Digital Strategy Roadmap Template (Free 90-Day Plan)
A one-page worksheet to prioritise what to do next for your website and marketing. No email gate.
“Use freely. If you share it, a link helps but isn’t required.”
If you’d rather have this built for your business, see our Digital Strategy Roadmaps.
Table of Contents
90-Day Digital Strategy Roadmap (1 page)
90-Day Digital Strategy Roadmap (Copy paste version)
Goal (one sentence):
[Write the outcome you want in 90 days, e.g. “Increase qualified leads from 20/month to 35/month.”]
______________________________________________________________________________________________________________________________________________
Customer + problem (one sentence):
[Who you serve + what they need, e.g. “We help busy homeowners who need emergency plumbing and want fast, reliable booking.”]
______________________________________________________________________________________________________________________________________________
Baseline today (current reality):
- Sessions (monthly): _________________________
- Leads / purchases (monthly): _________________
- Conversion rate: ____________________________
- CAC (if paid):_______________________________
- AOV (if ecommerce, optional): ________________
- Top 3 traffic sources: ______________________________ / ______________________________ / ______________________________
Bottleneck (pick 1):
□ Traffic (not enough qualified visits)
□ Conversion (visits don’t become leads/sales)
□ Trust (people hesitate or don’t believe you)
□ Retention (customers don’t come back)
□ Offer (pricing/package/message doesn’t land)
Top opportunities (ranked):
O1: __________________________________________________________________________________________________________________________________________
Impact: High / Med / Low | Effort: High / Med / Low | Confidence: High / Med / Low
Notes: _______________________________________________________________________________________________________________________________________ [Why this matters + what you’ll change]
O2: __________________________________________________________________________________________________________________________________________
Impact: High / Med / Low | Effort: High / Med / Low | Confidence: High / Med / Low
Notes: _______________________________________________________________________________________________________________________________________
O3: __________________________________________________________________________________________________________________________________________
Impact: High / Med / Low | Effort: High / Med / Low | Confidence: High / Med / Low
Notes: _______________________________________________________________________________________________________________________________________
O4: __________________________________________________________________________________________________________________________________________
Impact: High / Med / Low | Effort: High / Med / Low | Confidence: High / Med / Low
O5: __________________________________________________________________________________________________________________________________________
Impact: High / Med / Low | Effort: High / Med / Low | Confidence: High / Med / Low
Next 2 weeks (“Now” list):
Task 1 — Owner: ___________________________________________________________ Due: _____ / _____ / _________
Expected result: _______________________________________________________________________________________
Task 2 — Owner: ___________________________________________________________ Due: _____ / _____ / _________
Expected result: _______________________________________________________________________________________
Task 3 — Owner: ___________________________________________________________ Due: _____ / _____ / _________
Expected result: _______________________________________________________________________________________
Backlog (“Later” ideas):
- ____________________________________________________________________________________________________
- ____________________________________________________________________________________________________
- ____________________________________________________________________________________________________
- ____________________________________________________________________________________________________
- ____________________________________________________________________________________________________
Weekly scoreboard (track every week):
- Leads / purchases: ________________________________
- Conversion rate: __________________________________
- Top landing pages: ________________________________ / ________________________________ / ________________________________
- Top drop-off step (where people leave): ________________________________________________________________________________________________
- One sentence summary: “This week, the main issue was ________________________________ and next week we’ll ________________________________.”
How to complete it in 45 minutes
- Pick ONE goal
Choose one primary outcome for the next 90 days. If you have multiple goals, pick the one that most impacts revenue. - Write your baseline (even estimates)
Perfection isn’t required. A rough baseline is enough to make better decisions. - Choose the bottleneck
Pick the single biggest constraint right now: traffic, conversion, trust, retention, or offer. - Brain dump 10 opportunities
List possible improvements without judging them. - Pick your top 3 for the next two weeks
Choose the highest impact, lowest effort items that directly attack the bottleneck. - Set the weekly scoreboard
Track the same few numbers weekly so you don’t drift into random tactics.
Two filled examples
Example 1: Service business (filled)
Goal (one sentence):
Increase qualified leads from the website from 20/month to 35/month in 90 days.
Customer + problem (one sentence):
We help time-poor homeowners who need a reliable service provider and want quick, confident booking without back-and-forth.
Baseline today:
- Sessions: 2,000/month
- Leads: 20/month
- Conversion rate: 1.0%
- Top landing pages: Home, Services, Contact
Bottleneck (pick 1):
Trust + Conversion
Top opportunities (ranked):
O1: Rewrite homepage above-the-fold for clarity + outcomes — Impact: H | Effort: M | Confidence: H
O2: Add proof blocks (testimonials, mini case snippets, logos, guarantees, process) — Impact: H | Effort: M | Confidence: M
O3: Reduce contact form friction + add “what happens next” — Impact: M | Effort: L | Confidence: H
Next 2 weeks (“Now” list):
Task 1 — Owner: Marketing — Due: [ Date ] — Expected result: +20% contact page completion rate
Task 2 — Owner: Web — Due: [ Date ] — Expected result: +30% homepage clicks to Contact/Book
Task 3 — Owner: Marketing — Due: [ Date ] — Expected result: +5–10 more leads/month from improved trust
Weekly scoreboard:
- Form submits, calls
- Conversion rate
- Top landing pages
- Drop-off rate on contact page
Example 2: Ecommerce (filled)
Goal (one sentence):
Increase revenue by 15% in 90 days without increasing ad spend.
Customer + problem (one sentence):
We sell to shoppers who want confidence in fit/quality and need delivery/returns clarity before purchasing.
Baseline today:
- Sessions: 30,000/month
- Purchases: 450/month
- Conversion rate: 1.5%
- AOV (optional): $85
- CAC (if paid): $25
- Top landing pages: Top 5 product pages + category page
Bottleneck (pick 1):
Conversion + Retention
Top opportunities (ranked):
O1: Improve product pages (stronger value props, delivery/returns clarity, FAQ, reviews placement) — Impact: H | Effort: M | Confidence: M
O2: Performance pass: fix LCP on top 5 product pages — Impact: M | Effort: M | Confidence: M
O3: Abandoned cart emails: 2-step sequence + offer test — Impact: M | Effort: L | Confidence: H
Next 2 weeks (“Now” list):
Task 1 — Owner: Ecommerce — Due: [ Date ] — Expected result: +0.2–0.4% conversion rate lift on top 5 PDPs
Task 2 — Owner: Dev — Due: [ Date ] — Expected result: LCP under 2.5s on top 5 PDPs
Task 3 — Owner: Marketing — Due: [ Date ] — Expected result: +10–15% recovered carts
Weekly scoreboard:
- Conversion rate
- Add-to-cart rate
- Checkout start
- AOV
- Returning customer %
If you want a roadmap you can actually execute (not a strategy deck), our Digital Strategy Roadmaps service gives you the right order of work and what to measure weekly.
How to prioritise (simple scoring)
Use this table to rank opportunities. Keep it simple and consistent.
Score = (Reach × Impact × Confidence) ÷ Effort
Start with the highest score.
- Reach (1–10): how many people it affects in the next 30 days
- Impact (1–10): how much it could move your goal
- Confidence (1–10): how sure you are it will work
- Effort (1–10): time/cost/complexity
| Opportunity | Reach (1–10) | Impact (1–10) | Confidence (1–10) | Effort (1–10) | Score |
|---|---|---|---|---|---|
| 1 | |||||
| 2 | |||||
| 3 | |||||
| 4 | |||||
| 5 |
FAQ
Do I need analytics first?
No. Use estimates. The value is choosing the right order, not perfect numbers.
What if my traffic is low?
Your bottleneck is likely traffic, but still fix obvious conversion and trust issues first so new visitors don’t leak out.
Can I use this for SEO?
Yes. Put SEO tasks into “opportunities” and prioritise them like everything else based on impact, effort, and confidence.
How often should I update the roadmap?
Weekly scoreboard review, then update the roadmap every 2 weeks (or monthly if you have a smaller team).
What if I have multiple goals?
Pick one primary goal for 90 days. Put the rest in the backlog so you don’t split focus.
What is the score calculator?
A simple spreadsheet that ranks opportunities using (Reach × Impact × Confidence) ÷ Effort.
Want help building your roadmap?
If you’re tired of “strategy decks,” we don’t do those. We deliver a practical execution order: what to do first, what to ignore for now, and what to measure weekly – tailored to your business so time and budget go into the highest-impact work.