8 Pieces to have in place before you build your website
Is your business ready for a website? Here’s the checklist of what you need.
So, you’re thinking about building a website (or finally redoing the one you threw together in a weekend with a Canva logo and a prayer). First of all—yay! Second of all—let’s make sure you’re actually ready to build something that works for you, not just something that looks pretty.
One of the biggest mistakes I see is people not taking action because they don’t think they’re ready. I know that for me, procrastination almost always comes from feeling overwhelmed and uncertain about what to do or how to get going. I hope that this will help you know if it’s time—and if not, give you a plan of action to get there so you can move forward with confidence.
Your website is more than a digital business card or a place to randomly upload images for your portfolio-when you remember. This is the hub of your business. This is a place where your visitors become clients and you make money. When done right, it’s the hub of your business.
If you want to build a business that’s actually buildable (you know, one that grows with you instead of boxing you in), the structure you start with matters. No, you don’t have to have everything perfectly figured out. But a solid foundation will set your site up for success. And make the build MUCH easier.
Let’s dive in.
“88% of online consumers are less likely to return to a site after a bad experience”
Website Pre-Launch Tip No. 1 | At least a light brand identity
You don’t need to drop $5K on a branding package (yet 😉)—but you do need consistency. I know full-on drool-worthy branding is ‘spensive—and for good reason! It’s totally normal for that to be something you save up for, and you absolutely don’t need to stall your momentum until that’s done.
And don’t knock what you can do with a Pinterest board, Canva and a creative friend —if typography isn’t ~quite your thing.
Here’s the bare minimum of what you should have before you build a website:
A primary logo (even if it’s just a clean text logo to start)
A color palette (4–5 colors max is plenty)
Font pairings (one for headers, one for body copy, and maybe one for accents)
Why this matters: Cohesive visuals help you build trust instantly. A mismatched or overly plain brand can make your business seem unprofessional—even if your services are amazing. Branding also acts as your visual shorthand. Visitors should be able to recognize your style quickly across your site, social platforms, and marketing materials.
Example: Think of a photographer whose website is clean, modern, and monochromatic—versus one using neon pink headers and comic sans. Which one are you more likely to trust with a $2,000 shoot?
What happens if you skip this? Your website may feel disjointed or generic, making it harder to stand out or be remembered.
Website Pre-Launch Tip No. 2 | Quality images—sized just right
Surprise! Your website needs images. Of course, the BEST images will be YOUR images— either pictures you took (photographers, this is your time to SHINE!), pictures of your work (looking at you, interior designers and landscape architects 👀), or pictures of you doing your thing.
But if none of those are possible, or you just don’t have the budget for a photoshoot, you still have options. There are plenty of stock photography sites that offer free or paid for images with commercial licensing. I personally would splurge on the paid for sites—they’re usually heads and shoulders better than the rest, and you’re less likely to see others using the same photos.
Why this matters: Humans are visual. Before they read a word, your visitors are scanning your layout and photos. The right imagery helps them understand what you do, who you serve, and what it feels like to work with you.
Pro tip: Resize your images before uploading them—large file sizes can tank your site speed, and blurry photos can make even the best design look amateur.
What happens if you skip this? A site filled with pixelated, poorly cropped, or inconsistent photos can feel low-effort—and cause potential clients to bounce before they even read your offer.
**BONUS: Want a one-stop-shop of all things image related? Bookmark this—> Image Sizing Cheat Sheet
Website Pre-Launch Tip No. 3 | Be crystal clear about who you serve
Knowing your ideal client inside and out goes way beyond demographics. It’s less important to know the surface things like age or marital status than it is to really understand their problems and how you can solve them.
Here’s a few things to consider:
what are they currently doing to try to find help?
what’s not working about that?
why is this so important to them?
what specific feature is important enough that they would say yes to?
what needs to happen before they would move forward with you?
Why this matters: Your entire site—from homepage headlines to your contact form—should speak directly to one type of person. When you try to appeal to everyone, you end up connecting with no one.
Example: A wedding planner who says "I help couples plan meaningful, low-stress celebrations" will attract more clients than one who says "Event planning for all occasions." Specificity sells.
What happens if you skip this? Visitors won’t be sure your services are for them—and they’ll move on to someone who “gets it.”
Website Pre-Launch Tip No. 4 | A business name + a domain
You’ve probably already picked a business name—but before you get too attached, double check that:
it’s available to register with your state
the domain isn’t already taken by someone else
is it (or something close enough) available across all the social platforms you’ll be using? (including Pinterest and Youtube, if applicable)
it’s easy to spell and pronounce (because if people can’t say it, they can’t share it)
it makes sense for what you do—even if it’s a little creative
it leaves room to grow in case you expand your services or shift directions
it doesn’t sound confusing, weird, or unintentionally inappropriate out loud
it’s not already trademarked (a quick search at uspto.gov can tell you)
Why this matters: Your business name is part of your brand—and your domain is part of your digital credibility. A clear, relevant name makes it easier for people to remember, recommend, and find you online.
What happens if you skip this? You could end up with a confusing URL, or worse—choose a name that’s already trademarked or in use, which can cause legal issues or brand confusion.
Website Pre-Launch Tip No. 5 | Have a plan for people to contact you
Here’s a question I always ask: when someone lands on your site and thinks “Yes, this is exactly what I’ve been looking for”—what do you want them to do next?
Fill out an inquiry form?
Schedule a discovery call?
Buy a product right then and there?
Walk into your physical location?
DM you on Instagram? (not recommended, but hey—I’ve seen it)
Whatever it is, make it crystal clear. Your site should guide them naturally toward that next step without making them overthink it.
This isn’t just for your visitors—it’s for you, too. When you have a clear, well-defined process in place, it makes your life so much easier behind the scenes. Tools like Calendly, Dubsado, and other automations can take a huge load off your plate.
There’s nothing quite like waking up to a new discovery call on your calendar—or getting that “You’ve been paid” email for a website audit someone booked while you were sleeping. It’s one of those moments where your business starts to feel real and truly working for you.
Why this matters:
People won’t take action unless it’s easy and obvious. You can have the prettiest site in the world, but if it’s not clear what someone should do when they’re ready to work with you, they’ll bounce. Your call-to-action should be just as intentional as your offer.
Example:
If you want clients to book a consultation, your site should have a bold, can’t-miss button that says “Book a Call” and links directly to your scheduler—not buried in tiny text at the bottom of your About page.
What happens if you skip this?
You might attract the right people… but lose them because they’re not sure how to move forward. Confusion = hesitation = lost sales. Every time.
**BONUS: I found a way to automate the entire lead generation process, book discovery calls and grow my email list that’s completely automated — and it’s ethical and legal. Check it out HERE.
Website Pre-Launch Tip No. 6 | Pick a goal for your website (and for each page)
What’s the one main job your site needs to do? I know, make money. But be more specific. How? What actions do you want people to take when they’re visiting your site? What’s the main purpose of having a website?
Then you want to break that down even further by being intentional with each page. Don’t have an about page just because you see other people doing it. Don’t start a blog if you hate writing or aren’t writing with SEO in mind. Make sure that each page
One of the problems I see a lot of is there are either TOO MANY *different* call-to-actions, or there are none. Last summer, I did an audit that had a crazy busy ‘contact’ page - fill out a form, make a phone call, here’s an email address and here’s a calendar for booking. That’s not just confusing for your visitors, but it adds chaos to the behind the scenes of your business. Pick one and stick with it.
Here are some common goals for websites:
booking more discovery calls
selling one specific offer
growing your email list
getting people into your physical location
Why this matters: Your goal will shape your layout, content, and calls to action. A site without a goal often becomes cluttered or disjointed, and doesn’t guide visitors toward any meaningful action.
What happens if you skip this? You’ll likely end up with a “pretty but pointless” site—nice to look at, but not actually helping your business grow.
Website Pre-Launch Tip No. 7 | Have a clear offer
Ok this might seem obvious, but I promise it’s overlooked. This is definitely one of those moments where you have to get out of your own head and into your ideal clients head—what do they need to know? What features are important to them?
Most people approach this totally wrong. They look around at what their competition is doing—what’s included, how expensive (or cheap) it is, and what their process is, and then come up with something similar…. but probably with a lower price point.
❌ This is the wrong approach to creating offers. Yes, competitor research is necessary, BUT ALSO snoop around at what your right fit clients actually want. Where are they not being served? What strengths do you have that could fill in the unmet gaps? Create your offer based on THAT.
Then get crystal clear on what’s included and price fairly. Not competitively.
Utilize a FAQ section to cover any objections and offer more clarity on what’s included.
Why this matters: Your offer is what turns a website visitor into a paying client. If it’s vague, overwhelming, or hard to understand, they’ll click away.
Example: Instead of "1:1 Coaching for Business Owners," try "A 6-week coaching program to help service providers automate their client onboarding and save 10+ hours a week."
What happens if you skip this? Confused people don’t buy. You may get website traffic, but if they don’t know what’s in it for them…. they’re gone.
Website Pre-Launch Tip No. 8 | Get Legal
I’m not a lawyer, so this is not advice. But there are legal requirements, depending on where you live, that you may be legally obligated to abide by. And there may be other governing agencies where your visitors are that you need to be aware of-like if anyone is checking you out from the UK.
If you’re taking online payments or collecting personal information (hint: if you use analytics—you are), this is a must for sure.
The good news is, abiding by online regulations is super easy with an abundance of online lawyer template shops. I personally use The Boutique Lawyer for all of mine. Don’t skip this step.
Here are some of what you may need:
Terms & Conditions
Privacy Policy
Terms of Purchase (for paid products or services)
Why this matters: These aren’t just formalities—they’re legal protections. They help set expectations, outline your policies, and build trust with site visitors (especially if you’re collecting personal information or processing payments).
What happens if you skip this? You could be violating privacy laws or setting yourself up for disputes with no documentation to back you up.
Final thoughts
I hope this was helpful! Honestly, I don’t think most people start building their site too early—that’s really ok—most people just think everything needs to be built out and perfect before they can start looking for people to serve. So even if you’re not quite ready yet, this should give you a clear roadmap to keep moving forward toward the ultimate goal: building a legit, working website that supports your business.
Feeling a little behind? You’re not. And you’re definitely not the only one. Whether you’re DIY-ing or hiring it out, the key is to build something that grows with you—not just looks good today. Use this post as your starting point.
And if you want a shortcut? I made a website workbook that walks you through all of this—plus what to do after your site is live. It’s designed to help you build with intention. And if I do say so myself... it’s pretty great.
* Resources I might have mentioned
Start a free trial with my preferred email marketing platform, Kit
get 30% off your first payment with Dubsado after the free trial (click HERE for a free setup guide)
Free Canva Pro credits when you sign up for a free account to make your promo materials
Get your legal stuff in place with affordable and customizable legal templates through the Boutique Lawyer
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Howdy friend! I’m glad you’re here.
Around these parts, you’ll find online support for home-grown businesses who want to make more money with their websites and newsletters.
When I’m not wrangling kids, I’m likely drinking my 4th cup of coffee while scouring the world wide web to bring you the latest content on marketing, automations, messaging, simplifying…. so you can close that laptop, be more present, and make more money.