LEVEL 2 - Website Strategy Build
A website built around how people think, engage, and make decisions. This is not just design, it’s a structured system that aligns your website with your sales process, guiding users from first interaction through to enquiry with clear pathways, messaging direction, and integrated lead handling.
Pre Design Strategy
Basic review of your business, offer, and how it creates value
Basic insight into your target audience and how they think and make decisions
Planning the website structure, key pages, and user flow
Direction on what should be communicated across each page (not full copywriting)
Setup of clear pathways for users to take action (enquiries, contact, next steps)
Additional To Foundation Build
Deeper review of your services and how they should be positioned online
Identification of key decision points in your customer journey
Refinement of page flow based on how users typically engage and drop off
Alignment of website structure with your sales process (how enquiries are generated)
Basic competitor comparison to identify gaps and positioning opportunities
Content Writing & Development
Write content based on discussions with customer
Create and/or modify visual content provided for customer to adapt to new website.
Limited to 1 revision.
Custom Website Build
Professionally designed website using a flexible, scalable platform
3–5 core pages (e.g. Home, Services, About, Contact)
Clean, structured layout aligned to your business offering
Additional To Foundation Build
Expanded page build (typically 5–10 pages depending on requirements)
More detailed page layouts to support deeper service breakdowns
Consistent visual styling across all pages for a cohesive experience
Page Structure & Flow
Logical page hierarchy designed to guide user movement
Clear sectioning to improve readability and engagement
Strategic placement of calls-to-action (CTA positioning)
Additional To Foundation Build
Structuring pages around user intent and behaviour patterns
Defined flow from entry point through to enquiry
Layered content sections to progressively guide decision-making
Reduced friction points to improve user progression
Basic Conversion Framework
Contact/enquiry pathways integrated into the design
Simple lead capture (forms, buttons, contact triggers)
Layout decisions based on clarity and usability
Additional To Foundation Build
Structured placement of enquiry points across multiple stages of the site
Improved call-to-action positioning based on engagement flow
Alignment of conversion points with key decision moments
Basic lead capture optimisation to increase enquiry likelihood
Mobile & Device Optimisation
Responsive across mobile, tablet, and desktop
Adjusted layout to maintain flow and usability on smaller screens
Additional To Foundation Build
Enhanced mobile layout adjustments for better usability and engagement
Prioritisation of key content and actions on mobile devices
Basic SEO Setup
Page titles and meta descriptions configured
Search-friendly structure applied to pages
Additional To Foundation Build
Improved page structuring to support search visibility
Basic keyword alignment across core pages
Clean URL structuring for better indexing
Contact Integration
Contact form setup
Email routing for enquiries
Additional To Foundation Build
Structured enquiry form fields aligned to your service offering
Improved enquiry flow to ensure clarity and usability
Optional connection to CRM for lead capture and tracking
Video Creation
Create a video to be used on website, tailored to desktop and re-built for mobile devices using content provided by customer.
Improve Customer Journey Automations
Basic automation triggers (e.g. enquiry notifications)
Initial follow-up actions to ensure no missed leads
Post purchase documentation automation to lead into post sales or aftercare guides
Exclusions
Fees
Does not include any fees related to external service providers or platforms.
Brand Strategy
No brand identity development
No logo, colour palette creation, or brand positioning work
Advanced Sales Strategy
No deep sales psychology structuring
No funnel design or layered conversion systems
CRM & Automation
No CRM integration
No automated follow-ups or workflow setup
Custom Functionality
No advanced features (booking systems, memberships, custom apps)
Ongoing Support
No ongoing optimisation, updates, or maintenance beyond initial delivery