Designing an Effective Website: Strategy First, Design Second

You’re ready to build your first website. You’ve probably browsed themes and templates, pinned color palettes, or tested fonts, and I totally agree that that’s the fun part. 😉

But here’s the truth: designing an effective website starts long before you pick a template.

If you want your site to actually bring in clients, sell products, or grow your email list, you need strategy to lead the way.

As a web designer and former educator, I’ve noticed a common pattern: business owners jump straight into design, then wonder why their “pretty” website isn’t doing anything for them. The difference between a site that works and one that sits quietly online? A plan.

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Step 1: Clarify Your Website’s Purpose

Most first-time site owners make the same mistake: they dive into templates and themes before asking the bigger question, “What is this website supposed to do for my business?”

Your website isn’t a digital business card. It’s a tool. And like any tool, it needs a job.

Ask yourself:

• Do I want this site to build my email list?
• Do I want people to book calls with me?
• Do I want to sell products directly from the site?

Pick one primary goal for your website. It doesn’t mean you can’t do other things later, but choosing a main focus now keeps your design, content, and navigation crystal clear.

👉 Want extra support mapping out your purpose, goals, and content before you dive in? My 75-page Website Planning Workbook walks you through every decision, from audience clarity to page layouts.

Step 2: Understand Your Audience

Instead of thinking about colors and logos first, start by picturing the exact person you want to reach. Ask:

• What problem are they trying to solve?
• What’s frustrating them about their current situation?
• What result would make them feel relieved or excited?

When you understand these answers, writing content and choosing images becomes 10x easier. You’re not designing for “everyone”; you’re creating an experience that makes your ideal visitor feel like they’ve landed in the right place. ✈️

Nailing Your Target Audience

Faith Lee’s Nailing Your Target Audience course helps you understand exactly who you’re trying to reach and what they need from you. The included Business Planner template transforms this understanding into a practical roadmap for your offerings, helping you create services your ideal clients actually want!

Step 3: Map Out a Simple Site Structure

Navigation can make or break your website. You don’t need dozens of pages to look “legit.” In fact, the simpler your structure, the easier it is for visitors to take action.

At minimum, most new websites need:

• Home — the overview of who you help and how
• About — your story and why you’re the right guide
• Services/Offers — what you provide and how people can work with you
• Contact — an easy way to reach you (form, email, or both)
• Blog/Resources (optional) — a place to share helpful content and improve SEO

The key is to create a pathway, not just a collection of pages. Think of it like giving someone directions: “Start here → learn this → take this step.”

👉 Pro tip: Add a clear call-to-action (CTA) on every page. Whether that’s joining your email list, booking a call, or purchasing a product, your visitor should always know what to do next.

Step 4: Write Content That Connects

Here’s the part most people dread when it comes to building their website: writing the actual words. But your copy is what turns browsers into buyers.

A few principles to keep in mind:

• Lead with their problem, not your credentials. Your visitor needs to see themselves in your words.
• Be clear over clever. Don’t hide what you do behind fancy phrasing. Simple and direct always wins.
• Guide them forward. Each page should answer: “What do I do next?”

If writing feels overwhelming, know that you’re not alone. Most business owners struggle here.

That’s why I recommend Danbee Shin’s Easy Guide to Website Copywriting. It’s designed specifically for people who want effective website copy without spending months learning to “be a copywriter.”

Step 5: Prioritize User Experience Early

A beautiful site won’t matter if it’s slow, confusing, or hard to use. From the very beginning, think about how your visitors will experience your site:

• Mobile first. Much of your traffic will come from phones, so check how every page looks on a smaller screen.
• Keep it fast. Choose lightweight images, avoid clutter, and pick a host that prioritizes speed.
• Make actions easy. Whether it’s signing up for your list, contacting you, or purchasing, the process should feel effortless.

User experience is what makes people stay, explore, and eventually trust you enough to take action.

Step 6: Choose Design With Strategy in Place

Now—finally—it’s time for the visuals.

Design is powerful, but its job is to support your strategy, not replace it. With your goals, audience, structure, and content in place, you can now choose colors, fonts, and layouts that reinforce your brand and create consistency.

What matters most here isn’t flashy graphics, it’s trust:

• Clear, professional presentation
• Visual consistency across pages
• Messaging that sounds like you

💡 If you’re still clarifying your brand voice, Megan Elliott’s Messaging Clarity Journal is a great resource. It helps you uncover language that feels natural and true to your business, which makes designing around your words so much easier.

DIY vs Professional Help

There’s no one right way to build your first website. The best approach depends on your stage of business, your comfort with tech, and the amount of time you’re willing to invest.

When DIY makes sense:

• You’re just starting out and want to test your ideas
• Your site will be simple (think a handful of pages and one main offer)
• You have more time than budget, and you’re willing to learn

👉 If this sounds like you, my Website Planning Workbook will help you map out your site with clarity.

When hiring a designer is worth it:

• Your offers are more complex (multiple services or digital products)
• You don’t have time to troubleshoot tech or learn a builder
• You want to skip trial-and-error and get it right the first time

If you’re considering working with a designer, I’d love to talk with you about what’s possible. Book a free discovery call and let’s see how I can help you create a website that actually supports your business.

Quick Wins for Designing an Effective Website

Want to take action today? Start here:

• Write down your #1 website goal.
• List the 3 actions you want visitors to take.
• Sketch a simple site map before touching a builder.

From there, you’ll be in a much stronger position to build or hire with confidence. 😊

Frequently Asked Questions