Planning a New Website? What to Prepare Before You Start

Starting a new website project can feel exciting, but for some, it can also feel a little overwhelming. You may know that your current website is out of date, difficult to update or no longer doing your business justice. You may have a clear vision for what you want next, or you may simply know that something needs to change.

Both are completely normal.

We have worked with clients who come to us with a detailed brief, written content, photography, brand guidelines, examples of websites they like and a clear idea of every page they need.

But we have also worked with clients who say, “Here is a list of our services. Please turn this into a website”

We can work with both.

You do not need to have everything ready before speaking to a web designer. In fact, a good website project should be a collaborative process, and part of our job is to help shape your ideas, ask the right questions and guide you through the decisions that need to be made.

So, whilst we can work with the bare minimum, the more useful information you can provide at the start, the easier it is to build a website that reflects your business properly, speaks to the right people and supports your goals.

Please bear in mind that this is a guide, and is not intended to feel too much like homework. You do not need to complete every item before you begin. Instead, think of it as a practical checklist to help you prepare for a smoother, more focused and more successful website project.

Every website project is different, so feel free to use the links below to skip to the sections that are most useful for where you are in the planning process.

Why Do You Need a New Website?

This is often a question we ask at the start of a new project. Before thinking about colours, layouts or page designs, it is worth being clear on why you need a new website in the first place.

For some businesses, the reason is obvious. Their website looks dated, no longer works properly or does not reflect the quality of the service they provide. For others, the need may be more strategic. Perhaps the business has changed, the services have evolved, or the website is no longer attracting the right enquiries.

Useful questions to ask include:

A new website should not just be a fresh coat of paint. It should have a clear purpose.

Understanding the reason behind the project helps your web designer make better decisions about structure, content, design, user experience and SEO.

Define What Success Looks Like

Many clients start by saying they want “a better website”. That is a perfectly reasonable starting point, but it helps to define what “better” actually means. For example, a successful website might mean:

The goals of the website will influence how we plan the build. If the aim is to generate enquiries, the website needs clear calls to action, strong service pages, trust signals and a simple route to contact you.

If the reason for the rebuild is to improve SEO, the structure of the website needs to support the search terms and geographic locations that matter.

If the aim is to build credibility, the website may need stronger case studies, testimonials, accreditations, team content or examples of your work.

Of course, a website can have more than one goal, but knowing what matters most helps everyone stay focused.

Understand Who the Website Is For

Many clients want to build a website that appeals to them. But they are not necessarily the target audience, their customers are. That does not mean you should not like your own website. Of course you should. But the most important question is whether it works for the people you want to reach.

Before starting a website project, it is useful to think about your ideal customers.

Who are they? What are they looking for? What problems are they trying to solve? What do they need to know before they feel ready to contact you?

You may want to think about:

This can have a big impact on the website.

For example, a trade business may need to show examples of completed work, locations covered, reviews and accreditations. A professional services business may need to explain its process clearly and build confidence through expertise. A hospitality business may need strong photography, clear menus, booking information and local search visibility.

The better you understand your audience, the easier it is to create a website that feels relevant and useful to them.

Review Your Existing Website

If you already have a website, it is worth reviewing what is there before starting again.

This does not mean everything has to be kept. Some content may be out of date, poorly written or no longer relevant. But there may also be pages that are valuable.

Some pages may rank well in Google. Some may generate enquiries. Some blog posts, case studies or resources may still be useful. Some content may simply need updating rather than replacing.

Before rebuilding a website, think about:

This stage is particularly important for SEO. If an existing website has pages that already perform well, they should not be removed or renamed willy nilly. A rebuild is a great opportunity to improve a website, but it should be done carefully so that useful search visibility is not lost unnecessarily.

Gather Your Website Content

Content is one of the biggest parts of a website project, and it is often one of the main causes of delay. That does not mean you need to have every word written before starting. In many cases, your web designer or copywriter will help shape, improve or write the content with you.

But it is useful to begin gathering the raw information.

This might include:

Even rough notes are helpful. And a few bullet points about each service are better than a blank page. Existing brochures, proposals, email responses, social media posts and sales documents can also be useful starting points.

You do not need to produce perfect website copy on your own. In fact, if you have the budget we recommend we help you write the copy. But the more information you can provide about your business, the easier it is to create content that is accurate, persuasive and useful.

Prepare Your Images and Brand Assets

Strong visuals make a huge difference to a website. So, before starting the project, it is helpful to gather any brand and visual assets you already have. These may include:

It is also worth taking the time to consider whether your existing images are good enough. Poor photography can hold back an otherwise strong website. If your images are old, low quality or no longer reflect the business, it may be worth planning new photography as part of the project.

This is especially important for businesses where trust and first impressions matter. Good photography can help people understand who you are, what you do and the quality of your work before they ever speak to you.

Think About the Pages Your Website May Need

You do not need to arrive with a finished sitemap, but it is useful to start thinking about the pages your website might need.

A typical business website may include:

The exact structure will depend on your business and goals.

One common mistake is trying to squeeze too much onto a single services page. If you offer several distinct services, it may be better to give each one its own page. This usually creates a better experience for visitors and can also help with SEO, because each page can focus on a specific topic or search intent.

The structure of the website should make it easy for people to find what they need and understand how you can help.

Know What Makes Your Business Different

Before starting a website project, it is worth spending some time thinking about what makes your business different. This does not necessarily mean finding something wildly unique that no other business can claim. In many cases, it is about being clear on the things your best customers already value about you. For example:

This is also where your core values can be useful. Not as vague words on a page, but as a practical guide to how your business communicates, makes decisions and builds trust.

We have written more about this in our blog post on the value of core values in digital marketing, but the same thinking applies to website projects.

A website should not just tell people what you do. It should help them understand what kind of business you are, why they should trust you and whether you are the right fit for them.

If your business is built around quality, reliability, creativity, honesty, expertise, personal service or attention to detail, those things should come through in your website. Not just in a values section, but in the language, structure, imagery, proof points and overall experience.

This is what helps a website feel genuine rather than generic.

Collect Examples of Websites You Like

It is always useful to gather examples of websites you like before starting a project. These do not have to be from your own industry. In fact, it can sometimes be helpful to look more widely.

You might like the layout of one website, the simplicity of another, the tone of the writing on another, or the way a different site presents its services.

The important thing is to be specific. Rather than simply saying “I like this website”, try to note what you like about it. For example:

Similarly, it is also useful to identify websites you dislike and explain why.

The aim is not to copy another website. Your website needs to work for your business, your audience and your goals. But examples can help your web designer understand your preferences and avoid going in the wrong direction.

Think About Practical Requirements

Some websites are relatively simple. Others need very specific functionality. So, it is useful to discuss these requirements early because they can affect the scope, cost and timescale of the project. Examples might include:

You do not need to know exactly how everything should work, but you should mention anything that may be required. It is much easier to plan functionality properly at the start than to add important features later in the project.

This is also a good time to think about how you will manage the website after launch. Will you need to add blog posts? Update team members? Add case studies? Change prices? Upload new projects? Add events?

A good website should not only work well on launch day. It should also be manageable for the people who need to use it afterwards.

Check Access to Important Accounts

This is not the most exciting part of a website project, but it is one of the most practical. Before a website can be launched, migrated, tracked or connected properly, your web designer will likely need access to various accounts. These might include:

Missing logins can cause delays, especially close to launch. So, it is worth checking early who owns the domain name, where the current website is hosted and whether you have access to key Google accounts.

If you are not sure, that is fine. Your web designer can usually help you work out what is needed. But the earlier this is looked at, the better.

Consider SEO From the Start

SEO should not be something that is bolted on at the end of a website project. The way a website is structured, written and built can all affect how easy it is for search engines to understand.

Before starting a new website, it is useful to think about:

For local businesses, location can be particularly important.

If you want to be found by people searching in a specific town, county or region, that needs to be considered when planning the website. This does not mean stuffing place names awkwardly into every paragraph. It means creating clear, useful content that helps both people and search engines understand where you work and what you offer.

SEO works best when it is part of the project from the beginning.

Be Realistic About Timelines

A website project timeline does not only depend on the web designer. It can also be affected by how quickly content is supplied, how quickly feedback is given, whether photography is needed, how many people are involved in approvals and whether the project includes more complex functionality.

Common things that affect timelines include:

This does not mean a project needs to feel rushed or rigid. It simply means that good communication makes a big difference.

If there is a specific deadline, such as an event, launch, exhibition or seasonal campaign, it is important to mention this early. That way, the project can be planned realistically around the date.

Decide Who Will Be Involved

Before starting a website project, it is helpful to know who needs to be involved. This is especially important for businesses where several people may have opinions on the website.

You may want to decide:

Too many conflicting opinions can slow a project down. It is usually helpful to have one main point of contact who can gather feedback internally and provide clear direction.

This helps avoid situations where one person approves something, another person changes direction and the project becomes harder to manage.

Clear roles make the process smoother for everyone.

Prepare Questions for Your Website Designer

A good website project should feel like a conversation. Before committing to a project, it is worth asking questions so that you understand what is included and how the process will work.

You might ask:

These questions can help you understand whether the web designer is simply building pages, or whether they are thinking properly about the website as a business and marketing tool.

Remember, a successful website project is a collaboration. Your web designer brings the strategy, structure, design, technical knowledge and experience of building websites. You bring the knowledge of your business, your customers, your services and your goals.

A website is not just something your business has. It is often one of the first places people go to decide whether they trust you, understand you and want to work with you.

You Don’t Need to Do This Alone

Reading a reasonably checklist like this can make a website project sound like a lot of work! In some ways, it is. An effective website needs thought. It needs content, structure, design, technical skill and a clear understanding of the business behind it.

But you do not need to arrive with everything perfectly prepared. But the more information you can provide, the better.

The role of a good web designer is not just to take a finished brief and turn it into a website. It is to guide the process, ask useful questions, and help you make good decisions.

If you have a full brief, excellent.

If you have a few notes, a list of services and a sense that your current website is no longer good enough, that is also a perfectly valid starting point.

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