Before you think about colours, images, or layouts, your website needs solid foundations. Getting these basics right makes the whole process smoother, improves your site's performance, and ensures it connects with the right people.
Here are some of the key elements every small business should have in place before building a website.
1. Your website domain
Your domain name is your website’s address, the URL people type in to find you online. It should be simple, easy to remember, and ideally reflect your business name. You can choose from different extensions such as .co.nz, .nz, .com, or .studio.
Your domain needs to be registered before you can use it. When your website is ready to go live, your domain will be connected to your website by updating your DNS settings through your domain provider (domain registrar). If you’re unsure how to do this, I can provide clear instructions to guide you through the process.
2. Website goals
Your website should always have a purpose. Clear goals help shape your content, design, and structure so every page works toward something meaningful for your business.
Some common website goals include:
Generating enquiries or leads
Contact forms, booking requests, or downloadable resources help encourage people to get in touch.Building brand awareness and credibility
Your website is often the first impression of your business. Sharing testimonials, case studies, and consistent messaging builds trust.Selling products or services
Clear calls to action and easy navigation help guide people to purchase or enquire.Supporting existing customers
FAQs, guides, or resources make it easy for people to find what they need.Showcasing your expertise
Portfolios, stories, and achievements help position you as the expert in your field.
Having clear goals also makes it easier to measure whether your website is doing its job.
3. Understanding your target audience
Your website isn’t for “everyone”; it’s designed for the people most likely to work with you. Your target audience is the group of people you want to attract and engage.
Think about things like:
What they need help with
What motivates them
What questions do they have
What tone of voice will resonate — relaxed, professional, friendly, or bold?
When you clearly understand your audience, you can write content that speaks directly to them and create a website that feels welcoming and relevant.
4. Your value proposition
Your value proposition explains why someone should choose your business over others. It’s a simple statement that highlights the unique benefit you offer and the problem you solve.
A good value proposition is:
Clear
Specific
Focused on your customer
Usually one or two sentences
For example: “Helping small business owners create beautiful, cohesive brands that feel authentically ‘them’.”
This message serves as the foundation for your website content and helps your audience quickly understand what you do and why it matters to them.
5. Branding and visual identity
Your branding is more than just a logo; it’s the overall look and feel of your business. Consistent branding helps people recognise you and builds trust from the moment they land on your website.
This includes things like:
Logo
Colour palette
Fonts
Photography style
Graphics or illustration style
Tone of voice
When these elements work together, your website feels cohesive and professional, and your audience gets a sense of your personality straight away. Consistency across your website and marketing channels helps create a unified brand experience.
6. Site structure (your website layout & pages)
Your site structure is how your website is organised, the pages you include and how people move between them. A clear, simple structure makes it easy for visitors (and Google) to find what they need.
Most small business websites include core pages like:
Home — an overview of who you are and what you do
About — your story and values
Services / Offerings — clear information about what you provide
Portfolio / Work / Case Studies — if relevant
Blog / Resources — optional but great for education and SEO
Contact — how people can reach you
Keep your navigation clean and straightforward — if people can quickly find the right information, they’re far more likely to stay and enquire.
A strong website starts with the basics: a clear domain, defined goals, a deep understanding of your audience, consistent branding, and a simple site structure.
If you’d like help bringing all these foundations together, my Website Design & Build package can create a cohesive, purposeful site that’s easy for your audience to use. Get in touch to find out more.
