A great website doesn’t start with pretty visuals — it starts with purpose. Before you jump into layouts or colours, you need a clear strategy that connects your brand, your goals, and your audience.
Whether you’re creating a new site from scratch or redesigning an existing one, here’s a step-by-step guide to planning, designing, and launching a website that truly supports your business growth.
What makes a strategically sound website?
Before we go into the steps, I want to make sure we’re on the same page about what it takes to launch a strategic website that brings in real results…
For a website to convert your ideal clients, it needs these 3 elements working together:
- Conversion-focused, persuasive messaging (your copy)
- Easy-to-use interface (your design)
- Striking images (your photos)
For the best results, your words, design, and visuals must work in harmony. And they all need to be focused on your customers and business goals.
Without one of these elements, you might get some ok results. For example, if your design is limited but easy to navigate and your copy is strong, you’ll likely still get some enquiries.
But good design can’t carry rubbish copy. If people don’t know what you do, who you do it for, or why it matters, the flashiest design and imagery won’t get you far.
So, have this in mind when you read through my step-by-step guide to strategic websites…
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Step 1: Define your goals and brand foundations
Before any design work begins, take time to define what you want your new website to achieve. Ask yourself:
- What are my goals for this website?
- How will it support my wider business strategy?
- What does success look like?
If you’re updating your website, this is also the perfect opportunity to review your overall brand.
Do you have a clearly defined brand identity – logo, colour scheme, typography, and tone – that still represents who you are?
If not, this is your first step. You might choose to work with:
- A brand identity designer to refresh your visuals.
- A messaging strategist (like me) to clarify your positioning, values, and target audience.
Both roles help create the strong foundation your website will be built on.
Step 2: Build your expert team
Once you’re confident in your brand direction, you’ll need a skilled team to bring it to life. Unless you’re braving the whole process yourself, that usually includes:
- A brand designer to create your visual identity.
- A website copywriter (that’s me!) to define your brand voice and craft compelling website copy.
- A web designer/developer to design and build the site itself.
If you already know your audience, offer, and values, a brand designer can translate that into visuals. But if you’re still defining those areas, a messaging strategist can help you dig deeper before design begins.
When it comes to copy, remember: your words and visuals must work together.
Not every web design agency includes expert copywriting, and not every in-house copywriter will specialise in conversion-focused website writing. Hiring a specialist can make a big difference in how clearly your message lands.
Don’t forget about your tone of voice here – not just what you say, but also how you say it.
Ideally, you want your team to collaborate on your website, so each part informs the next. For example, the copywriter can produce copy that informs the design, and a photographer can take photos that further enhance the design.
(Psst… developing your brand voice is a standard part of my done-for-you website copy package!)
Step 3: Start development and writing
With your team in place and a clear brief agreed, it’s time to bring your website to life. But what comes first – copy or design?
Yet to get the best results, your copy and design should really be done together. Or, if you have to pick one to do first, go with the copy.
From a copywriting perspective, this stage includes:
- Customer research – interviewing customers and analysing voice-of-customer insights.
- Competitor analysis – identifying what others are doing (and where you can do better).
- SEO keyword research – finding what your audience is searching for and weaving it naturally into your copy.
- Information architecture – mapping out your site structure so every page has a clear purpose.
- Writing your website copy – crafting words that sound like you, reflect your brand, and convert visitors into leads.
Meanwhile, in an ideal world, your website designer will begin developing wireframes, mood boards, and initial layouts.
The best websites are created when copy and design are developed side by side — each informing the other for a seamless final result.
Your website developer will have their own research and development process, depending on what you need and the style of website you’re looking for.
Tom Garfield, the founder of conversion-focused web design agency brand new notebook, said:
“My perfect situation would be:
- Strategy + Goals
- Messaging
- User stories
- Sitemap and Information Architecture
- Visual ideas/moodboard
- Copy V1
- Wireframes V1
- Copy V2
- Wireframes V2
- Design V1
- Copy V3 (final ????)
- Design V2
- Design V3
- Build V1
- Copy review in context of UI + devices
- Copy tweaks
- Testing
- Launch”
As you can see from this, the copy and design are integral to each other!
Step 4: Refine and review together
Once the first versions of copy and design are ready, collaboration is key. Your copywriter and designer should review the site together to ensure visuals and messaging align perfectly.
Expect some tweaks – that’s part of the process. I always include two rounds of amendments in my website copy packages, so your language and tone 100% capture your brand voice.
Seeing your copy in situ often helps you visualise the final experience and make confident decisions before launch.
Step 5: Launch your strategic website
Time to celebrate – you’re ready to launch!
Now you have a website that not only looks good but also speaks directly to your ideal clients and supports your business goals.
Remember: your website is never “done”. Revisit your copy and design as your business evolves – for example, when you introduce new services, shift your audience focus, or refine your offers.
And to keep your site fresh and relevant, regularly publish new content, like blog posts or case studies. These show your expertise, support your SEO, and help potential clients see the real results behind your work.
Get professional copy to launch a strategic website
A strategic website blends thoughtful planning, consistent branding, persuasive copy, and user-focused design. When each element works together, you’ll have a website that not only looks the part but also wins you the right kind of clients.
If you’re ready to plan or relaunch your website, I can help you define your brand voice and craft strategic copy that fits perfectly with your design.
Plus, I have a trusted network of designers and photographers I can collaborate with, making the rest of your process seamless.
Get in touch to chat about your website goals and how I can help.
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