10 Things I Check Before Designing a Website

Most website problems aren't design problems. They're decisions that were never made before the design started. Before I open Figma, I work through the same checklist with every client.

1. What should a visitor do?

Every website needs one main action — call, book, enquire, buy. If there are five equally important actions, there isn't one.

2. Who is the visitor?

A homeowner on a phone at 9 pm and a procurement manager on a desktop need very different websites, even in the same industry.

3. Where do visitors come from?

Google Ads, Upwork, referrals, social and organic search all arrive with different expectations. Landing pages should match the intent of the click.

4. What do visitors need to believe before they act?

Usually some mix of: you understand my problem, you've done this before, other people trust you, and the next step is easy.

5. What proof exists?

Projects, reviews, testimonials, logos, numbers. I list everything real before designing — and never invent what isn't there.

6. What content already exists?

Good existing content is valuable. I reorganise and rewrite it before replacing it.

7. What platform makes sense?

WordPress, Webflow or something else — the right choice depends on who will update the site and how often.

8. What does mobile need to do?

Mobile isn't a smaller desktop. Phone numbers, forms and key information need to be easier to reach on a phone, not harder.

9. What's slowing the current site down?

Heavy images, unused plugins and too many scripts cost both rankings and patience.

10. How will we know it worked?

Agree on what success looks like — enquiries, bookings, sign-ups — before launch, so there's something real to measure afterwards.

The short version

Answer these questions first and the design gets simpler, faster and far more effective. If you'd like help working through them for your website, get in touch.