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Discovery happens before any design work begins, and that order is intentional. A site built without a clear audience and message tends to look polished but convert poorly. This phase surfaces what your best-fit clients need to believe before they’ll take the next step — and structures the site around making that case efficiently.
1

Stakeholder alignment

You walk through your sales process, your current positioning, and what you want the site to accomplish. This isn’t a questionnaire — it’s a working conversation that surfaces the gaps between how you describe your business and how your ideal clients understand it.
2

Audience definition

The project identifies who the primary visitor is, what they already know coming in, and what they need to understand before they’ll take action. Most B2B sites try to speak to everyone; this phase makes a deliberate choice about who the site is actually for.
3

Messaging framework

Core messages are prioritized based on what moves your target audience from interest to confidence. This becomes the foundation for headlines, supporting copy, and the overall narrative arc of the site.
4

Site structure planning

Pages, sections, and navigation are mapped to the sales journey — not to what feels complete or comprehensive. The structure is designed to reduce friction for the right visitor and support the conversations your team is already having.
The more context you provide upfront about your sales process and ideal client, the more effective the final site will be. Real examples — deals you’ve won, deals you’ve lost, objections you hear regularly — are far more useful than general positioning statements.