What to know before starting a new website

A new website rarely runs into trouble because of the design itself. Problems usually come from decisions that were left unresolved at the start. Here are five things worth sorting out before the work begins. They are easy to address now and much harder to change once the website is in development.

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1. Be clear about why you are rebuilding

“It looks dated” may be true, but it is not a useful project goal. A visual redesign can make the website feel more current. It will not necessarily improve how well it supports the business. Decide what should change as a result of the project. That might mean:

• more relevant enquiries,
• a shorter sales process,
• fewer repetitive support questions,
• stronger job applications,
• clearer communication of your services.

The answer will influence the structure of the website, its content and the way its performance is measured after launch.

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2. Decide who has final approval

One of the most common causes of delay is uncertainty about who can make the final decision. Several people can review the work and contribute feedback. That is often useful. But one person should be responsible for resolving conflicting comments and approving the direction on behalf of the team. Without a clear decision-maker, feedback rounds take longer and the project can stop while everyone waits for internal agreement.

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3. Start preparing the content early

Content often takes longer than expected. Writing text, selecting photographs, checking product information and approving legal copy can uncover questions that have not been discussed before. Who is the service really for? Which benefits matter most? Is the offer described consistently across the company? Start preparing these materials before the design phase if possible. Early drafts are useful even when they are not final. Designing with real content helps us make better decisions about page length, hierarchy and layout. Placeholder content does not show us that a real headline is longer, that the available photographs have a different format or that a product list contains 47 items rather than three.

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4. Check what you have access to

Before rebuilding the website, confirm who controls the systems connected to it. This may include:

• the domain registrar,
• the hosting account,
• the analytics property,
• the current website and its source files,
• form and email services,
• cookie management tools,
• other integrations used by the website.

These details become important during launch. A missing domain login can delay publication even when the new website is otherwise ready. Access is especially important if another agency or supplier manages the current website. If you are unsure what your company owns or who holds the accounts, resolve that early. Our security checklist explains what to check in more detail.

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5. Decide who will look after the website

The website will need attention after launch. Content becomes outdated. Services change. New case studies need to be added. Analytics may show that some pages are performing better than others. Technical updates and security requirements also continue. Decide who will be responsible for the website once it is live. Clarify whether that responsibility includes:

• publishing and updating content,
• technical maintenance,
• monitoring forms and integrations,
• reviewing analytics,
• improving the website over time.

This can be handled internally, by an external partner or through a combination of both. What matters is that the responsibility is clear.

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The short version