{"slug":"strategy/business-strategy/52-website-strategy","title":"52 — Website Strategy","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/52-website-strategy.mdx","bytes":4945,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: Founder + PMM hat\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nWhat the website is for, its information architecture, conversion design, and quality bar. The actual production copy lives in [53 Website Copy](53-website-copy.md); landing-page variants in [54](54-landing-pages.md); search strategy in [55](55-seo-strategy.md).\n\n**Target audience:** Founder, designers/builders of the site, PMM.\n\n---\n\n## 1. The Website's Job (in priority order)\n\n1. **Make the category legible in 10 seconds.** A cold visitor must leave the hero knowing: one workspace, humans + AI Twins working together, truth the org owns. Not \"another AI tool.\"\n2. **Convert the two visitor types differently:** practitioners (P1) → self-serve signup/POV interest; executives/evaluators (P2–P4) → demo request + evidence consumption (security, pricing, proof).\n3. **Serve the sales motion.** Every page is send-able mid-deal: the pricing page survives procurement, the security page survives a CISO, the platform page survives an architect.\n4. **Bank the category's vocabulary for search** ([55](55-seo-strategy.md)).\n\n**Design north star:** the site must _feel_ like the product's promise — calm, assembled, evidence-forward ([13 §5 visual direction](../01-foundation/13-brand-story.md)). A cluttered site selling calm workbenches is self-refuting.\n\n## 2. Information Architecture\n\n```\nHome\n├── Product\n│   ├── The Workbench        (how work happens — three beats, control grammar)\n│   ├── Your Twin            (the collaboration model)\n│   ├── The Adaptive Spine   (owned truth, provenance)\n│   └── Governance & Trust   (approvals, audit, security)\n├── Solutions\n│   ├── Customer Success     (wedge — deepest page)\n│   ├── Sales                (expansion)\n│   └── RevOps               (expansion)\n├── Pricing\n├── Customers               (case studies as they exist; design-partner proof until then)\n├── Company\n│   ├── Manifesto           (the category essay)\n│   ├── About / Founder\n│   └── Press\n├── Resources\n│   ├── Blog/Essays\n│   ├── Security            (the 42 FAQ, public rendering)\n│   └── Docs (product)\n└── CTAs: [Get started] (self-serve) · [See the morning] (demo)\n```\n\nRules: max depth 2 clicks · every product page ends in both CTAs · Solutions pages carry persona-matched proof ([34](../06-customers/34-buyer-personas.md)) · no page exists without an owner and a job (orphan pages are deleted, not redesigned).\n\n## 3. Conversion Design\n\n**Two CTAs, everywhere, consistently named:**\n\n- **\"Get started\"** → Starter/Growth self-serve (email → connect first tool → first morning). Practitioner path.\n- **\"See the morning\"** → the demo request (named deliberately after the product's signature moment, not \"book a demo\" — the CTA teaches the promise).\n\n**Conversion principles:** the hero demo is a 90-second film of the Day narrative (auto-muted, captioned) — show, don't claim · social proof appears as _numbers with context_ (QBR 4h→12min, attributed honestly as design-partner results) not logo walls we don't have · pricing is public and honest ([30](../05-value-pricing/30-pricing-strategy.md)) — hiding pricing at our stage reads enterprise-cosplay · every claim on the site must exist in the claims register ([79 Appendix](../14-appendix/79-appendix.md)).\n\n**Trust furniture (site-wide footer/nav):** Security page · pricing transparency · \"AI never owns your truth\" doctrine link → manifesto · status page link when live.\n\n## 4. Build & Operations\n\nStack: static/fast (the site _is_ a latency claim — sub-second loads or the \"calm workspace\" story wobbles) · analytics: page → CTA funnel per visitor type; UTM discipline on all founder-content links ([73](../13-operations/73-marketing-metrics.md)) · copy changes go through the terminology checklist ([18 §8](../03-positioning-messaging/18-terminology-guide.md)) — the website is the most public terminology surface we have · quarterly voice audit includes every live page ([20 §4](../04-product-marketing/20-product-marketing-guide.md)).\n\n**Pre-launch staging ([51](../09-gtm/51-launch-strategy.md)):** pre-launch site = Home + Manifesto + CS solution + Pricing + Security + waitlist CTA; full IA ships at launch gate.\n\n**KPIs:** visitor → CTA rate ≥ 4% blended (practitioner ≥ 6% on solutions pages) · demo-request quality: % from ICP ≥ 60% ([33](../06-customers/33-ideal-customer-profile.md)) · sales-cited page usage in deals (ask in win/loss) · load time < 1s p75 · zero terminology violations in quarterly audit.\n\n---\n\n**Related:** [53 Website Copy](53-website-copy.md) · [54 Landing Pages](54-landing-pages.md) · [55 SEO](55-seo-strategy.md) · [12 Messaging](../03-positioning-messaging/12-messaging-framework.md)\n"}