The Two Phases of Website Creation
The Two Giant Phases of Website Creation and Why Most People Skip the Important One
Here's what I wish every client knew before we started their website project.
"I want a website that converts visitors into clients."
I hear this in almost every initial client conversation. And it's a great goal! But then I ask: "What do you want them to do when they get there?" and suddenly we're in much deeper waters.
Here's the truth: There are two giant phases to creating a website that actually works for your business. Most people want to jump straight to Phase 2 (the pretty part), but skipping Phase 1 is why so many websites end up looking good but not performing.
Let me break it down:
Phase 1: Planning & Content Creation (The Foundation)
This is where the real work takes place, and yes, it requires substantial effort from you as the client.
If you have high-level ideas of what you want your website to accomplish, that's a fantastic start. If you don't? No worries—I'll guide you through the process, but it will take longer because I'll need to research your industry to understand how to best serve your audience.
Here's what Phase 1 looks like:
Content mapping: I review each section of your website and outline the content for every page
Functionality matching: For each piece of content, I determine what UI features will enhance it (like a scrolling client logo bar if you've worked with numerous clients)
Wireframe creation: This is the blueprint of your website that connects content with functionality
Project checklist: I create a shared Google Doc that serves as our roadmap through the entire process
The golden rule: Content comes first, then we match the functionality to support that content.
Phase 2: Execution (Where the Magic Happens)
Once you have your content strategy and wireframes, you're ready for the fun part.
If I have helped to create a client's brand, I can then carry the brand strategy directly into the website, and everything flows seamlessly. When I'm working with existing branding that I did not create, there's usually more back-and-forth to ensure alignment.
The execution process:
Optimize all assets: Photos, logos, and graphics are prepared for web display
Build to the wireframe: Using platforms like Squarespace, I can plug in fonts, color palettes, and button styles that automatically apply site-wide
Iterative collaboration: You're highly involved throughout, and we do several rounds of revisions
Backend optimization: Business address, Google Analytics, image tags, mobile optimization—all the invisible stuff that makes your site actually work
Why This Two-Phase Approach Works
It's methodical. Instead of making decisions on the fly, we have a clear roadmap.
It's collaborative. You're not just handing off requirements and hoping for the best—you're part of the process.
It's strategic. Every element has a purpose that ties back to your business goals.
It's iterative. We can adjust as we go because we built on a solid foundation.
The Most Common Mistake
The biggest mistake I see? Clients who want to start with colors and fonts before they've figured out what they're actually trying to say.
It's like decorating a house before you've decided what rooms you need.
Your website isn't just a digital brochure—it's a conversion tool. Every page, every button, every image should be working toward moving your visitor closer to becoming a client.
The Bottom Line
Great websites aren't accidents. They're the result of thoughtful planning, strategic content creation, and careful execution.
Phase 1 might not be as exciting as seeing your brand come to life in Phase 2, but it's what makes the difference between a website that looks good and a website that works good.
Thinking about a website project? The planning phase is where we separate the successful sites from the pretty ones that don't convert.
What questions do you have about the website creation process? I'd love to help you think through your next steps.
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