Best practice in web design

Planning is essential when it comes to designing a website. Lack of planning can lead to money lost, poor user experience and a website that reflects negatively on your business.

Set your website objectives

Website planning begins by first identifying your website's purpose. Typical reasons why businesses develop websites include:

• building brand awareness
• finding new customers
• saving money through online processes
• selling products or services
• improving customer support

The key to effective planning is realising that you are not building a website for yourself. You're creating it for your prospective audience, which can include your current customers, new prospects, stakeholders, suppliers and partners.

Plan your website content

Decide on the type of content you will need to support the objectives of your site and how to present this online. Think about balancing the amount of text, images and interactive content that you wish to publish on your site. Look at what your competitors are doing and try to understand what the business opportunities are for your website.

Learn as much as you can about the audience you are trying to reach. Think about:

• what will make them visit your website
• what they will want when they get there
• what will encourage them to return

If you are creating an e-commerce website, provide unique descriptions for your products or services. This will help with search engine optimisation and ensure that you stand apart from your competitors.

Thorough market research will help you lay a firm foundation for your website. You will want to research your competitors, your products, your target markets and consider internal resources and processes to inform your project.

See how to set up an e-commerce website (video tutorial).

When you are planning content for your site, don't forget you are legally required to publish certain company information - see business websites: legal requirements.

Plan your website structure

When it comes to planning your website, it may help to sketch your site structure using a site map, wireframes or simple tools like Word or PowerPoint, or use free online tools that serve a similar purpose. 

Create a flowchart showing:

• main pages (eg homepage, about, contact us)
• sub-pages and key sections
• logical user flow from entry points to key actions (eg buy now' or 'contact form')

Use bulleted lists or indentations if software is unavailable. Label each page with its purpose, priority (high/medium/low) and key content. 

You may want to share your draft site map with a few target users or colleagues. Ask if they can find key information (eg products, contact details) in three clicks or fewer, and refine the structure based on feedback.

Aim to make your customer journey as simple as possible - the principles of user-centred design can help with this.