STRATEGY-LED WEBSITE PLANNING
The Website Roadmap starts with a live 60-minute strategy session, and ends with a written plan you can act on, with or without me. It’s the strategic foundation that your website needs - before you spend another dollar “fixing” it.
Know exactly what your website needs - before you touch a thing.
$500 AUD + GST · Paid in full at booking · Delivered within 5 business days
STRATEGY BEFORE PIXELS
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THE WEBSITE ROADMAP
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CLARITY BEFORE IMPLEMENTATION
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STRATEGY BEFORE PIXELS // THE WEBSITE ROADMAP // CLARITY BEFORE IMPLEMENTATION //
SOUND FAMILIAR?
You know something's not working. You're just not sure what.
You’ve probably tried the usual things: DIY updates, moving sections around, tweaking the copy, following generic advice from a blog post you found at 11pm.
The result is always the same: more activity, not more clarity.
When you don't know what's actually broken, it's easy to keep fixing the wrong things in the wrong order.
That’s why The Website Roadmap starts by figuring out what's actually going on - before anything is moved, rewritten, or rebuilt.
➝ You've updated the copy and moved things around, but enquiries haven't shifted
➝ Something feels off, but you can't pinpoint what to fix first
➝ Every "improvement" raises more questions than it answers
➝ You've been carrying "I need to sort my website" for longer than you'd like to admit
➝ You're not sure whether to invest more in it - or burn it down and start again
➝ Your business has grown but your website hasn’t kept up
WHAT THIS IS
More than a strategy session
The Website Roadmap establishes the strategic foundation your website has been missing - what it needs to do, who it needs to reach, and what needs to change.
Before we meet, I audit your website properly and review your intake questionnaire, so the session starts from insight, not first impressions. During your 60-minute strategy session, we work through what's breaking down and what the path forward looks like. Then I turn everything into a written, prioritised plan you can act on immediately.
You walk away with something tangible. Not notes from a call. Not generic advice.
A document built around your specific business that shows you exactly what to fix, what to prioritise, and what to do next, so you stop guessing and start making decisions that actually move things forward.
What I look at
Every Website Roadmap is structured around five areas. Not all of them will need equal attention for every site - but this is the lens I bring to every review, and your Roadmap will focus on what matters most for your website right now.
THE STRATEGIC LENS
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1. Overview
First impressions and overall alignment - whether your website reflects your business accurately, and where friction is immediately obvious to a new visitor.
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2. Clarity
Whether your website clearly communicates what you do and who you serve - and where your messaging is vague, misaligned, or quietly working against you.
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3. Structure
How visitors move through your site, where they lose the thread, and how your pages connect (or don't). This is about logic and sequence, not layout or aesthetics.
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4. Conversion
How well your website supports the decision-making process - whether your offers are clear, your calls to action are working, and if your site is built to generate the right enquiries.
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5. Execution
Where functional gaps are holding you back - missing or broken elements, basic SEO signals, and layout decisions that create unnecessary friction for visitors.
Everything you walk away with
WHAT’S INCLUDED
01 | Pre-session website audit
Before we meet, I review your website using the five-lens framework - properly, not a quick skim. So the session starts from insight, not first impressions.
02 | Strategic intake questionnaire
You complete a short questionnaire before the session. It gives me the context I need to prepare, and means our hour goes straight to strategy, not catch-up.
03 | A 60-minute live strategy session
A structured working session over video call. We focus on direction, priorities, and the decisions that need to be made. This isn't a discovery call - it's paid strategic thinking.
04 | Your Website Roadmap
Your plan in writing, delivered within five business days. Prioritised for your situation and written so you know exactly what to do next - whether you work with me or not.
05 | Custom website proposal
If it’s relevant, you’ll also receive a customised proposal, delivered alongside your roadmap so you can move on to the next step with ease.
06 | Plus…
A short video walkthrough so you know how to read your Roadmap
One round of clarification questions (within 5 business days)
IS THIS RIGHT FOR YOU?
This is for you if…
✔︎ You know something isn't working on your website - you just can't identify what
✔︎ You can feel something is off and want expert eyes on it before you invest further
✔︎ You're preparing for growth, a rebrand, a new offer, or a website investment and you want a clear strategy before committing to a new build or refresh
✔︎ You're tired of guessing and want to make decisions based on strategy, not instinct
✔︎ You want to understand what your website needs before spending money on it
This isn’t the right option if…
✗ You want ongoing support, extra calls, or an open-ended strategy container
✗ You’re brand new with a barely-launched site (you’ll get more value once there’s something to diagnose)
✗ You’re looking for implementation instead of strategy
✗ You already know what you need and you’re ready to build - in that case, a discovery call is the right “next step”
STRATEGY BEFORE PIXELS
Why I do this before anything else
A website project is a significant investment - in time, money, and the working relationship with your designer. The biggest risk isn't the design or the build - it's starting without a clear strategy beneath it.
When I take on a custom website project, the Roadmap is the first step. Every time.
It shapes the strategy brief, the strategy brief shapes the structure, and the structure shapes everything that gets built. Skip the foundation and you're building on assumptions.
But you don't have to be planning a new website to need a Roadmap. If you have an existing site that isn't working as well as it should, the Roadmap gives you a clear picture of what's holding it back and what to do about it - without committing to a full project.
Either way, you walk away with something you own and can use.
INVESTMENT
AUD + GST · Paid in full at booking · No payment plans
For that, you get a guided website strategy session, an expert assessment of your current website, prioritised recommendations for what it needs, and a clear plan for what to do next - prepared specifically for your business, not generated from a template.
It pays for itself the moment it stops you investing in the wrong fix.
And regardless of what you do next, the roadmap is yours. You can implement it yourself, take it to another designer, or use it to move forward with me.
If you move forward with me on a custom website project - within 14 days of your Roadmap delivery - the $500 is credited in full toward your project. You won't pay for strategy twice.
$500
★ ★ ★ ★ ★
“ Janelle made everything easy to understand - everything finally made sense. I walked away with clarity, confidence, and a site I actually understand. ”
KELLY ALLISON, KELLY ALLISON ALCHEMY
COMMON QUESTIONS
What you need to know
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Yes. Every custom website project I take on begins with a Website Roadmap. This shapes the strategy brief, which informs everything from page structure, to copy, to design. It's not an additional step - it's the part that makes everything else work properly.
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Yes. The roadmap is designed to stand alone. Implement it yourself, take it to another designer, or use it as the foundation for something later.
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The Roadmap is more than the strategy session. It starts with a pre-session audit of your website, runs through a 60-minute live strategy workshop, and ends with a written plan delivered within five business days. The session is one part of the process - the written Roadmap is the ultimate end goal.
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The Roadmap works for businesses planning a new website too. In that case, the pre-session review focuses on your existing online presence (social, LinkedIn, any other pages you have live) and the intake questionnaire covers where you're starting from. The session and written plan still cover all five areas as they apply to what you're building.
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This is for Squarespace websites only. If you’re planning to migrate to Squarespace, that can be in scope - just note it in your questionnaire.
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A standard website audit tells you what's wrong. The Roadmap goes further - it identifies what's actually causing the problem, prioritises what matters most, and gives you a clear strategy for what to do next. The goal isn't a list of issues. It's a plan you can act on.
This earns its place because it handles a comparison question the reader is likely already asking, it reinforces your positioning without repeating copy that already exists on the page, and it draws a clear line between what you offer and the generic "audit" alternatives.
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Within 5 business days of your strategy session. Rush bookings are available for sessions requested within 2 business days (120% of the standard fee).
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Because strategy done after implementation is expensive. When you build before you plan, you end up fixing the wrong things - or rebuilding them. The Roadmap ensures every dollar you spend on implementation is spent in the right direction. For most clients, it saves more than it costs.
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That's usually a sign the fixes were addressing symptoms, not causes. The Roadmap is designed to identify what's actually not working - so the next round of changes is strategic, not guesswork.
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That depends on what you want to do next. The Roadmap includes a section on what I'd recommend as next steps, along with relevant offer options if working together makes sense. There's no obligation - the plan is yours to use however you choose.
Ready to start with strategy?
Book your Website Roadmap and walk away knowing exactly what your website needs - and what to do about it.
Just select a date and time for your strategy session below. Sessions run on Tuesdays. Book at least five business days in advance.