not a digital pamphlet.
Peak Performance Needs a Plan
A good website that performs at its peak requires a sound website strategy behind it.
What a Website Strategy Covers
The Decisions We Make First
Six things we settle before anyone opens a design file.
Business Objectives
Leads, sales, applications, appointments: we define what the site is for, so every later decision has something to answer to.
Target Customers
By understanding your customers, we create visuals and content that draw them in, engage them, and drive conversions.
Site Structure
The pages you need and how they’re organized, so visitors and search engines can find what matters.
Content Plan
What each page says, including your services and the locations you serve, stated plainly.
SEO Foundation
We optimize your content to drive organic traffic and rank high in search, starting before the site is built.
Conversion Paths
The forms, calls, and next steps that turn a visit into a lead, planned rather than bolted on.
How We Work
From Objectives to Launch
01
Discover
We work closely with you to understand your business objectives, your market, and how customers actually buy from you.
02
Define
Goals, audiences, and the measures of success, written down and agreed on.
03
Plan
Site structure, content plan, SEO foundation, and conversion paths.
04
Build & Measure
Design and development follow the plan, then analytics tell us what to improve next.
Strategy in Practice
Where It Showed Up
Three projects where the plan shaped the site.
E-Commerce
Lupine North America
Strategy first: a platform the client could update, 300 product pages restructured, and German product content rewritten in clear English.
Healthcare
Bouquet, Mulligan, DeMaio
Content organized around patients at different life stages, tied directly to the practice’s “Vision Care for Life” brand.
Financial Services
CryptoHedge LLC
A brand and site built to introduce a new firm to investors, followed by an SEO and SEM strategy.
Start With the Strategy
Tell us what your website needs to accomplish. We’ll help you build the plan to get there.
Website Strategy FAQs
Questions We Hear Most
What is a website strategy?
It’s the plan that comes before design and development: what the website has to accomplish, who it needs to reach, the pages it needs, what those pages say, the searches they should rank for, and how visitors turn into leads.
How is website strategy different from marketing strategy?
Marketing strategy covers how you go to market across every channel. Website strategy is the plan for one of those channels, your website, including its structure, content, SEO foundation, and conversion paths.
Do we need a strategy if we already have a website?
Yes, especially before a redesign or a migration. Starting with objectives and customers is how you avoid rebuilding the same problems in a new design.
Does website strategy include SEO?
Yes. We optimize your content to drive organic traffic and rank high in search, and the keyword and content planning happens during strategy, not after launch.
Who do you work with on the strategy?
Our team works closely with you to understand your business objectives, so the website aligns with your goals. You know your customers better than anyone, and that knowledge shapes the plan.
