Good planning is the difference between a website that does its job and one that drags on, overruns and disappoints. Before any design work starts, you should know what the site is for, who it is for, what pages and features it needs, what you can spend and who will build it.
This guide breaks website planning into ten practical phases, from setting objectives through to launch and ongoing care. It also covers how to choose and brief a web design agency or developer, so you get accurate quotes and a smoother project.
1. Set clear objectives
Start with what the website needs to achieve for your business. Generating enquiries, taking bookings, selling online, recruiting staff and building credibility all lead to different sites. Write down your main goal and two or three secondary ones, and decide how you will measure success, for example the number of enquiries per month or online sales.
2. Understand your audience
Who are your main customers, what do they need to know and what might stop them getting in touch? Use real sources: questions customers ask, reviews, sales conversations and any existing analytics. Map out what each type of visitor needs from the site and which action you want them to take.
3. Review what you have now
If you already have a website, audit it before starting again. Note which pages bring in traffic and enquiries (GA4 and Google Search Console will show you), which content is worth keeping, and what frustrates you or your customers. This helps protect your existing search visibility and stops you losing content that works.
4. Set a realistic budget
Consider the full cost, not just the build. That includes design and development, content and photography, hosting, maintenance and security, and any ongoing marketing. Being open about your budget with potential suppliers helps them recommend the right approach. Our guides to WordPress website costs and web design costs in Birmingham explain what affects price.
5. Choose the right platform
Your platform should fit your goals and how you want to manage the site. Points to consider:
- How easily you and your team can update content
- Whether you need e-commerce, bookings, memberships or integrations with other systems
- Who owns the site and whether you can move it to another host or developer later
- Speed, security and how well the platform supports SEO
For many small businesses, WordPress offers a good balance of flexibility, ownership and ease of editing, especially when the site is built bespoke rather than on a heavy off-the-shelf theme.
6. Plan your structure and content
Create a sitemap showing every page and how they connect. Group related pages logically, keep the main menu short, and give each important service its own page. Then plan the content for each page: what it needs to say, what proof it needs and what the call to action is. Content is often the part of a project that causes most delay, so start gathering text, photos, case studies and reviews early.
7. Build SEO in from the start
Research the words your customers use when searching for what you offer, and map them to specific pages. Plan page titles, headings and URLs around them. If you are replacing an old site, list the existing URLs and plan redirects so you do not lose rankings. Our guide to building an SEO-friendly website has more detail.
8. Design for every device and every user
Agree on the look and feel, making sure it matches your brand. Design should be mobile-first, fast and accessible, with clear calls to action and readable text. Expect to review wireframes or page designs before development begins: changes are far cheaper at this stage than after the site is built.
9. Test thoroughly before launch
Before going live, check:
- Every page on mobile, tablet and desktop, in the main browsers
- All forms, including that enquiries arrive where they should
- Links, redirects and phone numbers
- Page speed and Core Web Vitals (LCP, INP and CLS)
- Basic accessibility, such as contrast, alt text and keyboard navigation
- GA4, conversion tracking, privacy policy and cookie consent
10. Launch, measure and maintain
After launch, submit your sitemap in Search Console, monitor for errors and keep an eye on enquiries. Plan for regular updates to software and plugins, backups, security monitoring and fresh content. A website works best when it is improved continuously rather than left alone for years.
Choosing and briefing a web design agency or developer
Unless you are building the site yourself, choosing the right partner is one of the most important decisions you will make.
What to include in your brief
- A short background on your business, your customers and your competitors
- Your objectives and how you will measure success
- A list of the pages and features you need, plus nice-to-haves
- Examples of websites you like, and why
- Your budget range and any deadlines
- Who will provide content and who will make decisions
Questions to ask potential suppliers
- Can we see examples of similar projects and speak to past clients?
- Who will actually work on our site?
- Will we own the website, domain and content?
- How easy will it be for us to update the site ourselves?
- What is included in hosting, support and maintenance after launch?
- How will you protect our existing search rankings?
- What does the process and timeline look like, and how many rounds of changes are included?
Compare quotes on what is included rather than price alone. The cheapest option can become expensive if it is slow, hard to edit or needs replacing soon.
FAQs
How long does it take to plan a website?
For a small business site, planning can often be done in a few focused sessions. The more clearly you know your goals, audience and content, the quicker it goes.
What should I prepare before contacting a web designer?
Your goals, a rough list of pages, examples of sites you like, a budget range and any deadlines. Even a one-page brief helps you get more accurate quotes.
Do I need to write my own website content?
Not necessarily. Many agencies offer copywriting. Either way, you will need to supply knowledge about your business, services and customers.
Should I plan SEO before or after the website is built?
Before. Building SEO into the structure, content and technical set-up is far easier and cheaper than fixing it afterwards.
Ready to plan your new website?
We help UK businesses plan, design and build bespoke WordPress websites, from the first brief to launch and beyond. Take a look at our website design services and recent work, or get in touch to start planning your project.
