How to plan a website that actually works

We’ll be honest with you, like we always are – a slick design won’t save a site that’s built on shaky thinking. If you want a website that works, you need to start smart. Planning isn’t the boring part (at least, not for us – we love getting the sticky notes out). It’s the bit that makes the magic happen.

Know why you’re doing this (and “because it’s old” isn’t good enough)

If the only reason you’re rebuilding your site is because it feels a bit tired, take a breath. What’s not working? What needs to change? Are you trying to generate more leads? Fix a clunky UX? Actually show up in search results for once?

The clearer your purpose, the better the outcome. Because otherwise, you’ll spend loads of time (and money) chasing pixels with no real point.

Your website’s not for you

The phrase we use more than any other when we’re working on websites is “your website’s not for you.” It’s not your personal Pinterest board, it’s a tool for your audience. If it doesn’t give them what they need, answer their questions, and guide them toward action, it’s just a pretty waste of time.

Take a bit of time to understand what users want. Think about what confuses them. Figure out what they’re Googling at 10pm. Then give it to them, and that’s when you’ll see the numbers start going up.

Plot the journey, not just the pages

This is where we find most sites go wrong. You’ve got to think about that floooooow, baby. Think like a user – where do people land when they first get to your site? What should they do next? Where are the dead ends?

User journeys aren’t just for UX nerds like us. They’re the difference between “Ugh, where’s the account settings?” and “Perfect, all purchased.”

Content isn’t filler. It’s what you need to seal the deal

If you’ve got lorem ipsum anywhere on a live site, you need a serious talking to. But that aside, words are your sales pitch, so don’t leave them till the end. Plan your content early – figure out what needs rewriting, what’s missing, and how to structure it to actually drive action. Content is what you should be basing the layout around anyway, not pretty pictures.

And no, “Read More” isn’t a call to action. Say something that makes people want to do something (and it’s better for your SEO anyway).

Success isn’t vibes – it’s numbers

You can’t improve what you’re not measuring. So set your benchmarks. Bounce rate. Speed. Conversions. Contact form fills. Whatever matters most to your business, track it. And if it’s all vibes and no data? You’ll be a bit stuck then when the boss comes looking for the figures.

The bottom line

Planning isn’t the bit you rush through. It’s the bit that makes everything else easier, sharper, and more effective. The brands that plan properly don’t just launch websites – they launch growth machines.

Ready to build something that isn’t crap?

We pride ourselves on creating websites that people actually want to use. It doesn’t matter how complex your offering is – we’ll simplify it to the bits your customers want and need. So if you want help putting together the best website you’ve ever had, get in touch.