Client Strategy Phase for Building Websites: Our Proven 3-Step Blueprint

Designers, Stop Winging It!

If you’re anything like most designers, the thrill of jumping straight into the creative process is irresistible. There’s something about diving into a new project, brainstorming ideas, and bringing a vision to life that’s electrifying. But here’s the hard truth: without a solid strategy in place, you’re not building a website—you’re building a problem. This lack of foresight sets you and your client up for headaches, endless revisions, and a project that doesn’t hit the mark. Website design impacts overall business growth, and having a well-thought-out strategy can make or break the entire project.

Luckily, we’ve developed a proven 3-step blueprint to help you avoid these pitfalls and deliver flawless execution every time.

Step 1: Start with a Brand Questionnaire

The first step is laying a solid foundation, and that begins with a Brand Questionnaire. This is where you dig deep and start understanding your client’s brand from the inside out. The more thorough you are here, the smoother the rest of the process will be. This is your chance to make your client think critically about their brand. Often times, they’ve never even considered some of these questions themselves so it’s a great time to get their juices flowing. This questionnaire isn’t just a box to tick off—it’s your blueprint for everything that comes next.

• What is their mission statement? What vision do they have for their brand’s future? These aren’t just words on a page but the driving forces behind their business.
• Why does this brand exist? What problem does it solve, and why is it passionate about doing so?
• What are the non-negotiable principles that guide every decision the brand makes? These core values should be reflected in every piece of content you create.
• How does the brand communicate with its audience? Is it formal, friendly, authoritative, or casual? Getting this right is crucial for maintaining consistency.
• What sets this brand apart from its competitors? What makes it unique? Understanding this helps position the brand in the market.

Step 2: Create A Strategy Deck

Once you’ve gathered all the necessary information from the brand questionnaire, it’s time to put the pieces together and create a Strategy Deck. This is where the magic happens. The strategy deck is your roadmap for all content and design decisions moving forward. Here’s what it should include:

Brand Identity

• Define the Brand’s Mission, Values, and Tone of Voice. Clearly articulate the core of the brand. This isn’t just a recap of the questionnaire but a distilled, precise definition that guides all subsequent work.
• Identify what makes the brand unique. Why should customers choose them over competitors? The USP (Unique Selling Proposition) should be a central theme in all branding efforts.
• Conduct a SWOT analysis to understand where the brand excels and where it needs improvement.
• What differentiates your client from the competition? This could be anything from product quality to customer service to unique branding.

Target Audience

• Create detailed personas that represent the brand’s ideal customers. This should include demographics, psychographics, goals, behavior patterns, motivations, pain points, and decision-making processes.
• Create a Brand Story Script. This is a structured narrative that tells the brand’s story in a way that resonates emotionally with the audience. A great brand story is about transformation and connection.
• Highlight the transformation that the brand offers its customers. Share testimonials and real-life examples that show the impact the brand has had on its clients.

Network Marketing

• Understand where your target market is in terms of awareness of the brand and its offerings. Tailor your messaging to meet them where they are.
• Map out the customer’s journey from the first point of contact with the brand to the final conversion. This includes every touchpoint and interaction the customer has with the brand.

By the end of this step, you should have a comprehensive strategy that will guide every piece of content, design element, and marketing effort moving forward.

Step 3: Build A Sitemap & Creative Direction

Now that you have a solid strategy, it’s time to translate it into a Sitemap and Creative Direction. The sitemap is a detailed outline of all the pages and content that will be on the website. It’s essential that you create this after finalizing the strategy, as it should directly reflect the goals and objectives you’ve outlined.

• List all the pages, subpages, and content elements that will be included on the website. This ensures that nothing is overlooked but also helps in organizing the content logically and effectively.
• Establish a creative direction using a mood board that aligns with the strategy. Gather inspiration, define the visual style, and ensure that every design element supports the brand’s identity and objectives.

One critical note: make sure that all the copy is finalized before you begin designing or building any webpages. This will save you significant time and frustration later on. Time is money. Designing around finalized content ensures a cohesive and streamlined process without the nightmare of endless revisions and wasted time.

Flawless Execution Every Time

At Renflow, we’ve been on both sides, and it’s night and day. A well-crafted strategy is the difference between a project that feels disjointed, faces constant revisions, and leaves both you and your client frustrated. By fine-tuning our 3-step process, we deliver an exceptional, stress-free experience that results in glowing reviews—leaving both us and our clients satisfied.

So, before you dive into your next project, make sure a strategy phase is front and center. Trust me, your future self—and your clients—will thank you. Success isn’t just about building; it’s about creating with purpose and precision.