How to Design and Build An Effective Website as a DIY Entrepreneur 

 

Are you a DIY entrepreneur? Someone bootstrapping their business by wearing numerous hats rather than hiring everything out?

While I don’t recommend trying to do everything yourself as a business owner, having a “can-do” attitude when it comes to different roles and responsibilities within your business can be extremely supportive for long-term growth. 

When it comes to your website, the question of whether to DIY it or hire a professional website designer comes down to your unique motivations, goals, and needs as a business owner.

Below, you’ll find a checklist you can use to make this decision for yourself. If you decide to tackle your website on your own, we’ve also included a guide for how to get started! 

This guide outlines the importance of a well-designed website, how to structure website content effectively, tips for creating engaging content and boosting search engine optimization (SEO), and an exploration of some of the most popular website-building platforms.

Our goal is to empower you with the knowledge to create an effective website that resonates with your audience. 

The Importance of Building a Good Website

Think of your website like your digital storefront. This is your little corner of the web, and you get to choose how to present yourself and your brand. 

First impressions matter and your website is often the first interaction prospective customers or clients have with your company! 

Even after this initial interaction, an effectively designed website can become a key hub for your audience to return to again and again. 

Having a website allows prospective and current clients to explore your company and offers, make purchases or book consultations, and easily contact you with questions or concerns. It also allows you to provide value upfront, through free content or resources – building trust, engagement, and “buy-in” even before a purchase is made.

Even moreso, a website makes your business accessible 24/7, allowing customers to learn about your products or services at their convenience. 

However, these benefits can only be fully realized if a few requirements are met. 

1. Your website needs to be well-designed. A professional design builds credibility and gives you a competitive edge, while clearly outdated or poor designs can raise red flags for your users. Fonts should be legible, pages should be aesthetically pleasing with engaging visual elements, the site should be quick to load and easy to navigate, and the chosen colours should reflect your brand so that there’s no confusion on the user end as to whether or not they’re in the right place.
2. Your website needs to use effective messaging. Clear, compelling messaging helps visitors understand your value proposition quickly. If users can’t find the answers they’re looking for, they’re going to look elsewhere for support. 
3. You need to keep accessibility in mind. Your website should be accessible to all, regardless of ability level. This means choosing appropriate fonts and font sizes, utilizing contrast and whitespace appropriately, adding alternative text for photos, and avoiding content that flashes, is time-based or auto-plays. I have an entire blog post on the importance of web accessibility here.

If you already have a website in place, consider auditing it to ensure your web presence is optimal. Otherwise, keep these points in mind as you tackle your DIY site. 

Let’s explore the key elements of an effective website in more detail. 

Structuring Your Website Design and Content Effectively

Before you try to figure out the logistical and technical aspects of creating a website, get clear on: 

1. Your target audience. Who are you speaking to? Consider their age, location, hobbies, and interests. How can you appeal to them through your website content and design? What information and answers are they looking for? How will they use your website?
2. Your website goals. Why are you creating or updating your website? What are your main business goals? These can help shape your website content, layout, and calls-to-action.
3. Your unique selling proposition. What differentiates you from your competition? This can include general design choices and your use of language. 

Together these questions can help you to plan appropriately for your website – allowing you to outline your website content, and decide on the most appropriate structure and layout.

The StoryBrand Framework can be useful for further clarifying your message, streamlining content, and deciding on your CTAs. This framework involves positioning the customer as the hero, and your brand as the guide, helping you focus your content on customer solutions rather than the business itself.

Your website content is about your customer, not about you! They are searching for a solution to a problem and you are providing them a solution. Using clear messaging, customer-focused language, and strong calls to action will help you communicate this effectively. 

Key Website Elements and Pages 

As you plan out your content and site layout, there are a few pages which are standard across most (effective) websites. Including these pages will help users navigate your website with ease.

1. Home Page. Your home page should clearly state your value proposition. What do you offer? How does it benefit your customer? In addition to your word choices, there needs to be visual appeal to your home page as well. Prioritize eye-catching visuals and a strong call-to-action (CTA) so that users funnel through your website effectively. For a more detailed break-down of what to include on your home page, check-out this blog post.
2. Navigation. Your navigation (or menu) should be accessible on every page, giving easy access to other key webpages. 
3. About Page. This page is key for establishing credibility with your audience. What sets you apart from your competition? What qualifies you to support your audience? This page should share your story, mission, and values. It should also include photos of you and/or your work, information about any additional team members, and any relevant credentials you hold. A few testimonials can also be sprinkled on this page (key for building trust)! 
4. Services/Products Page. What do you offer? How do you support your clients? How does someone know if they’re a good fit (or not a good fit)? Your services page should include a detailed description of your offerings with their benefits and features. High quality images or videos showcasing your products or services can foster further interest among prospective clients. This page should also include transparent pricing or package details if applicable, so you can attract relevant, qualified buyers. 
5. Contact Page. This page should provide multiple contact methods including an email address, phone number, relevant social media links, and a contact form (reCAPTCHA is needed here to prevent spam inquiries)! If relevant, also include location information like your physical address and an interactive map for users. If you have a set service area, it’s also important to include that on this page. 
6. Blog. Your blog page should be regularly updated with engaging articles that provide value to your audience. Within these posts you can build authority, establish yourself as an expert in your industry, and boost your website SEO by embedding relevant keywords to improve your search engine rankings. 
7. Privacy, Terms and Conditions, and / or Return Policy Pages. While not relevant to everyone, these pages are essential for sites that involve e-commerce or collect information of any kind. 

Website Best Practices 

While your website should be unique to your business, there are some best practices we suggest following. These will help ensure your website performs well and is user-friendly. 

1. Know your audience. Tailor your content to meet the needs and interests of your target market. Let them know they’re in the right place by speaking directly to their pain points and clearly outlining the transformation that’s available to them if they utilize your product or service. 
2. Use clear, concise language. Avoid jargon and instead focus on making your message easy to understand! 
3. Incorporate relevant keywords strategically. Enhance your website SEO by naturally integrating relevant keywords. Avoid keyword stuffing.  
4. Create compelling headlines. Using appropriate and engaging headlines will help to grab attention, and encourage visitors to explore your site further. These headings should be formatted appropriately (H1 or heading 1 tags are used for the page title. From there, your first subheading should be classified by an H2 tag, and any further subheadings will be H3, then H4, and so on.) 
5. Focus on responsive design. Ensure your site looks and functions well on all devices including desktops, tablets, and smartphones so that you are reachable regardless of how a visitor is accessing your site. 
6. Streamline your website navigation. Use clear menu structure and logical categorization to help visitors find information quickly. This means 4-6 main links clearly directing visitors to different pages of your website.
7. Improve page loading time whenever you can. Optimizing images and using efficient coding practices can help reduce load times. Websites which load quickly will typically receive more traffic and have better conversion rates. You can use free tools like PageSpeed Insights to test your website speed and diagnose any major performance issues.
8. Prioritize accessibility. Implement accessible design practices to make your site user friendly for all visitors, including those with disabilities. Here are 8 ways to make your site more accessible. 
9. Internal and external links. In your blogs and where relevant on your website pages, provide additional value and improve SEO through strategic linking of other reputable websites. 
10. Optimize meta descriptions and page titles. This is the snippet that shows up in search engines like Google! Optimizing these to let people know what’s on each page (again focusing on clear language and keywords) will help you improve visibility and click-through rates.

Overview of Website Building Platforms

Now that you’ve planned out your website, it’s time to start putting your proposed framework and layout into action by bringing your website to life. 

To do so, you’ll need the help of a website building platform like Wix, Squarespace, WordPress or Shopify. 

Let’s quickly review the pros and cons of each.

	Wix	Squarespace	WordPress	Shopify	Square Online
Benefits	Easy-to-use. Wix features a drag-and-drop interface with no coding required. Hundreds of customizable templates are available across various industries. Features include an app market for added functionality, SEO tools to help improve search rankings, and Wix ADI (artificial design intelligence) for automatic site creation.	The design-focused platform features sleek, modern templates ideal for visually appealing websites. Built-in e-commerce options allow for easy set-up of online stores. Features include a blogging platform to share your brand story, integrated analytics, and 24/7 customer support.	WordPress sites are highly customizable, with thousands of plugins and themes to suit any need. The theme and design flexibility means WordPress is suitable for blogs, business sites, e-commerce, and more. Features include an open-source platform, SEO friendly structure, large community support and extensive documentation.	Specialized for e-commerce websites, Shopify has robust inventory management features, and multiple payment gateways to support online purchases.	Basic website builder for e-commerce sites; simple templates are available.  No monthly fees; instead you pay per transaction.
Limitations	You might outgrow the platform over time.	Limited functionality and customization.	Needs regular maintenance.  Is more technologically advanced than other builders and may require custom coding.	Costs add up quickly with options and fees.	Limited functionality and customization. Businesses are likely to outgrow the platform.  Transaction fees will add up if you sell a large number of items.
Built-in E-commerce Solutions	Simple product management. Secure checkout. Multiple payment options.	Integrated shopping cart. Inventory tracking. Abandoned cart recovery.	WoocommerceIs a free plugin with extensive features for e-commerce sites. Scalable for small to large stores. Wide range of extensions for added functionality.	Comprehensive online store solutions. POS systems for brick-and-mortar integration. App store for enhanced features.	Easy integration with Square’s payment processing. Basic templates and customization.

If you are looking to create an e-commerce focused business, there are a few additional tools you’ll want to look for: 

1. Inventory management tools. Does the platform offer real-time stock updates and low stock alerts so you can manage your inventory and keep consumers happy?
2. Payment processing tools. It’s imperative that your consumers feel secure paying through your site. Look for features like SSL encryption, and multi-currency options. 
3. Shipping and tax calculation tools. Avoid the headache of trying to manage this on your own. Look for platforms which offer automated shipping and tax calculators based on customer location. 
4. Customer service tools. Live chat features and return management systems can help streamline your customer service processes. Ensure you add a comprehensive FAQ page to your site as well where you outline any policies and procedures regarding purchases and returns for customers. 

Choosing the right platform for your business comes down to your website goals, functionality requirements, design desires, and budget. 

When to DIY Your Website Vs. When To Hire a Professional Website Designer?

So, we’ve convinced you that you need a website to connect with your audience and grow your business. How do you decide whether this is a role you take on yourself or something you should outsource? 

Here are some questions to consider: 

• Are you technologically savvy? 
• Is building a website something you’ve done in the past or you’re excited to learn?
• Are you looking for a low-cost solution? 
• Do you need a simple website up and running quickly? 
• Are you looking to have complete control of your website design, updates, and maintenance? 

If your answer to these is a resounding, “yes,” then using a basic template from a website builder like Squarespace, Wix, or Shopify and tackling this project yourself might be a great starting point for you! 

Especially if you’re a startup or small business with a limited budget, choosing to DIY your website using the insights and tips outlined can be a practical and cost-effective way to build a simple yet functional site for your audience. 

Learning the ins and outs of one of these website builders now will also support you in the long-run, allowing you to update and adjust your site as needed without hiring additional help.

As your business grows, you might eventually choose to bring in professional support to enhance your website’s design, improve its functionality, or optimize SEO to reach a broader audience.

Alternatively, 

• Are you looking for a custom, unique website design tailored to your brand identity?
• Do you require advanced or specialized website features (which may only be available through custom coding)?
• Are you looking to optimize your web presence through advanced SEO strategies?
• Are you ready to invest in your online presence in order to bring your vision to life? 
• Are you lacking the technical or design skills to build a website on your own? Is the thought of tackling this project overwhelming?
• Are you lacking the time and energy to build a website on your own? Are your energy and time best spent on other, income generating activities?
• Can your website wait a few months? Working with a professional designer may involve longer development timelines depending on their availability, and the amount of back-and-forth. 

In this case, opting to work with a professional web developer and designer is a smart choice. 

While professional services can be a significant investment and may take more time, the payoff is a fully customized and unique website tailored to you, your audience, and your brand identity. 

Experienced designers know the best practices for organizing website content, visuals, and layout, which will enhance user-experience, and improve search engine performance.  

Keep in mind, though, that if your site includes advanced custom functionality or specialized features, future updates may need the developer’s touch to keep everything running smoothly without disruptions.

How to Get Started Building Your Website

There’s a lot to consider when it comes to creating and optimizing your online web presence, but here’s how you can get started without the overwhelm: 

1. Get clear on your website objectives. What’s the intention behind building or optimizing your website? Are you looking to make sales? Grow your email list? Share information? This will help inform your website structure.
2. Plan out your website. Even if you work with a web developer, you need to remember that they aren’t the expert in your industry – you are. Get clear on the information that your audience is looking for so you can begin to craft your site content and layout. 
3. Decide on the functional elements your website needs. Do you need a newsletter opt-in (likely, yes!)? A contact form? A portfolio page to showcase your work? E-commerce features? This will help inform the website platform you choose to use. 
4. Choose the right platform. Review the different website builder benefits and limitations. Select one that fits your technical comfort level and business needs.
5. Decide whether to DIY or hire professional help. Use the checklists provided, and be honest! Reflect on your website needs, current budget, and technical know-how to make this decision. 
6. Get building. Draft clear, engaging, and SEO-friendly content that will attract and retain visitors. Collect the assets you will need for your website (testimonials, engaging visuals, portfolio items, etc.). Prioritize accessibility and mobile responsiveness. 
7. Revise as needed. Be open to feedback from your audience so that you can continue to optimize your website over time. 

If you’re looking for professional support, I’d love to connect with you. You can learn more about my web design and development process here.