How to plan your website: a free, step-by-step strategy for small businesses
If you’re looking to start DIYing your website on Squarespace, Showit, Wix or another website platform, you’re in the right place. Before you start jumping in and changing your fonts and colour palettes around, you want to ensure that what you’re designing is actually going to work. And for this, your website really needs to be based on a solid strategy,
This is your complete guide on how to plan your website so it connects, converts and grows with your business! Now before we get into the nitty-gritty details, I do want to mention that I’ve got a video on this if visual learning is more your cup of tea (I know it is for me!).
Why website planning matters
Without a clear plan, your site can end up like a pretty coffee table book. Recall a time you’ve been in a waiting room, you grab a nice looking book, browse a little bit but ultimately put it back down, never to think about it again. And this is exactly what a pretty website does to your potential visitors. They might scroll, skim a little bit, but ultimately they bounce. However, with a proper website strategy for your small business, you’re able to build a site that speaks directly to your ideal clients, showcases your value, and drives results. Your entire brand and website foundation is dedicated to serving the right people from the start.
Before we dive into it all, I just want to let you know that I’ve created a free workbook and AI tool that can help you get this done faster than you might think! The PDF has space for you to write and record your answers, and the AI tool has been trained specifically on the Website Starter Workbook (and it’ll be able to help you get your first set of answers down quickly!
🎁 Click here to download it for free now!
Okay let's walk through the first big step in planning your website! This is setting your brand foundations and creative direction. This step is about getting really clear on who you are, who you want to help, and how you want your brand to feel. Let’s run through it.
Step 1 – Define your brand foundation
Start with the basics
Brand name
Service or product
Who you help and how
Dig into your deeper purpose
Ask yourself:
Why does your business exist beyond profit?
What long-term vision are you building toward?
What mission will get you there?
What values shape your approach? (E.g. Integrity, innovation, sustainability etc)
What’s your brand personality? Think vibe: calm and minimalist, or bold and punchy?
These answers will be the basis of your brand and website design.
Once you've got a strong sense of who you are as a brand, the next step is to get crystal clear on who your website and your services are actually for. This is super important because you need to know you’re speaking to the right people.
Step 2 – Understand your target audience
Demographics vs psychographics
Age, gender, income, job title
Daily life, pain points, motivations, aspirations
Positioning your services as the solution
Where do you fit into their day?
What problems do you solve?
How does life look after working with you?
This clarity makes your message magnetic to the right people. Inside the workbook you’ll go over these questions in more detail ensuring you’ve got a solid grasp on your ideal audience.
Now it's time to start looking at the fun stuff! The creative direction. This is the visual style of your brand, it's what brings your brand personality to life through things like colors fonts images and layout style.
Step 3 – Craft your creative direction
Choose your colours intentionally
Colours tent to have intrinsic meanings depending on where you’re located.
For example: Red = energy, yellow = optimism, blue = calm, black = luxury
Dont forget to check accessibility in your chosen colours (contrast is key) so it’s easily readable.
Select fonts that reflect your brand
Use 2–3 fonts: headings, body, accent
Match the feel you want to go for (e.g. editorial, clean, playful, modern etc)
Always double check it’s legible on mobile
Build visual consistency with imagery
Use consistent style, tone, and lighting
Natural over overly staged
Stick to one visual vibe as much as possible
What you actually need in a logo
If you’re just getting started, a clean wordmark is enough. (Think your chosen font typeface with your brand name)
Add variations (stacked, icon) as you grow
Focus on clarity, not complexity
If you do want a bespoke option, it’s best to work with a designer. You can’t trademark Canva logos or anything created by AI. Plus the quality you’ll get from a professional designer is in a whole different league.
It’s time to move into the next and important step: crafting your offers and services. Your website's main job is to make sure potential clients understand what you do and feel confident in choosing you. So now is the time to clarify your offers and services.
Step 4 – Clarify your offers & services
Your site must quickly explain what you offer and why it matters.
Name: Clear and aligned
Who it’s for: Specific audience
What’s included: Features and deliverables
Why it matters: Benefits and transformation
Make sure you repeat this for each product or service.
After you’ve got your offers and services planned, the next step is to plan your sitemap. A sitemap is basically an outline of the pages you’ll need on your website, and if those pages lead onto any other pages.
Step 5 – Website structure (aka sitemap)
Having a clear sitemap means there’s an easy to follow roadmap when creating!
Core pages to include:
Home: Welcome, overview, CTA
About: Your story, values, credibility
Services: Offerings with descriptions
Contact: Easy next steps
Optional: Blog, Store, Membership Area
Planning your website content keeps your goals and your audience top of mind.
When it comes to writing for your website, strong clear copy is just as important as beautiful visuals. Your copy is how you connect with your audience, build trust and encourage them to take action.
Step 6 – Write website copy that connects
Copywriting tips for small business websites
Speak directly to your audience (use "you" more than "I")
Show benefits, not just features
Keep tone aligned with your brand
Guide visitors with clear CTAs like "Book Now" or "Get the Guide"
Great design brings them in. Great copy keeps them there and encourages them to take action.
Wooow! Huge congratulations, you've made it and done the hard work of laying your foundation for your website! That's something that a lot of DIY-ers skip, but you're ready to move forward with clarity and confidence!
So where to from here? Well let's look at the options. You've got a couple depending on where you are in your journey and what works for you.
Step 7 – Decide how you’ll build your website
You’ve got three options:
DIY with platforms like Squarespace, Showit or Wix. Learn how to get together a website using DIY platforms. Just make sure you do your research into which will work for you best.
Use a Website Template designed for your niche. I recommend using templates that have been specifically designed by a designer based on marketing best practices. (If you’re interested in checking out mine, they can be found here)
Hire a Designer for a bespoke, done-for-you site. This option is best if you want to hand it all over to a designer, save time and have a much more stress-free process! (Check out my bespoke services if you’d like to work with me!)
And finally…
Planning your website is about making more informed choices from the start, so you can build something that grows your business and connects with your ideal audience.
If you do use my Website Starter Workbook, I’d love to know how you find it. So don’t be afraid to get in touch and share your thoughts!
