How do you know your website planning is working? Let’s have a proper chat about your website. The one that’s meant to be bringing in new customers for your business.
If you’re like many business owners we speak to, your website might feel like a bit of an afterthought. Perhaps it was thrown together years ago, or maybe you’re thinking about a new one and feel daunted by where to even start.
Here’s the truth so many of us learn the hard way: a successful website doesn’t begin with a flashy design. It all starts with website planning.
Think of it like building an extension of your own house. You wouldn’t just start laying bricks without any plan, would you? You’d get the engineer’s drawings, agree on the foundation layout, and make sure it’s going to meet your family’s needs for years to come.
That’s what proper website planning is all about. It’s the blueprint that stops you wasting time and money, and ensures your new site actually works for your business. Let’s walk through what that really means for a firm like yours.
First Things First: Who Are You Building It For?
It’s tempting to design a website based on what you like. But the most important person in this whole process is your customer. Your website planning has to start with them.
Imagine Mrs. Davies from down the road is on your site, looking for help with her tax return. Can she find the information easily? Is it clear what she needs to do next? If your site is confusing or difficult to use on her phone, she’ll get frustrated and go elsewhere.
A key part of your plan should be answering these questions:
- “Can my nan use it?” If your navigation is simple enough for everyone, it’s a winner. Clear menus and a logical flow are everything.
- “Does it work on a mobile?” This is non-negotiable now. Most of your local clients will find you on their phone while having a cuppa. If the text is tiny or the buttons are hard to press, you’ve lost them before you’ve even started.
Building a Site That Grows With Your Business
Your business isn’t standing still, so your website needs to be able to keep up. A classic mistake is building a site that only fits what you do today. What happens when you add a new service next year? Do you have to start all over again?
Smart website planning means thinking about the future. It’s about choosing a foundation (often called a CMS, like WordPress) that’s flexible. You want to be able to add a new page for a new service as easily as adding a new product to your shop shelf.
Think about the design, too. A ‘modular’ design, where the site is built from blocks, means you can add new sections later on without everything looking mismatched. It saves you a fortune in the long run.
Letting Your Personality Shine Through
This is where family-run businesses have a massive advantage over the big corporations. People choose you because of you—your trust, your personal service, your local reputation. Your website shouldn’t look like it was made for a faceless chain; it should feel like a welcome from you.
Your website planning needs to capture your unique brand. This is more than just your logo. It’s:
- Your look and feel: The colours and fonts you use should be consistent, from your website to your Facebook page. It makes you look professional and reliable.
- Your voice: Write your website content as if you’re talking to a client in your office. Ditch the jargon. Are you friendly and reassuring? Formal and authoritative? Let that personality come through. It’s what makes you, you.
Filling Your Site With What Customers Actually Want
A beautiful, easy-to-use site is pointless if no one can find it. A huge part of your website planning is working out what to say and how to get it in front of the right people.
Content That Helps People
Your website’s content is your chance to show off what you know. A simple blog where you answer common client questions (like “What can I claim as a self-employed gardener?” or “Do I really need a will?”) works wonders. It shows you’re the local expert, it helps people out, and it’s exactly what Google loves to see.
Making the Connections
Your website shouldn’t be a lonely island. Your plan should include how it talks to the rest of your business.
- Show off your happy customers: There’s nothing more powerful than a genuine review from a neighbour. Feature these proudly on your site.
- Keep in touch: A simple sign-up for a helpful email newsletter is a brilliant way to stay on people’s radar. When they need an accountant or a solicitor, you’ll be the first name they think of.
The Bit Everyone Forgets: Keeping the Engine Running
Here’s a secret: a website is never really ‘finished’. The best website planning includes what happens after the site goes live.
It’s a bit like a car. It needs the occasional service to keep it running smoothly. You should be checking in every now and then to see what’s working. Are people reading your blog posts? Are they getting stuck on a particular page? Free tools like Google Analytics can tell you all of this.
Set a reminder to do a quick site health check every few months. Are all the links working? Is it still loading quickly? Are your phone number and address up to date? These little jobs make a big difference.
Your Blueprint for a Website That Works
Getting your website right might feel like a chore, but it’s one of the best investments you can make in your business’s future. Take the time to do a proper website planning. You’re not just getting a new website, you’re building a reliable, hard-working asset that will help your business thrive for years to come.
Ready to create a digital home for your business that you can truly be proud of? Book a meeting with our website experts here at We Get Digital today.
