Web Strategy

Plan the structure before the redesign.

Deciding what a website is for, how it’s structured and how your team will run it.

Web strategy is the first part of a website project with us: what the site has to do, for which audiences, how its content is organized, and which platform suits the team who’ll run it. A redesign that skips this tends to repeat the old site’s problems in a new font.

The strategy usually leads straight into designing and building the site, though it can stand as a first phase on its own.

What it covers

Decisions the site is built on

Where it matters, we test these decisions with real users, or with the editors who’ll run the site, before the build starts.

Audiences and their paths

Who comes to the site, what they’re trying to do, and the route each of them takes.

Content and structure

An inventory of what exists, a sitemap, and a content model the site and future channels can share.

Platform and launch

A platform chosen for your content and team, with redirects and analytics planned so nothing gets lost in the move.

AI and support

AI, and the site after launch

AI assistants now answer questions about organizations by reading their sites. A site with a clear structure and consistent labels gets described accurately. A muddled one gets summarized badly. We also build with AI-assisted development, so later changes are quicker to make.

After launch, your team runs the site from an editing studio set up around its work, and we stay on for ongoing support and continued development. The Websites & Platforms solution and UX Architecture cover this work in full.