My Process for Designing a Website That Works

STARTING WITH CLARITY

Every project begins with understanding the business, the audience, and the goal of the website.

Before our kickoff call, I provide a questionnaire that covers key areas such as:

• Business goals and priorities
• Target audience
• Services or offerings
• Competitors and inspiration
• Current challenges

Some clients prefer to complete this ahead of time, while others find it more helpful to walk through it together during the kickoff call. Either approach works, but the goal is the same. Establish clarity before moving into design.

This step is important because it ensures that every decision that follows is grounded in strategy rather than assumption.

RESEARCH AND DIRECTION

After the initial discovery, I review the questionnaire and begin researching.

This includes:

• Reviewing competitors
• Analyzing sites the client likes or dislikes
• Identifying patterns in structure, messaging, and design

The goal here is not to copy what others are doing, but to understand the landscape and identify opportunities to create something that stands out while still feeling familiar and usable.

This phase also helps inform how the site should be structured and how content should be organized.

DESIGNING MULTIPLE DIRECTIONS

Rather than starting with wireframes, I move directly into live design.

I create three distinct design directions using staging environments, each including:

• A homepage design
• An interior page layout

This allows clients to see how the site will actually function and feel, rather than trying to interpret static wireframes.

Each concept is based on the strategy established earlier, but offers a different approach in terms of layout, style, and user experience.

Clients then review the options and select a direction. One round of edits is included at this stage to refine the chosen concept.

CONTENT AND DESIGN WORK TOGETHER

Once a direction is selected, content and design move forward together.

There are two typical paths:

Client-provided content

If the client is providing content, time is built into the process for them to develop and deliver it. I then incorporate that content into the design and refine the layout accordingly.

Content developed as part of the project

If content development is included, I work on content and design simultaneously. This allows for a more cohesive result, where messaging and layout are aligned from the beginning.

Regardless of the approach, the goal is to ensure that content supports the structure of the site and that the design reinforces the message.

Up to three rounds of revisions are included in this phase to refine both content and layout.

SEO AS PART OF THE FOUNDATION

Search visibility is an important part of any website, but it is often misunderstood as something that can be completed once and left alone.

As part of the build, I implement foundational SEO elements using Yoast, including:

• Focus keyphrase setup
• SEO titles and meta descriptions
• URL structure and slugs
• Canonical settings where applicable

This ensures that the site is properly structured for search engines at launch and provides a strong starting point.

However, SEO today is not a one-time setup. It requires ongoing effort, including content development, keyword planning, and regular updates to stay relevant.

For clients who want to go further, I also support ongoing SEO, GEO, and AI-focused strategies as a separate engagement. This includes developing content plans, identifying opportunities, and building systems that support long-term visibility.

I will be sharing more about this approach in an upcoming article, including how to create a content strategy that supports both search and AI-driven discovery.

TESTING AND REFINEMENT

Before launch, the site goes through a full testing phase.

This includes:

• Reviewing layout and responsiveness across devices
• Checking links and functionality
• Ensuring content is clear and consistent
• Final refinements to design and user experience

This step is critical for making sure the site performs as expected and provides a smooth experience for users.

LAUNCHING THE SITE

Once everything is finalized and approved, the site is prepared for launch.

This includes:

• Final checks
• Domain connection
• Going live

At this point, the site is fully functional and ready to support the business.

SUPPORTING A SUCCESSFUL LAUNCH

A website launch is more than just going live.

For clients who choose this option, I also assist with a launch plan, which can include:

• A press release published on the website
• Email announcement to existing contacts
• LinkedIn promotional post
• Additional content to support visibility

These efforts help ensure that the site does not just exist, but is introduced in a way that supports awareness and engagement.

Even if a client chooses to manage this themselves, I always recommend having a plan in place. A strong launch can make a significant difference in how the site is received and how quickly it begins to deliver value.

WHY THIS PROCESS WORKS

The most common issue I see with website projects is a disconnect between strategy and execution.

Design happens without clear direction. Content is added after the fact. The result is a site that looks good but does not fully support the business.

My process is built to avoid that.

By starting with clarity, aligning content and design, and focusing on how the site will be used, the result is a website that is not only visually strong but also structured to perform.

If you want to learn more about how I approach this work at a higher level, you can visit my Approach page or explore examples on my Work page.

If you are planning a new website or thinking about improving your current one, I can help you define the right direction and build something that works. Contact me to start the conversation.