WEBSITES

Blueprint first, design second.

A redesign without a strategic foundation produces a prettier brochure, not more pipeline. We map your target audiences, intent signals and conversion paths before a single pixel is drawn. The result is a blueprint that designers, developers and marketing can work from without taste debates. Platform-agnostic, though we most often build it in HubSpot CMS.

Book a strategy call Take the Maturity Scan

What do you deliver?

01
Audience mapping ICP, personas and jobs-to-be-done per buyer role
02
Sitemap and URL structure Page role allocation, navigation, internal linking
03
Wireframes and prototype Clickable Figma prototype of key pages

The observation

Most redesigns go wrong in week one, not at launch.

Everyone wants to jump straight to colour, hero image and font. But if you do not know who the visitor is, what they are looking for, or what next step you have in mind for them, you are building a visually pleasing dead end. We do it differently: we start with audiences, sitemap and wireframes before any pixel lands, within the broader websites offering. A blueprint is not glamorous, but every taste debate gets a reference point from it that the management team cannot ignore. These are the four patterns we see in almost every redesign audit.

Taste debates stall progress

Without a strategic framework every design choice becomes a matter of opinion. Three management team members, three favourite colours, no progress by week two.

No clarity on what each page should do

A homepage that tries to be everything to everyone converts nobody. Defining a conversion role per template prevents every page from becoming the same half-finished effort.

Designers guessing at content

Wireframes with Lorem Ipsum lead to layouts that no longer hold up in production. Content brief per page first, then visual design scaled to real copy.

Sitemap grows without a plan

Pages get added later with no place in the navigation or internal linking. With a blueprint, future expansion is already built into the URL structure.

Approach

Four phases over four to six weeks.

A fixed rhythm of workshops, deliverables and check-in moments. We work with marketing, sales and service at the same table so the blueprint has buy-in before the design work begins.

01 Week 1

Discovery and research

Client interviews, sales call transcripts, GA4 and heatmaps. Who is coming in, what are they looking for, where do they drop off. Plus an internal stakeholder round with the management team.

02 Week 2

Audience and proposition

ICP, personas and jobs-to-be-done documented. Information needs per persona per stage, and the proposition sequence that fits. Backed by customer quotes, no assumptions.

03 Week 3-4

Sitemap and wireframes

Full sitemap with URL structure and page role allocation. Low-fidelity wireframes of key templates: home, pillar, service, case and blog detail.

04 Week 5-6

Prototype and content brief

Clickable Figma prototype for the management team presentation. Content brief per template with message, proof, CTA and measurement goal. Hand-over to design and development.

Who helps you

Three disciplines, one blueprint.

Strategist, designer and CRM architect work at the same table so the blueprint holds up both commercially and technically.

For the marketing connection see also Marketing services.

Sander Adriaanse

Designer / UX lead (lead)

Translates strategy into sitemap, wireframes and a clickable Figma prototype. Ensures the blueprint is both commercially sound and buildable in HubSpot CMS (or another platform).
Dante Zwanenburg

Content strategist

Writes the content brief per template: message, proof, CTA and measurement goal. Works with sales to back up the proposition sequence with customer language from real calls.
Carsten Huiskamp

CRM architect

Ensures the blueprint lands in HubSpot: lifecycle, properties, conversion tracking and attribution. Every page role gets a measurable setup so results after launch are visible down to deal level.

Case · B2B mid-market

From 40 inconsistent layouts to 12 templates with a supported blueprint

A B2B SaaS organisation with 120 FTEs had grown via campaigns to 40 different layouts. No shared page role allocation, no clear navigation, and at every redesign meeting the management team would spend an hour debating colour and hero image before any decision was made, with no shared CRM architecture.

In six weeks we built the blueprint: ICP research, sitemap reduced to 12 templates with clear role allocation, clickable prototype for the management team presentation and a content brief per page. Development time halved, and taste debates in the management team shifted to informed decisions from the blueprint.

What clients usually ask.

Answers you can paste straight into a management team email.

How long does a strategy engagement take?

Four to six weeks for a complete blueprint including a clickable Figma prototype. For single-proposition engagements without full sitemap work it is around three weeks.

What does a UX strategy engagement cost?

Our services are bespoke. The price depends on the number of personas, the sitemap scope and how many templates require wireframes. Book a call for a quote tailored to your scope, or consider an ongoing RevOps as a Service engagement.

Can we supply the content ourselves?

Yes, and we often recommend it. We deliver a content brief per page with message, proof, CTA and measurement goal. Many clients write against that brief themselves and we do the copy edit. Others hire us for the full content production via Website content.

Do we need to know which CMS we are using?

No. The blueprint is platform-agnostic. We almost always build in HubSpot CMS ourselves because the integration with CRM, lifecycle and Breeze agents delivers the greatest advantage. During the strategy phase we discuss platform choice together, even if the outcome is Webflow or a headless setup.

What if our management team already has an opinion on design?

Fine, most management teams do. We take those opinions into the discovery phase and test them against proposition, personas and data. Sometimes they hold, sometimes they shift. The management team meeting where we present the blueprint is the moment of decision.

Do you also handle design and development after this?

In most engagements, yes, because the transition from blueprint to design and development is where many websites stall. It is not required. The blueprint is a working document you can also take to your own design team or another agency.

How do we know if we are ready for a redesign?

Three signs: your management team steers on internal assumptions rather than data, your sales team consistently calls website leads "poor quality", and you can no longer clearly explain which page serves which role. Our maturity scan gives a first indication in fifteen minutes.

Ready to get started?

Ready to think it through properly before designing?

Book a call. We look at your current site, target audiences and conversion data. You will then receive an honest scope and initial direction, even if the honest conclusion is that a refactor is enough rather than a full redesign.