Ready for Redesign
Planning a site redesign in the next year? I’ll help you get from, “Wait, how much content do we have?” to “I’m ready to lead this project” in just a few months.
Content makes or breaks redesigns.
Do you know how much content you have?
Or which opportunities you should prioritize as your team navigates the redesign process?
Don’t worry. It’s normal not to have all the answers before your first kick-off meeting with a design agency.
But agencies don’t always provide full content strategy services to help you figure it out along the way—and that’s when you get stuck.
When your organization has already invested thousands of dollars.
When you discover, in real time, how much work really lies ahead for you and your content team—all on top of your day-to-day work.
The good news? Most content work that supports your redesign can be done before you even choose an agency.
Your content is too important to put on the back burner—and your redesign is too big of an investment to waste.
There’s a better way to get ready for a redesign. Let’s get there together.
understand your website inside & out
Most teams radically underestimate how much content they have. Auditing demystifies your inventory, provides clarity around performance, & prepares you to discuss migration needs with your agency team.
COLLECT INTERNAL FEEDBACK
Website redesigns unearth radical new possibilities & operational challenges. Proactively collecting internal feedback will help you make sense of ongoing content needs & prioritize positive changes.
ALIGN YOUR TEAM ON A SHARED GOAL
One of the biggest obstacles to a smooth redesign is a misaligned team. Each of my packages provides you with materials you can use to align your team on the goal of content for your new site.
Gain clarity & confidentce
Deeply understanding your organization’s priorities for content will help you feel more confident in communicating your needs, goals, and expectations once the agency is ready to rock.
Packages & Pricing
Clarity Content Audit
Figure out how big your site is, what’s working, & what needs to change
Starting at $9,500
To make the most of your redesign, you need to know how much content you have, how it’s structured, and whether it all needs to be migrated.
A content audit is the very first step toward making sense of it all and prioritizing what needs to change.
Without this knowledge, you risk re-creating the same problems on your new website—just with a prettier and more expensive interface.
Together, we’ll define what you need to know about your website content before we begin the auditing process.
In addition to providing you a content inventory that catalogs every page on your website, I will analyze a representative sample of content and make recommendations for actionable next steps to take based on your goals.
Before you meet with your design team, you’ll have a foundational understanding of your content quality and performance, as well as tactical opportunities for improving what you’ve already published.
This service includes:
Content inventory spreadsheet
Content audit & analysis
Recommendations for next steps
This package is perfect for…
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Understanding the big picture
Once you know how much content you have and how it’s performing, you’ll be able to make faster decisions about what to save, cut, combine, or improve as you navigate a redesign.
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Preparing for site migration
You’ll need a detailed inventory to help you discuss site migration priorities with your design and development teams. Auditing puts you one step ahead, so you feel confident & prepared.
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Identifying improvements
Whether you want to improve individual pages or re-think how your content is structured, an audit identifies key areas you can address with internal stakeholders ahead of the design process.
You have lots of content, but is it meeting the right audience need?
If you’re experiencing challenges like low conversion rates, high bounce rates, or drop-offs in the customer journey, it’s likely because something’s missing.
In this three-week sprint, we’ll consider the needs of your audience and map these needs directly to your existing content.
Together, we’ll identify which pieces of content are missing, so you can start to close the gaps.
Once we’ve mapped content gaps, we’ll identify five priority page types and begin to outline new informational hierarchies that can better support your users.
You’ll walk away with a high-level content gap analysis, as well as page-level hierarchies that you can use to discuss priorities with your design team.
Mind the Gap
Identify what’s missing from your content & bridge the gap
Starting at $12,000
This service includes:
One two-hour workshop devoted to content mapping
A high-level content gap analysis that synthesizes your team’s work with my own findings
Five, detailed page-level hierarchies you can use to guide discussion with your design team
Please note: This content gap analysis exercise will not identify new SEO or GEO terms & topics. Rather, we’re looking at high-level content gaps and needs that can be addressed during a re-design with structural or page-level fixes.
This package is perfect for…
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Aligning your team on audience needs
This exercise helps your team see your content through the eyes of your audience. Once you learn to prioritize what works for your users, gaps are easier to find & address.
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Pre-design content planning & prioritization
Understanding informational priorities before you begin the design process will help you communicate needs to your agency, so they can design more effective solutions.
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Improving overall content performance
When you map content needs across a user journey, it’s easier to see where simple changes can make your content clearer, more engaging, & more effective.
Opportunity Finder Stakeholder Interviews
Get insights, establish priorities, & generate buy-in
Starting at $13,250
Content affects your organization’s entire operational ecosystem, and everyone has an opinion about what’s working—and what needs to change.
Redesigns are a great opportunity to collect feedback about web content from your internal stakeholders, identify challenges you want to address, and find long-term solutions that work for your organization.
After conducting 7 to 10 stakeholder interviews, I’ll outline your key challenges and opportunities for change.
Together, we’ll use these findings to create a content “north star” that you can use to facilitate internal buy-in around content goals for the redesign.
Finally, I’ll provide a priority matrix to help you assess which opportunities to raise throughout the redesign process.
Whether you want to make tweaks to your production process or manage long-term operational shifts, this package focuses on the human element that makes change possible: your team.
This service includes:
7 to 10 stakeholder interviews
Problem definition & opportunity analysis
Content “north star” workshop
Content priorities decision making matrix
This package is perfect for…
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Gathering internal feedback
Get the outside perspective you need to parse through stakeholder feedback and identify which opportunities will support your content operations & business goals.
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Identifying priorities for redesign
Narrowing your priorities helps you rally your internal team around a shared goal and communicate more effectively with your agency team throughout the design process.
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Facilitating stakeholder buy-in
Aligned teams collaborate more effectively, write better RFPs, identify better agency partners, and facilitate stronger decision making throughout the design process.
Ready to get started?
Step 01
Schedule a 20-minute fit call, where I’ll learn more about you and what you need. If I can help you solve your challenges, I’ll send along a link to my Story-Driven Strategy Session.
Step 02
Story-Driven Strategy Sessions are 90-minute interviews. Together, we’ll dive into your business, pressing challenges, and desired outcomes. After the session, I’ll follow up with a custom roadmap and next steps.
Step 03
Like what you see? I’ll put the cost of your strategy session toward any messaging package you choose. If our journey ends after that initial workshop, my recommendations are yours to keep and use.
90 Minutes, major impact
Story-Driven Strategy Session
All clients begin new projects with a 90-minute diagnostic interview. Your Story-Driven Strategy Session illuminates the messaging and content challenges you’re facing, so we both feel clear about what you need, where you’re headed, and what type of plan will help you get there. You’ll receive a detailed, custom assessment and an action plan in two to three days after the session. Content woes, begone!
$1,200 investment
The cost of your strategy session is applied to any content package you book
featured work
Raising $60 million for environmental candidates in one cycle
This political fundraising group needed to differentiate from its sister organizations and help both high-dollar and grassroots donors understand the purpose of their work. Better brand messaging, a web experience that drew donors in, and a workhorse donor dashboard were all part of the solution.
“Kristen taught our client how to structure and write with intention, then how to scale and protect their efforts through proper governance. Five years later, that content architecture remains the communications spine of a very effective environmental nonprofit."
michael johnson
executive director
of experience
Happy cog
What my clients say
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“Kristen has been an invaluable partner to our team for years. She takes the time to deeply understand our industry's nuances, strategically guides our messaging, and has a remarkable ability to align our ideas with what truly matters to our clients. Beyond her expertise, she's an absolute pleasure to collaborate with.”
Sean Oakes
Principal, Creative Director
Backpack Interactive -
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"My first time working with Kristen I asked her to structure content around a framework she was unfamiliar with. She embraced and improved it, teaching our client how to structure and write with intention, then how to scale and protect their efforts through proper governance. Five years later that content architecture remains the communications spine of a very effective environmental nonprofit."
Michael Johnson
Executive Director, Design & Experience
Happy Cog -
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“Kristen is a tremendous writer; one of just a few I’ve worked with that I can trust to run with a project and do a great job with very little hands-on involvement. I recommend her without hesitation, and I look forward to continuing to work with her in the future.”
Sarah Gage
Founder
Content Conquered -
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“Kristen approaches her work methodically, with impeccable attention to detail, and with a lot of personality. Together, we wrote more than 50 grant proposals in a year, and our process was effective, productive, and fun. I never worried about typos or mistakes, or that our message wasn’t as clear as it possibly could be. She not only had my complete trust as the last pair of eyes on important documents, but she had the trust of our Executive Director and other staff leadership, too.”
Kristin Barrali
former Director of Advancement
826 Boston -
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"Kristen’s ability to write compelling stories about complex topics has helped us take the magazine to another level. Over the past three issues, she’s produced outstanding pieces on three vastly different topics: a geosciences project, political polling and artificial intelligence. She always hits deadlines while navigating the challenges that come with weighty, multi-source features. This makes our job in the office much easier — and she requires very little editing.”
Chris Karlesky
Editor
Franklin & Marshall College
alumni magazine -
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“Kristen is an exceptional writer with a sharp editorial eye—she understands not just how to craft beautiful language, but how to shape content strategically to meet clear goals and speak to the right audience. Beyond her technical strengths, Kristen is simply a joy to work with: thoughtful, collaborative, and deeply committed to doing excellent work. Any organization would be lucky to have her as a partner.”
Marcy Dubroff
Associate Director
The POGIL Project
HI, I’m Kristen
Let’s get ready for your redesign
I’m an experienced independent content strategist and agency partner, and I’ve seen first-hand how many teams aren’t ready to tackle their content needs inside the high-pressure timelines of a site redesign.
I’ve pulled out the pieces of the content strategy process that will help you evaluate your existing content and align your stakeholders around a core vision for what content should do on your new site.
Because there’s a better way to get your content ready for a redesign—and it starts before you ever reach out to a design agency.
All capabilities
Running a big project? Need a content strategist to build out your agency team?
These are all the ways I collaborate with design & development teams to make content strategy efforts a success.
Co-Design
Stakeholder facilitation
Taxonomy
content Operations & governance
Content modeling
Information architecture
Got questions?
I’ve got answers at the ready
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I’ve written B2B content for nearly every industry under the sun over the past decade, from finance to insurance, hospitality, & law. My favorite areas to work in are creative services, nonprofit organizations, higher education, and edTech. I’m a quick study.
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To be frank? None. I’m committed to understanding how my clients use it in their day-to-day, so I can account for it in my operations and governance recommendations. I have too many ethical objections to use it myself; every strategy and piece of content you receive from me is created straight from my own brain. I feel strongly that’s the expertise & care my clients are paying for.
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Almost certainly! The best way to gauge whether we’re a good mutual fit to work together on any type of project is to schedule a fit call. I have extensive experience scoping projects big and small.
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Yes! If you need to break a project fee across 2-3 months, we can arrange the payment schedule in our contract.
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Yes. Strategy sessions are powerhouse diagnostic workshops that give you direct access to my expertise, provide clarity on your desired goals and outcomes, and result in actionable next steps—even if you don’t book a full engagement. It makes the most of our time together, and you can put the $1,200 cost toward a future project fee.
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The short answer: the person in your organization who has decision-making power over changes to messaging, content, & strategy. We’ll talk more about stakeholder facilitation & management in our strategy session, so our engagement is a win for your entire organization.
Explore more case studies
Raising $60 million IN one election cycle
A political fundraising group’s new brand messaging & website strategy helped grassroots and major donors find common ground in climate action. Read more.
Showcasing expertise to make a mark in edTech
Backpack Interactive’s comprehensive thought leadership program leveraged their team’s expertise in education and edTech product design, attracted and nurtured clients, & generated real revenue. Read more.
winning industry recognition for an innovative nonprofit
The POGIL Project’s innovative approach to teaching and learning translates perfectly to print, where the organization spotlights educators who transform the classroom. Read more.