So what does a really great website need in order to be a really great website? And can’t you just tell your web developer “make it awesome!”? (Wouldn’t that be great!)
Having a new website built is an investment, and often one of the most important for your business. Whether it’s the very first site, or website number five, getting it right can make the difference between mediocrity and success.
But building a website isn’t just about putting pages on the internet – it’s about creating a meaningful online space that works for you and your audience. And that means there’s work to be done before you even find your web developer.
Here are the things you need before you start building your website:
1. A Purpose
A website without a purpose is like a shop with no signage – you might get a few visitors, but most won’t know why they’re there. Are you trying to sell products, share your expertise, generate bookings, or raise awareness? Your purpose should be crystal clear from the start.
For example:
- An online shop’s purpose is to sell products directly to the customer.
- A charity’s purpose may be to raise awareness and encourage donations.
- A freelancer’s website might focus on showcasing their portfolio and securing new clients
Ok, that sounds great. But how do I decide what my site’s purpose is?
Start by writing down your business goals – are you selling, informing, booking, or showcasing? Your purpose is hidden among these gems.
Then, ask yourself what action you want visitors to take on your site (buy, contact, donate, book, subscribe). And, voila! These are the all-important Calls To Action – the clear steps for your visitors to take.
Remember; keep it focused: you don’t want to be all things to all people, or you’ll end up being nothing to anyone.
2. An Audience
Who are you building your website for? Your audience is at the heart of every design and content choice. Think about their needs, challenges, and goals. Think about where they are, what they do, and the kind of language they use. It’s your job to connect with them, so don’t make it hard work for them.
How to define your audience:
Start by having a really clear idea of who your ideal client is. It can be helpful to create avatars so you can get to know them down to the very little details.
Then, write down their values, priorities and their challenges. These are the things you’ll need to address in order to connect with them.
Finally, consider their level of knowledge – should your copy explain basics or dive into advanced detail?
Example: A financial coach’s audience might be people who feel overwhelmed by budgeting. That means the website needs simple explanations, reassuring copy, and clear next steps.
3. Visual Identity
A visual identity is the collection of design elements that make your brand instantly recognisable – things like your logo, colour palette, fonts, imagery, and overall style. It’s more than just looking good; it’s about creating consistency so that whether someone sees your website, social media, business card, or flyer, they know straight away that it’s you.
A strong visual identity builds trust, reinforces your message, and makes your business feel professional and reliable. To get the most impact, your visual identity should be used consistently across all forms of marketing, both online and offline – every interaction should look and feel like part of the same brand story.
Your website should reflect your brand identity, so you need to be sure that the fonts and colours you use work well digitally as well as in physical print. Make sure there’s enough contrast between the colours so that text is easy to read, especially for those with visual impairments or colour-blindness.
4. Copy
Speaking of copy… words matter. More than anything else on your website, your copy is what will make it or break it. Good copy connects your audience to your purpose, in the language that your audience knows and understands. So no paragraphs of jargon or sales talk – we need clear, friendly, and relevant communication.
Now, quite honestly, we’re really not the best people to be writing our own copy. Too often, we’re simply too close to our specialist subject to be able to explain it in a way that makes sense to our audience. We know too much, so we fall into the trap of thinking that what is obvious to us is obvious to everyone. Or we miss out steps in explanations because we assume that someone knows how to do something.
So working with a copywriter is a very worthwhile investment. They’ll be able to ask all the questions your audience want the answers to, and connect the two of you in the smallest number of words possible. Because the trick to really good copy? Is saying everything with very few words.
However, sometimes we might need to write our own copy, so here are some tips to get started:
- Start with your homepage: explain who you are, what you do, and who you do it for – in plain English.
- Write with your audience in mind – use their language, not yours.
- Break up text with headings, bullet points, and short paragraphs to make it easy to scan.
- Add clear Calls to Action: tell people what you want them to do.
5. Images
A picture is worth a thousand words, but only if it’s the right picture. Here’s my rule for my clients: If an image says nothing about you, your products or services, your clients or your values, it doesn’t belong on your website! (Or anywhere in your marketing at all, for that matter!)
Which means ditching the stock images, getting brave, and getting personal.
Why brand images are best:
They show the real people, products, or services behind your business. You’ve probably heard the saying, “People buy from people”, so showcase who you are, what you value and why you’re bloody brilliant.
They build trust. When you’re using up-to-date images, clients know what to expect. They know who’s going to be on the other end of the Zoom screen. Good images will help your clients start to know, like and trust you before you’ve even had a conversation.
They help you stand out. By using YOUR images, your website will be unique rather than blending into the crowd. Plus, you can use them in your social media posts too and get even more bang for your buck.
Tips if you can’t afford professional photography yet:
- Use your phone camera in good natural light.
- Keep backgrounds simple and uncluttered.
- Edit consistently so your images look cohesive.
6. Video
Video is the most consumed form of media online and has a big impact on engagement and SEO. According to Wyzowl’s State of Video Marketing report, 91% of businesses use video as a marketing tool, and 96% of marketers say it has helped increase user understanding of their product or service (Wyzowl, 2024).
Plus, we all know Google loves a video – just look at your search results, if they can show you a video, they will!
Ideas for using video on your site:
- A short intro video on your homepage to put a face to your brand.
- Explainer videos showing how your product or service works.
- Client testimonials to build trust.
Bonus tip: don’t worry about perfect, studio-quality edits – authentic, natural videos often resonate best.
7.Functions
Finally, think about what you need your website to do. This is where function meets purpose.
Do you need:
- An online shop to sell products?
- A booking system for appointments?
- A donation platform for your charity?
- A portfolio to showcase your work?
Here are some things to think about:
What’s the most important action I want my visitors to take? Once you know what you want them to do, think about how you can make it as easy as possible for them to do it.
Do I need online booking, a shop, or a contact form – or will email/phone do? If you do need a specific tool such as a booking system, research the best options for your industry, and choose the one that is the easiest for your visitors to use.
Will my website need to integrate with other tools (e.g. payment systems, email newsletters)? If so, again, research which tools you might want to use and find ones that will work for you. Then you can let your web developer know exactly what you’re after.
Remember: every function should serve your audience and your purpose. Avoid adding features just for the sake of it – too many extras can overwhelm your visitors and slow down your site.
Final Thoughts
A website isn’t just a digital business card – it’s an opportunity to connect, share, and grow, and a core part of your marketing. Your site is a token of authenticity – people will look you up and make decisions about you based on your website. You want that decision to be working with you!
So, taking the time to plan for your new website is time very well spent, and will mean that your build time is greatly reduced, getting you online quickly and easily.
If you’ve done your homework and would like to discuss your website project, book a call or find out about the build process here.