Digital Strategy & Planning


Clarity and definition for your digital project


For those looking to guarantee clarity and definition in their digital project, our site audits and performance assessments are a natural first step. Filter’s Strategy and Planning services are designed to guide you through the complexity of research and scoping. We offer 4 clearly defined services, each delivered in a concise report with insights and actionable advice.

Project Definition

Managing digital projects can be quite challenging, with website builds often prone to misinterpretation and subsequent misquotation. This can lead to delays in delivery and inflated budgets, primarily stemming from the tendency to base project specifications on assumptions.

Enter the website Discovery phase – a highly effective solution to this issue. This initial stage resembles the creation of an architect’s blueprints, offering a chance for both the client and agency to align their expectations and meticulously define features.

Project Definition Documents (PDD) include:

  • User personas
  • Function specification – what the site should do
  • Non-functional specification – how it should appear/feel
  • Information architecture
  • Creative requirements
  • Accessibility and performance targets
  • Overall project KPIs

Website Performance Audit

Addressing performance issues is a great way to improve the overall user experience of your website, leading to higher engagement and satisfaction. Search engines like Google consider website speed and accessibility as ranking factors.

A faster more accessible website can result in better search engine rankings, driving more organic traffic, and increasing conversion rates.

For some businesses, even a small increase in conversion rates can dramatically boost revenue, often the investment is tiny in comparison to the gains.

  • Speed tests
  • Accessibility scoring
  • SEO performance
Page Performance and Accessibility

Improve your Conversion Rate

We’ll conduct a free micro-audit of your site, analysing crucial conversion elements and providing up to three customised recommendations to boost conversions and user engagement.

Website Content Audit

Website content audits are essential for maintaining a high-quality and relevant online presence that speaks directly to your customers.

The insights gained from our content audits are often used to find untapped audience opportunities or to prepare for a site migration. Our content audits cover:

  • Content quality
  • SEO optimisation
  • Content relevance
  • User experience
  • Content consistency
  • Information architecture
  • Migration planning

Audience Research & Usability Testing

Gain insights into the preferences, behaviours and pain points of your target audience.

By understanding your audience profile and documenting key user journeys, you can focus efforts on the most important areas of your site, ultimately boosting conversion rates and user satisfaction.

Audience Research & Usability Testing often includes:

  • Identifying and setting KPIs
  • Competitor UX reviews
  • Best-in-class UX reviews
  • Audience surveys
  • Customer interviews
  • Website feedback tools
  • User journey planning

Medivet Customer Website Strategy

We have been working with Medivet, one of the largest chains of vet clinics in the UK, for over the past 5 years to provide consultation, management guidance and technical expertise to support implementation. Throughout this time, we have produced various solutions such as a new careers site, customer reminders platform and a corporate website.

How can we help?

We can help you to develop an effective digital strategy and identify technical solutions, which will enable you to achieve your goals.

Our dedicated team have a proven track record for providing outstanding solutions which often result in significantly improved business performance. We have an excellent team of in-house developers and business professionals who have a wide variety of experience.

Frequently Asked Questions

A website strategy is a comprehensive plan outlining the goals, target audience, content, design, and functionality of a website. It involves defining the purpose of the website, the value it offers to users, and how it aligns with broader business or personal objectives.

A well-defined website strategy guides decisions related to content creation, user experience, branding, marketing, and ongoing maintenance to ensure the site effectively serves its intended purpose and audience.
A website content marketing strategy is a plan that outlines how a website will create, distribute, and manage valuable and relevant content to attract, engage, and convert its target audience.

It involves identifying audience needs, creating content that addresses those needs, and strategically promoting the content to build brand awareness, authority, and drive desired user actions.
An SEO pull engine, often referred to as a “pull marketing” or “inbound marketing” approach, involves optimising a website’s content and structure to attract organic traffic from search engines.

It focuses on creating high-quality, relevant content that aligns with user search queries, making the website more discoverable and valuable to users actively seeking information. This contrasts with traditional “push marketing” tactics, which involve pushing advertisements or messages to potential customers regardless of their current interests or needs.
Creating a strategy for website integrations involves:

  1. Identifying Needs: Determine which external tools, platforms, or services could enhance your website’s functionality or user experience.

  2. Compatibility: Ensure selected integrations are compatible with your website’s technology stack and design.

  3. Goals: Define clear goals for each integration, such as improving user engagement, streamlining processes, or expanding reach.

  4. User Experience: Prioritise integrations that enhance user experience and align with your website’s purpose.

  5. Data Security: Address data privacy and security concerns when integrating external systems.

  6. Testing: Thoroughly test integrations to ensure they work seamlessly and don’t negatively impact site performance.

  7. Maintenance: Plan for ongoing monitoring, updates, and support for integrated components.

  8. Metrics: Establish key performance indicators (KPIs) to track the effectiveness of each integration.

  9. Feedback: Gather user feedback to fine-tune integrations based on actual user experiences.

  10. Flexibility: Be open to adjustments as your website’s needs evolve over time.

A website migration strategy is a planned approach for smoothly transitioning a website from one platform, design, domain, or hosting environment to another.

It involves careful planning, testing, and execution to minimise disruptions, preserve SEO rankings, and maintain user experience during the migration process.
A corporate website strategy should align with the company’s goals and brand identity. It involves defining target audiences, creating valuable content, ensuring user-friendly design, and optimising for search engines.

The strategy should communicate the company’s value, products/services, and establish credibility. Regular updates, analytics monitoring, and adaptation are essential for ongoing effectiveness.
For a new website, you should focus on:

  1. Keyword Research: Identify relevant keywords your audience searches for.

  2. On-Page Optimisation: Optimise page titles, meta descriptions, headings, and content with keywords.

  3. Quality Content: Create valuable, original, and engaging content that addresses user needs.

  4. User Experience: Ensure easy navigation, fast loading, and mobile responsiveness.

  5. Technical SEO: Optimise site structure, URLs, image alt tags and fix any crawl errors.

  6. Link Building: Build high-quality backlinks from reputable websites in your industry.

  7. Local SEO: Claim your Google My Business listing for local visibility.

  8. Analytics: Set up Google Analytics to monitor site performance and user behavior.

  9. Social Media: Promote content through social platforms to increase visibility.

  10. Patience: SEO takes time; consistent efforts and adjustments are key.

Transformational work comes from collaboration

Interested in working with us? We’d love to hear from you.

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