Every page needs one job: bring in an enquiry, sell a product or answer a question. Before design starts, write down the main action you want visitors to take and how you will measure it. Without that, design decisions turn into matters of taste, and reviews become debates about colours instead of results.

Describe your typical visitor in a few lines: who they are, what they already know and what makes them hesitate. Ask existing clients or your sales team which questions come up before people buy. Those questions become the structure of the site, and the words visitors use become its copy.

Designing around placeholder text hides problems until launch week. Then the real text is too long for its boxes, or the key message has nowhere to go. Draft the main headings and key messages first, even roughly. The layout then follows the content, and every section has a reason to be there.

Sketch how a visitor moves from landing on the site to contacting you. Note which pages they see, in what order, and what they need on each one. Turn that into simple wireframes that show structure without colour or imagery. Wireframes take minutes to change, so this is the cheapest point to fix a confusing flow.

Skipped planning tends to show up later as rework: pages redesigned after launch, copy rewritten to fit the layout and features nobody uses. That rework takes longer than the planning would have. It is why our Discover phase comes first. We interview your team, study your competitors and agree on what the site must say, and you approve the design before we build.

UX is how the site works for the visitor: its structure, its flow and what each page has to do. UI is how it looks and responds: type, colour, buttons and layout. Good UX decides what goes where, and good UI makes it clear and pleasant to use.

Yes, even a five-page site. Wireframes are quick to make and show the order of content on each page before design starts. Feedback is then about structure while it is still cheap to change.