AI says you can build your own website now. Squarespace is user-friendly, AI will draft your copy in minutes, and plenty of the business owners I work with could do the clicking themselves.
So the question I care about isn't whether you can build it. It's whether the site you build will actually do something for your business. That's what UX strategy is for.
Strategy is built into every website I build for a client. But it's also available on its own, for business owners who want to edit their own site or start with a plan before they build.
What UX strategy actually is
UX strategy is the thinking that happens before any layout: who your site is for, what they need to figure out, and what you want them to do next. It's a plan for the experience, not a design.
Think of it as the blueprint before the build. You end up with clear answers to the questions that decide whether a website works, and a page-by-page plan you can build from.
Why it comes before the build
Most websites that disappoint don't fail on design. They fail on decisions nobody made. A few signs:
The homepage tries to speak to everyone, so it connects with no one.
The services page lists what you do but never says who it's for.
The way to contact you is buried at the bottom of a page few people reach.
When there's no plan, those calls get made on the fly, one block at a time, and then redone after launch. Settling them first is cheaper than rebuilding later, and the build goes faster because you're never stuck asking what goes where.
What's in a UX strategy engagement
This is the same strategy that starts every build I do. On its own, it gives you a working plan for your site, built around your business and the people you want to reach. It covers:
Goals and audience: what the site needs to do for your business, and who it needs to do it for.
Visitor journey: the questions people arrive with, and the path from landing to reaching out.
Site structure: which pages you need, which you don't, and how they connect.
Page-by-page blueprint: each page's purpose, its sections in order, and the message each section carries.
Content priorities: what to say first, what to cut, and what can wait.
We finish with a walkthrough call so you know exactly how to use the plan, whether you build it yourself or hand it to someone else.
Who standalone strategy is for
Strategy is a strong fit if you're comfortable building the site yourself (or have someone who will) but aren't sure what to build. It also suits you if:
You're launching a new business or service and want to start with a clear plan.
You rebuilt your site once and it still isn't bringing in inquiries.
You want to edit or improve a site you already have and need to know what to change first.
You want expert direction now and plan to bring in help for the build later.
If you want someone like me to design and build the whole site, you don't need to buy strategy separately. It's already the first phase of every full build. I don't do split-the-work arrangements: with standalone strategy, I deliver the plan and you take it from there.
How it fits with a UX audit and a full build
UX Audit: You have a site and want to know what's holding it back (starting at $800)
UX Strategy: You're starting or rebuilding and want a plan to build from (starting at $2,500)
Full build: You want the strategy, design, and build handled for you (see Services)
The audit and strategy fees are both credited toward a website build with me, so starting small never costs you twice.
Where to start
If you're not sure which option fits, that's what the free discovery call is for. We'll talk through where your site is today and what you want it to do, and I'll tell you honestly whether you need strategy, an audit, a build, or none of the above.
Your website should work as hard as you do. A good plan is how it gets there.
