What to Prepare Before Building a Website: A Checklist for Business Owners

The biggest cause of delay on website projects isn't design or code. It's content — the words, photos and details that only you, the business owner, can provide. When content arrives late or incomplete, projects stall for weeks. When it's ready early, a website can come together remarkably quickly.

This is the preparation checklist I share with clients at theHoracle Studio before we start. (Once your content is ready, read what makes a website actually work in 2026 for how to put it to work.) You don't need everything perfect, but the more of it you have, the faster, cheaper and better your website will be.

1. Your goals

Write a short answer to each of these. It shapes every decision that follows.

• What is the website's main job? (Bring in enquiries, sell products, take bookings, build credibility, recruit?)
• What should a visitor do after landing? (Call, WhatsApp, book, buy, fill a form?)
• How will you know it's working? (Number of enquiries, sales, bookings?)

2. Your audience

• Who are your best customers? Age, location, profession, what they care about.
• What questions do they ask before buying?
• What makes them hesitate? (Price, trust, delivery, quality?)
• Which words do they use to describe what you sell? These are often the words they type into Google.

3. Your domain, email and accounts

• Domain name. Do you already own one? Is it registered in your name, and do you have the login? If not, list a few options you like.
• Business email. Do you want email at your domain (like [email protected])?
• Accounts. Logins or access for your Google Business Profile, social media, payment gateway and any tools you already use.

4. Brand assets

• Logo in vector format (SVG, PDF or AI) — see logo file formats explained if you're not sure what you have
• Brand colours (HEX codes if you have them)
• Fonts, if you use specific ones
• Any brand guidelines

If your brand isn't settled yet, it's worth sorting before the website. Our branding checklist will tell you where you stand.

5. Page list and sitemap

You don't need a formal sitemap — just a list of pages you think you need. A typical small business site has:

• Home
• About
• Services (a page per main service is better for Google than one long page)
• Portfolio or case studies
• Testimonials or reviews
• Contact
• Blog or resources (optional at launch)

6. The words (copy)

For each page, gather what you have:

• Home: what you do, who for, why you, what to do next
• About: your story, team, experience, where you're based
• Services: what each service includes, who it's for, process, pricing guidance, FAQs
• Contact: phone, WhatsApp, email, address or service area, opening hours

Rough notes are fine — we can help shape them into clear copy. What we can't invent is your real experience, prices and policies.

7. Photos and media

Good photos make or break a website.

• Team and workspace photos build trust far more than stock images
• Product photos consistent in lighting and background
• Before-and-after or project photos for service businesses
• Original files in the highest quality available — not images downloaded from WhatsApp or Instagram, which are heavily compressed

8. Proof and trust

Gather anything that shows you're credible:

• Testimonials from real customers (with permission to use their name)
• Google or other online reviews
• Logos of clients you can mention publicly
• Case studies or examples of past work
• Certifications, registrations or memberships

Only use what's real. Visitors can spot made-up testimonials, and so can search engines. The DJ Toolzz website is a good example of real client testimonials doing the selling.

9. Products and pricing (for online stores)

If you'll sell online, prepare a spreadsheet with:

• Product name, description and category
• Price and any variations (size, colour, personalisation)
• Stock status
• Photos for each product
• Delivery areas, fees and timelines
• Payment methods you accept
• Return or exchange policy

Our e-commerce and WhatsApp store service covers what happens next.

10. Websites you like — and don't

Collect three to five websites you like, and note what you like about each (layout, colours, how easy it is to find information). Dislikes are just as useful. It helps a designer understand your taste quickly.

11. Budget and timeline

Be honest about both. A good designer will tell you what's realistic and suggest how to phase the project. Our guide to how much a website costs in Nigeria shows what drives the price, and you can estimate your cost in a few minutes.

Don't wait for perfect

You don't need every item before starting. Discovery is exactly where we fill the gaps together. But the more of this you have ready, the sooner your website goes live.

When you're ready, book a free call or read about our web design and development service.