Audience decisions
Identify the questions different buyers need answered before they contact the team.
Website strategy for Miami companies with several audiences to address.
Before choosing layouts, decide what customers, partners and other visitors need to understand about the business. Norml turns those decisions into page roles, proof requirements and a delivery brief that the copy, design and development teams can use. Our Florida office is in Fort Myers; we work with Miami teams remotely.
A few clients we’ve worked with
What we do
Agree the website’s audiences, page roles, evidence and delivery priorities before design begins.
Where we are, and where you are.
We do not have an office in Miami, and the map is honest about it: the pin is our Florida office in Fort Myers, about 125 miles south-east of our Fort Myers office. The distance changes how easy it is to meet, not how the work runs.
Audience decisions have not yet become a page plan.
The homepage is expected to explain every offer to every audience.
Teams suggest new pages without agreeing who they are for.
Language requirements and content ownership are absent from the brief.
What the website strategy scope covers.
The work maps the actual audiences and the decisions each page should support. We record the role of local and wider-market messaging, available proof and any language requirements. The resulting priorities reflect the supplied business evidence, not assumptions about Miami buyers.
Offer structure
Give each service and product a defined place without duplicating the same proposition.
Proof planning
Map available cases, people and supporting materials to the claims they can substantiate.
Delivery scope
Record page priorities, content responsibilities, dependencies and acceptance criteria.
What you get.
The approved scope determines the final deliverables:
- 01
An audience and buyer-question map.
- 02
A proposed sitemap with the role of each page.
- 03
A content and proof inventory with named gaps.
- 04
A prioritized brief for design, copy and development.
Our process
How the work runs.
Listen
Review the offer, sales questions, existing site and available research with the team.
[ 01 ]
Map
Connect audiences and decisions to pages, evidence and contact paths.
[ 02 ]
Prioritize
Separate launch requirements from later work and record dependencies.
[ 03 ]
Brief
Agree the page scope and responsibilities so design and development can proceed with a shared reference.
[ 04 ]
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedWebsite strategy in Miami questions.
Will the plan cover language versions?
If relevant, yes. We identify which audiences need which content and who will produce and review it before adding languages to the delivery scope.
Does strategy include building the website?
No. It produces the agreed brief and page plan. Copy, design and development can follow as separately defined work.
Do you have an office in Miami?
No. Norml Studio’s Florida office is in Fort Myers. We work with Miami teams remotely and agree communication and review arrangements before starting.
Tell us about the current site, the work needed and the team responsible for it.