175,000+ Hours in Digital Marketing & Revenue Generation | EST. 2005


(888) 275-9221 | sales@palmettosoft.com

10 Step Web Design Process


Introduction to our Web Design Process

In this article, we hope to explain our in-house web design process for a basic, informational website.

We have built hundreds of websites over the years, have learned a little bit along the way, and would like to share some of this information with you.

Because we are developers, this article is written primarily from the developer’s perspective. However, anyone should be able to follow along and hopefully they might learn something interesting, if not a lot more!

The Funnel. We like to think of our process much like a funnel. At the top, information is swirling and much of it is undefined. As we progress down the funnel, that is, the steps of our process, information and output become more clear, concise, and ultimately result in a turnkey website.

Developers need to follow documentation when they build.

Ever heard of the biblical Tower of Babel? This is what happens when the size, scope, and expectations are not defined or followed.

We have a saying in the IT field: “for every one hour of proper planning, you will save six hours in development time.” This is very true and is a major factor in the profitability (or not) of a development shop.

Now that we have the philosophical stuff out the way, let’s have some fun!

Step 1: Gather Requirements

In many cases, especially for those with little business experience, this is the most important step of the process.

Understanding the expectations, scope, and resources properly aligns both the customer and developer for future success. This is important, because any type of business transaction should be undertaken with the goal of a “win-win” for all parties involved.


web deisgn process You may see this type of offer: “I have an unbelievable service/product and we are looking for a partner to build it. Once we start making money off this, you will get paid big time!”

Basically, they are asking you to work for free. You can/will hear statements like, “This is my dream,” or, “It has a multi-million dollar potential.”

If you accept the terms, this is what happens: You excitedly begin working on the project the first few weeks. However, no revenue is coming into your business. Eventually you begin to work on other projects that actually pay you money.

Then your new business partners begin to get irritated with you with their stalled project…wash, rinse, and repeat.

This always ends in disaster, and you should avoid it like the plague! Here is what to tell them as soon as you hear this type of offer: “Thank you for your offer, but this is your dream. I have my dream, and it is my company doing work for customers just like you. In addition, we work for US currency only–I am a developer/small business and don’t have the resources to be your bank.”

You will probably never hear from them again, but don’t worry–it’s best for both parties.

Technical Requirements. Think of everything technical related to the project. Domain name, website hosting, content management system, and email should be identified as line item work orders and each priced accordingly. If the customer is not tech savvy, offer to do it for them with their company credit card.

web deisgn process Don’t use your company account(s) to host client domains or email for the client. This will end up causing many problems, especially when they are ready to leave or need to do business somewhere else.

Provide a Ballpark Estimate. By this time, you should have a ballpark estimate of 10% of the total fee in your head. Verbally tell them and see where they are on things.

In the event the customer wants a lower price, you can offer to scale down the size of the project and any type of special functionality it may have. And keep in mind you should never go below your basic fee.

Why is this important? You have to factor in accounting, design, management, copywriting, and other miscellaneous fees when considering your starting price.

Following a website design process is critical in ensuring satisfaction and profitability. It also makes work more efficient, helps in communication and almost guarantees a happy customer at the end!

Step 2: Proposal

When you need to formalize something, write it down.

You can call it a contract, estimate, proposal, or something else entirely. The main point is to have a document that both developer and customer both understand what is being delivered, along with expectations, timeline, and price.

A proposal also helps to control the scope of the project or “put a fence around what is being requested” so there are no misconceptions about the work being done.

The proposal should at minimum feature the following sections: Introduction, expectations, navigation summary and functionality, development process with integrated schedule, and fee.

An example of our proposal is found here. In addition, the proposal should be a predefined template that you populate with the customer’s requirements.

Hint: Learn about the Website Project Cost Overrun!

When creating your Proposal, make sure to add an Expectations section which covers such basics as response times, working hours, assumptions, etc… This is very important!

Step 3: Navigation Summary

There are many names for this step, including but not limited to: site tree, site structure, navigation tree, site navigation, site organizational chart, and more.

Essentially, this is the time to organize the website’s main pages and associated subpages, and to also describe technically how they will display.

For example, there are drop down menus, fly outs, hover overs, mega menus, top navigation, side navigation…you get the point. This is the time to explain how all this is going to happen.

web deisgn process CHANGE ORDERS BEGIN HERE. They can be implemented throughout the rest of the web design process until site launch.

Since the website’s pages are already mentioned in the proposal, any request to add pages and/or functionality to the website will have a dramatic impact on your profitability.

Remember, you have already bid the job. An example of this would be the customer asking, “Can you add a photo gallery for me? I just realized we need that.”

Well, that request could easily take up to 25 additional hours once you find the appropriate technology, install it, collect and load images, and then train the customer how to do it. You need to get paid for that!

Enter the change order. A change order is a document that reflects a change in the scope of work requested by the customer.

It should explain the item along with the cost, adjusted timeline, and fees. It should also be billed to the client 100% up front before any more work is done on the project.

Why? For starters, you now have a delayed project. Since most developers invoice around 50% down and 50% upon completion, this means you are not getting paid the latter half until a later date.

Also, by billing in this manner it lets the customer understand the seriousness of scope changes and discourages them from constantly wanting to change things during the development of their project.

It is also important to know that change orders can supersede and/or add to the legal agreement you have with the customer. Once the change order has been approved and paid for, it should immediately be added to the project timeline as if it were in the original proposal.

A navigation summary is the roadmap for the website.

An experienced developer should be able to take hundreds of web pages (if necessary) and organize them for the user to find anything with a maximum of four clicks. Try and keep the main navigation links to less than ten.

Why? Imagine walking into a library and every book is off the shelf and opened. You would literally be bombarded with information and see nothing. By keeping the web page interface clean and simple, the visitor will easily be guided to the information they are looking for.

Navigation SummaryStep 3: Navigation Summary

The navigation summary is the “driver” of the wireframe.

Each page mentioned in the navigation summary should have a corresponding wireframe. Ensure the navigation summary is approved before going to the next step.

Think of the Navigation Summary as a visual version of your site tree. It gives a better understanding of the project and also helps to “put a fence around it.” This fence is important in keeping the scope contained along with your profitability. Change Orders begin here too!

Step 4: Wireframe

Wireframes are not to-scale black and white blueprints to show every page on the website.

We cannot overstate how important wireframes are to the creation of a great website.

Nobody builds a house without blueprints, yet many amateur developers skip this very important step and jump into the mockup design phase. They do this because they think blueprints are a waste of time. In reality, they are a massive saver of time!

Blueprints match both customer and developer expectations for what is being built.

Furthermore, when the client is engaged in the blueprint creation process they see the developer’s professionalism and attention to detail for the project. So make wireframes as detailed as possible!

Guess what? Later on in the project, the customer tends to already have a favorable view of their project since they have been involved since the beginning.

Special Note- We use Balsamiq as our wireframe building tool.

Remember–The wireframe drives all the required content!

Not only is the content defined, but the file name in which it needs to be sent is also shown. Having the proper file name makes it the developer’s job much easier when building the website.

We like to mention all required content in a red font so it easily catches the eye. In our next step; Content Collection, we create a Content Inventory spreadsheet pulled directly from…see below!

Wireframes are blueprints of the web application that is about to be built. Think architectural plans. Blueprints are done first before any aircraft, spaceship, building, bridge, ship, etc…is ever constructed. Don’t make the novice mistake of designing first… or you will end up in the abyss.

Step 5: Content Collection

Typically, this usually represents somewhere close to the midpoint of a project.

More importantly, this is typically where more than 60% of projects stall. Why? Content collection is a ver client-dependent task, as copy, images, testimonials, videos, bios, and other types of content need to be gathered.

One of the ways to mitigate this problem is to explain this scenario to the customer up front (without scaring them away) and ensure they are “bought in” and understand the importance of getting this information.

Content InventoryContent Inventory

Use your magnificent wireframe to create a Content Inventory spreadsheet.

web deisgn process Coach the customer in the content collection effort. Have a positive tone and try and get them excited to do this.

If not, you could be facing an almost guaranteed delayed project. In our experience, typically about 60% of website projects are delayed because of the content collection step, which is basically a client-side dependency.

The only way to avoid this is to explain this up front and get them motivated to want to receive a website that is built on time. Another great recommendation is to ask the customer to gather 100% of their content, properly label it, and send it to you AT ONE TIME.

Sending content to you in pieces can add a multitude of uncompensated hours, as you are constantly opening emails, updating, responding, and repeating the process over and over again.

Warning! Do not proceed until the next step until 100% of the content has been received and inventoried.

Would you build a house if you were missing the second floor windows? No. Would you build the roof if you were missing the shingles? No. Imagine a half-built house sitting in the elements for six months deteriorating as each day goes by.

This is what happens if you try and build a website without all the content.

Step 6: Project Timeline

At this point in the project, most of the “heavy lifting” has already been done.

It is also the first time where the developer truly has some level of control regarding the remaining time left on the project. And this is where you create the project timeline.

I recommend creating this with your team first and then sending it to the client. Since they have already been involved quite a bit in the project, now is a good time to let them know that things are about to speed up and the rest of the project should be adownhill effort.

This is good for the customer to hear, especially after they have spent many hours proofing copy and gathering images and testimonials.


The project timeline step is also when the project manager meets with the development team in a kickoff meeting.

All prior documentation is reviewed. It begins with the proposal, navigation summary, wireframes, and ends with content collection. Also, any change orders that have occured will be discussed.

Project Timeline is highlighted in yellow.

Project Timeline is highlighted in yellow.

It is extremely important for this event to take place and have the proper amount of time allocated to it. On larger projects, this may actually take place over a couple of days.

The project timeline is truly when you understand exactly how long a project will take to build. Why? Mainly, there are NO more major client dependent tasks and the developer “has the architectural plans, wood, and windows to build the house- all on site.”

Step 7: Mockup Design

Mockup Design Questionnaire:

By this step you should be extremely familiar with the site layout and its message.

Create a one-page document asking design related questions, such as:

“What are your company colors?”

“Please describe two or three websites you admire and specifically detail what style related features you like.”

“Do you have any recent marketing material for us to look at?”

Basically, the questionnaire needs to be short and to the point. Study the feedback the client gives and you should be on your way towards creating a nice design.

Mockup Concept:

With an informational site, you only need to create a Home, Inner (a main service offering), and Contact page.

It is extremely important to also use the content you have already collected, because it will influence the “likeability” in the customer’s eyes. After all, you have done all this work so far, so use your content to your advantage.

On the flip side, using dummy text (lorem ipsum) as filler content will typically get an opposite response.

Page Elements:

The mockup step is the best time to introduce page elements into the design.

Think of supporting graphics, call-to-action buttons, PDF icons, thumbnail styles–basically anything that is not copy and images. Establishing the look and feel now helps to “polish” the mockup design.

For further clarity, page elements should only be placed in the content areas and not in the header and footer.

When sending mockups, don’t send 2-3 examples- only send one style. Think about it: When you have followed your web design process meticulously, by the time you get to the mockup, all inputs and considerations should flow into one design. Using multiple designs will only muck up the process and waste design hours.

web deisgn process Only produce one set of mockup concepts, not two or three.

As you have travelled through the development process you should be somewhat in the ballpark when it comes to producing the design. Creating multiple concepts guarantees that you just created a lot more work and complexity for yourself.

The customer will instantly say things like, “I like the color on this one but also like the color on that one,” and you are now in the design swamp with all its vines, roots, muck, and everything that is scary.

To add insult to injury, you will not get paid for the extra work you do.

Stick with your original design concepts and make changes as required until the customer says, “This is exactly what I want.” Then inform them (by email to ensure a digital trail), “We are going to accept this mockup design approval.” This reduces the overall timeline as well as matching up with the original proposal.

Step 8: Development

As we move through the web design process, this seemingly difficult step can be one of the easiest.

After all, development is more of an assembly job than anything else. And typically the project can begin to rapidly accelerate towards the ultimate goal of the website launch.

The fastest way to achieve this is to assign multiple developers to the project. These technicians can work in different areas of the project simultaneously.

web deisgn process The project manager and development team need to be working directly from the direction and notes provided by the wireframes. No members of the team should depart or get distracted during this time.

For example: A customer begins sending extra content (or new ideas) during this process. What do you do?

The wireframe has not accounted for this new content/component/page that needs to be developed to accommodate for this change. Don’t simply try to add the new feature.

Instead, create a change order and send it to the client. Remember this! Scope changes that occur further along the development process can have a larger effect on the timeline and price of the project than an earlier one.

Imagine constructing a three-story building. You are now in the final phases of the project and adding the roof and windows. All of a sudden the customer wants a bathroom added on the second floor.

Since you are so far along in the project, you will need to demolish part of the structure, redo the plumbing, wiring, fire systems, walls, and other features. Get the picture now? The more finished a project becomes, the more impact a change request can/will have on it.

Don’t provide a development link as you are building.

Unfinished or in-progress jobs simply look bad and send a negative psychological message to the customer. Remember, they are not IT professionals and don’t understand much of what we do.

Developers make the mistake of doing this mainly because they want the customer to see they are making progress on the project. Don’t do it! Wait until you are finished. Following your process with good communication skills will give the client confidence in your abilities.

After initial development, it is time to vigorously test.

If you have the extra personnel on staff, have an independent tester look over the project who has not worked in the project. They should look over all documents to date to ensure nothing is missing or done incorrectly, functionality is working properly, etc.

Why an independent developer? Since they have little to no knowledge of the project, they will not have biases and predetermined notions when they are testing.

Having a fresh view of something makes finding errors and bugs much easier. In the event you have a small staff or it is just you, try and go into this task with the same mentality. Try very hard to find mistakes!

Development is considered the “fun phase” as your team now has all the documentation, content and client input to build the site. It can be done quickly- especially if multiple developers are simultaneously working on the project much like a construction team would on a house.

Step 9: Prototype

Once the development step (with internal testing) has been completed, you should send the client a prototype link so they can begin testing and reviewing the website from their side.

In the same email, it is extremely important to have a list of instructions for them to follow, such as: “During this time the client needs to vigorously test their website for any broken links, images not working, text errors, pages not working, etc.”

Basically, have them only look for bugs and errors: things that are broken or not working properly.

Important Tip:

In a second, supporting paragraph you should clearly state: “During this time, the customer will NOT be adding new pages, images, changing copy, or modifying programming. This constitutes NEW WORK and will be quoted as a new project after the website goes live.” Be very careful of this scenario, as it happens all the time.

For some reason, customers like to try and swap copy, images, and pages. Just be aware of it! The best way to mitigate the problem is by educating the customer beforehand as to what is in scope and what is out of scope.

Also, recommend to the customer that only one person proof their site and not a group of people.

Why? Different people see things different ways, and you don’t want too many chefs in the kitchen. You know how that turns out, and it’s always bad.

In the event the customer does not feel good about their personal ability to test, you can always show them your internal testing document. Usually that will get the approval you need to move forward.

The prototype is a rough draft (beta) version of the website. And it should be vigorously tested by the client. However, this is NOT the time to be adding new pages, copy, etc… That is scope creep and requires a change order.

Special Note:

As clients typically are not developers, we don’t send them our website checklist to proof their sites.

web deisgn process Ensure that you invoice and take the final website payment before the website goes live. This should be done after the client’s correction list has been made.

Why do it this way? While there is peace, love, and goodwill among most people, some customers may not expedite final payment for a myriad of reasons. Maybe they are low on money, or maybe they have a tendency to pay their bills late.

None of these reasons ever need to be your problem. This is why you take the final full payment for the customer before you initiate the go live process.

Step 10: Launch

After the customer approves the prototype, you should begin the launch sequence.

Because this step is technical in nature, below are some main things to do.

  • Migrate website files from development server to live server
  • Install SSL certificate
  • Integrate customer email ID in the contact form(s)
  • Thank You page redirection
  • Upload robots.txt and sitemap.xml file
  • Recheck Prototype step

Special Domain Name and Hosting Note:

The above process is based on the assumption that the client has an existing website on their server and this is a website redesign project.

During this time, the domain name and website hosting details are handled in the development step. We work in this order mainly for time saving purposes.

Have the customer vigorously test their website for any bugs or errors. Once this is completed, have them reply with an “I accept this project as completed” type email. This confirmation helps to officially end the project!

90 Day Warranty:

Have some version of a warranty you send to the client after going live. You should also review it with them so they understand you are not liable for the next 10 years or 100,000 miles, whichever comes first.

Maintenance Agreement:

Another important policy to have is a customer maintenance agreement.

Moving forward, this defines how the developer will work for the customer and under what terms. You would be amazed at how many customers think that once their site is built, the developer is responsible for the next several years of unlimited updates.

Because of this unrealistic assumption (and others), a clearly defined maintenance policy helps you stay profitable in the long run.

web deisgn process Don’t fall into the “Unlimited updates for $X/month” mindset.

While a few hundred dollars per month may initially seem enticing, you could be getting yourself (and your shop) into a slippery slope from which you cannot recover financially.

This is how it happens: At first the customer is not asking for many changes, as their site is basically brand new. As time goes on, however, they begin to ask for more development and this soon begins to grossly exceed the profitability margin of your maintenance agreement.

You are now operating in the red, and it is dangerous when you cannot control costs. If this is occurring across multiple accounts, you could be in trouble. So please, take our advice and don’t do it!

Instead, have an agreement that says, “Bills in increments of half-hours at $X per hour. This includes but is not limited to: Email support, content changes, plugin updates, SSL integration (they buy, you install), research (be careful with this one!),” and basically anything that you define as work since you are a billable time company.

When you get the work request, simply send back a quote outlining the work, timeline, and fee. Also be sure to mention any dependencies or contingency scenarios that could happen. When in doubt or need to explain something, note it in your quote.

Over time, your customers will appreciate not being on the hook every month for a lump sum of money. This is also another step to ensure your profitability.

In addition, your professionalism will probably result in more referral business.


If you are a developer or casual reader, we hope you gained something of value from this article. There are many, many ways to build a website, but we have shared the way we do it at PalmettoSoft.

For time’s sake (and not to bore you), we didn’t discuss sub-steps and other low level processes. Some of the opinions mentioned are strong, but that is intentional.

Why? You will get more value out of something that has been learned as a painful lesson rather than a sugar-coated theory. It is much easier to learn from another than to go through it yourself!

You may also be looking at this article thinking, “I don’t have any of this stuff. How in the world am I going to develop all these documents?”

Well, you are in luck because you are not facing a climb up Mount Everest. Actually, the tasks are probably much easier than you think.


Our Philosophy: Speed is better than perfection!

You cannot score a goal if you are not on the playing field.

Simply create a list of documents you need and knock out each one, one at a time. They don’t have to be long-winded or written with the perfect “legalese” language. Just create it as your master copy and always add to it as you learn more through experience.

The same is true with any processes/methodologies that your company follows. Let deadlines and due dates drive your business development, rather than always striving for perfection.

So create it, start using it and periodically revisit it as you evolve.


Please comment or share your experiences below. Thanks.


Author Bio

Rhett DeMille periodically writes subject matter expert blog posts on SEO and web design topics. And several of these posts are nationally ranked on the 1st page of Google. He is also the founder, owner and operator and PalmettoSoft, a 16 year old digital marketing company based in the southeastern US. Among his peers, he is known as a “process and methodology” guy and loves the field he works in.

What clients say

We make it easy to get started. No pressure and no contracts.

PalmettoSoft strives to serve its customers with marketing best practices and unsurpassed service, creating lasting and successful relationships with every business owner, marketing director, or digital dreamer who signs on.