Building your website is a big project with a whole bunch of pieces to decide on and plan out. And I totally get it, one easily feels compelled to just grab a pretty template and get going. I’m the same really – impulsive and always eager to just get stuff done. But here’s the truth: If you don’t have a solid brand foundation and a strategy in place first, your website will be more much more than a pretty placeholder.


A well-designed website isn’t just about looking good. It’s about creating an experience that speaks to the right people. It communicates your message clearly and, most importantly, it converts visitors into dream clients. And that all starts with your brand.



What Should Your Website Look Like?


This is where most people start when thinking about their brand too, but it’s actually where you should end. Every design decision, from colours and fonts to imagery and layout, should be driven by the foundation laid in your brand strategy.


And once you have that, it really takes the guesswork out of this process. Your brand’s personality, values and ideal audience will determine:

✔️ Colours that evoke the right feel
✔️ Typography that conveys your brand’s tone
✔️ Imagery that resonates with your audience
✔️ An overall visual style that makes your brand memorable


Without this strategy in place, you’re just choosing what looks nice — not what actually builds connection and trust with the people you want to attract.




What Should Your Website Say?


In my experience, this is where people often tend to go wrong. While you may intuitively be drawn to visuals that convey the right emotions, the copy often gets phoned in. “I want my work to speak for itself” is what I hear a lot from creative business owners. But really, people need more than that. A beautiful website might draw people in, but it’s your message that keeps them there. And more importantly, it’s what convinces them to take action.

This is where your brand strategy becomes invaluable. When you’ve already defined your core messaging, your brand voice and who you’re speaking to, writing your website copy becomes (almost) effortless.


A strategically built brand gives you the answers to:

✔️ What your core message is and how to communicate it
✔️ The tone of voice that best represents your brand
✔️ How to speak directly to your ideal clients so they feel seen and understood
✔️ What values should shine through in every piece of content

The Problem with a “Pretty” Website

Anyone can grab that pretty website template, fill it with generic copy and nice photos and call it a day. But if that website actually converts? That’s down to luck, not strategy.


An effective website is a carefully planned tool that turns browsing visitors into engaged clients. Without a brand strategy, you’re simply guessing what might work, rather than designing a website that’s intentionally built to attract, connect and convert.



Conclusion: Build Your Brand First


Before you even think about building a website, lay the groundwork for your brand. That way, when it’s time to create your site, every design choice, every word of copy and every strategic decision will be aligned with your bigger vision — so your website actually works for you.



Your Pre-Website Brand Checklist:

✔️ A clear understanding of your ideal client and what resonates with them
✔️ A well-defined brand message and voice
✔️ A brand strategy that guides your visual identity and design choices
✔️ A strong foundation of values and positioning that set you apart
✔️ A brand that feels authentic and aligned with the business you want to build

Once you have these in place, then you’re ready to build a website that’s not just pretty—but powerful

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