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When my husband and I renovated our master bathroom, we spent what felt like ages on the pre-work.

At the time, I just wanted to dive in and get going.

But in the long run, that pre-work saved us a ton of time and money. Once we got to the actual work, it was easy.

Creating a highly converting website is the same way. A lot of the success is in the pre work.

If you're getting ready to launch a new website, or redesign the one you already have, I want to walk you through the key steps you should take before you dive into the project.

These steps will make your project smoother, faster, and more effective. And most importantly, they’ll set you up for a website that does its job: bringing in the right clients.

I’ve seen too many people skip this prep work, only to end up with a website that looks fine but doesn’t actually move the needle in their business.

Here are four steps you should take before beginning a website project.

1. Start with Your Brand (Not Just a Logo)

Before you even open your website platform of choice, you need to have your brand locked in. I don’t just mean your logo. I mean the bigger picture: what your business stands for, who it’s for, and how you want to be perceived.

Branding sets the tone for your entire site. Without it, you’re building without a foundation.

I like to break branding down into three key pillars:

Target Market

You need to be clear on who your business is for. If you’re trying to reach everyone, you’ll end up reaching no one. Knowing exactly who your ideal client is and what they’re struggling with helps you speak directly to them and create a site that actually connects.

Message

What makes your business different? What do you believe in? What do you want to be known for? Your brand message is what sets you apart. It helps build trust and communicates your values, which is often the reason people choose you over someone else.

Aesthetics

Now we’re talking about visuals. But here’s the catch: your brand’s aesthetics should be based on your audience and your message, not just what looks pretty. Color psychology, type choices, layout styles all send a message. You want that message to be intentional and aligned with everything else.

2. Define Your Website’s Goals

It’s tempting to say, “I want people to book me,” and leave it at that.

But the truth is, most visitors aren’t ready to book the first time they land on your site.

They’re in research mode. They're still figuring out who you are and whether you're what they need.

So yes, booking a service is a goal. But you also need some smaller steps in place. These are things that guide people to stick around, stay connected, and come back.

Think about offering:

• A free download to build your email list

• A blog to showcase your expertise and help people learn more

• A podcast or YouTube channel to create long-form trust

• A quiz or assessment that helps people self-identify as your ideal client

  
  

Every page of your site should lead people toward these touchpoints. When you map this out ahead of time, your website becomes a strategic experience.

3. Write Your Copy Before You Design

This one’s big. I’ve seen so many people buy a template and try to squeeze their words into the pre-designed boxes. That almost always leads to stiff, generic copy that doesn’t say what you really want to say.

Instead, open a blank document and write each page like you’re having a conversation with your dream client. Think through what they need to hear, what objections they have, and how your services can help them.

Your words do the heavy lifting when it comes to converting visitors. And if writing isn’t your thing? Hire a copywriter. It’s an investment that pays off. (And fun fact: I used to be a copywriter before I became a designer, so I offer copywriting as an add-on for clients who need it.)

4. Choose the Right Platform for You

This is where a lot of people get stuck.

The truth is, there’s no one-size-fits-all platform. WordPress is powerful, but it can feel overwhelming if you're not tech-savvy.

There are a lot of amazing drag-and-drop builders now that are easier to use and more approachable for small business owners.

The key is to pick something that fits your brain. What are your tech abilities? How much time do you want to spend learning and maintaining your site? Do you want built-in support or are you okay troubleshooting on your own?

And don’t stress too much about picking the “perfect” platform forever. Your business will grow. Your needs will evolve. You can always migrate later.

Choose what works for you right now and move forward with confidence.

Bonus: Don’t Skip Strategy

The other day, my husband told me to go book a spa treatment for Mother’s Day. I found the perfect place. It had great services and good prices. But I couldn’t find their hours anywhere. Not on their website. Not on Google. I moved on and booked with someone else. That business lost me in seconds.

That’s how fast we lose potential clients.

You need someone who can see those gaps before your visitors do. Someone who can think through the structure, the flow, the user experience. Not just the visuals.

That’s why I believe in hiring a designer who thinks strategically, not just stylistically. Whether you’re DIYing or ready to invest, strategy is what turns a nice website into one that works.

Next Steps

If you're in the early stages and DIY-ing, I offer website templates. It's a great option if you’re not ready to hire a designer but want a site that’s set up to convert out of the box.

If you’re a few years into business and you’re ready to upgrade your site entirely, let’s talk. I’d love to help you build something that actually supports your goals and attracts your perfect-fit clients.

Ready for a full redesign? Find out how it works.