Beyond Design: What Makes a Website Actually Work for Your Business
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You’ve invested in a beautiful website, but are you still waiting for it to bring in clients? 🙋♀️
You’re not alone.
As a web designer and former educator, I’ve noticed a common pattern: business owners often focus on creating visually stunning websites before considering how those sites will actually support their business goals. Let’s change that.
Quick Start: Website Strategy Checklist
✓ Define your #1 website goal
✓ Identify your ideal visitor’s main challenge
✓ List three actions you want visitors to take
✓ Map out your basic site structure
✓ Gather your core content
✓ Plan your main calls to action
Building on Purpose, Not Just Aesthetics
Why Your Website Needs Strategy First
Your website is more than an online business card or digital brochure. It’s a powerful tool that should actively work for your business—attracting ideal clients, generating leads, or selling your products. But this only happens when you build with purpose.
I learned this lesson the hard way in my own business. I wanted to get my website up and running as quickly as I could after leaving my 15-year teaching career, so I just built things page-by-page as I got around it. As I write this, I’m deep in the process of rebuilding my own website—a journey that’s taught me firsthand the importance of strategic planning. While I’ve always gone in with a plan when I work on a client’s website, I can’t say the same for my own site.
But I now fully appreciate that the most beautiful website won’t help your business if it’s not strategically planned to support your objectives.
Setting Goals That Drive Results
Before opening your website builder or hiring a designer, ask yourself:
- “What specific actions do I want visitors to take?”
- “How will I measure my website’s success?”
- “Which business tasks should my website handle?”
- “What problems should it solve for my visitors?”
Understanding Your Ideal Visitor
A website that works starts with knowing exactly who you’re trying to reach. I’ve seen many business owners (myself included!) start with a vague idea of their target audience, only to struggle with creating content that truly connects.
Your website needs to speak directly to your ideal visitors—addressing their specific challenges, using language they relate to, and offering solutions they’re actively seeking.
This goes beyond basic demographics into understanding their real needs and motivations.
Core Elements of a Working Website
Strategic Navigation and Structure
Great design catches attention, but intuitive navigation keeps visitors engaged.
Your site’s structure should create clear pathways that guide visitors toward taking action—whether that’s booking a call, joining your email list, or making a purchase.
Content That Converts
Great website copy does more than fill space—it turns visitors into clients. This means:
- Speaking directly to your audience’s pain points
- Clearly communicating your solutions
- Building trust through your expertise
- Making your offers irresistible
If writing compelling copy feels challenging, you’re not alone.
That’s why I recommend Danbee Shin’s “Easy Guide to Website Copywriting”. Rather than using generic templates, you’ll learn how to write authentic copy that converts by understanding what your specific audience needs to hear from you.
Not all of us dream of becoming copywriters, and Danbee gets that—we just want to write our own website copy more effectively.
Clear Paths to Action
Every page on your website should guide visitors toward a specific goal. This doesn’t mean aggressive sales tactics—it means creating a natural flow that helps visitors understand:
- What you offer
- How it helps them
- What to do next (as Sage Grayson says, “Never Leave ’em Hanging!”)
Help visitors move forward by:
- Following up effectively (thank you pages, welcome sequences)
- Offering low-commitment options (free resources, newsletters)
- Creating clear middle steps (discovery calls, consultations)
- Making it easy to take action (simplified forms, clear pricing)
Brand Consistency
While design isn’t everything, consistent branding builds trust. Your website should reflect your brand’s personality and values through:
- Professional presentation
- Consistent messaging (you need Megan Taylor’s awesome Messaging Clarity Journal for this)
- Cohesive visual elements
Common Website Pitfalls
Starting with Design Instead of Strategy
One of the biggest mistakes I see? Jumping straight into choosing colors and fonts before establishing a solid strategy. Without clear goals and audience understanding, you risk building a beautiful website that doesn’t actually support your business.
Missing Key Business Functions
Your website should actively work for your business. Common functional gaps include:
- No clear path for potential clients
- Missing or buried contact information (discover how you can turn your Contact Page into a client-landing super tool)
- Complicated booking processes
- Unclear service offerings
Forgetting About User Experience
A website might look stunning but fail to serve its visitors. Poor user experience often shows up as:
- Confusing navigation
- Slow loading times
- Cluttered pages
- Unclear next steps
Planning Your Effective Website
Key Decisions Checklist
Whether you’re creating your first website or revamping an existing one, proper planning makes all the difference. Before building your website, clarify:
- Your primary business goals (lead generation, sales, brand awareness)
- Specific actions you want visitors to take
- Key business tasks your website should handle
- Success metrics you’ll track
- Essential problems your site should solve for visitors
Not sure where to start? My Website Planning Workbook walks you through each crucial decision, helping you create a strategic foundation before diving into design.
DIY vs Professional Help
There’s no one-size-fits-all approach to building your website. The right choice depends on:
- Your time and resources
- Technical comfort level
- Business complexity
- Budget considerations
If you’re taking the DIY route, proper planning becomes even more critical. You need a clear roadmap to avoid common pitfalls and create a site that truly works for your business.
Setting Yourself Up for Success
Building an effective website starts with understanding your audience and business goals. Here are resources that can help:
- Faith Lee’s “Nailing Your Target Audience” course helps you understand exactly who you’re trying to reach and what they need from you. Her Business Planner template transforms this understanding into a practical roadmap for your offerings, helping you create services your ideal clients actually want.
- The Messaging Clarity Journal from Megan Taylor is like having a brand strategist guide you through uncovering your authentic voice. Through 60+ strategic prompts, you’ll develop messaging that genuinely connects with your audience and sets your brand apart—perfect for crafting website content that resonates.
- My Website Planning Workbook takes the guesswork out of building your website. You’ll get a step-by-step guide for developing your site’s strategy, structure, and content, helping you avoid costly mistakes and create a website that actually supports your business goals.
- Danbee Shin’s “Easy Guide to Website Copywriting” transforms the daunting task of writing website copy into a manageable process. Instead of staring at a blank page, you’ll learn how to write authentic copy that speaks directly to your ideal clients and encourages them to take action.
- Sage Grayson’s free workshop “Never Leave ’em Hanging” shows you exactly how to guide visitors through their journey. You’ll learn practical techniques for creating natural pathways that turn casual browsers into engaged clients, so you can make every page of your website more effective.
Ready to create a website that actually works for your business?
Start with proper planning—it’s the foundation of online success. 🙌
