The 3 Non-Negotiable Strategy Decisions to Make Before Building Your Website
You're excited to start your website, but if you jump straight into picking fonts and colours, you're setting yourself up for the dreaded "re-design loop." That’s where you spend months tinkering, only to realise the foundation is wrong and you have to start over.
Success comes from strategy, not guesswork. A great website isn't decorated; it’s engineered.
Here are the three fundamental, non-negotiable decisions you must make before logging into your Squarespace editor to ensure your website is built for long-term growth.
Define Your Ideal Client
A website that tries to speak to everyone ends up speaking to no one. If you want to attract high-paying, aligned clients, you must be hyper-specific about who you are building the website for.
Create a simple Ideal Client Profile. You don't need a complex persona, just a clear picture of the person you want to work with. Ask yourself:
What is their biggest problem that my service solves?
What objections do they have to hiring me?
What language do they use to talk about their needs? (Use these exact words on your homepage!)
Result: Your website copy will stop sounding generic and start sounding like a direct, personalised conversation, instantly building trust.
Pinpoint Your Single Conversion Goal (The Action Funnel)
Every single page on your website needs a job. If you don't define that job upfront, your visitors will wander, get distracted, and leave without taking action. This is the single biggest failure point for DIY websites.
Decide on the one thing you want a visitor to do. While your site has many goals (read blog, see portfolio), each specific page should funnel visitors toward your primary goal.
Primary Goal Example: Booking a Discovery Call.
Page Goal: The 'Services' page should convince them of your value and funnel them to the 'Contact/Booking' page.
Blog Goal: The blog post should demonstrate your expertise and funnel them to the 'Services' page.
Result: You will know exactly where to place your most powerful Call-to-Action (CTA) buttons, transforming your site from a brochure into a guided sales process.
Lock Down Your Brand Tone (The Voice of Authority)
Design is more than just pretty colours—it's communication. Your visual identity, word choice, and overall tone need to be completely consistent to establish authority and professionalism. A premium client won't hire an expert with a wishy-washy brand.
Before choosing your fonts, define your Brand Voice. Is your brand:
Authoritative & Polished? (Use clean, formal fonts, and direct, confident language.)
Friendly & Approachable? (Use warmer colours, conversational language, and simple layouts.)
Edgy & Creative? (Use high-contrast elements and bold, unconventional layouts.)
Result: You will have a clear set of rules for every design decision, making the building process faster and ensuring your website feels cohesive, intentional, and uniquely yours.
Tired of Guessing? Start with Strategy.
These foundational steps are what separate a beautiful website from a strategic website. If you’re feeling overwhelmed by this pre-planning phase, that's exactly where my work begins.
My Custom Squarespace Design process starts with a deep dive into your brand strategy, ensuring we have a rock-solid foundation for audience, goals, and tone before we ever touch a design element. This comprehensive approach guarantees a professional, long-term asset for your business.
We understand that every business has a different timeline and budget. Whether you need a full custom build, our highly efficient Website in a Week service, or a powerful Premium Squarespace Template to launch faster, we have a strategic solution tailored for you.
Click here to explore our Custom Squarespace Design process and find the perfect path to building a strategic, results-driven website.
