Planning a business website: the questions to answer first
Before design or development, answer these questions about goals, audience, content and budget. They decide almost everything that follows.
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Key takeaways
- Define one main action you want visitors to take, and design around it.
- Plan content early: it is usually what delays launches.
- Decide who will update the site, and choose the platform with them in mind.
Most website problems, such as missed deadlines, budgets that grow and sites that don't bring enquiries, start with questions nobody answered at the beginning. A short planning phase saves weeks later.
What is the website for?
Write down the main thing the site must achieve. For most businesses it is one of:
- Generating enquiries or quote requests
- Selling products online
- Taking bookings
- Supporting existing customers
- Building credibility before a sales conversation
Then choose the one action you most want visitors to take. Every page should make that action easy.
Who is it for?
Describe your main visitor types and what each needs to know before acting. A first-time buyer, a returning customer and a job applicant look for different things. Their questions become your page plan.
What content do you need?
List the pages and, for each one, the information it must contain. Decide who writes the text, where photos come from and what proof you can show: case studies, reviews or certifications. Content is the most common cause of launch delays, so start it early.
What has to integrate?
Note the tools the site must connect to: a CRM, booking system, payment provider, email marketing platform or inventory. Integrations often affect platform choice and cost more than design does.
Who will maintain it?
If your team will update pages and post articles, the content management system must be easy for them to use. Ask who will handle updates, security patches and backups after launch.
How will you measure success?
Agree on a few measurable goals: enquiries per month, sales or bookings. Set up analytics and conversion tracking from day one so you can compare against them.
Budget and timeline
Be open about your budget range and your deadline. Both help an agency recommend the right approach, perhaps a focused first version that launches sooner and grows later.
If you would like help answering these questions, our website development projects start with a planning session, and you can start a project with a short form.
Frequently asked questions
What should I prepare before contacting a web agency?
Your goals, a list of the pages you think you need, examples of sites you like, your budget range and your deadline. Rough answers are fine; a good agency will help refine them.
How many pages does a small business website need?
Often fewer than you think. A home page, service pages, an about page, proof of work and a contact page cover most needs. Add pages when they answer real customer questions.
