Website Strategy Framework
Our strategy framework walks you through how to plan, position, and launch with purpose. It’s the exact same process we use with our clients — and it’s yours to use freely.
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What is Strategy?
In this context, strategy can be thought of as the unique value your business provides to the market.
Defining this value will give each web design choice — from headline to layout — purpose and direction that help visitors to learn and take action.
Tip: when tackling the next sections, keep it simple — get your first draft down fast; refine later.
Let's get into it.
Identify the problem
Every strategy begins with empathy. Before you talk about what you offer, understand what your customer is trying to fix — and what’s standing in their way.
Your website is about showing that you get their challenge and have the right solution.
Ask yourself
- What pain or frustration brings them here?
- What do they want to achieve or avoid?
- How does solving this problem make their life easier or business stronger?
Examples (click to expand)
Small business owners are stressed about tax deadlines and want clarity, not jargon.
Businesses need reliable surfacing that lasts — but they’ve been burned by poor workmanship and delays.
Clients are anxious about legal issues and need reassurance that someone experienced is in their corner.
Define your audience
Once you understand the problem, define who you’re solving it for. Your website shouldn’t try to appeal to everyone — it should speak directly to the people most likely to buy, enquire, or engage.
A common mistake is writing website copy that resonates with internal stakeholders — not the visitors who need a simpler, clearer message.
Ask yourself
- Who are they — and what do they value the most?
- What region(s) can you serve them?
- What makes them hesitate or hold back?
- What language, visuals, or proof will build their trust?
Examples (click to expand)
Small business owners who want a hands-on accountant that talks in plain English and helps them feel in control of their finances.
Commercial clients and local authorities who need a proven, reliable contractor that delivers projects safely, on time, and without disruption.
Individuals facing stressful legal issues who want clear guidance, empathy, and confidence that they’re in capable hands.
Clarify your offer
Once you know who you’re speaking to and what they need, define exactly what you’re offering — in plain language that highlights the outcome, not just the service.
Your offer should make visitors think, “That’s exactly what I’ve been looking for.”
Ask yourself
- What result or transformation do we provide?
- How does our approach make life easier, better, or more profitable for them?
- Are we explaining what we do — or what they get from it?
Examples (click to expand)
We help small businesses stay compliant and confident with proactive accounting, simple communication, and no hidden fees.
We deliver long-lasting surfacing and groundwork projects — completed safely, on time, and with minimal disruption.
We guide clients through complex legal situations with clarity and compassion — protecting their interests at every step.
Craft your messaging
Your message bridges the gap between what you offer and what your audience understands. It’s the story your website tells — through words, tone, and design.
Clarity is key. Visitors should grasp what you do and why it matters within seconds.
The Messaging Tiers
Every brand message can be expressed at different tiers of depth — from a quick, memorable tagline to a full brand story. Together, they ensure your message stays consistent, no matter where or how it’s communicated.
1. Tagline
Purpose
Express your brand essence — the belief behind what you do and how you do it differently.
Placement
Logo, website homepage, website footer, ads, social profiles.
2. Core Message
Purpose
AKA "The one-liner". Starts with your customer’s pain point, then presents your solution and its outcome.
Placement
Homepage copy, social bios, whenever someone asks: "What do you do?"
3. Narrative
Purpose
Expands your core message into a short story — the problem, your role as guide, and the transformation that follows.
Placement
About section, brand story, proposals.
Examples (click to expand)
Tagline
Numbers made simple.
Core Message
Most small business owners find accounting stressful and time-consuming. We make finances simple — clear advice, fixed fees, and support that keeps you in control all year round.
Narrative
Running a business is hard enough without worrying about tax returns, compliance, and financial jargon. We help small business owners stay organised, confident, and tax-efficient through proactive accounting and easy-to-understand advice. With fixed-fee pricing and year-round support, you’ll finally have clarity over your numbers — and more time to focus on growth.
Tagline
Paving the way for a sustainable future.
Core Message
Businesses and local authorities need durable, reliable surfacing that stands the test of time. We deliver high-quality groundwork and tarmac solutions with a focus on sustainability, safety, and long-term value.
Narrative
From commercial car parks to public infrastructure, we help clients build surfaces that last — without compromising the environment. Our team combines decades of experience with modern, eco-conscious practices to deliver projects safely, efficiently, and responsibly. At every stage, we’re paving the way for a sustainable future — creating surfaces that support communities, stand up to use, and reflect the standards of the organisations we work with.
Tagline
Legal backing when it matters most.
Core Message
Legal issues can be stressful and confusing. We make them clear — offering expert guidance, honest advice, and compassionate support when it matters most.
Narrative
Facing a legal challenge can feel overwhelming. Whether you’re dealing with an injury claim, employment issue, or personal dispute, our role is to guide you with clarity and confidence. We take the time to explain every step, protect your interests, and achieve the best possible outcome. With experience, empathy, and plain-English advice, we help you move forward knowing you’re in safe hands.
Optimise for search
Once your core message and offer are defined, think about how your audience searches for what you do — and where they’re searching from.
Ask yourself
- What phrases would customers actually type into Google to find your service?
- Do they search locally?
Examples (click to expand)
Primary Keywords
accountant, small business accountant, tax returns, bookkeeping, payroll services
Local Focus
[City], [Region], [Neighbouring Areas]
Example Search Phrases
- Small business accountant [LOCATION]
- Help with self-assessment tax return [LOCATION]
- Fixed-fee accountants in [LOCATION]
- Bookkeeping and payroll services [LOCATION]
- Limited company accountant [LOCATION]
Primary Keywords
tarmac contractor, road surfacing, groundwork services, asphalt repair, commercial resurfacing
Local Focus
[City], [Region], [Neighbouring Areas]
Example Search Phrases
- Tarmac surfacing contractors [LOCATION]
- Commercial groundwork services [LOCATION]
- Road resurfacing company [LOCATION]
- Car park resurfacing [LOCATION]
- Asphalt repair and maintenance [LOCATION]
Primary Keywords
solicitor, legal advice, personal injury claims, family law, employment law, conveyancing
Local Focus
[City], [Region], [Neighbouring Areas]
Example Search Phrases
- Personal injury solicitor [LOCATION]
- Family law solicitors [LOCATION]
- Employment law advice [LOCATION]
- Conveyancing solicitor [LOCATION]
- No win no fee lawyer [LOCATION]
Map the user journey
Once your message is clear, plan how visitors will move through your website — from first impression to enquiry or purchase. A well-designed journey guides people naturally, removing friction at every step.
Your goal: make the path to conversion feel effortless.
Ask yourself
- What’s the first thing visitors want to know?
- What action do we want them to take?
- How can we make the next step obvious and easy?
The Funnel
Awareness
Goal
Help readers quickly understand what you do and why it matters.
How you do it
Clear headline, short benefit statement.
Consideration
Goal
Build trust and guide them toward choosing you.
How you do it
Service pages, testimonials, FAQs, proof of results.
Action ("Conversion")
Goal
Make it easy to enquire, book, or buy.
How you do it
Simple call-to-action (CTA), short form, reassurance of next steps.
Examples (click to expand)
Define measurable outcomes
Every strategy needs a finish line. Before you design or launch, decide what success actually looks like — and how you’ll measure it. Clear metrics turn a website from a creative project into a performance tool.
Ask yourself
- What does success mean for our business?
- Which actions show genuine engagement — enquiries, bookings, downloads, or purchases?
- How will we track progress and refine over time?
KPIs
Track contact form submissions, quote requests, or booked consultations.
2. Conversion Rate
Measure how many visitors take the key action compared to total visits.
3. Engagement Metrics
Monitor how long users stay, how many pages they view, or if they return.
4. Local Visibility
Track map views, direction requests, and Google Business interactions.
5. Retention or Repeat Visits
If your service has ongoing clients or membership elements, track repeat visits and re-engagement rates.
Strategy Summary
By working through this framework, you’ve defined:
You’re now ready to turn strategy into action. Download our workbook to map your ideas, define your goals, and start building with clarity.
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