Strategy & Messaging
We build every website using a custom messaging and positioning strategy — informed by Discovery Phase insights.
This detailed document forms the Project Strategy and includes:
- What makes your company different and why
- Business goals and initiatives
- Target audiences’ challenges and how you solve them
- Lead generation and sales process
- Feedback on the competitor analysis and how to best position your company and its messaging
- Brand assets and how they’ll be used
“Do we really need this strategy piece?”
We know you can hire a lower-cost firm or freelancer to design your website, or that you can do it yourself with a DIY platform.
However, if you want your website to deliver measurable results over time, in the form of sales, new hires, and other benchmarks, the up-front strategy work we do is crucial to ensuring this result.
But don’t take our word for it. Call any one of our customers and learn for yourself how we’ve helped them achieve business growth. We take great pride in the trusted, long-term relationships we developed with business owners and sales & marketing teams. We value and honor their trust in us.
If this is the type of relationship you want with your marketing team, then let’s have a conversation.
Deliverable: Project Strategy
Once all Discovery work is complete, Dianna Huff creates the Project Strategy, which is also reviewed by our designer, Rachel Cunliffe. The strategy includes:
- Recommendations for how best to position your company and communicate key messages based on your goals, expertise, and capabilities.
- Tangible and intangible brand assets and how they’ll be used throughout the website
- Key considerations for website design, outlining how messages, brand assets, and more will be conveyed through visuals, copy, and other elements.
- A preliminary sitemap.
Getting Rachel’s feedback on the sitemap, from a design and coding standpoint, is crucial. She asks lots of questions to ensure she understands what Dianna has in mind. If she believes something won’t work, Dianna revises the sitemap based on her feedback.
Once approved by you, we use the Project Strategy as our guide through the entire build to ensure your key messages are communicated through the copy, calls-to-action, photos, and design.
We pride ourselves on building distraction-free, super clean websites. Nothing is superfluous; each element aids the user and the conversion process.
We’re now ready for the next phase, where we do the hard thinking: Writing the content.