Three Gaits: Content-First Messaging Framework (See/Feel/Think/Do)
Overview
During the Three Gaits website refresh kickoff, Mark and Jolie identified a recurring failure mode in past site updates: Jolie would write detailed copy, hand it to designers, and the designers would place it verbatim — skipping the strategic layer entirely. The fix is a content-first messaging framework that defines intent before copy is written.
The principle: don't write a word of copy until you know what each page is supposed to accomplish.
This framework applies directly to the [1] website rebuild, but generalizes to any content-driven project.
The Framework
For every page, answer four questions before touching copy or design:
| Question | Prompt |
|---|---|
| See | What should a visitor literally notice first — imagery, layout, visual hierarchy? |
| Feel | What emotional state should the page create? (Trust? Urgency? Warmth? Hope?) |
| Think | What belief or understanding should the visitor leave with? |
| Do | What is the single desired action — the call-to-action? |
"The problem is everybody jumps right to the content and it'd be like writing a book by just sitting down and start writing the first paragraph. You need to have a plan. You need to have a vision for what each chapter means and how it connects with the others."
— Mark Hope
Once these four answers exist, copy and design can be briefed independently — and both will converge on the same goal.
Application: Three Gaits Homepage
The AI-generated homepage mock-up (built during the meeting) demonstrated this framework in practice. The page was structured around two primary objectives Jolie articulated at the 50,000-foot level:
- Recruit participants — people who can benefit from therapeutic riding programs
- Raise funds — donors who support operations
The resulting content flow reflects the See/Feel/Think/Do logic:
| Stage | Content Block | Purpose |
|---|---|---|
| See/Feel | Video hero + tagline ("Where healing finds its stride") | Emotional immediacy before any ask |
| Think | Mission statement + science of equine therapy | Build belief and credibility |
| Think/Feel | Family stories + rider testimonials | Earn emotional permission |
| Do | Dual CTAs: "Explore Programs" + "Give Today" | Convert both audience types |
| Trust | Amber credibility band (200 riders, 12,000 volunteer hours) | Social proof before the giving section |
The AI's own rationale for this sequence: "The current Three Gaits site asks for donations before it's earned emotional permission. This version leads with the mission, then the science, then the family, then the giving. By the time someone reaches the give section, they believe in it."
Per-Page Briefs: Priority Pages
Jolie's action item from the meeting is to draft messaging briefs for at least three pages before copy or design work begins:
Homepage
- Primary audiences: Prospective participants, donors, general community
- Feel: Warm, connected, inspired
- Do: Split traffic to "Explore Programs" or "Give Today"
Programs Page
- Primary audience: Prospective participants and their families
- Feel: Safe, welcoming, capable of helping my situation
- Do: Inquire about enrollment / contact the team
Volunteer Page
- Primary audience: Community members with time to give
- Feel: Needed, valued, part of something meaningful
- Do: Sign up to volunteer or attend an orientation
Jolie noted a third objective during the meeting: recruit volunteers — this should be treated as a co-equal goal alongside participant recruitment and fundraising, with its own page brief.
Why This Matters for Nonprofits
Nonprofits often have multiple audiences with different motivations visiting the same site. Without a messaging framework, pages try to serve everyone and end up serving no one. The See/Feel/Think/Do structure forces a choice: who is this page primarily for, and what do we want them to do?
The Hearts & Horses site (used as a benchmark) succeeds because it gives equal conversion weight to "Participate" and "Give" paths — a direct result of having clear per-audience intent baked into the design.
Related
- [2]
- [3]
- [4]