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Website strategy before design.

We decide what your website is for, who it serves and how it's organised before anyone designs a page, so the site you build wins enquiries rather than just looking new.

  • Goals and audiences agreed
  • Sitemap and page plan
  • Content and SEO planned together
  • Ready to brief any designer
See an example sitemap

Planning a new website?

Tell us about the business and what the website needs to do. We'll suggest where to start.

What are you planning?

Global
brand experience.

  • Louis-Dreyfus Foundation
  • Desucla
  • London Museum
  • Black Brick
  • Healthscope
  • Cupello
  • Enness Global
  • ACE Aquatec
  • JTI
  • Netacea

What's a website strategy?

A website strategy is the plan behind a website: what it's for, who it serves and how it will be judged. It sets the goals and audiences, maps the sitemap and the job of each page, plans the content and search terms, and defines how enquiries are captured and measured. Designers and developers then build to the plan, rather than guessing what the site should do.

Last reviewed 25 October 2026 by the Rubik Digital team.

  • Goals

    What the website must achieve.

  • Audiences

    Who it's for, and what they need.

  • Structure

    Every page and its job.

  • Measures

    How success is tracked.

Years in business
15+
Global brands
50+
Industry sectors
13+

Where websites go wrong.

  • “The last redesign looked better but didn't bring more enquiries.”

    We fix it with goals and measures agreed first, so every design decision is judged on enquiries.

  • “The menu reflects our org chart, not our customers.”

    We fix it with a structure built around what customers come to do, tested before design starts.

  • “Nobody knows what each page is for.”

    We fix it with a page plan that gives every page one job, one audience and one next step.

  • “SEO is left until the site is built.”

    We fix it with search terms mapped to pages in the plan, so the structure is built to be found.

Every page has a job.

A website strategy decides how the site is organised and why. Here's the sitemap for a fictional finance broker, with the job each section does.

Home
  • Loans

    One page for each product, because borrowers search for each one.

    • Bridging loans
    • Development loans
    • Buy-to-let
  • Borrowers

    Proof you understand their situation.

    • Developers
    • Landlords
    • Businesses
  • Deals

    Answers "have you done this before?"

    • Case studies
    • Completed deals
  • Guides

    Answers borrowers want before they apply.

    • Loan calculator
    • FAQs
  • About

    The people and regulation behind the advice.

    • Team
    • Regulation
    • Careers

Structured to scale.

We haven't published a website strategy case study yet. These are builds where the structure had to work across several markets and sites, with results from each case study.

5+ primary markets reached.

Enness Global

Financial Services

A refined digital platform and SEO strategy designed to strengthen authority, visibility, and engagement with high-net-worth audiences globally.

Enness Global website

4 regional sites launched.

Desucla

B2B Professional Services

We repositioned a complex compliance platform into a clear enterprise proposition, aligning product, messaging and UX to support high-value pipeline growth.

Desucla website

From goals to a plan.

Five stages, usually finished in a few weeks, with your team involved throughout.

Start a project

  1. Goals

    What it must achieve.

    Business goals turned into website goals and measures.

  2. Audiences

    Who it's for.

    Customer interviews and analytics to learn what people come to do.

  3. Review

    What you have.

    Your current site, content, search data and competitors reviewed.

  4. Structure

    Every page planned.

    Sitemap and page plan, tested with real users where it matters.

  5. Brief

    Ready to build.

    Content, SEO and design briefs your team or any agency can use.

What does a strategy change?

Switch between a website project without a strategy and one with it.

Showing: Without a strategy

Starting point
A design brief based on taste
Structure
Copied from the old site
Content
Written last, in a rush
Search
Fixed after launch
Success
Judged on looks

What does it cost?

It depends on the size of the website, how much research is needed and how many audiences and markets it serves. A plan for a focused services site is a short project; a strategy for a large multi-market site takes longer. We agree a fixed price after a first conversation.

Get a fixed proposal

What moves the price

  • Size

    How many pages and sections.

    Effect on budget: High

  • Research

    Interviews and user testing.

    Effect on budget: Medium

  • Audiences

    How many groups it serves.

    Effect on budget: Medium

  • Markets

    Languages and regions.

    Effect on budget: Medium

  • Briefs

    Content and design briefs.

    Effect on budget: Low

Built to win enquiries.

Every page planned around what it needs to make happen.

Search planned in.

SEO shapes the structure, rather than being fixed after launch.

Tested with users.

Structures checked with real people before design starts.

Yours to use.

Briefs any designer or agency can build from.

Why Rubik to plan it?

Our strategists work with the designers, developers and SEO specialists who build websites, so every plan is one we know works in practice.

Talk to the team

What our clients say

Expert guidance and flawless execution. Our go‑to agency for all things digital.”
Nic CooperStrategy Director

Website Strategy Questions,
answered.

What people usually ask us before a project starts. If yours isn't here, ask it in the form and someone senior will reply.

Ask the team

If the current site isn't bringing enough enquiries, yes. A redesign without a strategy usually changes how the site looks, not what it achieves.

Further reading.

All insights

Related services

Start a conversation

Ready to plan your website?

Tell us about the business and what the website needs to do. We'll suggest where to start.

Tell us about your project.

A few lines is plenty — no brief required.

What are you planning?