Website Strategy

Do you want to create a digital strategy for your own nonprofit?

I bring stakeholders together to envision new and effective website projects. Using user research, engagement models, and workshops, I shape features, functionality, and content strategies to drive real change.

Whether it's a comprehensive strategy project based on detailed user research or a streamlined approach, I work with you to answer four key questions:

  1. Research and Discovery: What are your and your audiences' goals?

  2. Engagement Model: How can we balance visitor needs and organizational objectives?

  3. Vision Workshops: What are the website’s core features, structure, and content?

  4. Action Plan: What roadmap will lead you to success?

Through collaborative workshops, we answer these questions and develop a plan for a website that not only meets your immediate needs but also serves your organization well into the future. Read more about my process below.

  • "Laura is a pro at tailoring her process, whether it's a quick project or one that requires detailed user research. She's an expert interviewer and workshop facilitator, and brings a wealth of value to every client she works with.

    —Paul Sternberg, Constructive

  • "One of Laura's most valuable skills is her ability to take a step back and determine if her client is asking the right questions."

    —Hanna Kaufman, Lawyers Trust Fund of Illinois

  • Laura's grasp on website processes and technical specifications, understanding of nonprofits and their restrictions - and her willingness to bring up difficult topics - make her a great partner.

    Tim Baran, Pro Bono Net

1. Research and Discovery

Whether it's a small or large project, we need to first establish a solid context for the website. This usually involves:

  • Reviewing existing materials to understand the context and history.

  • Analyzing site analytics to assess what works and what doesn't.

  • Interviewing internal stakeholders to define their goals and priorities.

  • Studying peer websites to identify strengths, weaknesses, and sources of inspiration.

It’s critical to also understand your audiences’ needs and goals. Based on my extensive background in user research, I can devise effective strategies to fit within your limited budget. This may involve:

  • Facilitating internal workshops to collect perceived audience needs from staff.

  • Conducting interviews to understand visitor perspectives and priorities.

  • Performing desk research to uncover existing research about the audience.

  • Conducting user testing of the current site or similar websites. 

  • Implementing surveys to gather feedback through site intercepts or email.

  • Occasionally considering focus groups, although I rarely find them to be the best use of limited resources.

I consolidate all the research findings into a set of recommendations and insights. I may also create a set of user personas to reference for the rest of the project.

“Laura is an expert interviewer and facilitator who brings a wealth of value to every client she works with. She deeply understands her clients' needs and makes recommendations for site structures and features that are focused on client goals and delivering results.”

-Paul Steinberg, Constructive

2. Engagement Model

Before diving into the specifics of the site itself, it’s often useful to establish how we will balance visitor needs and organizational objectives.  For instance, the organization might want webinar sign-ups, report downloads, and donations, while visitors seek quick answers. It’s important to acknowledge this disparity and define a plan to bridge the gap.

This part of the project often involves the creation of a diagram— for instance, an engagement pyramid or a representation of the customer journey through the site. 

3. Vision Workshops

Building on the gathered research and insights, I facilitate online Site Vision Workshops to define the ideal features, structure, and content to support the engagement model. I provide starting points for each workshop, such as high-level wireframes or other diagrams.  The number of workshops required depends on the complexity of the site, from as few as two to as many as four or six. 

These workshops serve as a forum to explore new ideas, industry trends, and best practices. Together, we shape a vision that outlines the key features, website structure, and their interaction with other key considerations like compelling storytelling, search engine optimization, accessibility, mobile optimization, and integration with other systems. The outcome typically includes a high-level sitemap, conceptual diagrams, goals for each core page, and a slide deck highlighting key principles and considerations.

4. Action Plan

I don’t consider a project complete until you have all the information you need to implement the website successfully. Actions plans vary considerably but may include:

  • Assisting in finding an implementation firm through a tailored Request for Information (RFI). I can help you create a RFI and suggest a short list of potential firms from my extensive and purposefully built network of firms. 

  • Defining a Phase 1 scope by collaborating with technical experts to prioritize features and aligning them with a fixed budget and schedule. My technical background and experience with content management systems give me a particular aptitude in this area.

  • Establishing an iterative rollout strategy to gradually introduce new features or content.

  • Offering ongoing coaching and guidance, including regular calls to support your project through launch and beyond. With my extensive experience in the full life cycle of dozens of websites, both on staff at nonprofits and working at vendor firms,  provide valuable insights and assistance. Read more about my Coach & Guide services. 

“Laura is practical, incisive, and egoless. She will tell you when she does NOT know the answer to something, and has the skills and connections to find the answers.”

-Hanna Kaufman, Lawyers Trust
Fund of Illinois