Redesign Series Part 2: Strategy – Positioning, Target Audiences and Content Architecture

This is Part 2 of our Redesign Series. Part 1: Why 'Working 2.0' Needed a New Home

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Think First, Design Later

The temptation is real: new project, new tool, dive right in. Pick colours, build layouts, generate hero images. But if you don't know what you stand for and who you're building for, even the prettiest website is just a pretty shell.

That's why we put pen to paper first – not to screen.

Positioning: Who Are We, Really?

The Problem with "Digital Consulting"

Tell someone you do "digital consulting" and watch their eyes glaze over. The term is so broad it says nothing. We needed to be sharper.

The honest answer to "What do you do?" was always the same, whether at a client meeting or at a barcamp:

"We clean up digital chaos and build systems people actually want to use."

From that came our claim: Craftsman, declutterer, architect for all things digital.

Three roles, one promise:

• Craftsman – we get our hands dirty, configure, build, automate
• Declutterer – we throw out what doesn't work and simplify
• Architect – we think in systems, not in isolated solutions

AI First = People First

The second pillar of our positioning: AI First = People First. Sounds like a contradiction at first, but it isn't. We believe AI tools should relieve people – not replace them. Every automation we build gives someone time back for the work that truly matters.

Target Audiences: Who Are We Building This Website For?

A website that's "for everyone" is for no one. We defined three concrete personas:

1. The Head of Operations

Laura, 34, Head of Operations at an 80-person company.

She introduced monday.com two years ago. It started well, but now the system has grown – and sprawled. 47 boards, no naming convention, three different workflows for the same process. She's looking for someone to bring order without rebuilding everything from scratch.

What she needs to find on our website: Concrete expertise, references from her world, a quick path to a first conversation.

2. The Mid-Market CEO

Marcus, 48, CEO of an industrial company with 200 employees.

He knows "digitalisation" needs to happen, but the last IT consultancy produced 80 slides and zero results. He wants someone who does rather than talks. Pragmatic, tangible, honest.

What he needs to find on our website: Trust, plain language, no buzzword bingo. And a person, not an agency.

3. The monday.com Power User

Sarah, 29, Team Lead, lives in monday.com.

She knows the platform better than her IT team and is looking for advanced tips: custom automations, API integrations, Make scenarios. She reads blog posts, watches webinars and is active in the community.

What she needs to find on our website: Deep-dive content, technical guides, community access.

Content Architecture: Everything Has Its Place

With clear target audiences, we could derive the page structure. Not "what can we show?" but "who is looking for what?".

The Four Pillars

We organised our services into four pillars – each with its own colour coding and its own audience approach:

Pillar	Focus	Primary Persona
monday.com	Consulting, setup, optimisation	Laura & Marcus
CRM & Sales	monday CRM, migrations	Marcus
People & Processes	Change management, workflows	Laura
Tech &Tic	Custom apps, integrations, AI	Sarah

Content Types and Their Jobs

Not every piece of content has the same job. We deliberately chose different formats for different stages of the customer journey:

• Landing pages → Awareness & Conversion ("What do you do?")
• Blog articles → Education & SEO ("How does that work?")
• Use cases → Trust & Reference ("Have you done this before?")
• Webinars → Lead Generation ("Can I see this?")
• FAQ → Objection Handling ("What does it cost?")

The Decision Against a CMS

A controversial move: we decided against a traditional CMS. No WordPress, no Strapi, no Contentful. Instead: Markdown files directly in the code repository.

Why?

• No dependency on external systems
• Versioning via Git – every change is traceable
• Speed – no API call, no loading, everything compiled at build time
• Developer experience – content and code live together

For a team our size, this is perfect. For a 50-person marketing team, it wouldn't be. Context matters.

The Learning: Strategy Is Not a Luxury

It's tempting to dismiss strategy as a "nice extra" and jump straight into building. But the two weeks we invested in positioning, personas and information architecture saved us months of rework.

Every design decision, every piece of copy, every page structure could be validated against our strategy: Does this help Laura, Marcus or Sarah? No? Then out it goes.

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Next article: Redesign Part 3 – Design: From Colour Palette to Design System

Previous article: Part 1 – Why 'Working 2.0' Needed a New Home