The Foundations of a Converting Website Strategy

Ever wondered what Oprah Winfrey, Skims, your favorite copywriter, and your local mom-and-pop shop have in common? The answer might surprise you – a well-crafted website strategy. You see, it’s not about the size of the business. If we want a business that is going to grow, strategy has to be at the root of everything that we do. And your website is no different. So let’s dive into what that looks like!

woman sitting on the couch working on her website strategy

Understanding Website Strategy 

If you know me, one of the main things that I’m always iterating is that your website is not just a digital business card or placeholder. It’s your virtual storefront, your online brand ambassador. So think of website strategy as the master plan that guides you to success. It’s not just about pretty graphics and catchy slogans; it’s about a calculated, goal-oriented process.

You wouldn’t build a house without a blueprint, right? Well, your website is like a digital house, and the website strategy is your blueprint. It ensures every element serves a purpose, from layout and content to navigation and user experience.

So how do we go about building this blueprint? First, we need to start with a clear understanding of your business goals. What do you want your website to achieve? Whether it’s increasing sales, building brand awareness, or sharing your expertise, your website’s strategy should revolve around these goals.

Aligning your business goals

Your website should not be navigating aimlessly in the “digital wilderness.” But when websites are created without certain goals in mind, that’s exactly what is happening. And who is that helping? To ensure that your website contributes to your success, it needs to be on the same page as your business objectives.

So start clearly defining your business goals. What do you want to achieve? The most common goals are more revenue (because everyone can use more money – especially in this economy), brand recognition, better positioning, more customer engagement, etc. I suggest choosing up to 3 so that you aren’t overwhelming yourself. Because once these goals are chosen, your strategy should be crafted around these objectives

Knowing your target audience

Really understanding your target audience is key. Their needs, preferences, and behaviors should be at the heart of your web strategy. If Oprah were to talk about finance to an audience seeking cooking tips, it wouldn’t resonate. The same goes for your website. Understanding your target audience is like tailoring your content to their tastes.

Remember, you’re not just creating content for the sake of it; you’re speaking to real people with real needs. Understanding your audience ensures your content resonates, engages, and converts visitors into loyal customers.

If you’ve never done market research before (what are you waiting for??), then do some before you even think about what your website should look like. Creating user personas is the key. Dive deep into your audience’s demographics, psychographics, and behaviors. What problems do they need solving, and how can your website provide the solutions? Use this information to craft content that addresses their pain points and speaks directly to their interests and aspirations.

Analyzing the competitive landscape

Knowing your competitors is like scouting the battlefield before going to war. But we are not at war and many times competitors have negative connotations but it doesn’t have to! I’m friends and colleagues with many of my “competitors.” So I like to use peers. Anywho, slight tangent here ….The most important thing to remember here is it’s not about mimicking them, but rather about finding opportunities in the gaps and learning from their successes and mistakes.

Start by identifying your main competitors in your industry or niche. Study their websites, content, social media presence, and marketing strategies. What are they doing right? What could they improve? Use this knowledge to differentiate your website strategy, offering something unique and valuable that sets you apart.

Crafting a strong foundation

Alright, it’s time to roll up our sleeves and start building that converting website strategy. 



  1. Define your business goals and objectives
  2. Conduct thorough audience research and create detailed user personas
  3. Analyze your competition (or peers) to identify gaps and opportunities
  4. Set Key Performance Indicators to measure the success of your strategy

Needing more detailed instructions? Get on the waitlist for our FREE Website Strategy Workbook below!

Whew, that’s a lot of ground we’ve covered! But the journey is just beginning. Here are the key takeaways: website strategy is your online roadmap, and you’re in the driver’s seat. You’ve got the tools to align your site with your goals, understand your audience, outshine your competition, and create a strong foundation. So, start today and make your website work its magic!

Needing some additional help? Owl Haus Digital offers a Website Planning Workshop that includes all of this and more. Contact us if you are interested!