WEBSITE STRATEGY
Plan the website your audiences actually need.
Before a redesign, you need to know what's working, what's missing and how your content should be organized. I help you make those decisions with research instead of opinions, and hand your team a plan they can build from.
THE PROBLEM
Redesigns often start in the wrong place.
A new look won't fix a site that's hard to navigate, hard to find in search and impossible to measure. Those problems are decided before design begins.
Designs come first
Teams pick a look before deciding what the site needs to do, and for whom.
Built around the org chart
Navigation mirrors internal departments, not how visitors look for answers.
Search and data come last
SEO and analytics get added after launch, when the hard choices are already made.
WHAT I DO
Four ways to work together
Start with an audit to see where you stand, or bring me in to structure a redesign that's already underway.
Website Audit
An honest look at how your current site performs for visitors, search and your goals.
Content and migration review
Analytics and search findings
Competitor comparison
Prioritized recommendations
Estimated price: $2,500 to $4,500
Audit & Strategy
The audit, plus a direction for your next site that leadership can approve.
Stakeholder and audience research
Goals and success measures
Redesign scope and prorities
Information architecture and wireframes
Estimated price: $3,500 to $8,000
Information Architecture
A sitemap and navigation organized around how your visitors think.
Sitemap and navigation
Page labels and descriptions
Content model and page types
Redirect and SEO plan
Estimated price: $2,000 to $4,000
Wireframes
Page layouts that show what goes where, before anyone designs or builds.
Key page templates
User journeys and calls to action
Notes your designers can build from
Estimated price: $1,500 to $5,000
HOW I WORK
Research first. Then structure. Then design.
I've led website redesigns in-house and advised many more as a consultant. The order matters as much as the work.
Step 1
Listen
I talk with your stakeholders and learn who your audiences are and what they need.
Step 2
Research
I review your content, analytics, search data and competitors to see what's really happening.
Step 3
Structure
I build the sitemap, navigation and page plan, with search and measurement already baked in.
Step 4
Hand off
Your designers and developers get a clear plan, and I stay available as they build.
Is this a good fit?
A good fit if you
Are planning a redesign in the next year
Have a site that has outgrown its structure
Answer to make department heads or stakeholders
Need help writing an RFP or choosing a vendor
Want search and analytics baked in from the start
What this is not
Visual design or branding
Website development or a CMS build
Writing all of your site’s content
A template applied to your organization
Questions people ask
Do you design or build the website?
No. I handle the strategy, structure and wireframes, then work alongside your designers, developers or agency while they build. That keeps the plan independent of any one vendor.
What is information architecture?
It's how your website's content is organized, labeled and connected: the sitemap, the navigation and the types of pages you need. Good information architecture helps visitors find answers and helps search engines and AI tools understand your site.
Can you help us write an RFP or choose a vendor?
Yes. I can define the scope, write the requirements and help you evaluate proposals, so you compare vendors on what your site actually needs.
How do SEO and analytics fit in?
They're part of every plan. I map existing pages to new ones so you keep your search traffic, and define what to measure so you can tell whether the new site works.
Do you work with agencies?
Yes. I provide information architecture and website strategy for agencies, under their banner or alongside their team. Learn more about agency partnerships.
Plan your next website before you build it.
A 30-minute call, no pitch deck. Tell me where your site is today and where it needs to go.