Planning the Website Structure Before You Build: Your Essential Strategy Checklist
The Creator's Guide to Websites (2/3)
In the prior post, we established that your website is your essential strategic asset, acting as the crucial point of professional conversion after social media provides the Lead. Now, it's time to move beyond the emotional 'why' and into the practical 'what.'
The biggest mistake I see and, honestly, one I've made myself is jumping straight into a template. It’s like trying to build a custom house without ever drawing the floor plan. It might look nice, but it won't work the way you need it to.
At this stage, we need to think about how to clearly define what the site must do and who it needs to impress.
1. The Core Question: What is Your Website's Job?
A good website has one main mission. Pinpointing this goal guides every choice you make.
Write down your goal simply: "My website needs to [Primary Goal] so that [Primary Audience] is encouraged to [Desired Action]."
Example 1: "My website needs to show my latest work so that Curators are encouraged to see my full CV and archive."
Example 2: "My website needs to explain my Service and Work so that New Clients are encouraged to book a schedule for my service"
2. Why Function Must Beat Style
Earlier, I launched a website specifically designed to offer web services. While functional, the design felt too generic. It followed every typical rule: clear CTAs (Calls to Action) on the Hero section and footers, and text box design for service, and so on. Given my background in art and culture, this conventional approach felt visually not matched with my personal aesthetic.
So, I decided to redesign it completely. I stripped away those commercial "rules" and remade the site entirely in my own style, integrating my portfolio to emphasize creativity. (Perhaps it’s the version you’re visiting now.)
My conversion rate decreased significantly.
The issue wasn't the aesthetics, it was the strategy. The new design unintentionally distracted visitors from the main goal: contacting or hiring me for a service. I prioritized self-expression over user clarity. I learned the lessons that a website must work first, and then look beautiful.
If the design you love makes it harder for a curator to find your CV or a client to find your booking system, the design is a strategic failure. That’s why I'm currently working on a refined project to develop the design to be more goal centric, for better UI/UX without sacrificing my personal style.
3. Understanding Your Audience: Who Are You Designing For?
Different visitors have different priorities. Knowing what they are looking for helps you decide what goes on the homepage versus a deep archive page.
Audience Type | What They Need to Know Right Away | Their Most Important Page |
|---|---|---|
Curators / Collectors | Your work, background, and the concept behind your work. | CV / Work / Upcoming News about you |
Clients | Can you solve their problem, and how do you work? | Service Page with portfolios / Case Studies / Contact |
4. Mapping the Story: Planning Your Website Structure
Once your goal and audience are clear, map your pages. The best way to start is by creating a Wireframe (just sketch the boxes on paper!). Draw the main sections and the flow between them.
Crucial Home Page Tip:
I found many artists prefer a completely blank 'Home' page without any function or information. I understand the aesthetic appeal of a clean slate or the desire to make visitors dig for the work. However, showing your recent work on the Home page is incredibly helpful for visitors. When I research artist websites, I often want to quickly see if they have created new works. A clear, current Home page makes this check easy and signals that your practice is active and up-to-date.
Use your Home page to validate your current professional status.
5. The Mobile-First Rule: Designing for Your Phone
This is not a suggestion; it is a requirement. A huge number of professional visitors clients, curators, and hiring managers will check your site on their phone first. If your beautiful desktop design breaks on a phone, you instantly look unprofessional.
Your Pre-Build Checklist: Decide This Before You Start
Do not touch any website builder until you check off every item below. This preparation saves you frustration and ensures you pick the right tool (in the next post).
Primary Goal Defined:
Core Audience Identified:
Content Inventory Complete:
Navigation Flow Mapped:
Key CTAs Determined:
Maintenance Level Determined:
Final Domain Name.
With this clear plan, you have finished the hard part. Next up, we’ll look at the platforms and decide which one is the perfect fit for your goal and your budget.