websites that turn visitors into clients
Website Design and Strategy
Clear, practical support for businesses that want their website to be easy to understand, easy to navigate, and built to support real enquiries.
Website Design and Strategy
Website design and strategy is about making your site easy to understand, easy to navigate, and easy to trust. It focuses on how information is structured and presented so visitors can quickly grasp what you do, who it is for, and what to do next.
This work prioritises clarity over aesthetics. The goal is a website that communicates meaning consistently to people, search engines, and AI systems.
What website design and strategy actually includes
This service is not just “designing pages”. It’s the planning layer that determines whether your website works as a decision tool.
It typically includes:
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Information architecture (what goes where and why)
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Page hierarchy and content structure
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Navigation clarity and user flow
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Messaging alignment across core pages
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Strategic calls-to-action that match intent
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Foundation-level SEO and AEO readiness
A website can look modern and still fail if the structure is unclear.
Why websites often underperform
Most website issues come down to interpretation friction.
Common problems include:
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Visitors cannot tell what the business specialises in
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Pages compete with each other instead of supporting one clear story
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Navigation is built for the site owner, not the user
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Messaging is broad, generic, or inconsistent across pages
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Calls-to-action appear too early or without enough context
When this happens, users hesitate, and search systems struggle to categorise the site accurately
How this work approaches website design and strategy
This service focuses on making the website behave like a clear system.
Work typically includes:
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Identifying the primary purpose of the site and the main decision paths
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Clarifying what must be understood above the fold on each key page
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Building a consistent page structure that supports scanning and comprehension
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Removing unnecessary repetition and reducing content overlap
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Ensuring the same positioning language appears across touchpoints
The goal is to reduce explanation overhead and make the site self-evident.
How website strategy supports SEO and AI visibility
Search engines and AI systems rely on consistency, structure, and clear signals.
A strategically structured website helps by:
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Making topics and relationships between pages explicit
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Improving entity clarity (who you are, what you do, where you operate)
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Supporting better indexing and more accurate summaries
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Increasing the likelihood of pull-through into AI answers and featured snippets
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Preventing misinterpretation caused by vague or conflicting content
This is one of the most overlooked foundations of modern visibility.
What you can expect as outcomes
This work typically improves:
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How quickly people understand your offer
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How confident visitors feel taking the next step
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How consistently the site can be described by others
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How well your pages map to search intent and AI extraction
It is not about adding more pages. It is about making the right pages clearer.
Who this is best suited for
Website design and strategy support is especially useful for:
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Service-based businesses where expertise must be understood quickly
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Founder-led brands where authority needs clear framing
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Businesses with multiple services that currently feel overlapping
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Websites that get traffic but do not convert consistently
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Sites that look good but require a lot of explanation to “land”
If people often ask “so what do you actually do?”, this is usually the fix.
Problems I’ve Worked On Recently
Recently, my website design and strategy work has focused on removing friction that prevents people and systems from understanding what a business actually offers.
This has included:
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Rebuilding navigation so key pages are easier to find and follow
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Restructuring service pages that overlapped and diluted clarity
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Tightening homepage messaging so the offer is immediately understood
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Creating clearer page hierarchies so users can scan and decide faster
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Aligning page content so AI summaries stop defaulting to generic descriptions
In each case, the work improved clarity without relying on added complexity.
Frequently asked questions
What is the difference between website design and website strategy?
Design is how the site looks and feels. Strategy is how it is structured, how content is prioritised, and how users are guided toward understanding and action.
Do I need a full redesign for this to work?
Not always. Many improvements come from restructuring, clearer hierarchy, and better messaging without changing the full visual design.
Can this help if my website already gets traffic but not enquiries?
Yes. That often indicates a clarity or flow issue rather than a visibility issue.
Does website structure affect SEO and AI search visibility?
Yes. Clear structure helps systems categorise your pages correctly and improves how your business is summarised and surfaced in answers.
What pages usually matter most in a website strategy project?
Typically the homepage, core service pages, About page, and contact or booking flow, because these drive understanding and decision-making.
How Can I help?
If your website looks fine but still feels hard to understand or navigate, this work focuses on making your offer clearer and your structure easier to follow.
You can explore related case studies below or get in touch to discuss what is currently getting in the way of understanding and action.