---
id: ins_ian-buchanan-get-painfully-clear-on-why-before-website-redesign
title: "Get painfully clear on the 'why' before any design or copy work on a website relaunch."
operator: Ian Buchanan
operator_role: Growth Marketing | Marketing Operations @ Winning by Design
source_url: https://www.linkedin.com/feed/update/urn:li:activity:7430135402348556288/
source_type: thread
source_title: "Get painfully clear on the 'why' before any design or copy work on a website rel"
source_date: 2026-04-10
captured_date: 2026-05-03
domain: [strategy, pmm, growth]
lifecycle: [launch]
maturity: applied
artifact_class: framework
score: { originality: 3, specificity: 3, evidence: 2, transferability: 3, source: 3 }
tier: B
related: []
raw_ref: raw/linkedin/reactions/linkedin-reactions-2026-04-10.md
---

# Get painfully clear on the 'why' before any design or copy work on a website relaunch.

## Claim
Before design, before copy, before anything, define the core purpose, for us, being the always-on go-to-market education platform. Once that's clear, every decision has a framework to run through.

## Mechanism
A clear strategic 'why' provides a decision-making filter that prevents scope creep and ensures all elements (customer journey, messaging, conversion goals) align with the overarching objective.