It’s easy to jump straight into designing a new website — picking colours, writing content, and browsing templates. But before you do any of that, it’s worth pausing to ask the right questions. Because building a website without a clear plan is like building a house without blueprints — you’ll spend more, stress more, and probably have to rebuild sooner than you think.
Whether you’re refreshing an old site or starting from scratch, these 7 questions will help set the stage for a smarter website that’s designed to perform.
01
What’s the primary goal of the website?
Not all websites are created equal. Some are there to educate, others to generate leads, sell products, or build trust.
Ask yourself: Do you want users to book a call, submit an enquiry, download a brochure, or make a purchase?
This should shape everything from the layout to the copy. Without a clear goal, your website risks being little more than a pretty brochure.
02
Who is your ideal visitor — and what do they care about?
Designing for “everyone” is the fastest way to connect with no one.
Think about:
- What problems are they trying to solve?
- What’s their level of digital literacy?
- What would make them trust you over a competitor?
The more specific you are, the easier it becomes to create a site that speaks their language.
03
What actions do you want visitors to take?
This goes beyond the primary goal. Think about all the touchpoints along the way.
- Do you want them to download something before they enquire?
- Do you want them to view pricing first?
- Should they book a call or chat to someone via live chat?
Each page should have a clear purpose — and a clear next step.
04
What content will you need?
Most projects get delayed not by code or design — but by content.
Make a list of:
- Core pages (e.g. Home, About, Services, Contact)
- FAQs, testimonials, case studies, or trust signals
- Downloadables (e.g. brochures, guides, PDFs)
05
Do you have existing branding — or is this a fresh start?
If you already have a logo, colours, fonts, and brand voice — great! If not, now’s the time to define them.
A strong website reflects your brand consistently across every page. Without that clarity, things can quickly feel disjointed or homemade.
06
What do you like (and dislike) about competitor sites?
It’s not about copying — it’s about learning what works and what doesn’t.
Make note of:
- Layouts you find clean or cluttered
- Messaging that feels clear or confusing
- Functionality that enhances (or hinders) the user experience
A simple 15-minute research session can save you hours of trial and error.
07
What happens after launch?
A website is never truly “done.” Think about:
- How will you drive traffic? (PPC, email, socials?)
- Who will maintain it — and how often?
- Do you have a plan for ongoing updates, new content, or tracking performance?
A launch without a follow-up plan is just a digital ghost town waiting to happen.
Ready to start smart?
The best websites don’t just look good — they’re built with purpose.
At Smarter Sites, we guide you through these questions as part of every project, helping you avoid the guesswork and build something that delivers real results.
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