Let’s be real for a second: most people build websites the way they pack for a last-minute road trip—randomly tossing in things they “might need” and hoping for the best. A toothbrush? Maybe. A charger? Probably. A compass or GPS? Eh, who needs directions?
Well, your website does.
If you’re dreaming of a site that doesn’t just look nice but actually works—a site that brings results, connects with people, and makes your mission shine—then step one isn’t opening Squarespace or texting your cousin who “kinda knows web design.” Step one is strategy.
At Ritchey Creative, we use a simple four-part framework we call the Website Strategy Roadmap. And before we touch colors, logos, messaging, marketing techniques, or layouts, we start with a tool we call the Website Strategy Compass—your guide to getting your website pointed in the right direction.
Let’s unpack it.
1. Passionate Purpose: The Big Why
This isn’t your mission statement. It’s not your vision statement. It might not even show up anywhere on your site. But it is the deep, motivating “why” behind your website—and it’s what helps keep you on course when everything else is pulling you in twelve directions.
Ask yourself:
Why does this website exist beyond just “needing a website”?
What’s the bigger goal you’re chasing?
For example:
- If you run a mobile pet grooming business, you’re not just washing dogs. You’re giving busy families their time back.
- If you’re a nonprofit mentoring center, your site isn’t just about services—it’s about helping young people find meaning.
- And if you’re a church, maybe your website helps new visitors feel welcome while strengthening community among members.
Your passionate purpose becomes a filter. Every time you write copy, add a photo, or build a page, you can ask: Is this moving us toward that purpose?
2. Setting SMART Goals: No More Vague Vibes
Let’s make a pact: no more “we just want more traffic” goals.
If you aim at nothing, you’ll hit it every time. (Shoutout to Zig Ziglar for that gem.)
Instead, your goals should be SMART:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Not a SMART goal: “We want more people to visit.”
SMART goal: “We want 250 people to download our free PDF in the next 60 days.”
You might set goals around:
- Page visits
- Lead generation
- Email signups
- Event registrations
- Donations (for nonprofits)
- “Plan a Visit” form submissions (for churches)
These goals give your website something to aim at—and later, something to celebrate.
3. Tracking Goals: Because Hope Is Not a Strategy
You can’t improve what you don’t measure. Once you’ve set your goals, you need a way to track them.
Here are a few easy ways:
- WordPress: Use plugins like Jetpack to monitor traffic and clicks.
- Squarespace: Built-in analytics dashboards for traffic and engagement.
- Email platforms: Tools like Mailchimp, ConvertKit, or MailerLite can track leads and downloads.
If you’re feeling fancy, consider a KPI dashboard—something that pulls all your data into one beautiful, color-coded snapshot. But even a Google Sheet works just fine.
The goal is to actually know what’s working and what’s not—so you can adjust as needed.
4. Course Correcting: The 90-Day Bottleneck Check
Here’s a pro tip most people skip: evaluate your goals every 90 days.
Ask:
- What goals are we crushing?
- Which ones are falling flat?
- Do we need to update, refine, or replace any of them?
Just like a real compass, your Website Strategy Compass isn’t set-it-and-forget-it. It’s a tool that guides you through change and helps you stay on track even when the terrain shifts.
