Anything worth doing starts with a clear plan for success. As the saying goes, “If you fail to plan, you plan to fail.”
Nowhere is this truer than in designing a website, app, or digital system. These are complex products with many moving parts—and without proper planning, failure is almost guaranteed. In this guide, we’ll walk through the key questions every business or designer should ask before building a website, and how the answers shape a successful user experience (UX).
Q&A: The Essential Website Planning Questions
Why are we doing this?
Before diving into design, define the purpose of the website.
- Does it exist to sell products?
- Is it meant to educate, inform, or entertain?
- What need does it fulfill, and why will users care?
Having clarity here ensures that every design choice aligns with the ultimate goal.
Who are we doing it for?
A successful website balances user needs and business goals. Ask yourself:
- Who are the people expected to visit and interact with the site?
- Who are the business stakeholders who must benefit from it?
– If it’s your own business:
- Do you want sales? Newsletter signups? Brand awareness?
– If it’s for a client:
- What outcomes do they expect from the launch or redesign?
What value does the website provide?
Think in terms of the value loop:
- Value to users: Easy-to-use services, helpful content, or smooth purchasing process.
- Value to business: Increased sales, leads, or engagement as a direct result of user satisfaction.
When value flows out to users, value flows back to the business.
How will we measure success?
Vague goals (“we want to be successful”) don’t help. Instead, define measurable success metrics such as:
- “1,400 subscribed users”
- “25% increase in online sales within 6 months”
- “Average session duration of 3+ minutes”
Without clear metrics, you’ll never know when the project is truly succeeding.
What can we realistically achieve?
Ambition is great—but success also depends on being realistic. Consider:
- Time available
- Budget available
- Personnel and technical expertise available
Failing to match goals with resources often results in delayed, over-budget projects.
bottom line: Define Before You Design
Proper planning solves problems before they ever start. By defining what you’re doing, why you’re doing it, and how you’ll measure success, you avoid wasted effort and unhappy stakeholders.
“In short: Don’t jump into design—define first.“