Strategy & Messaging
My team and I build every website using the custom messaging and positioning strategy I create, which is based on the 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
Deliverable: Project Strategy
Once all Discovery work is complete, I create the Project Strategy, which is also reviewed by my 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 I have in mind. If she believes something won’t work, I’ll revise the sitemap based on her feedback.
Once it’s approved by you, I use the Project Strategy as my guide through the entire build to ensure your key messages are communicated through the copy, calls-to-action, photos, and design.