Strategy01

Web Strategy

We work out what your website needs to do for the business, who it has to persuade, and in what order - then turn that into a roadmap your team can actually ship.

Talk to us about web strategy See it in action

Typical engagement: 2-3 wks; Typical engagement
Roadmap everyone signs: 1; Roadmap everyone signs
Pixels designed before the plan: 0; Pixels designed before the plan

What you get

What a web strategy engagement produces.

Positioning & messaging

A clear story for each audience, tested against how buyers actually describe the problem.

Information architecture

A sitemap and page hierarchy built around intent, not org charts.

Measurement plan

The handful of numbers the site is accountable for, and how each page moves them.

Roadmap

A prioritised, quarter-by-quarter plan - what ships first and why.

How it works

A repeatable process, not a black box.

01
Discover
Stakeholder interviews, analytics review, sales-call listening, competitor teardown.
02
Define
Audiences, jobs-to-be-done, messaging hierarchy and success metrics agreed in writing.
03
Map
Sitemap, key page wireframes and content model - the blueprint for design and build.
04
Plan
Roadmap with sequencing, dependencies and the first release scoped.

Good fit if

This is for you when…

You're planning a redesign and don't want to repeat the last one.
Marketing and product disagree about what the site is for.
The site has grown by accretion and nobody owns the structure.

Part of

Solutions that include web strategy

RedesignRebuild your website to convert.

In practice

Web Strategy on real projects.

All case studies

AstrEdge

Our own site2026

This website - built the way we build for clients.

Our own site is our first case study: a composable Next.js build with a token-based design system, every page data-driven and statically pre-rendered - designed, built and shipped in-house.

Pages statically pre-rendered: 100%; Pages statically pre-rendered
Design system - tokens in code: 1; Design system - tokens in code
Layers between design and build: 0; Layers between design and build

Read case study

FAQ

Questions about web strategy

Do we have to do strategy before design?+

Not always - but a redesign without it is how sites end up rebuilt again in eighteen months. If you already have clear positioning and metrics, we fold this into the first two weeks of the project instead.

Can you work with our existing brand and messaging?+

Yes. Strategy is about how the site uses your positioning, not replacing it. Where the messaging has gaps we'll flag them and propose fixes.