Your website strategy establishes how to organise your site to intentionally move your business toward your goals.  Your website strategy will focus on which pages to include, and what key points and features to have on each page. Getting this right is what will make your website work for you as a full-time, always-on virtual “sales rep”.  That means making your job easier and more satisfying by bringing you more prospective clients who are a good fit to work with you, primed to have a satisfying experience.

Of course, your website strategy is a natural extension of your brand strategy. If you already have a Brand SourceBook you’re perfectly primed to create your website. We can also work from a brand strategy you already have and are happy with.  Either way, it’s essential that you’re first clear on your messaging and positioning before you invest in your website. 

Working from your brand strategy, we’ll assess where you are now with your online presence, and establish a specific plan for your website to get you the results you want.  

And if you don’t yet have an established, aligned visual identity—through a Brand StyleSheet or otherwise—we can build that into this phase of the process, too.  Your visual identity sets out guidelines for your fonts, colours and overall vibe, as well as logo and photography guidelines.

Most website designers require you to provide your own copy or hire someone else to write it for you.  With me, your copywriting is built into the process, so there’s much less project management for you — and nothing gets lost in translation.  I’m an experienced conversion copywriter with a background in PR, marketing, and journalism, so you can rest assured that words are not an afterthought around here.  

When prospects arrive on your site, their first impression, created by your visual brand, helps them know they’re in the right place.  But it’s the words that ultimately communicate what you offer, its value and what it’s like to work with you.  That’s what gives your site the power to encourage  visitors the next step closer to becoming right-fit clients.  The words are what inspire them to actually take action.

So that’s why, when it’s time to create your website, we get the words right first. With your brand foundation, messaging and visual identity in place, you’re ready to begin. 

The right website copy also has the power to bring the right potential clients to your website in the first place.  When used well, the words on your site can leverage the power of search engine optimization (SEO) to attract people who are looking for the solutions you offer.  

YOU’LL RECEIVE:   Website strategy, structure and copy are delivered in a Copy Deck explaining how it all links back to your goals and brand positioning/messaging.  Your Website Copy Deck also will include the relevant foundational SEO recommendations including Meta Tags for all page titles and descriptions.  

While I’m working on the copy it’s a good time to make sure you have all the photography ready to go. Your Brand StyleSheet will include a photography brief to use in any photo shoots you’re planning.  And if you need photography recommendations or support sourcing stock images, we can talk about that too.

With your approved copy and visual identity(1) and other visual assets(2) at the ready, it’s time to build out your site in Squarespace 7.1.  This is where it all comes to life online.

The design process includes the foundational on-site SEO elements that will set your site up for success with Google.   All pages are designed to be responsive and mobile-friendly, and every site includes domain and social media account connection, FREE hosting during the website design phase (maximum 6 months), 20% off your first year of Squarespace hosting and the required ‘system pages’ for your Privacy/Terms/Legal policies(3).

We’ll have interim checkpoints where I’ll provide you with a preliminary look and a Loom video walkthrough of progress so far, so you can offer feedback along the way.  

Once the final design is approved, I’ll connect your socials and other accounts, and check all links, any redirects and other details.  Then it’s a matter of connecting your domain(4) and launching your site!

(1) logo, colour palette, typography palette, art direction/mood board

(2) I’ll provide a shared folder for you to upload any existing assets to—such as your headshots and other photos from your shoot, and any other images you have access to that align with your visual brand identity.  If these existing available images are not sufficient, I may need to source additional stock photography for you.

(3) I will create these pages as part of your site design, but you are ultimately responsible for ensuring their content is appropriate for your business needs.

(4) You are responsible for securing your desired domain and purchasing your Squarespace hosting plan, though I’m happy to advise on this.  I will connect it for you at the end of the site design process.

As a result of this process, you receive a fabulous Squarespace website that feels like you, speaks to your ideal audience, and moves your business forward.  

As part of the handover and wrap-up phase, you receive a Website Reference Kit including any login details and straightforward how-to’s—so you can handle simple updates (blogging, changing a photo, adding a promo banner) yourself if you like.  One month of support is included post-launch.