Key takeaway
Start with your audience and the action you want them to take. Then choose the content, design and technology that support it.
1. Define what your website should deliver
Quote requests, appointments and product sales each need a different customer journey. Choose one primary goal and identify the supporting actions. A service business might focus on introductory calls, with relevant case studies helping visitors decide whether to get in touch.
Describe who the website serves. What question brings someone to your site? What might stop them from contacting you? Gather questions from sales conversations and customer emails. These are often a stronger foundation for your pages than a list of internal departments.
2. Plan your pages and content
Visitors should quickly understand what you do, who you work with and why your approach fits. Give each important service its own page with a clear explanation, examples and a logical next step. Use case studies to demonstrate your work without promising results you cannot support.
List the copy, photography and customer examples you need before design begins. Agree who supplies and reviews each item. Writing content at the end often means extra design work or a delayed launch.
- A clear description of your offer and audience
- Service pages that answer real customer questions
- Case studies with context, an approach and documented results
- Contact details and a straightforward enquiry form
3. Design around the next step
Design is useful when it supports the message. Use a clear hierarchy, readable text and recognisable buttons. Repeat the primary action at points where visitors have enough information to make a decision.
Review forms carefully. Ask only for information needed for the first response. Explain what happens after submission and show a clear confirmation. Check the entire journey on a phone, from the first page to the enquiry confirmation.
4. Agree on the technical essentials
Discuss how you will edit content, who manages hosting and maintenance and what happens if something breaks. Record who owns the domain, accounts and files. These agreements help keep the website manageable after delivery.
Include search-friendly pages, mobile usability and loading performance in the brief. Each page needs its own title and description. When replacing an existing website, prepare a list of current URLs and redirects so valuable links continue to lead to a relevant new page.
5. Plan testing and ongoing improvements
Before launch, test forms, links, mobile navigation and key pages. Check that enquiries reach the right person. Set up measurement for important actions with appropriate consent, so you can identify where visitors drop out after launch.
Schedule a review and look at enquiry quality as well as volume. A website is not a one-off endpoint: customer questions, content and your offer will change. Allow time for improvements based on actual use.
