Website Planning Made Easy: A 10-Step Guide
- Daniele Pitkowski
- Jun 5
- 15 min read
Updated: Jun 8
Planning a website is just as important as building it. Skipping this step can lead to wasted time, bloated budgets, and a site that simply doesn’t perform. A little forethought now saves you a lot of rework later—and sets your website up for long-term success.
In this 10-step guide, you’ll learn how to plan your website from start to finish—from setting clear goals to outlining your content and structure. Whether you're starting from scratch or rebuilding, this process will help you stay focused, launch faster, and avoid common pitfalls.
Contents unlocked: let’s dive in
What Is Website Planning (and Why It Matters)
Website planning is the process of mapping out your website’s purpose, structure, content, and functionality before you actually build it. Think of it as creating a blueprint before constructing a house—you wouldn’t start hammering nails without knowing how many rooms you need or where the doors go.
Too often, people jump straight into picking a template or writing content without a strategy. This leads to a confusing user experience, missed business goals, and extra costs down the road. With a solid plan, you’ll have a website that’s not only beautiful, but purposeful—built to convert, rank, and grow.
How to Plan a Website
Ready to bring your website to life? Follow these 10 steps to plan smarter, stay organized, and build with confidence.
Step 1: Define Your Website Goals
Before you build anything, get crystal clear on why your website exists. Defining your goals helps you focus your efforts, measure success, and build a site that actually works for your business—not just looks good.
Why It Matters
When you know your goals, you stop guessing. You can prioritize the right pages, features, and content that guide visitors toward action. Without clear goals, your site may feel scattered—and users won’t know what to do next.
How to Define Your Website Goals
Start with this simple question:
What do you want people to do on your site? Your answer might include:
Increase sales – You’re launching a store or promoting a product.
Generate leads – You want people to fill out a contact form, book a call, or subscribe.
Grow brand awareness – You need to educate your audience or position yourself as an expert.
Build a community – You want visitors to engage, comment, or join a group or mailing list.
Now, pick 1–2 primary goals and a few secondary ones. Be realistic. You can always evolve them later.
What Does Success Look Like?
Once you define your goals, decide how you'll measure them. Some examples:
100 sales in your first month
500 newsletter signups in 3 months
A bounce rate below 40%
Ranking on Google for 3 core keywords
Goals without metrics are just guesses. With a success benchmark, you can optimize what’s working—and fix what’s not.
Connect Goals to Website Features
Let your goals shape the way your site is built. Start thinking what features will you need in your site. For example:
Selling products? You’ll need product pages, a shopping cart, payment integrations, and trust elements like reviews.
Getting leads? Add strong CTAs, lead forms, landing pages, and maybe even a freebie or lead magnet.
Building authority? Create a blog, content hub, or portfolio that highlights your work or insights.
Growing awareness? Prioritize SEO, brand storytelling, and an engaging homepage that hooks your audience.
Step 2: Research Your Target Audience
Now that you know what you want to achieve, it’s time to understand what your audience needs. You’re building the site for them, after all.
Who Are You Building the Site For?
Your audience isn’t “everyone.” Try to be specific.
Think about their:
Age, location, profession
Hobbies, goals, or values
Knowledge level related to your product or service
This helps you create messaging and features that feel tailored—not generic.
What Are Their Needs, Goals, and Frustrations?
What are they trying to solve? Why are they visiting your site in the first place? Think about:
The questions they want answered
The problems they need fixed
The emotional state they’re in (confused, excited, skeptical, etc.)
Tip: Create 1–2 simple buyer personas. Give them a name, background, goals, and challenges. Refer back to these personas when you create content or design your site.
How Will They Find Your Site?
This shapes how you plan your content and promotion:
Organic search? You’ll need SEO-optimized content and structure.
Social media? Focus on shareable visuals and messaging that grabs attention.
Paid ads or direct links? Make sure your landing pages are clear and action-oriented.
Tailor the Tone, Visuals, and Content
Once you know who your audience is and what they care about, the next step is to reflect their mindset in your language, design, and messaging. Your tone, imagery, and headlines should feel like they were made specifically for them. That’s how you build trust, credibility, and keep visitors engaged.
Use words they understand (ditch the jargon)
Speak the way your audience speaks. Avoid technical terms they might not know, and use real-life phrasing that feels natural to them.
If you're a mortgage consultant targeting first-time homebuyers:
Don’t say “Loan pre-qualification with competitive APR terms.”
Say: “Find out how much you can afford—no paperwork needed.”
If you're a nutritionist helping busy parents:
Instead of “Personalized macronutrient-focused wellness plans,”
try: “Simple meal plans designed for your family’s real life.”
Speak like you’re talking to a real person—not writing a brochure. Read your clients’ emails, questions, or social media comments to get a feel for their tone.
Write headlines that speak to their needs
Your headlines are your first impression. They should tell visitors what you do, who it’s for, and why it matters—all in one sentence.
Instead of: “Welcome to My Website”
Say: “Legal Help for Growing Your Small Business—Without the Stress”
Or: “Personalized Nutrition Plans That Fit Your Life (Not the Other Way Around)”
Or: “Original Art That Brings Personality to Your Home or Workspace”
Focus on the outcome or transformation they’re looking for—whether it’s peace of mind, better health, or something beautiful to enjoy.
Your goal: Make them feel like, “This site gets me.”
Step 3: Analyze Your Competitors
Before you start designing your site, take a good look at what others in your space are doing. Competitor research helps you understand industry standards, find inspiration, and spot gaps you can fill. The goal isn’t to copy—it’s to stand out while meeting expectations.
What to Look For
Here’s what to examine on your competitors’ websites:
Competitor Website Structure
This helps you understand how your competitors organize their content and how deep their websites go, which is key for planning your own sitemap and SEO strategy.
Page count – Is it a one-pager or a multi-page site?
Navigation – What pages are in the top menu? Are there dropdowns?
Grouping – Are services broken out? Are blog posts part of the structure or tucked away?
Homepage Layout: What’s the first thing they show? A service? A call to action? A brand story?
Messaging: How do they describe their value? Do they use formal or casual language?
Visual Design: What colors, fonts, and imagery do they use? Does it look modern or outdated?
Calls to Action (CTAs): Are they pushing people to “Book a Consultation,” “Get a Quote,” or “Start for Free”?
Key Features: Are they using live chat, testimonials, booking tools, or pricing tables?
How to start competitors website analysis
Start by identifying 3–5 direct competitors in your niche—local, national, or even international if relevant. You can do it with tools like Ahref or Semrush but also a basic search in google, for you primary keyword would gather you 3-5 competitors easily.
Once you've identified your top competitors, the next step is to break down what they're doing well—and what you could do better. Analyzing their websites gives you valuable insight into design patterns, messaging styles, site structure, and standout features that resonate with your shared audience.
Below is a comparison table example, that outlines key elements of 3 websites to help you see what to look for.
Competitor | Homepage Strength | Messaging Tone | Website Structure | Key Features | Standout Elements |
Clear CTA above the fold | Formal, trust-focused | 5 main pages (Home, About, Services, Blog, Contact); Services dropdown with 4 subpages | Testimonials, contact form | Uses client logos and certifications | |
Personal story with opt-in form | Warm and encouraging | Single-page scroll + Blog; Services and FAQ as separate sections | Blog, booking calendar, free resource download | Meal plan preview + social proof | |
Hero image with CTA to shop | Playful and artsy | Shop as core section; Gallery, About, Contact as top nav; 7 pages total | Ecommerce, gallery, reviews | Uses behind-the-scenes video and Instagram feed |
Step 4: Decide on Key Website Features and Functionality
Once you know your goals and understand your audience and competitors, it's time to get practical. What features does your website actually need to support your goals?
Think beyond just “a homepage” or “an about page.” Focus on functionality that helps convert visitors and serve their needs.
Essential Website Features (and When to Use Them)
Here are common features to consider based on the type of website you’re building:
Feature | When to Use It | Why It Matters |
Contact Form | Any service-based business | Makes it easy for clients to reach out |
Booking System | Coaches, consultants, salons | Lets users schedule instantly—no back and forth |
Ecommerce Store | Artists, online sellers, brands | Allows you to sell products or digital downloads |
Blog | Nutritionists, consultants, educators | Helps build trust, drive SEO traffic, and showcase expertise |
Live Chat | Competitive service providers | Offers real-time help and boosts conversions |
Testimonials/Reviews | Every business | Builds credibility and shows results |
FAQ Section | If you get repetitive questions | Saves time and reassures visitors |
Ask Yourself:
What does your visitor need to do on your site?
What functionality will help them do it quickly and confidently?
What features can remove friction and improve conversion?
Lets demonstrate with an example:
If you're a mortgage consultant, your site might include:
A mortgage calculator
A Contact form
a Navigation button
An FAQ about loans
Trust signals like accreditations and reviews
Planning your website with the right features, ensures you don’t miss anything when you move into wireframing or design.
Step 5: Map Out Your Website Structure
Your website’s structure affects how visitors navigate your content and how easily search engines index your site. Think of it as the foundation for everything else.
Decide on Your Core Pages
Start by identifying the key pages your site needs. These usually include:
Home – Your main landing page that clearly communicates your value and guides visitors.
About – Tells your brand story and builds trust.
Contact – Includes contact forms, location, and ways to reach you.
Services / Products – Explains what you offer, broken into categories if needed.
Blog / Resources – Helpful content to educate, attract, and build credibility.
FAQ / Support – Answers common questions or supports existing users.
Here is a Google Sheet you can use with the basic page mapping for your site.
Example: A fitness coach might build a website that has a Homepage, About, Coaching Programs, Testimonials, Blog, and Contact pages.
Plan Navigation and Page Hierarchy (Sitemap)
Decide how pages will connect to each other. Your top navigation should highlight the most important pages, while dropdowns can group related content. A clear structure improves both usability and SEO.
Tip: Use a simple hierarchy: Home > Services > Individual Service Pages.
Optional: Sketch a Wireframe
If you're visual, sketch simple wireframes for your homepage and key landing pages. Focus on layout and user flow—what elements go where and how users move from one section to the next. Tools like Figma, Balsamiq, or even a piece of paper can help.
Step 6: Plan Your Website Content
Now that you know which pages you'll need, it's time to think through what content goes on each one.
What Kind of Content Will Each Page Need?
Consider the format and media:
Text: Page titles, body copy, FAQs, headlines
Images: Product photos, team photos, hero images
Videos: Demos, testimonials, explainer videos
Trust elements: Testimonials, badges, reviews, certifications
Example: A product page might need a headline, description, specifications, pricing, product photos, and a testimonials carousel.
Identify Missing Content or Assets
Make a checklist of everything you don’t have yet—images, bios, videos, branding files, etc.—and assign ownership. Gathering assets early will avoid delays during development.
Plan Your Calls-to-Action (CTAs)
Each page should guide users toward a next step:
Home: "Learn More" or "Get Started"
About: "Meet the Team" or "Our Services"
Service page: "Book a Free Consultation"
Blog: "Subscribe to Our Newsletter"
Well-placed CTAs drive conversions and help you meet your site’s goals.
Step 7: Choose the Right Website Platform
Before you start designing, you need the right foundation. A website builder is a tool that lets you create a site without needing to code—it handles the structure, design, and functionality so you can focus on your content and goals.
What to Look for in a Website Platform:
Built-in Hosting and Security: Choose a platform that takes care of hosting, SSL certificates, and ongoing updates. This saves time, ensures better uptime, and gives peace of mind.
Ease of Use: If you’re just starting out, a drag-and-drop interface or guided setup can simplify everything. Look for a platform that matches your skill level.
Design Flexibility: The platform should let you customize templates, layouts, colors, and fonts so your website reflects your brand.
SEO and Marketing Tools: Strong platforms include built-in SEO settings, marketing integrations, and analytics. These tools help your site grow traffic and measure success.
Scalability: Choose a solution that can grow with your business—whether that means adding a blog with tons of blog posts, an online store with thousands of products, bookings, or multilingual support down the line.
AI Features: Many modern platforms offer AI tools that help you write content, generate layouts, optimize for SEO, and even build your site for you. These features can dramatically reduce setup time and help non-designers launch faster.
Step 8: Plan for SEO and Analytics
Even before launch, it's smart to set your website up for discoverability and data tracking. SEO ensures people can find you through search engines, while analytics tools help you understand what’s working and what is not in your site.
Make sure to know the basics of those 2 factors, and make time for them when building and launching your website.
Plan Time for SEO Tasks
Search Engine Optimization helps people discover your site through Google and other search engines. While the actual setup happens during and after the build, you should plan for it in your website timeline.
Make space in your project to:
Write optimized page titles and meta descriptions.
Include search-friendly page names and clean URL structures.
Add SEO content like FAQs or blog posts later on.
Compress image files to speed up your site and improve performance.
Tip: Consider creating a content outline that includes keywords or topics you want to rank for.
Make Room for Website Analytics Setup Later
You don’t need analytics now—but you’ll want it once the site is live. During planning, decide what tools you might want to use later (e.g. Google Analytics, Google Search Console, or built-in platform analytics).
This helps you make informed decisions when building, like where to place CTAs or how to organize pages for tracking user journeys.
Step 9: Design With UX in Mind
Your website design isn’t just about looks—it directly affects how visitors experience your brand. A thoughtful design helps people navigate effortlessly, take action confidently, and feel trust in what you offer.
Create Layouts or Wireframes
Start with rough sketches or digital wireframes for each page—like your homepage, about page, and services or product pages. Visualizing layout early lets you plan how information flows, where CTAs go, and how to keep things clean and uncluttered.
Plan Your Brand Elements
Your Website Logo
Your logo is a core part of your website's identity. A great logo is simple, memorable, and adaptable. Here are a few tips for creating your perfect logo:
Stick to clean shapes and limited text for scalability
Make sure it’s legible at small sizes (especially on mobile)
Use vector format for high-quality rendering
Avoid trends—aim for timeless appeal that reflects your niche or business personality
Color Scheme
Colors affect emotion and brand perception. When choosing a palette:
Use 1–2 primary colors and 1–2 accent colors for simplicity
Consider your audience (e.g., blue for trust, green for health or eco, pink for lifestyle/fashion)
Check accessibility contrast levels between text and background
Tools like Wixel or Adobe Color can help you build your own palette.
Fonts
Typography plays a huge role in user experience. Here's what to keep in mind:
Stick to 1–2 fonts across your site—typically one for headings and one for body text
Choose readable fonts (no curly scripts or tiny sizes)
Use web-safe or Google Fonts to ensure proper rendering across devices
Keep font sizes consistent to create a clear visual hierarchy
Prioritize Mobile-Friendliness, Fast Loading & Accessibility
More than 55% of all global web traffic now comes from mobile devices (Statista, 2024). If your website isn’t mobile-friendly, you’re losing more than half your audience before you even start.
That’s why your site must:
Use responsive design so layouts automatically adjust to screen size
Optimize image sizes and limit scripts for faster load times
Follow accessibility best practices, like adding alt text, using clear labels for forms, and ensuring sufficient contrast for readability
This not only improves usability—it also helps your site perform better in search engines.
Keep Navigation Intuitive and CTAs Clear
Visitors shouldn’t have to think twice about where to go or what to do. Design your navigation and calls-to-action (CTAs) to guide them:
Keep menus short and descriptive
Use sticky headers or breadcrumb trails for easier movement
Place CTAs like "Buy Now," "Contact Us," or "Start Free Trial" in clear, standout sections of each page. If you want to use PopUps, make sure they aren't to intrusive and the exit mark is clear and accessible.
Step 10: Prepare for Launch
With your site designed and built, it’s time to get launch-ready. The details matter here—so don’t skip this final planning step.
Use a Website Checklist
Before hitting publish, run through a thorough website checklist.
Make sure:
All links and buttons work
If you have phone buttons in your site, make sure to test them
Forms submit correctly
Content is typo-free
Pages loads quickly both on mobile and desktop
Launch Day Promotion Ideas
Tell the world about your new site:
Share it on social media (LinkedIn, Instagram, Facebook, Tiktok)
Share via whatsapp to friends and relevant contacts
Send a newsletter or email blast to your subscribers
Announce it via a blog post or even a press release if relevant
Bonus idea: Offer a small incentive (like a discount or download) to encourage first visits or sign-ups.
4 Bonus Tips for Planning a Website
Planning a website doesn’t have to be overwhelming—especially if you approach it strategically and efficiently. These tips will help you move smarter, not harder:
Start Small, Scale Later
You don’t need a 20-page site to launch. Focus on the essentials: a strong homepage, about page, and one or two key action pages (like services or a product page). You can always add more later as your business or content grows.
Use Templates, Website Builders, or AI to Speed Things Up
You don’t have to start from scratch. Tools like website templates or AI website builders can help you skip the technical setup and get a polished site live faster. They’re especially helpful for solopreneurs or small teams.
Always Test Before Launching
Before your site goes live, test everything:
Check how it looks on mobile and tablet
Click every link and button
Submit every form
Even small issues can frustrate users or lead to lost conversions.
Consider Accessibility and SEO from Day One
Good accessibility = better usability for everyone. And SEO isn’t something you “add on” later—it should be built in from the start. Use headings correctly, write clear page titles, optimize images, and structure your content for both users and search engines.
Pro tip: SEO today also means being ready for Generative Engine Optimization (GEO)—getting your content featured in AI-generated answers. That means writing clear, helpful, structured content that answers real questions.
Final Thoughts: Set Your Website Up for Success
Website planning isn’t just a behind-the-scenes task—it’s the foundation of a website that performs. When you invest the time to define your goals, understand your audience, map out your content, and structure your site, everything else falls into place more easily.
A well-planned site launches faster, feels more intentional, and connects more deeply with visitors.
So before you jump into building—pause, plan, and prioritize.
Start with a clear roadmap, and you’ll thank yourself later.
FAQ
How long does it take to plan a website?
Planning a website can take anywhere from 3 days to 3 weeks, depending on your goals, complexity, and how prepared you are.
It depends on several key factors:
Project size – A simple portfolio or blog will take less time to plan than an ecommerce or business site with multiple sections.
Decision-making speed – If you're clear on your branding, audience, and content, things move faster. But if you're starting from scratch, you'll need more time to explore and finalize ideas.
Team collaboration – If multiple stakeholders are involved, getting alignment may add to the timeline.
Experience level – Beginners might spend more time learning and researching best practices.
The more thorough your planning process, the smoother your website build will be.
