A sample website roadmap

Illustrative sample by Uniqode

This fictional example shows the kind of decisions a Website Roadmap can bring together. It is not a client case, an audit of a real website or a quotation. The scope and depth of an actual roadmap are agreed for your organisation.

The question

A fictional organisation has an English and Dutch website. Its marketing team wants clearer service pages and less reliance on a developer for routine updates. The decision is whether to improve the current website or commission a full rebuild.

Working assumptions

  • The current platform can still be maintained.
  • Most content is useful, but service pages overlap and ownership is unclear.
  • The team needs a small set of reusable page components.
  • No new integration is essential to the first release.

These assumptions must be checked before the recommendation becomes an implementation brief. If the platform cannot support the agreed editing and language workflow, the recommendation may change.

Example recommendation

Improve the core journey first. Retain the maintainable platform, clarify the service structure and test a revised editing workflow on representative English and Dutch pages. Use the result to decide whether a wider rebuild is needed.

The reasoning: a full visual redesign would not by itself resolve the unclear service structure or content ownership. A focused first phase lets the team address those problems and test the existing foundation.

Priorities

  1. Resolve before implementation: confirm platform condition, content owners and the required language workflow.
  2. First phase: simplify the service structure, produce representative page content, configure reusable components and clarify the contact route.
  3. Next phase: apply the validated approach to the remaining relevant pages and review project presentation.
  4. Later: consider additional integrations only when the operational need and ownership are clear.

First-phase scope

Outputs: an agreed service map, representative bilingual pages, an editor workflow demonstration, a list of existing URLs affected by changes and a prioritised follow-up backlog.

Outside this phase: a complete brand redesign, new external integrations, rewriting every page and replacing the hosting environment.

Checks: visitors can distinguish the services and find the next step; an editor can update the selected page types in both languages; links and relevant existing URLs are reviewed.

Dependencies and decisions

  • The organisation assigns content owners and a final approver.
  • The technical partner reviews the current CMS and deployment process.
  • Both parties agree who writes and translates the selected content.
  • Relevant access is arranged securely before technical review.
  • The team decides whether language versions must be published together.

Budget and timing assumptions

A build estimate follows the agreed number of page types, content volume, migration work, review rounds and testing requirements. The schedule depends on access, content readiness and decision-making capacity. This sample deliberately contains no invented price or delivery promise.

A real roadmap should identify what can be estimated confidently and which questions need further investigation.

Your next decision

Approve the first phase, resolve the open assumptions or reconsider the approach if the technical review changes the picture. The roadmap gives your team a basis for that discussion.

Explore the Website Roadmap or discuss your website’s next step.