Overview

Stratforms is a strategic consultancy helping Western health, wellness and lifestyle brands launch into Asia, with offices in Melbourne, Hong Kong and Guangzhou. We built a modern, consulting-grade site with the CMS architecture, analytics and StoryBrand messaging to match the calibre of its work.

Project at a glance

• Industry: Cross-border advisory. Strategic consulting for Western brands entering highly regulated Asian markets like China.

• Platform: Framer + CMS. Built in Framer with two CMS collections, including one that outputs both Industries and Capabilities through conditional logic.

• Scope: Brand to build. New logo, brand strategy, StoryBrand copy, CMS engineering, analytics and training.

• Result: 10x organic traffic. From fewer than 10 monthly visitors to 150+, with enquiries more than doubling.

Introduction

Stratforms is a strategic consultancy supporting Western health, wellness, and lifestyle brands launching into Asia, particularly in highly-regulated cross-border eCommerce (CBEC) markets like China. With offices in Melbourne, Hong Kong and Guangzhou (China), the firm has a strong history of launching dozens of western brands cross-border into Asia via B2B and eCommerce channels.

[Above: Stratforms founder Jonathan with Alibaba Founder Jack Ma, 2019]

In spite of this, Stratforms lacked a digital presence that matched the calibre of its work. The brief was clear: create a site that looked and felt like it belonged alongside top-tier consulting firms such as McKinsey or BCG, while remaining lightweight, clean, and easy to manage.

Project Scope

The goals of Stratforms' new website included:

• to develop a modern, mobile-first website that projected experience, expertise, authority and trust;

• to equip Stratforms with access to meaningful site analytics and search visibility that had previously been non-existent;

• to showcase Stratforms’ core capabilities and industry expertise in a structured, easy-to-navigate fashion;

• to build out a scalable CMS infrastructure for case studies and services, and;

• to ensure the Stratforms team could easily manage the site and update content independently.

[Above: Screenshot showcasing the Stratforms client portal]

What We Did

Strategy: Brand + Website Design

• Designed a new logo from scratch to match the tone of a boutique global advisory firm

• Established a comprehensive brand and website strategy covering Segmentation, Targeting and Positioning strategy, as well as the Stratforms Marketing Mix (Product/Price/Place/Promotion/People/Processes/Physical Evidence)

• Worked with Jon to deliver a lite style guide spanning design concept mockups, colour theory and typefaces.

[Above: Excerpt from the Stratforms Website Strategy Deck]

Framer Build with Custom CMS Engineering

• Built the site entirely in Framer, with speed, polish, and mobile responsiveness in mind

• Designed and implemented 2 separate CMS collections:

  • One for Client Case Studies (by brand or project)

  • One for dual-purpose content covering both Industries Served and Core Capabilities

    • Used conditional logic to extract two distinct outputs (Industry pages + Capabilities listing) from a single collection. A lightweight and elegant solution.

UX & Interaction Design

• Configured Google Sitemap, GA4 configuration and Microsoft Clarity for additional analytics.

• Created bespoke interactive elements to support content exploration without clutter

• Built smooth expand/collapse animations for key service descriptions

• Vetted the site for mobile-friendliness. Ensured intuitive navigation and legibility on all devices

• Set up Google Business Profile to boost organic reach

StoryBrand Copywriting

• Established standardised Tone of Voice (TOV Guidelines)

• Wrote all site content using the StoryBrand framework to steer copywriting, and ensure leads are framed as the heroes of their own journey

• Structured messaging around common pain points: regulatory complexity, route-to-market chaos, and lack of in-market accountability

Training & Handoff

• Delivered a series of customised video walkthroughs showing the team how to manage and update the site

• Added myself as a collaborator to support ad hoc tweaks post-launch

[Above: Excerpt from the Stratforms Client Portal - Video & Training Guides for Framer + Specific website pages]

How It’s Going

Stratforms now has a digital presence that matches the strategic calibre of its work. The site presents its services and sector experience with clarity and authority, backed by functional UX, scalable content systems, and simple backend workflows.

At the time of writing, just three-weeks post-launch:

• The site is now attracting over 150 monthly unique visitors per month (up from fewer than 10 previously)

• Organic traffic is coming from Google, Bing, ChatGPT

• Average Mobile engagement up >1minute

• The team now has access to detailed insights about user behaviour, including most viewed pages, top referrers, session replay, and device/browser segmentation

• Previously blind to user intent and market interest, Stratforms is now equipped to make data-backed decisions and refine its strategy accordingly

Testimonial

"We needed a site that would hold its own in serious boardroom conversations, and that’s exactly what we got. Our online presence finally reflects the calibre of work we deliver.

We’re seeing more traffic, more enquiries, and more and more, our leads are showing up ‘pre-sold’.

For the first time, we now also have clarity. Our new metrics dashboards show us who’s visiting, where they’ve come from, and what they’re engaging with - and those insights have made decision making much easier.

Best of all, we can manage and update the whole site ourselves! We cannot recommend Uptrak highly enough."

- Jonathan Cox
Founder, Stratforms