Design a website
Design your website for your customers.
Introduction to 'Design a website'
What makes a good website? If you’ve searched or shopped online, you can probably spot a good site. You find it easy to move around and find things. It looks professional and well thought-out. And it works just as well on your phone as your laptop.
There's a big market for websites and online shops:
More than 1 in 3
UK adults shop online at least once a week.
1 in 4
Retail sales in the UK are online.
In such a big market, you need a well designed website that can stand out in a crowd of other options. In this lesson, you’ll learn how to start designing a website for your business. We’ll explore the different ways to set up your site, with plenty of design tips and useful information to get you started.
What you'll learn
- The different options and how to pick the right one for you.
- How to design your website based on your audience’s needs.
- The legal requirements around web design.
How long it takes
16 minutes
Website options
Chapter 1
How long it takes
2 minutes
Before you start
Before we look at what website design involves, here’s a question for you. Who will design your website? Maybe you like the idea of building it yourself. Or perhaps you’d like to hire someone to do it for you. There are a few factors to think about, so let’s explore these now.
What's important to you? Select the options to find out more
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Tools like WordPress, Joomla or Drupal are more complex than the simple web builders. They can give you more control over what your website looks like, and what it does. With these, you have the freedom to design a truly bespoke site. But you'll need some technical knowledge about web design. And it takes some time to build, as you're responsible for setting up every aspect of the site.
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You may want a web design agency or freelancer to build your site. You'll need to be clear about your website's purpose and what you want it to do, before you speak with different developers. Make sure you're involved throughout the process - it's your website and the design should meet your needs.
Be aware
Some of the tools we mention here offer free options or trial periods. These options may have restrictions, though.
Always check what’s included in the free option, and what the limits are.
Once you’ve decided
You may now have a clearer idea of who will design your site. No matter which option you pick, there are three steps to get your website up and running:
Step 1
Decide which people and tools to use.
Step 2
Design the look and feel of your website.
Step 3
Build, test and review until you're happy to launch.
We’ll talk you through each stage, over the next few chapters.
Choosing tools and experts
Chapter 2
How long it takes
5 minutes
Making choices about your website
Finding the right agency to work with, or the best tools to help you self-build, takes time. It’s good to take this time to think about what’s going to work best for you and your business. Being happy with your choices now can save you time and money later on. Having to change designer or platform half-way through the design process might mean having to start all over again.
Let's take a look at some of the things to think about when you’re making these decisions.
Software to create and manage your website
If you’re going to self-build, you’ll be looking at tools to help you do this. Is someone else designing your site? It’s still a good idea to think about how you might make simple changes once it’s live. Let’s look at some of these tools now.
Content Management Systems
A Content Management System, or CMS, helps you create, manage and change your website’s content.
You may need this if:
- You want to create your own site but don’t have coding skills.
- The content on your site is likely to change regularly – like adding product photos, new promotions or writing blog posts.
- You want a website that will flex and grow with your business.
Examples of Content Management Systems include Wordpress, Squarespace and Shopify.
Idea
Having a CMS isn’t just for self-builders.
With a CMS, you can make changes to your web pages even if someone else has built your site for you. You just need to know how to use the CMS.
With a CMS, you can:
- Add pages.
- Change text and images.
- Add keywords/phrases to all sections.
- Embed videos and other media.
- Add documents.
- Change navigation.
When you’re looking at this software, you may see other features or benefits. Look at these based on your own business’s needs – both now and in the future.
Look for:
Ease of use
Look for a CMS where any changes are as simple as filling in a form.
Security and access control
How easy is it to control who can create or change content on your site?
Templates
These make it easy to copy content quickly. They help to give the site a consistent look and feel.
Support
No matter how user-friendly your CMS is, you may need help. Compare service levels and response rates.
Mobile-friendliness
You want your site to look as good on a mobile device as on a laptop.
User interaction
Looking for customer feedback or to build a forum for your supporters? Check for this feature.
Analytics
These help you track, measure and learn what’s working on your site.
Plugins for added features
These are optional ‘extras’ that work behind the scenes of your website. They give you more features, reach or flexibility.
Some, like Hummingbird, can help your users reach content more quickly. All-in-one tools such as Jetpack include visitor stats, video hosting and links with social sites. There are also plugins like Yoast, which aim to boost your site’s online visibility. Others, such as UpdraftPlus, can help you back up your content.
You can pick one or more of these, depending on what is going to be useful to you.
A key function of many CMS platforms and plugins is analytics. This is a powerful feature that can gives you insights on how people find and use your website. It can highlight what works well and what you need to change, to reach and engage your target audience.
Our Web analytics lesson explores this in more detail, showing you what to look for and how to use these tools.
AI web building tools
You may want to look at AI website builders instead of a CMS. They do the same thing – build a website. The way they work differs, though.
You may want to consider these tools if:
- You want to build a website quickly.
- You don’t have any coding or design skills.
- You’re looking for an all-in one platform to handle hosting, security and maintenance.
Examples of AI website builders include Wix AI, Hostinger and Squarespace’s Blueprint AI.
Though quick and easy to use, you may find these website builders give you fewer options and less flexibility than a CMS.
When choosing an AI website builder, look at:
Speed vs flexibility
Some tools give you quick, automated builds but limited editing. Others are more flexible but take a little longer to build.
The needs of your growing business
How easy is it to make changes to the site once it’s built? Can you use it with other apps to allow for future growth?
Design quality
You’ll want AI-generated images and other content that look professional and right for your brand.
What built-in tools are included
Like chatbots for your customers to interact with, and tools to help search engines spot your site and show it to the right people.
Find the right web developer
Want someone to build your site for you? There are many web design agencies and freelancers. To pick the right one for you, be clear on what you want. You’ll be working closely with them, so take time to explore your options.
Points to think about:
- How’s their customer service? – Read online reviews and speak to others who’ve hired them.
- What’s their portfolio like? – Look at other websites they’ve set up. Do they all look the same or do they each uniquely reflect the site’s use and content?
- Do they understand search engine optimisation? – This is key to people finding your site, so it’s important that they do.
- More than just appealing visuals – You’ll be paying for a site that works well and looks good, so check they can do both.
- What’s in their Service Level Agreement? – Check this includes support and security updates, so you can get help when you need it.
- Compare costs – Look at what the design price includes. Are there extra costs after the site is live?
- Agree that you own the domain, website and CMS at the end of the project – So you’ll have full access to all elements.
- Can people use their sites? – They should check the site on all browsers, devices and platforms for viewing and download speed.
- Do they provide training on managing the site?
- Can they explain web development without jargon? – They should be able to talk in terms you can understand.
- Will they set up the site so you can see how visitors use the different pages?
Design ideas and tips
Chapter 3
How long it takes
3 minutes
Decide your website name
Whoever designs your website, you’ll need to pick a name for it yourself. This needs some thought, as it’s how users will find you directly. Plus, it can make a difference to whether they see your site when they search for something online.
Website designers use the term ‘domain name’.
What’s a domain name?
A domain name is your website name. It’s the address that gives people access to your website. Your domain name is part of your online identity, so make sure you pick a good one.
Your domain name should be:
- Linked in some way to the name of your organisation.
- Easy to pronounce.
- Easy to spell.
- Short.
- Easy to find – What would people search for if they wanted to find your products or services?
- Linked to location if you’re local – Including your town or area in your name could help people find you quicker.
Website designers use the term ‘domain name’. This is the address that gives people access to your website.
Buying a domain
Once you’ve thought of a name, you’ll need to check if it’s available for one or more ‘domains’. Sites like Namechk or Name.com can help you find out whether your name is available. Some website builders and CMS tools do this, too. They check domain names and social media usernames across multiple networks. This helps you make sure your domain address and social site name can be the same.
The best domain name to buy has ‘.com’ on the end. It’s the most common extension and it’s been around the longest. This makes it instantly recognisable. Be aware that your name might not be available with this option.
Think about buying the same name with various different extensions, like ‘.co.uk’, ‘.net’ or ‘.org’. This can prevent others from registering a similar address. You could even buy mis-spelt versions too, to make sure all potential customers reach you. Doing this can also help to stop fraudsters from producing fake sites to scam your customers.
Idea
Once you (or your web developer) register a domain name, you can use it for both your website address and an email address.
Having an email address that matches your domain name looks professional and builds credibility.
Your overall aim
Before you start to design your site – or hire someone to do this – think about its purpose. When someone visits it, what do you want to happen? Do you want them to buy something? Maybe it’s there to give them help and advice. Keeping your aim in mind will help you work out a design that works for you and your customers.
First impressions count
Research shows that people take just 50 milliseconds to decide if they like a website. Not very long for you to encourage them to stick around!
Think about how you can make your site look appealing and professional. Visitors should see a clear path for them to get what they need. If they can’t see this, or if it looks too complex, they may go elsewhere.
Our design top tips
- People look at the top left of the webpage first. So put your most important content as close to top left as you can.
- Tell people about your business. Make this clear and concise, near the top of the page.
- Make it easy to navigate. Put yourself in your audience's shoes.
- Keep it simple. Have a clear layout and avoid too many graphics and links.
- Make your content keyword-rich. Users type these words when they look for your products or services.
- Use good quality images and short text. A picture speaks a thousand words.
- Use clear titles. This helps increase visibility for your website in search engines.
- Make the most of search engines. Learn how to use search engines to help your customers find you here.
- Give clear calls to action. Direct your audience by using words like call, email or buy.
User Experience (UX)
Design your website with your users in mind. They may not start or end their visit the way you plan. So think about how their journey looks if they start somewhere other than the home page. Is it still easy to get to where they want to be?
Your website should help your customers:
Find what they need - the '3 click' rule
If it takes more than three clicks to find what they want, a visitor may give up. Spend time working out the routes to key pages on your site.
Getting this right at the start will likely save you time and money.
Follow calls to action
Make these clear and easy to follow. Good examples include ‘Find out more’ or ‘Get your free quote’. Make it flow and be as simple as possible.
If someone wants to buy a product from your website, make it easy to find that ‘buy now’ button.
Reach out to you
How do you want your customers to get in touch? You might want to show your phone number, email address or social site. You could have a form where they can submit questions or a chatbot for quick queries.
Whatever you choose, make it quick and easy for them to do this.
Make your website accessible for everyone, right from the start.
Find out more in our Website accessibility lesson.
The build process
Chapter 4
How long it takes
3 minutes
What do you need to build?
Even if someone else is building your site, you’re still the content expert. You know what you want your website to show and do. You might give your web designer some basic information and ask them to write words around this. Maybe you’ll prepare a more complete script for them. They’ll also need your branding elements like your logo and colour scheme.
If you’re creating your site yourself, you’ll need to map the structure and create all the content. Using AI tools? These can help you, though you may need to tweak the wording to keep it on-brand and authentic.
In this chapter, we’ll guide you through the build process, and what this includes.
Steps to build your website:
Step 1
Design the structure.
Step 2
Build the content.
Step 3
Test the experience.
Design the structure
To start, let’s look at the overall site. What do you want or need to include?
Think about:
Home page
What’s the first thing you want people to see here?
Menu
This can guide the user to different parts of the site.
Search
Where will your search field be, and on what pages?
Keep it simple
This means not too many buttons or links on any one page.
Contact details
How will people find these? Will they be static (email address, phone number) or interactive (chatbot or form)?
The buying process
How will people find these? Will they be static (email address, phone number) or interactive (chatbot or form)?
Booking options
If your services are bookable, how will this look? Built-in calendars and scheduling tools can help here.
Policies and other static information
You’ll need to include some legal and other information on your site. Just not in a really prominent place.
What's a sitemap?
A sitemap is a file where you list the pages, videos and other files on your website. It also shows the relationships between these so that search engines can read this file and understand what’s on your site. They’ll be able to see the content on your web pages and when it was last updated.
This is important for your search engine optimisation (SEO). If search engines can’t see this file, they won't know what’s on your site and will read it as out of date.
Build the content
You may be doing this yourself or instructing your web developer to do it.
Either way, this includes all the text, buttons and visual elements in your website.
You’ll need to build or give your web designer:
- Branding components – Your logo, colour scheme and anything else that identifies your business.
- ‘About us’ information.
You may be doing this yourself or instructing your web developer to do it.
Either way, this includes all the text, buttons and visual elements in your website.
You’ll need to build or give your web designer:
- Branding components – Your logo, colour scheme and anything else that identifies your business.
- ‘About us’ information.
- Static content – Your privacy policy, terms and conditions and other pages that are less likely to change over time.
- Product or service information – Visuals and any text that is helpful – like sizes, ingredients or available dates.
- Buttons and other ‘active’ elements – This means anything the user can click, tap or hover over.
This isn’t a complete list, but hopefully will give you a starting point. You’ll likely see what needs to be built when you design your structure.
You may be doing this yourself or instructing your web developer to do it. Either way, this includes all the text, buttons and visual elements in your website.
Test the experience
Before your website goes live, you’ll want to test it. Testing will give you confidence that your site works well and does what you expect.
It’s a good idea to have as many people as you can to do this. They could all be looking for different things.
What you’ll be testing:
Content
Does it match what you expect? Double check for spelling and accuracy.
Performance
How fast is your website loading? Use tools like PageSpeed Insights and GTmetrix to test this.
Navigation
How easy is it to use? Try different routes into and out of the site.
Compatibility
Is the mobile experience as good? Test on a mix of browsers and devices.
Idea
Once your website is live, it’s a good idea to review the site regularly. Think about where you can improve it.
Why not use analytics tools to help you understand how your visitors are using it? Our Web analytics lesson tells you more about these tools and how to use them.
Legal requirements
Chapter 5
How long it takes
2 minutes
What are the rules?
There are UK certain laws and regulations that you need to follow.
To keep legal, make sure you:
Research which regulations apply
These may include sector-specific ones.
Display your company information
To comply with the Companies Act.
Provide a privacy policy
You need to do this if your website collects visitor data.
Meet laws around cookies
The Information Commissioner’s Office can tell you more.
Follow data protection rules
These include General Data Protection Regulation (GDPR).
Include Terms and Conditions
These apply if you're selling products online.
Your privacy policy
Your privacy policy needs to provide information about how you collect and store visitor data.
You need a privacy policy if your website:
- Uses analytics or tracking software.
- Stores cookies on users’ devices.
- Collects personal data.
- Prompts people to register or log in.
- Includes third-party advertising or tracking codes.
Your privacy policy needs to provide information about how you collect and store visitor data.
You need a privacy policy if your website:
- Uses analytics or tracking software.
- Stores cookies on users’ devices.
- Collects personal data.
- Prompts people to register or log in.
- Includes third-party advertising or tracking codes.
Cookie laws
Have you noticed pop-up messages to ‘accept cookies’ when you visit websites?
The website owner needs to ask this question to comply with cookie laws.
What are cookies?
Cookies small files that websites place on visitors’ computers.
You can use them to give website users a better experience.
How they help users
Cookies can remember what items are in a customer’s shopping basket when they leave the site then return to it.
How they help your business
Cookies let you track users as they move between websites. This means you can provide targeted adverts.
The basic rules are that you must:
- Tell people the cookies are there.
- Explain what the cookies are doing and why.
- Get the person’s consent to store a cookie on their device.
As long as you do this the first time you set cookies, you don’t have to repeat it every time that person visits your website.
Selling online – terms and conditions
The Consumer Contracts Regulations 2014 apply to online selling. You must give your customers certain information if you’re selling goods online. The gov.uk site has guidance about this.
The Federation of Small Businesses has a useful article on the legal requirements for selling online.
Want to learn more?
Website and digital channels
Related learning links
Create your brand
Website accessibility
Get started with e-commerce
Learn digital with Google
Make sure your customers find you online
Bank of Scotland Academy is committed to providing information in a way that is accessible and useful for our users. This information, however, is not in any way intended to amount to authority or advice on which reliance should be placed. You should seek professional advice as appropriate and required. Any sites, products or services named in this module are just examples of what's available. Bank of Scotland does not endorse the services they provide. The information in this module was last updated on 21st April 2026.