Know exactly who you're for, and why they pick you.
Most sites underperform for a reason that has nothing to do with design. The brand hasn't decided who it's for, what it's competing on, or what it wants a visitor to do. We settle those questions first, using research, your own analytics, and honest conversations about trade-offs, so every decision that follows has something to point at.
2–4
Weeks to deliver
100%
Decisions documented
1
Roadmap you can act on
What's included
We dig deep into your market, audience, and competition to craft a strategy that positions your brand for maximum impact and conversion.
Market & Competitor Analysis
We map who you're actually losing customers to. Not the brands you admire, but the ones winning the same searches and the same carts. You get a clear read on where the category is crowded and where it isn't.
Audience & Customer Research
Your analytics, your support tickets, your reviews, and direct customer conversations. We find the language your buyers already use and the objections that quietly kill conversions.
Positioning & Messaging
A single sentence your whole team can repeat, plus the supporting proof that makes it credible. This becomes the spine of every page we design afterwards.
Conversion Strategy
What each page is for, what a visitor should do next, and how we'll know it worked. We define the metrics before the build so success isn't decided retroactively.
How we work
The sequence we follow, and what happens at each stage.
01
Audit what exists
Analytics, search data, current site, and past campaigns. We want the baseline in writing before anyone has an opinion about it.
02
Research the market
Competitor teardowns, category conventions, and customer interviews. We're looking for the gap between what buyers want and what they're being offered.
03
Decide the position
We narrow. This is the uncomfortable part, choosing what you're not, and it's the part that makes everything downstream easier.
04
Build the roadmap
A sequenced plan with scope, effort, and expected impact, so you can start immediately or hand it to another team.
Strategy is a decision-making tool, not a deck
We've seen the sixty-slide strategy document that gets presented once and never opened again. That's not what this is. The deliverable here is a small set of decisions, written plainly, that let your team answer questions without another meeting.
Who is this page for? Do we lead with price or with craft? Should this product be a hero or a footnote? If a strategy can't answer questions like these, it isn't doing its job. Everything we produce in this phase is written to be argued with, referenced, and used.
We start with the numbers you already have
Before we look at a single competitor, we look at you. Your analytics almost always contain the answer to at least one expensive question. Which traffic actually converts, where people abandon, which products carry the margin, and which pages get traffic they don't deserve.
This is also where we find out whether your tracking is trustworthy. It frequently isn't. Broken events, duplicated pageviews, and filtered-out mobile traffic are common enough that we check for them as a matter of routine. There's no point optimising against numbers that are wrong, and we'd rather tell you that in week one than in month six.
Positioning is subtraction
Brands rarely struggle because they said too little. They struggle because they tried to be the premium option, the affordable option, the fast option, and the ethical option on the same homepage. Visitors resolve that ambiguity by leaving.
Our job is to help you pick the ground you can actually hold and then commit to it. That usually means giving something up. It also means the next four pages we design write themselves, because the hierarchy is already decided.
We're direct about this. If we think you're positioned against a competitor you can't beat on the terms you've chosen, we'll say so and show you the alternative.
When this is the right starting point
Strategy work earns its keep when there's genuine uncertainty. You're entering a new category, your conversion rate has been flat despite traffic growth, your team disagrees about who the customer is, or you're about to spend serious money on a rebuild and want to be sure it's pointed the right way.
It's less useful when the answers are already obvious and the real problem is execution. If we think that's your situation, we'll tell you to skip this and go straight to design or build. We'd rather have the smaller engagement and your trust.
Common questions
The things brands ask us before signing off on this work.
Recent work
Brands we've partnered with across commerce, lifestyle, eyewear, and education.
Other services
Ready to start on strategy & positioning?
Book a free, no-pressure intro call. We'll learn about your brand and tell you straight whether this is the right place to start, or whether something else would serve you better first.