I’ve been helping business owners build their websites for years. And one thing I’ve noticed: most people have no idea where to start. They know they need a site, but what’s actually involved — that only becomes clear when it’s too late.
That’s why I created this checklist. It’s based on everything I’ve seen go wrong — and go right — in practice. Use it when you’re having a website built, whether you work with me or someone else.
1. Goals and target audience
Before a single line of code is written, you need to be clear on what the site should achieve. Sounds obvious, but half the projects I get start with “I just want a website” — no further goal.
Checklist:
- What’s the main goal? (selling, informing, generating leads, branding?)
- Who is the target audience? (age, search behavior, devices)
- What should visitors do on the site? (call, fill a form, buy, read?)
- What’s the desired action per page? (call-to-action)
- Who are our competitors and what do they do well/poorly?
Example: A plumber mainly wants phone calls. The phone number should be prominent on every page, not hidden on a contact page. An online store wants sales — the checkout process is the most critical part.
2. Features
This is where budgets often explode, because something gets added “real quick” halfway through the project. Make a list upfront.
Checklist:
- How many pages will the site have? (estimate generously)
- Is multilingual support needed?
- Should there be a blog or news section?
- Contact form — which fields?
- Newsletter signup?
- Online store? If so: how many products, payments, shipping?
- Booking system or calendar?
- Customer login area?
- Social media integration?
- Site search functionality?
- PDF downloads or document library?
- Cookie consent notice (GDPR)
Separate what you must have (Minimum Viable Product) from what would be nice to add later. It saves stress and money.
3. Text and content
Many projects get delayed because content isn’t ready on time. Building a website is fast; writing content often takes much longer.
Checklist:
- Who writes the copy? (yourself, a copywriter, the builder?)
- Will the copy be ready before launch?
- Are there images, logos, and videos? (own photos or stock?)
- Will professional photos be taken?
- Are there reviews or testimonials to showcase?
- Do PDFs or documents need to be uploaded?
- Is there a privacy policy and cookie policy?
My advice: start writing as soon as you discuss the project, not when the site is almost finished. Content is the most underestimated part of any web project.
4. Technology
This is where providers differ enormously. A WordPress site is different from a TYPO3, Webflow, or custom-built site. Each choice has pros and cons.
Checklist:
- Which CMS or platform? (WordPress, TYPO3, Webflow, Custom?)
- Who handles the domain and hosting?
- What are the hosting costs per month/year?
- Is an SSL certificate included?
- Will the site be mobile-friendly?
- What about loading speed? (check pagespeed.web.dev)
- Is there a backup plan?
- Is there a staging environment for testing?
- Will Google Analytics (or an alternative) be installed?
Note: Cheap hosting seems attractive, but a slow site costs you customers. Invest in quality hosting.
5. Design
The look and feel make the first impression. But design shouldn’t just be pretty — it needs to be functional.
Checklist:
- Will a design be made before building starts?
- Are multiple design proposals provided?
- Can I give feedback on the design?
- Is the design responsive (mobile, tablet, desktop)?
- Is accessibility considered? (contrast, readability, keyboard navigation)
- Does the design match the brand identity? (colors, fonts, logo)
- Are icons and images handled professionally?
- Is the design SEO-friendly? (large images, poor contrast?)
6. SEO (Search Engine Optimization)
SEO isn’t an afterthought. The technical foundation must be laid during development.
Checklist:
- Is the site built with technical SEO in mind?
- Will there be unique title tags and meta descriptions?
- Will a sitemap be generated?
- Will the site be linked to Google Search Console?
- Are images optimized (size, alt text)?
- Will there be a robots.txt file?
- Is structured data (schema.org) added?
- Is site speed optimized?
Without technical SEO, it becomes very difficult to ever be found. This needs to be right from day one.
7. Launch and handover
This moment is often underestimated. The site is live — now what? Make sure you’re not left empty-handed.
Checklist:
- Is the site tested before launch? (all browsers, mobile, forms, links)
- Do I get a training session or manual?
- Can I edit text myself? (and if so, how?)
- Do I get access to the CMS and hosting?
- Is the domain registered in my name?
- Do I receive passwords and login details?
- Is there a post-launch period (e.g. 1 month) for fixes?
- What does maintenance cost after launch?
- How quickly are issues responded to?
- Is the source code delivered? (important for custom builds)
8. Budget and timeline
Finally: the financial picture. Be realistic — a good website costs money, but it also delivers value.
Checklist:
- Is there a clear quote with specifications?
- What’s NOT included? (copy, photos, extra features)
- Will work be done in phases with milestones?
- What’s the payment schedule? (e.g. 30/30/40)
- What happens in case of delays? (from both sides)
- Are hosting and maintenance costs clear upfront?
- Are change requests billed separately? (how and at what rate?)
Real-world example: from vague request to clear plan
A client approached me with “I want a new website”. After asking questions, it turned out: they had a product catalog with 500+ items, multilingual support (NL/EN/DE), a blog, and a contact form that needed to connect directly to their CRM. They also wanted the team to be able to add products themselves.
That’s not “just a website” — that’s a project with a clear plan, budget, and timeline.
The checklist above helped us get all requirements on the table before a single line of code was written. The project ran smoothly, on budget, and was delivered on time.
Final thoughts
Having a website built is an investment. This checklist helps you avoid the most common mistakes: unclear goals, forgotten features, starting content too late, and surprises after launch.
Print it out, discuss it with your builder, and make sure you have answers to all points. It’ll save you headaches, time, and money.
Have questions about building a website? Get in touch — I’m happy to discuss it.