Phase 2: Content & Messaging
This is where the website starts to make sense.
Phase 1 defined what each page needs to do. Phase 2 determines what each page actually says, and why.
This is the strategic layer between clarity and construction. Before anyone opens a design tool or writes a line of code, we make the decisions that prevent mid-build pivots, messaging confusion, and the "something still feels off" problem that haunts most website projects.
This is Purpose-Driven Messaging in practice.
What Phase 2 is
What pages you actually need. What each page is responsible for. What questions must be answered and where. How visitors move through your site without friction. Which messaging framework fits each page's specific purpose.
Not all pages should say the same things the same way. A homepage has a different job than a service page. A service page has a different job than an about page. Forcing the same approach onto all of them is how you end up with a site that over-explains in some places and under-delivers in others.
Phase 2 acknowledges that reality and builds around it.
What’s included
Page purpose mapping.
Every page gets a defined job, a primary intent, a clear picture of the visitor's mindset when they arrive, and success criteria. This prevents pages from trying to do too much and eliminates duplicate messaging across the site.
Site structure and navigation logic.
We design your site like a system, not a collection of pages. Navigation is based on how people think, not how your business is organized internally. We decide what belongs in the nav, what belongs in internal linking, and what doesn't need to exist at all.
Messaging framework selection.
Different pages need different approaches. We determine which framework fits each page's purpose, what must be said versus what can be deferred, and how pages support each other instead of repeating themselves.
Content direction.
Phase 2 starts with strategic direction and ends with written content. We define what each page says and why, then we write it. By the time Phase 3 begins, approved content exists for every key page.
SEO, schema, and context planning.
Instead of adding SEO later, we design for it upfront. Search intent alignment per page. Schema types matched to page purpose. Internal linking logic. How content builds topical authority over time.
What you'll have at the end of Phase 2
A defined site structure you can trust. Clear purpose for every key page. Messaging direction aligned to intent. Content guidance that makes Phase 3 execution faster and focused.
No guesswork. No overbuilding. No redoing decisions later.
Get started with content and messaging
Phase 2 typically follows Phase 1. Some clients arrive with sufficient clarity already established and enter here after a brief evaluation confirms alignment.
If you're not sure where you fit, we'll figure it out together.
Investment
$2,500 - $5,000, depending on how many pages and complexity
Ready to shape the strategy?
If Phase 1 gave you clarity, Phase 2 is where that clarity becomes a plan.