52 — Website Strategy
Status: CANONICAL · Commercial OS
Owner: Founder + PMM hat
Last verified: 2026-07-21
Purpose
What the website is for, its information architecture, conversion design, and quality bar. The actual production copy lives in 53 Website Copy; landing-page variants in 54; search strategy in 55.
Target audience: Founder, designers/builders of the site, PMM.
1. The Website's Job (in priority order)
- 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."
- Convert the two visitor types differently: practitioners (P1) → self-serve signup/POV interest; executives/evaluators (P2–P4) → demo request + evidence consumption (security, pricing, proof).
- 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.
- Bank the category's vocabulary for search (55).
Design north star: the site must feel like the product's promise — calm, assembled, evidence-forward (13 §5 visual direction). A cluttered site selling calm workbenches is self-refuting.
2. Information Architecture
Home
├── Product
│ ├── The Workbench (how work happens — three beats, control grammar)
│ ├── Your Twin (the collaboration model)
│ ├── The Adaptive Spine (owned truth, provenance)
│ └── Governance & Trust (approvals, audit, security)
├── Solutions
│ ├── Customer Success (wedge — deepest page)
│ ├── Sales (expansion)
│ └── RevOps (expansion)
├── Pricing
├── Customers (case studies as they exist; design-partner proof until then)
├── Company
│ ├── Manifesto (the category essay)
│ ├── About / Founder
│ └── Press
├── Resources
│ ├── Blog/Essays
│ ├── Security (the 42 FAQ, public rendering)
│ └── Docs (product)
└── CTAs: [Get started] (self-serve) · [See the morning] (demo)
Rules: max depth 2 clicks · every product page ends in both CTAs · Solutions pages carry persona-matched proof (34) · no page exists without an owner and a job (orphan pages are deleted, not redesigned).
3. Conversion Design
Two CTAs, everywhere, consistently named:
- "Get started" → Starter/Growth self-serve (email → connect first tool → first morning). Practitioner path.
- "See the morning" → the demo request (named deliberately after the product's signature moment, not "book a demo" — the CTA teaches the promise).
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) — hiding pricing at our stage reads enterprise-cosplay · every claim on the site must exist in the claims register (79 Appendix).
Trust furniture (site-wide footer/nav): Security page · pricing transparency · "AI never owns your truth" doctrine link → manifesto · status page link when live.
4. Build & Operations
Stack: 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) · copy changes go through the terminology checklist (18 §8) — the website is the most public terminology surface we have · quarterly voice audit includes every live page (20 §4).
Pre-launch staging (51): pre-launch site = Home + Manifesto + CS solution + Pricing + Security + waitlist CTA; full IA ships at launch gate.
KPIs: visitor → CTA rate ≥ 4% blended (practitioner ≥ 6% on solutions pages) · demo-request quality: % from ICP ≥ 60% (33) · sales-cited page usage in deals (ask in win/loss) · load time < 1s p75 · zero terminology violations in quarterly audit.
Related: 53 Website Copy · 54 Landing Pages · 55 SEO · 12 Messaging