Site Architecture — Working Document
BADGER
STATE
STRATEGIES
THE STRATEGY
Six pages. One job: get you a meeting. Everything earns its place — or we cut it.
We build evergreen by design. No blog. No news feed. No content treadmill. Once it's live, you never have to touch it again.
The Logo Is the Brand Voice
THE PERIOD DOES MORE THAN PUNCTUATE.
IT MAKES A PROMISE.
IT MAKES A PROMISE.
Every political consulting website in Wisconsin hedges. "We help candidates navigate complex environments." "Our data-driven approach delivers results." It's all fog.
We position the period to cut through that. We use it to say: you finish what you start. We deal in certainty. The logo sets the tone — we sustain it across every page. We end headlines with it. We build the response promise around it. When someone reads this site, we want them to feel like someone actually meant what they wrote.
We position the period to cut through that. We use it to say: you finish what you start. We deal in certainty. The logo sets the tone — we sustain it across every page. We end headlines with it. We build the response promise around it. When someone reads this site, we want them to feel like someone actually meant what they wrote.
Wisconsin expertise
Real relationships
We win
We respond in 24 hours
Never transactional
01
PRIMARY NAVIGATION
6 Items Max
02
HOMEPAGE
Section by Section
Homepage Section Flow — Top to Bottom
badgerstrategies.com
01
HERO — The Opening Statement
We design this full-viewport in deep navy. We lead with a Bebas Neue headline: "Wisconsin Democrats Win With a Partner Who Knows Wisconsin." We anchor the period logo mark as a visual signature. We put your two biggest credentials right in the subhead — before anyone scrolls. One CTA: "Let's Talk." We cut the carousel, skip the stock photography, and remove anything that fails to earn its place.
Brand Anchor
02
THE NUMBERS — Proof in Plain Sight
We run a single horizontal strip immediately below the hero: "15+ years in Wisconsin politics · State Director, Clinton 2016 · Executive Director, DPW · 100+ campaigns." We let period marks separate each stat. No copy, no explanation — we trust the numbers to do the work.
Credibility
03
THE DIFFERENCE — Three Columns, Three Sentences
Three columns: "We Know Wisconsin." / "We Build Relationships, Not Invoices." / "We've Done This Before." We end each with a period. We write this specifically for candidates who've been burned by a fly-in consultant who treated them like a line item — they'll recognize it immediately.
Differentiator
04
SERVICES PREVIEW — Four Cards, No Jargon
We introduce four service cards: Campaign Strategy, Organizing & GOTV, Legislative Affairs, Issue Advocacy. We link each to /services. We write around what the client needs, not what you do. That shift in framing is the whole point.
Navigation
05
YOUR INTRO — The Photo Leads
We use your photo here — large, uncropped, flannel shirt and tattoos fully in frame. The photo carries the warmth and the "not from D.C." signal, so the copy can focus on substance. We pair it with a short pull quote in your voice: "I started as a field organizer because I believe every American deserves a fair shot. That's still why I do this." Signed with your name. Links to /about.
Trust
06
ONE TESTIMONIAL — Specific and Real
We feature a single client quote in a clean pullquote layout — name, context, no carousel. We link to /the-work. We make this choice deliberately: one strong, specific voice is more credible than five vague ones.
Social Proof
07
CLOSING CTA — Full Width, No Ambiguity
We close on a full-width navy section with a big Bebas Neue headline: "Ready to Win?" We follow with: "Let's grab coffee and talk Wisconsin." We keep the form to an email field and a button. We close it with the period mark. The site opens with a statement — we make sure it closes with one too.
CTA
03
PAGE ARCHITECTURE
6 Core Pages
Page 01 — Homepage
THE ENTRY POINT
badgerstrategies.com/
We design this page to grab attention in three seconds, establish your credibility in ten, and send visitors down one of two paths — candidates or organizations — in thirty. Everything that fails to earn its place, we cut.
Hero + proof numbers + differentiation three-column
Services preview · Your intro · One testimonial
We close with a CTA that mirrors the opening — we make the site a complete thought
Page 02 — /about
ABOUT JAKE
The page that converts skeptics
We open with your photo full-width — no caption needed. The flannel shirt and tattoos earn more trust in half a second than a paragraph of bio copy ever could. The photo leads. The story follows.
Photo first, full-width — we use it large and let it lead
We write first-person, conversational — not a bio page
We trace the arc from the 2008 Edwards campaign through today
We anchor it in philosophy: "Every American deserves a fair shot."
We close: "Want to see if we're a fit? Let's talk."
Anchor for trust
Page 03 — /the-work
THE WORK
Evergreen credentials page — not a scoreboard
We open with your biggest roles — the ones that speak for themselves. We put testimonials below. By leading with credentials that hold their value permanently, we make sure this page never needs to be updated after an election cycle.
We feature Clinton WI State Director and DPW Executive Director as the anchors
We include 2–3 client testimonials — specific, named, real
We highlight organization partnerships: DPW, labor, issue campaigns
We close: "Your campaign could be next."
Evergreen — no maintenance
Page 04 — /services
SERVICES
What we do, framed around you
We frame each service around the client's problem, not your resume. "You need X. Here's how we solve it." We avoid the laundry list approach entirely.
Campaign Strategy & Management
Grassroots Organizing & GOTV
Legislative Affairs & Government Relations
Issue Advocacy & Coalition Building
We explain how we work — process, no jargon
Page 05 — /wisconsin
WHY WISCONSIN
The moat. No D.C. firm can copy this page.
We build this page around specific, authentic local knowledge — the kind no out-of-state firm can fake. We also make sure it reads as an invitation, not a boundary. The line we use: Our roots are in Wisconsin. Our work follows the client. That keeps the positioning tight without closing the door on anyone working across state lines.
We write your honest read on Wisconsin's political landscape
We cover regional depth: Milwaukee to the Fox Valley
We let 15+ years of genuine statewide relationships do the talking
"I'm not a consultant who flies in. I'm someone who never left." — then the turn: "Our roots are in Wisconsin. Our work follows the client."
Page 06 — /contact
LET'S TALK
Dead simple. One job.
We keep this page completely frictionless. Three fields, your email, and the response promise. We give visitors every reason to hit send.
We open with: "Tell us about your campaign."
We use three fields only: Name · Email · What are you working on?
We show your direct email — that alone builds trust
We make the promise explicit: 24 hours. Period.
04
AUDIENCE JOURNEYS
Two Paths, One Destination
Audience Path 01
THE CANDIDATE
01 →
Home hero: We open with a headline built for them: "Wisconsin Democrats Win With a Partner Who Knows Wisconsin." We put your credentials right there before anyone scrolls — no hunting required.
02 →
Differentiation block: We write this to land for candidates who've been burned by fly-in consultants. "Not D.C. Not transactional. Real relationships built over 15 years." We know they'll recognize it.
03 →
/the-work: We anchor with Clinton State Director and DPW Executive Director — then we surround those with testimonials from people who sound like them. Specific enough to feel real.
04 →
/about: We write your story to seal it. "Started as a field organizer. Gets it." The about page sounds like a person, not a press release.
05 →
/contact: We make the form frictionless — three fields, and done. You respond personally within 24 hours. The site makes that promise — you back it up.
Audience Path 02
THE ORGANIZATION
01 →
Home hero: We write a secondary subhead variant specifically for orgs: "Trusted by Wisconsin's leading progressive organizations." We make sure they feel addressed, not assumed.
02 →
/services → Legislative & Issue Advocacy: We write these sections in the language of an org that needs a state partner — landscape, players, coalitions. We speak directly and trust the work.
03 →
/wisconsin: We build this page knowing a national org entering Wisconsin needs exactly what you have. We give them statewide network, regional specificity, and 15 years of proof. We close it with the portable framing — "Our roots are in Wisconsin. Our work follows the client." — so out-of-state orgs know the door is open.
04 →
/the-work → DPW + org partnerships: We make sure they see peers they recognize. We make sure they see credibility they recognize — the kind that lands with people making the call, not just candidates.
05 →
/contact: We open with "Tell us about your Wisconsin initiative." You respond the same day. The speed of that reply is its own message.
05
HOW WE APPROACH THIS
We Use the Period Everywhere
We carry the logo mark through the entire site — not just the header. We end major headlines with it, use it as a section divider, and make it the backbone of the response promise: "We respond in 24 hours. Period." The more it appears, the more it becomes synonymous with your voice.
We Use Orange Like Punctuation
We treat the Mets orange (#FF5910) the same way we treat the period mark — as an accent, not a coat of paint. We deploy it for the period glyph, the CTA, and key callouts. Its power comes from restraint. When it appears, it signals something worth paying attention to.
We Hold to One CTA
We end every page the same way: "Let's Talk." Sticky on mobile, persistent in the nav on desktop, and the final section on every page. We give visitors one clear path. The site has one job. We protect it.
We Let the Photo Do the Positioning
Your photo is doing serious work. Flannel shirt, tattoos, arms crossed but relaxed, genuine smile — it says "not from D.C." better than any copy we could write. We use it large, tattoos and all, exactly as shot. Every polished D.C. consulting firm looks like the wrong choice next to it.
We Design Mobile First
We know this site will get texted around from the field. So we design the mobile experience to lead immediately with the headline and the CTA — no scrolling required to find either. We include a sticky "Let's Talk." button on mobile and we keep the Wisconsin page especially light and fast.
We Write Like You Talk
We write the way you'd say it over coffee: "I've been doing this in Wisconsin since 2008." Short sentences. Specific details. Copy that could only be about you, for this place.