3 Key Steps to Building a Website That Works
Your website isn’t just an online placeholder—it’s an opportunity to showcase who you are, what you do, and why people should choose you. Done right, it can become one of your most powerful business tools. But let’s be honest: just having a website isn’t enough. For it to actually work, it needs to reflect your goals and actively help you grow.
In this post, I’ll walk you through three key steps that will make your website work for you—not against you.
Step 1: Clarify Your Goals
Before you jump into the design process, it’s essential to get clear on your goals. What’s the main outcome you want from your website?
At Elle Harrison Design, we usually see two types of clients with distinct goals:
Authority-Focused:
These clients have an established business and want their website to build trust, showcase their expertise, and reinforce their brand authority.
Lead Generation-Focused:
These clients want their website to help them grow their business by generating enquiries, bookings, or sales.
Understanding which category you fall into is key. If your goal is to attract new leads, but your website is set up like a simple online brochure, it won’t deliver the results you’re hoping for.
When your goals are clear, every design decision—from the layout to the content—can be aligned to support your objectives.
Step 2: Make Your Website Searchable
Once you’ve defined your goals, the next step is making sure your audience can actually find your website.
This is where Search Engine Optimisation (SEO) comes in. SEO helps your site show up when people search for services like yours.
A common mistake I see is businesses relying solely on social media for visibility. Social media can be great for connecting with your audience, but it’s unpredictable—you’re at the mercy of algorithms and trends.
SEO, on the other hand, puts you in front of people who are actively looking for what you offer.
Why SEO Matters:
Social media is about broadcasting your content and hoping the right people see it.
SEO is about showing up for people who are already searching for your services—they’re already further along in their buying journey and more likely to take action.
Example:
Let’s say you’re a physiotherapist.
If you post on social media about the benefits of physio, only a small portion of your followers may need your services right then and there.
But if someone Googles "physiotherapist near me," they’ve already made the decision—they just need to find the right provider.
If your website ranks well, you’re much more likely to get that booking.
SEO Tips for a Searchable Website:
Use the Right Keywords:
They should be highly relevant to your services.
Look for keywords with a good balance of high search volume (lots of people are searching) and low competition (so you can rank higher).
Optimise Your Page Structure:
Use headings (H1, H2, H3) that clearly outline key information.
Write meta descriptions that are both informative and enticing.
Create Valuable Content:
Answer common questions your clients have through blog posts, FAQs, or case studies.
SEO doesn’t have to be complicated, but it does need consistency. When done right, it gives your website the visibility it needs to be a true business asset.
Step 3: Make Your Website Engaging
Once people land on your website, the next step is keeping them there long enough to learn about your services and take action.
We live in an age of short attention spans, so your website needs to grab interest quickly and keep your audience engaged.
Two Key Areas for Engagement:
Visual Design:
The way your website looks plays a huge role in building trust and credibility.
Is your layout clean and easy to follow?
Do your images reflect your brand or are they tired stock photos?
Is your website responsive (i.e., does it look great on both desktop and mobile)?
These elements matter more than you think. First impressions are formed in seconds, and a poorly designed site can make even the best business seem unprofessional.
Content:
Once your design grabs their attention, your content needs to do the heavy lifting.
Ask yourself:
Does your content clearly explain who you are and what you do?
Does it speak directly to your ideal client?
Does it guide people to take the next step?
Think of your website like a conversation. You want to answer the questions your audience has and show them how you can help.
Step 4: Make Your Website Conversion-Focused
Finally, your website needs to be designed with conversions in mind. This means making it easy for people to take the next step—whether that’s booking a service, making a purchase, or getting in touch.
How to Optimise for Conversions:
Use Clear Calls to Action (CTAs):
Tell your visitors exactly what to do. Phrases like:
"Book a Call"
"Sign Up Now"
"Get a Quote"
work better than vague options like "Contact Us" or "Learn More."
Keep CTAs Consistent:
Place your calls to action strategically throughout your website. Visitors should always know how to take the next step, no matter what page they’re on.
Make Forms Simple:
When you’re asking someone to fill out a form, keep it simple. Don’t overwhelm them with too many fields—only ask for the essentials.
The goal is to remove friction so that people can move easily from interest to action.
Final Thoughts
To build a website that works, you need to:
Make it searchable – So people can find your site when they need it most.
Make it engaging – So visitors stick around to learn more about your business.
Make it conversion-focused – So it’s easy for people to take action.
The process of turning a visitor into a paying client can happen quickly—or it can take time. Your website’s job is to make that journey as smooth and simple as possible.
By attracting the right audience, answering their questions, and guiding them through a clear path to action, you’ll create a website that supports your business goals and drives real results.
If you’re ready to build a website that actually works for your business, let’s chat about how we can bring your vision to life!
