WEBSITE STRATEGY
Your digital North Star.
Your website is not a collection of pages. It’s the core digital product supporting your brand, revenue, partnerships, and pipeline. When there’s no clear strategy, everything feels random: conflicting opinions, inconsistent UX, scattered content, and dashboards no one trusts.
The Rebus Website Strategy engagement gives you a precise, practical blueprint so your website finally has a defined job and a plan to deliver on it.
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Why Strategy Comes First
Most underperforming websites aren’t suffering from bad design. They’re suffering from unclear decisions.
You’ve grown. Your offers have evolved. Your audience evolved. Your tech stack has multiplied. But your website is still trying to be everything to everyone, and the result is noise.
A strong website strategy solves that by aligning four things:
- Who you’re for.
- What they need from you.
- What the website must do to support your goals.
- How content, UX, SEO, and technology work together.
Once that’s clear, execution becomes faster, cleaner, and less political. Your team stops arguing about taste and starts aligning around purpose.
What’s Included in a Rebus Website Strategy
Every strategy project is built on The Rebus Framework and tailored to your reality, but you can expect a few core outcomes.
We clarify your positioning and messaging so visitors immediately understand what you do, who you serve, and why you’re different. We reshape your information architecture and navigation so key paths are obvious, logical, and easy to maintain. We define page types and content structure for your most important journeys: homepage, solutions or services, industries, product features, pricing, resources, demos, documentation, and support.
We establish a measurement model that actually means something: key events, funnel checkpoints, and core KPIs tied to business outcomes instead of vanity metrics. We assess the CMS and tools you’re using (or considering) and recommend the simplest stack that supports your goals without overcomplication.
At the end, you don’t get a vague deck. You get a clear, usable strategy your internal team, leadership, and development partners can all align around.
How the Engagement Works
We start with a discovery session and a structured audit of your current site, content, user flows, and analytics. You bring your goals, constraints, politics, and pain points. I bring twenty years of hard-earned pattern recognition.
Next, we run a working session with your key stakeholders to align on audiences, journeys, and priorities. This is where we untangle conflicting narratives and get to one version of “what the website is for.”
From there, The Rebus Agency delivers your Website Strategy Playbook: your IA map, page-type model, messaging backbone, measurement framework, and a prioritized 90-day and 6-month roadmap. We then walk your team through it live, answer questions, and make sure it’s ready to implement.
If you’d like ongoing support, I can stay on to guide execution, vendor selection, or internal teams.
Outcomes You Can Expect
Is This for You?
You’ll know exactly what your website should be doing and how to measure it. Your stakeholders will stop pulling in different directions. Your content, UX, and dev teams will have a shared source of truth. And your next redesign, build, or optimization sprint won’t be guesswork, it will be guided.
This is the right starting point if you’re planning a redesign or migration, rolling out new products or positioning, merging brands, or simply tired of pouring content and money into a site that doesn’t reflect who you are now.
Ready to give your website a real job?
Book a Website Strategy Session
and let’s see if The Rebus Framework
is a fit for your team.
Frequently asked questions
Why do we need a separate Website Strategy engagement? Can’t we figure it out during design or development?
You can try, but that’s usually how teams end up with pretty sites that underperform. Strategy defines who the site is for, what it must do, and how structure, content, and tech support those goals. When you skip this step, design and dev are guessing, and you pay for that later.
What do we walk away with at the end of a Website Strategy project?
You’ll have a clear information architecture, page-type model, messaging backbone, measurement framework, and a prioritized roadmap your team and partners can actually execute. No vague “north star” decks—real artifacts you can use immediately.
We already have brand and messaging work, do we still need this?
Yes, if that work hasn’t been translated into how your website behaves. Website Strategy takes your brand and turns it into navigation, layouts, content hierarchy, user journeys, and KPIs. It’s the missing link between brand theory and digital reality.
Who should be involved from our side?
Ideally a small, decisive group: marketing/communications lead, someone from product or sales, a stakeholder from leadership, and whoever owns your website today. We keep it lean to avoid design-by-committee, but inclusive enough to align the people who have real stakes.
Can you work alongside our existing agency or in-house dev team?
Absolutely. In many cases, I define the strategy and framework, then your internal or external teams execute against it. It makes their jobs easier and your outcomes stronger because everyone is working from one clear playbook.