Although, on my website, I outline a short 5-step process for clients to design a strategic website for them, for simplicity, I do not show the full process.
Remember, our sales pages should be simple, not confusing. If I try to describe the full process, clients will simply feel overwhelmed and leave.
Still, having a clear process outline is crucial – I want my clients to feel confident and know what steps we need to take to get the results.
That’s why I decided to dedicate this blog post to this topic – a full step-by-step process I go through with my clients to design a website that communicates the value they bring to their clients, increases their credibility, and positions them as trusted experts.
A strategic web design process is essential for architects and service providers because it goes beyond aesthetics to create a powerful tool that communicates expertise, builds trust, and solves real client challenges.
1. Kick-off call
The process starts with a 15-20 minute kick-off call, which is scheduled after receiving an inquiry through my website or a referral.
By the end of this call, you’ll have a clear vision of the website’s purpose and whether we’re a great fit to work together.
During the call, I focus on gathering key insights:
- Why now? Why they feel it’s the right time for this project.
- Core Offer: What their main offer is and how they plan to scale it in the future.
- Biggest Hurdle: The primary challenge holding them back from reaching their goals.
- Website Goals: The #1 purpose or goal of their website.
- Brand Alignment: How they feel about their current brand and whether additional features or collateral are needed.
- Success Metrics: What success looks like for them.
Understanding their definition of success is crucial. As a web designer, there are factors outside my control, and I want to ensure we’re aligned on realistic expectations.
For example, suppose a client defines success as landing 10 new projects directly from the website. In that case, I explain that while I can create a site that positions them for success, I cannot guarantee specific outcomes influenced by external factors.
If the client’s goals and expectations don’t align with the value I can confidently provide, I respectfully let them know we may not be the right fit. Transparency at this stage avoids potential misalignment and ensures we both move forward with clarity.
If a client is a great fit, I prepare a detailed project proposal, contract, and invoices. All documents are organized and shared through a dedicated client portal to streamline the process and keep everything in one place.
2. Brand Questionnaire
Once the kick-off call confirms we’re a good match, the next step is filling out the Brand Questionnaire. This isn’t just a formality—it’s the foundation of a strategic, effective website.
Clients sometimes overlook providing detailed audience insights. This can lead to websites that don’t resonate with their ideal client.
The questionnaire helps me gain a deeper understanding of my client’s business, their audience, and their goals. Here’s how it works and why it’s essential.
Why the Brand Questionnaire Matters
The Brand Questionnaire gives the client a chance to reflect on their business from a fresh perspective. It also ensures we’re aligned on how the website should communicate their value, establish credibility, and resonate with their audience. Think of it as a roadmap—we can’t build a strong online presence without understanding the landscape first.
Key Areas the Questionnaire Covers
1. Business Identity
This section dives into the client’s story, mission, and core values.
For example, a recent client highlighted their commitment to empowering NYC developers by simplifying zoning regulations while delivering high-value solutions. Understanding their purpose and values would help me design a website that authentically reflects their ethos.
2. Audience Insights
Here, clients describe their ideal audience and the challenges they face. For the architecture studio mentioned above, their clients—NYC developers—struggle with regulatory hurdles and delays, leading to financial strain. By understanding these pain points, I can position my client as a problem-solver and a trusted advisor.
3. Competitive Edge
Clients also share what sets them apart from competitors. For example, the last client I mentioned above as an example, emphasized their boutique scale, personalized service, and a robust portfolio of zoning-driven projects. This information would help me craft content and design elements that differentiate my clients in a crowded market.
4. Visual Preferences
The questionnaire includes questions about branding, such as color palettes, typography, and design inspirations.
5. Website Goals
Clients articulate their main goals for the website. For the client I mentioned above, this included generating leads through clear CTAs and showcasing their expertise via case studies and testimonials. With this clarity, I can prioritize features that deliver results.
How It Shapes the Design Process
The answers to the questionnaire influence every aspect of the website:
- Messaging: Tailored to resonate with the client’s audience and emphasize their unique value proposition.
- User Experience: Structured to guide visitors smoothly toward taking action, whether it’s scheduling a consultation or exploring services.
- Design Elements: Aligned with the client’s branding preferences to create a cohesive and professional look.
An effective website does not happen with an accident. Let’s design yours with intention and a strategy that works for your business!
3. Brand Story Script
The next step in creating a strategic website is crafting a compelling Brand Story Script. This script forms the foundation of the website’s messaging and ensures every page connects emotionally with the target audience.
Here’s how I guide my clients through the process and why it’s essential.
Why a Brand Story Script is Crucial
A great website doesn’t just explain what a business does—it tells a story that resonates with the audience. A clear and consistent narrative builds trust, creates connection, and inspires action. Using a structured approach, I help clients articulate their story in a way that makes their value irresistible to potential customers.
The Key Components of a Brand Story Script
1. A Character
Every story starts with a hero, and in this case, it’s the client’s audience. Together, we define:
- Who their ideal customer is.
- What struggle they’re facing.
For example, my last client’s customers are NYC developers navigating complex zoning regulations and struggling with delays that increase costs and derail timelines. This understanding ensures the website speaks directly to their pain points.
2. The External Problem
This is the surface-level issue their audience is Googling solutions for. For my last client’s clients, it might be:
“I need help navigating NYC zoning laws efficiently to maximize my building’s potential.”
Addressing this problem clearly positions the business as the solution.
3. The Internal Problem
What emotions are tied to their struggle?
This might be the frustration of project delays and feeling unheard during the design process creates stress and uncertainty. Capturing these feelings shows empathy and understanding.
4. The Philosophical Problem
Why is it unfair they’re facing this challenge?
“You shouldn’t have to lose time and money because of unclear zoning regulations and delayed approvals.”
This statement appeals to the audience’s sense of justice, creating a deeper emotional connection.
5. The Villain
What’s standing in their way? Let’s illustrate it on example of my last client.
- Time: The lengthy approval process.
- Money: Rising costs due to delays.
- Knowledge: Lack of expertise in zoning laws.
Pinpointing the “villain” shows that the business understands the challenges holding clients back.
6. Positive Outcomes
What transformation will the audience experience after working with the business?
For my last client’s clients:
- Confidence that their project complies with all regulations.
- Faster approvals, saving time and money.
- A collaborative partner who ensures their vision is realized.
By highlighting the results, we show the value of the services beyond the features.
7. The Plan
A simple, actionable plan removes doubt and makes it easy for clients to say “yes.” For example:
- Schedule a consultation to discuss your goals.
- We create a strategy to maximize your project’s potential.
- Together, we ensure every detail is compliant and aligned with your vision.
This clear roadmap builds trust and confidence.
8. Empathy
Empathy connects on a human level.
I encourage clients to share their story or experiences to show they truly understand their audience’s struggles. For example:
9. Authority
Authority builds trust. This is where testimonials, case studies, or portfolio examples shine.
A studio could showcase successful projects that demonstrate their expertise and results:
10. Avoiding Failure
Finally, gently remind the audience what’s at stake if they don’t take action.
“Without the right expertise, your project may face costly delays, compliance issues, and missed opportunities to maximize its value.”
Please, avoid fear-mongering. This should feel like a gentle nudge.
How the Brand Story Script Shapes the Website
With the Brand Story Script complete, every element of the website—from the homepage to service pages—is strategically crafted to:
- Address the audience’s pain points.
- Showcase the business’s unique value.
- Guide visitors toward taking action.
4. Strategy Deck
The next step is to develop a strategy deck.
A Strategy Deck is a comprehensive document that outlines the foundational elements of your brand and serves as a roadmap for your business’s identity, messaging, and marketing strategy. It is particularly valuable during the website design process, ensuring every design and content decision is rooted in strategy.
What Does It Include?
A typical Strategy Deck contains:
- Brand Identity: Your mission, values, and unique selling points (USP).
- Audience Analysis & competitor research: Insights into your target clients, their challenges, and motivations.
- Marketing: Based on your marketing strategy, we decide how to talk to the customers coming to your website.
- Website structure (sitemap)
- Visual Direction: Aesthetic guidelines for a cohesive look.
- References
5. A Loom video taking the client through the strategy deck
Once the strategy deck draft is done, I record a Loom video where I go through the strategy deck and explain the decisions I made. This is an essential step because otherwise the client might be confused about some of the parts.
I share the draft pdf in addition to the video so that the client can comment directly on the pdf. After that, I make changes or further explain the reasoning behind the decisions in the strategy and upload the final version to the client portal.
An effective website does not happen with an accident. Let’s design yours with intention and a strategy that works for your business!
6. Feedback and website materials from the client
I create a shared folder where the client uploads photos and any other graphical material. I can’t emphasize it enough how important having high-quality photos is. This can make or break the website design.
7. Website copy
In order to have an effective copy, you need three things in plage: strategy, keywords to include, and skills to write an effective copy. Let’s break them down.
Keyword research
I have a whole article dedicated to SEO, but in a nutshell, it is a process to identify phrases your potential clients are already looking for. If a client hires an external SEO professional – then great, I will incorporate keywords they give me.
Otherwise, I do it myself.
I don’t run a SEO agency and I don’t have expensive subscriptions for that. You can see my keyword research process in more details in this article.
Content writing
In some cases, my clients hire a copywriter. In that case, I share website copy templates with them to fill out. It’s important to use key messaging from the strategy deck.
The copy must be SEO optimized. I run each page through SEO checklist (see image below).
To make sure the copy is consistent with the strategy we agreed upon, I check website content against the sitemap. We might decide to slightly change things up, but in general, we should follow the strategy deck.
Website Content Feedback
Just as before, I share the copy with the client and request feedback before the final approval. The feedback needs to be structured. So I use pre-defined questionnaire.
8. Website design
Now the fun part: website design.
I use Framer to design all my websites. First of all, it is very customizable and lets me have a design freedom, and secondly – if a client needs a one-pager, than Framer is the most affordable subscription option out there.
My process consists of several steps
Preparing images
- Resize images – 2400x1600px max
- Compress images – tinyjpg.com
- Name using relevant keywords
- Resize and optimise logos
- Create Favicon
Layout
Using the approved sitemap I create website pages and layout content sections. In some cases, the client only needs a one-pager. This is especially the case for service providers who do not necessarily need a multiple-page website, given the fact that a single-page website is more cost-effective in Framer.
Once the home page design is done, I share it with the client and request structured feedback. I generally offer 2 rounds of revision before approval. Once the home page design is approved, I design the rest of the pages according to the design style.
Website Design Feedback
I generally offer two rounds of revision.
The revision should be structured.
The last thing I want is for the client to tell me “Make the logo pop a bit”.
Here is the structure I use to get accurate feedback from the client:
Launch
Depending on the agreement with the client, I either host and maintain the website on my account for a monthly fee, or I transfer it to the client. The beauty of Framer is that it does not need regular software updates (like WordPress) and it’s easy for the client to log in and edit text or switch images. So, in most cases, it’s in their interest to transfer the website to their account.
To help with the process, I record an offboarding Loom video.
From the first conversation to the final website launch, this process is designed to ensure your website becomes a powerful tool for achieving your business goals. Every step, from strategy to design, is crafted with intention to reflect your unique value and connect with your audience.
