Picture this: You’re lying awake at 2 AM, scrolling through your competitor’s stunning website whilst yours sits there looking like it was built in 2005. Sound familiar? You know you need a website that actually converts visitors into customers, but the mere thought of planning one makes you want to hide under the duvet.
Here’s the truth that web agencies don’t want you to know: You don’t need a computer science degree to plan a website that works. What you need is a solid strategy, a clear roadmap, and the confidence to make decisions that serve your business goals.
In this guide, I’ll walk you through the exact process professional web designers use to plan websites that convert—minus the jargon and technical overwhelm. By the end, you’ll have a bulletproof plan that’ll make your web developer’s job easier and your bank balance happier.
Why Planning Your Website Matters More Than You Think
Before we dive into the how-to, let’s address the elephant in the room. Many business owners skip straight to choosing colours and fonts (the fun bit) without laying proper foundations. This is like building a house without blueprints—it might look pretty from the outside, but the structure won’t hold up.
A well-planned website:
- Converts visitors into paying customers
- Ranks higher on Google searches
- Saves you thousands in redesign costs
- Builds trust and credibility with your audience
- Works seamlessly across all devices
Step 1: Define Your Website’s Purpose and Goals
Start With the End in Mind
Before you even think about design, ask yourself: “What do I want my website to achieve?”
Your website might need to:
- Generate leads for your service-based business
- Sell products directly online
- Build brand awareness and credibility
- Provide customer support and resources
- Showcase your portfolio or past work
Set SMART Goals
Instead of vague objectives like “get more customers,” create specific, measurable goals:
- Specific: Increase newsletter signups by 25%
- Measurable: Generate 10 new enquiries per month
- Achievable: Boost online sales by £5,000 monthly
- Relevant: Reduce customer service calls by 30%
- Time-bound: Achieve these results within 6 months
Step 2: Know Your Audience Inside and Out
Create Detailed User Personas
Your website isn’t for you—it’s for your customers. To create something that resonates, you need to understand exactly who you’re speaking to.
For each target audience, define:
- Demographics: Age, location, income, job title
- Pain points: What problems keep them awake at night?
- Goals: What are they trying to achieve?
- Behaviour: How do they research and make buying decisions?
- Language: What tone and terminology do they use?
Map the Customer Journey
Think about the path your visitors take from first discovering you to becoming paying customers:
- Awareness: They realise they have a problem
- Consideration: They research potential solutions
- Decision: They choose a provider
- Action: They make a purchase or enquiry
- Retention: They become repeat customers and advocates
Step 3: Conduct a Content Audit and Competitor Analysis
Assess Your Current Content
If you already have a website, catalogue what you have:
- Which pages get the most traffic?
- What content generates leads or sales?
- Where do visitors typically leave your site?
- What questions do customers frequently ask?
Study Your Competition (But Don’t Copy)
Visit 5-10 competitor websites and note:
- What information do they prioritise on their homepage?
- How do they structure their navigation?
- What calls-to-action do they use?
- What’s missing that you could do better?
Remember: The goal isn’t to copy but to identify opportunities and industry standards.
Step 4: Plan Your Site Structure and Navigation
Create a Site Map
A site map is like a family tree for your website—it shows how all your pages connect. Start with these essential pages:
For Service Businesses:
- Homepage
- About Us
- Services (with individual service pages)
- Case Studies/Portfolio
- Blog
- Contact
For E-commerce:
- Homepage
- Product Categories
- Individual Product Pages
- About Us
- Blog
- Customer Support
- Contact
Design User-Friendly Navigation
Your navigation should be like a helpful shop assistant—guiding visitors exactly where they need to go without confusion.
Navigation Best Practices:
- Limit main menu items to 7 or fewer
- Use clear, descriptive labels (not clever puns)
- Include a search function for larger sites
- Add breadcrumbs for deeper pages
- Ensure mobile navigation is thumb-friendly
Step 5: Plan Your Content Strategy
Homepage Essentials
Your homepage has roughly 8 seconds to convince visitors they’re in the right place. Include these elements above the fold:
- Clear headline: What you do and for whom
- Value proposition: Why you’re different/better
- Hero image or video: Shows your product/service in action
- Primary call-to-action: The main thing you want visitors to do
Content That Converts
For each page, plan:
- Purpose: What should this page achieve?
- Target audience: Who is this for?
- Key message: What’s the main takeaway?
- Call-to-action: What should visitors do next?
- SEO keywords: What terms do people search for?
The Power of Social Proof
People trust other people more than businesses. Incorporate:
- Customer testimonials with photos and names
- Case studies showing real results
- Client logos and partnerships
- Online reviews and ratings
- Social media followers and engagement
Step 6: Technical Planning Considerations
Choose the Right Platform
You don’t need to understand coding, but you should choose a platform that suits your needs:
WordPress: Great for blogs and custom functionality Shopify: Perfect for e-commerce Squarespace: User-friendly for creatives Wix: Simple drag-and-drop option
Plan for Mobile-First
Over 60% of web traffic comes from mobile devices. Ensure your plan includes:
- Responsive design that adapts to all screen sizes
- Fast loading times (aim for under 3 seconds)
- Easy-to-tap buttons and links
- Readable text without zooming
- Simple forms that work on small screens
SEO Foundations
Build search engine optimisation into your plan from day one:
- Research keywords your customers actually use
- Plan URL structure (keep URLs short and descriptive)
- Create unique title tags and meta descriptions
- Optimise images with alt text
- Plan internal linking between related pages
Website Planning Checklist
Before You Start:
[ ] Define website goals and success metrics[ ] Create detailed user personas[ ] Research competitor websites[ ] Audit existing content (if applicable)Structure and Navigation:
[ ] Create comprehensive site map[ ] Plan main navigation menu[ ] Design mobile navigation[ ] Plan internal linking strategyContent Planning:
[ ] Write homepage headline and value proposition[ ] Plan content for each page[ ] Identify social proof opportunities[ ] Create content calendar for blog/updatesTechnical Considerations:
[ ] Choose website platform[ ] Plan for mobile responsiveness[ ] Research target keywords[ ] Plan URL structure[ ] Consider loading speed optimisationCommon Website Planning Mistakes to Avoid
Mistake 1: Starting with Design Instead of Strategy
The Fix: Always plan content and functionality before choosing colours and fonts.
Mistake 2: Creating Too Many Pages
The Fix: Start with essential pages and add more as needed. Less is often more.
Mistake 3: Using Industry Jargon
The Fix: Write like you’re explaining to a friend, not an industry expert.
Mistake 4: Forgetting About Mobile Users
The Fix: Design for mobile first, then adapt for desktop.
Mistake 5: No Clear Call-to-Action
The Fix: Every page should guide visitors toward one primary action.
Ready to Turn Your Website Plan into Reality?
Planning your website like a pro isn’t about having technical expertise—it’s about understanding your audience, setting clear goals, and creating a roadmap that serves your business objectives.
You now have the same framework that professional web designers use to create successful websites. The only difference? You understand your business and customers better than anyone else.
Ready to take the next step? Download my free Website Planning Workbook, complete with templates, checklists, and examples to guide you through each stage of the planning process. It’s the same resource I use with my clients, and it’s yours free.
Download Your Free Website Planning Workbook →
Or if you’d prefer to have someone handle the technical implementation while you focus on running your business, I’d love to chat about how we can bring your website vision to life. Drop me a line at contact@searchmyart.com, and let’s discuss your project.
Remember: Every successful website started with a solid plan. Yours is no different.
About the Author: Ricardo Sousa helps small business owners and entrepreneurs create websites that actually work for their business. With over 8 years of experience in web design and digital strategy, Get your business online presence and increase your revenue through strategic web design.