Plan a website around the next customer action.

Start with the visitor’s questions

List what a potential customer needs to know before contacting you. The service, location or market, examples of work and practical next steps usually matter more than a long introduction to the agency or company.

• Can a new visitor understand what you do?
• Can they identify whether the service fits their situation?
• Is the next step clear on the pages that matter?

Give each page a job

A service page explains a specific offer. A case page shows actual work. An About page explains who is responsible for the business. Avoid creating several pages that repeat the same information with slightly different headlines.

Plan the content and the migration

Inventory the current URLs, useful copy, media and integrations before replacing a website. Decide what stays, what changes and where retired URLs should lead. Keep a source backup and test the new version separately from the working domain.

• Record important URLs and metadata.
• Keep the original project and testimonial wording available.
• Check that images, navigation and forms still work on mobile.

Treat the form as part of the website

A visible button is not enough. Check required fields, error messages, successful server acceptance and the route to the person who handles the enquiry. Test a failed delivery as well as the ordinary successful path.

Agree who owns the website after launch

Hosting, domain access, content updates and maintenance need clear owners. Record what the team needs to do and which integrations depend on an external account. A handover should leave the business able to operate the website.