How To Plan Your Website

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How to Specify and Design an Effective Business Website

Whether you’re starting from scratch or revamping an existing site, this guide outlines the essential elements to consider when planning a professional, user-friendly business website.

First Impressions Matter: The Landing Page

When a visitor lands on your site, they’ll decide within 50 milliseconds whether to stay. That’s less time than a blink. So, your landing page—and indeed every page—needs to instantly reassure visitors that they’re in the right place.

Remember:

  • Visitors might arrive via Google, a shared link, or social media—not always the homepage

  • Your site must reflect what they expect to see, based on the link they followed or the recommendation they received

  • Clear messaging is key: who you are, what you do, and why it matters—above the fold

Include a short tagline near your logo or hero image that instantly communicates your business’s purpose. Support this with an engaging “About Us” page and consistent messaging throughout the site.

A good homepage should:

  • Welcome and orient the user

  • Clearly state your value proposition

  • Invite the user to explore further

Poor design, cluttered visuals, or hard-to-find information will drive qualified users away in seconds. Keep it clean, professional, and focused.

Layout: Keep it Simple, Keep it Familiar

According to Google research, users prefer simple and familiar layouts. Complexity—even if it’s beautiful—can be a barrier. And unfamiliar designs, no matter how creative, are often perceived as unattractive.

Stick to what works:

  • Logical page structure

  • Predictable navigation

  • Ample white space

  • Clean design that doesn’t overwhelm

Readability & Typography

Your content should be easy on the eyes:

  • Use web-safe, legible fonts

  • Ensure good contrast between text and background

  • Stick to clean alignments and well-spaced paragraphs

  • Avoid small font sizes, especially if your target audience includes older users

Define Your Website’s Purpose

Your website isn’t just a digital brochure. Be clear about what you want it to achieve. Examples:

  • Build trust and credibility

  • Sell products or services

  • Generate leads

  • Educate your audience

  • Showcase your work

Know Your Audience

Before you design, define your users.

Build customer profiles:

  • What age group are they?

  • What are their pain points?

  • Are they tech-savvy?

  • How do they consume content?

Name them. Imagine their day. Think about what they need from your site—not what you want to show.

This will directly influence your:

  • Font size

  • Page layout

  • Tone of voice

  • Navigation structure

You are not your user—design for them.

Make Life Easy for Your Users

People don’t have time to hunt for information. Your website should:

  • Inform users quickly

  • Guide them intuitively

  • Encourage them to take action

Contact details should be visible on every page. If someone is impressed by a project or blog post, let them act on that impulse right there—don’t make them click around to find you.

Minimise clicks. Reduce friction. Maximise results.

Navigation: Simple, Standard, Intuitive

Navigation should be:

  • Easy to find

  • Familiar (e.g., “About Us,” “Contact,” “Services”)

  • Consistent across devices

  • Enhanced with breadcrumbs if needed

Avoid quirky labels or hidden menus. Users aren’t here to figure out how your site works—they’re here to get something done.

Guide the Journey: Calls to Action (CTAs)

Be clear about what you want your users to do.

Your goals might include:

  • Booking a call

  • Sharing content

  • Signing up for a newsletter

  • Making a purchase

  • Downloading a file

Use focused, friendly CTAs:

  • “Let’s talk”

  • “See our work”

  • “Join our newsletter”

  • “Get a quote”

Don’t overload every page with competing requests. Be purposeful, concise, and relevant.

Write for the Web

Users skim, not read. Use:

  • Short paragraphs

  • Bullet points

  • Clear headings

  • Bold text for key points

Break up long blocks of text. Make important info scannable. Use real content—not dummy text—during design to test flow and layout.

Future-Proof Your Site

Avoid costly rebuilds by planning ahead.

Ask yourself:

  • Will you regularly update your content?

  • Are you rebranding soon?

  • Will you blog or publish news?

  • Could your structure scale with your business?

Share this vision with your designer or developer early on.

Specify Your Content Types & Templates

Your developer will create page templates for repeat use. Plan which content types you’ll need. These might include:

Home Page

  • Brand intro

  • Featured content links

  • Engaging imagery

About Page

  • Who you are

  • What you do

  • Where you’re based

  • Why you do it

  • When you started

Contact Page

  • Form

  • Map

  • Key contacts

  • Opening hours

Services Page

  • Clear list of what you offer

  • Links to relevant projects

Individual Project Pages

  • Client name

  • Date completed

  • Description

  • Images or videos

  • Key team members

  • Social sharing

  • Related projects

Project Portfolio Page

  • Filterable gallery of project teasers

  • Visual and textual previews

Blog Page & Blog Post Templates

  • Blog overview and categories

  • Individual posts with images, videos, and sharing buttons

Staff Pages

  • Biographies

  • Photos

  • CVs or LinkedIn links

  • Links to projects they’re involved in

Headers & Footers

Content shared across all pages might include:

  • Logo and tagline

  • Main menu

  • Social links

  • Contact info

  • Legal info

  • Mission statement

Final Thoughts

A great website isn’t just about looks—it’s about clarity, ease, and purpose. If users know who you are, what you do, and what you want them to do next—without having to think too hard—you’re on the right track.

Need help planning or building your site? Let’s talk.