Do you remember that Gilmore Girls episode where Rory is cramming for finals, practically living off coffee and sheer determination? 

Lorelai, being the loving and concerned mom she is, tells Rory, “You have to sleep; it’s what keeps you pretty.” 

Rory, in her typical overachieving fashion, snaps back, “Who cares if I’m pretty if I fail my finals?”

Now, let’s take a moment to appreciate the wisdom behind Rory’s sleep-deprived frustration. 

Because when it comes to your website, the same logic applies: Who cares if it’s pretty if it doesn’t actually work?

Sure, a visually stunning website can make people go “wow!” when they land on your homepage. But if that’s where it stops and your visitors aren’t turning into clients or booking your services—then you’ve got yourself a Rory situation: pretty, but potentially failing.

The Cold, Hard Truth About Strategic Website Design

Let’s get real for a second. A beautiful website is great, but it’s not enough. You need a website that does more than just look good, it needs to work hard for you. And that’s where strategy comes in.

A well-thought-out strategy transforms your website into an effective tool that not only draws people in BUT also keeps them engaged, takes them on a journey, and ultimately convinces them to take action. 

Whether that action is booking a call, signing up for your newsletter, or investing in your services, strategy is what makes it happen.

Okay cool Lorin, but like, what does a strategic website actually do? 

I’m so glad you asked!

A Strategic Website Accomplishes a Few Key Things:

• Builds Trust: By showcasing your personality and expertise, your website helps potential clients feel confident in choosing you.

• Guides User Experience: A well-structured website takes visitors on a smooth journey, making it super easy for them to find what they need.

• Converts Visitors: With clear calls to action and compelling content, a strategic website turns casual visitors into loyal clients—and who doesn’t want that?!

• Establishes Your Brand: Your website is a reflection of your unique identity and values, helping you stand out in a crowded market.

Now you might be thinking, okay cool, but like HOW  do I make my website strategic? 

So, let’s dive into some key tips to help you create a website that works for you…

Steps for Crafting a Strategic Website

Step 1:  Define Your Target Audience: 

I know, I know—you’ve heard it a million times…

“Identify your ideal client” is shouted from the rooftops just about everywhere in the online space, but that’s because it’s truuuuue! You DO need to understand who your ideal clients are and tailor your website content to speak directly to them.

But let’s be clear: that doesn’t necessarily mean that you have to know their favorite color, music genre, coffee order, etc. (though that’s nice to know too!).

What really matters is having a deep understanding of their needs and desires. Use that insight to tailor your language and visuals so they truly resonate with your audience!

Step 2: Clear Call-to-Actions (CTAs): 

Just like your website shouldn’t just be pretty, it also shouldn’t be filled with just words for people to read. 

Instead, you want every page of your website to be written in a way that leads people into taking ACTION!

Whether it’s to book a call, download a guide, or follow you on social media, it’s important that you guide your visitors toward taking the next step.

And definitely don’t be shy here! Bonus points for making your CTA buttons stand out, making it extremely easy to take action.

Step 3: Incorporate Engaging Visuals and Branding:

Your website should be a vibe—a direct reflection of your brand’s personality. 

Think colors, fonts, and images that scream you. And hey, if you’ve invested in professional branding, PLEASE for the love of Pete, don’t let it gather dust! Follow those branding guidelines like your business depends on it—because it kinda does.

Step 4: Tell Your Story:

People are suckers for a good story! I know I am. 

Plus they are nosey AF (in the best way possible of course), but basically they want to know the real you, what makes you tick, what you care about, etcetera, etcetera.

So don’t be afraid to share your journey, your values, and why you started your business in the first place. A little storytelling goes a long way in creating that personal connection and building trust, which is key to turning browsers into buyers.

**Important note: It’s great to share your story, but ALSO, don’t make it allllll about you, okay? Seriously, people want to know you, but they also want to see how you can solve their problems and how they fit into the story. So, while sharing is great, don’t just blab on and on about yourself without thinking about them too. Mmmkay?

Step 5: Create a Strategic Layout and Simple Navigation:

Your website should be stupid easy to navigate—so easy even my dog could figure it out (and he’s not exactly tech-savvy). 

But seriously, that’s how straightforward it should be. 

You need to make sure you design your site with your visitors in mind, making it ridiculously easy for them to get around, find what they need, and dare I say, enjoy the experience. 

No one likes getting lost in a maze of pages and confusing navigation, so keep things straightforward and user-friendly so they not only stick around but actually come back for more.

When in doubt, hire a designer—hey that’s me! 💁‍♀️

Step 6: Optimize for SEO:

SEO might sound like techy jargon, but don’t let it scare you, it’s just a fancy way of saying “make sure people can find you.” 

Whenever possible, use keywords that make sense for your biz, optimize those pretty images, and write meta descriptions that pull people in. This will help bring in that sweet, sweet organic traffic from search engines, like Google!

Step 7: Mobile-Friendly Design:

In case you missed the memo, everyone’s on their phones these days—shocker, I know!

Your website needs to look great on every device, from the tiniest phone screen to the biggest desktop monitor. A site that’s not mobile-friendly is like a party with no snacks—people will dip fast! (pun totally intended btw)

Step 8: Regular Updates and Maintenance:

A living, breathing website is where it’s at. 

Keep your content fresh and up-to-date to show the internet gods that you’re not only active but alive and well. Plus, regular updates are great for SEO and give your visitors a reason to keep coming back for more.

Don’t Let Your Website Be Just Another Pretty Face

So, let’s circle back to Rory Gilmore for a moment—because obviously I’m in full-on fall mode.

Just like Rory needed sleep to do well on her finals, your website needs a strategy to succeed.

It’s not enough to just look pretty (despite what Lorelai might tell you with her cheeky comments)—because honestly, who cares if your website is pretty if it doesn’t convert? 

You need a plan that keeps your website working for you 24/7 in order to attract clients and grow your business.

If you’re wondering how to turn your website from just a pretty face into a strategic asset for your business, that’s where I come in 💁‍♀️

As a website designer who is passionate about creating websites that not only look great but also deliver real results, I’m here to help you build a website that works just as hard as Rory Gilmore you do.

Ready to Transform Your Website?

If you’re ready to take your website from “meh” to amazing—with a solid strategy to back it up—let’s chat! I’d love to collaborate with you to create a website that not only looks pretty but also helps you reach your business goals. Click here to get started!