Before a designer starts, gather four things: your business details, a short description of each service in your own words (a good provider turns it into polished copy), your real photos and logo, and the logins for your domain and hosting. Having these ready is the single best way to keep a website project on schedule.
Use this checklist as a working list. Print it, copy it into a document, or send it to your designer so you both know what is still missing.
1. Business basics
- Business name exactly as you want it shown.
- Address, phone number and email. Use the same details everywhere online.
- Hours of operation.
- Service area: the towns or regions you cover.
- Licenses or insurance details you want to show, if any.
- Links to your Google Business Profile and social accounts.
2. Goals and customers
- The one main action you want visitors to take (call, request a quote, book).
- Your main services, in order of how much you want more of them.
- Who your best customers are and what they ask before buying.
- Two or three competitors or sites you like, and why.
3. Page content
List the pages first, using What Pages Does a Small Business Website Need? as a guide. Then collect the following for each.
- A short description of the service or topic in your own words.
- What is included, who it is for and how the process works.
- Common questions and your answers.
- Anything you want customers to know before they call, such as how you quote or how scheduling works.
Rough notes are fine. A designer or writer can polish them. What they cannot do is invent the details of your work.
4. Photos and brand assets
- Your logo in its original file, not a screenshot.
- Brand colors and fonts if you have them.
- Photos of your work, your team, your vehicles and your location.
- Short videos, if you have them.
Real photos of your own work almost always beat stock images. If you have none, plan a short photo session before launch.
5. Proof
- Customer reviews you have permission to use.
- Before and after photos, if relevant.
- Names of certifications or associations you belong to.
- Any facts you can verify, like how long you have been in business.
Only use claims you can back up. Vague claims like “best in town” do not help and can hurt trust.
6. Accounts and access
- Your domain registrar login, or who registered it.
- Your current hosting login, if you have a site.
- Access to your Google Business Profile, analytics and any ad accounts.
- Logins for tools that will connect to the site, such as email or booking software.
7. Decisions to make
- Who approves the design and the final site.
- Your budget range and your target launch date.
- Whether you need ongoing updates after launch.
How to write your page content when you hate writing
Most owners are better at talking than writing. Use that. Record yourself explaining each service as if to a new customer, then type up the recording. Or have someone ask you the questions customers ask and write down your answers.
- Pick one service.
- Answer out loud: What is it? Who needs it? How does it work? What does it cost to get started, such as a free quote or a visit?
- Record it on your phone.
- Transcribe it and send the text to your designer or writer.
You will get honest, plain text that sounds like you. It is better than a polished page of generic words.
Photo tips that cost nothing
- Shoot in daylight when you can.
- Hold the phone sideways for wide shots.
- Take a few before and after pairs on every job.
- Get permission before photographing customers or their property.
- Keep originals. Do not send screenshots.
What stalls projects most
- Photos and text that arrive after the design is already done.
- Not knowing who has the domain login.
- Several people giving conflicting feedback.
- Changing the list of services mid-project.
A short brief you can copy
Send your designer a one page note that answers these lines.
- We are a [type of business] in [town].
- We serve [towns or regions].
- Our top services are [list].
- We want visitors to [call, request a quote, book].
- Our best customers are [description].
- We like these sites: [links], because [reason].
- We need the site live by [date], and [name] will approve it.
You do not need it to be perfect
Rough, honest material is enough to start. A designer can tidy text, resize photos and fill small gaps. What slows a project is missing material, not imperfect material. If something is not ready, tell your designer early so they can plan around it.
Once this list is mostly checked off, the project moves into design and build. How Long Does It Take to Build a Website? shows what happens at each stage. For cost drivers, see What a Small Business Website Costs. The whole process is mapped in our small business web design guide.
Want a second opinion on your website?
If you are planning a new site or wondering why the current one is not producing calls, we can look at it with you. Webfactory Media is a Carlisle, PA agency, and we also work with businesses across the country remotely. See our web design service, or call (888) 849-2397 and ask for a free marketing review.
