Site strategy
A sitemap where every page has one job, one reader and one next step, agreed before anyone writes copy or designs a screen.
We start from how your buyers decide, not from your current menu. Analytics shows where people land and leave, and Search Console shows what they searched to get there. Your CRM shows which pages come before an enquiry, and your sales team tells us what buyers ask before they shortlist. Where the evidence is thin, as with a new market, we mark the page as an assumption to test.
For Heads of marketing, commercial directors and founders at B2B companies planning a rebuild, a new market or a new service line.
You need this when
- 01
Your navigation follows your org chart, not the questions buyers ask.
- 02
Nobody can say which pages bring enquiries and which ones just exist.
- 03
You sell to more than one kind of buyer, and the site is written for none of them.
What’s included.
Evidence review
Analytics, Search Console queries and CRM lead sources, read page by page: where buyers land, what they searched for, where they leave and which pages come before an enquiry.
Buyer question map
The questions each role asks before shortlisting you, from the person who signs to the people who influence, each matched to the page that answers it.
Competitor structure review
How five competitors organise their sites, what they claim and where they send visitors, so your pages answer what theirs leave out.
Sitemap and page goals
Every page gets one goal, one primary reader and one next step: book a call, request a quote or read a case study.
Content inventory
Each existing page marked keep, rewrite, merge or cut, with the reason. The list becomes the starting point for the redirect map.
Market structure
Whether one site serves the UK, US, Canada, Australia, Ireland and New Zealand, or whether some pages need local versions for spelling, pricing or legal text.
How it runs.
Sitemap and page goals are agreed in week 1 of a site build, or delivered on their own as a Sprint of 1–4 weeks.
- 01 · Read the evidence
We go through your analytics, Search Console and CRM lead data, and talk to the people who sell.
- 02 · Map the decision
We list who signs, who influences and what each of them asks, then match every question to a page.
- 03 · Draft the sitemap
We propose the page list, page goals and the route to contact, with the reason for each written next to it.
- 04 · Agree and hand over
You approve the sitemap and page briefs, and they become the brief for copy, design and the redirect map.
Deliverables
- Written site audit, with problems ranked by how much they block enquiries
- Buyer question map
- Competitor structure review covering five sites
- Sitemap with a goal for each page
- Page briefs: reader, questions, proof and next step
- Content inventory marked keep, rewrite, merge or cut
- URL structure for the new site
Works with
What buyers ask.
We already know our buyers. Why spend time on this?
Knowing your buyers and writing it down page by page are different jobs. This turns what you know, plus what your analytics and CRM show, into a sitemap and page briefs that copy and design work from without reopening the argument.
Can you do the strategy and let our team build?
Yes. You get the sitemap, page briefs, content inventory and URL structure, written so your writers and developers can work from them without us in the room.
Do we need this if we’re only adding a few pages?
Not the full version. For a handful of new pages we write page briefs against your current sitemap and check they don’t compete with pages you already have.
Pairs well with
Service pages, case studies and FAQs written in your buyers’ words.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.