Website for starters: 10 choices before you have a website made

You’re ready to go public with your own business. The name has been chosen, your offering is taking shape, and the first conversations with potential customers have started. Then the question inevitably comes: what should be on my website?

Many starters begin with colors, fonts, or examples of websites they like. That’s understandable, but not the best first step. A good website doesn’t start with the design, but with clear choices about your target audience, offering, content and the action a visitor should take.

This guide helps you make those choices in advance. That way, you can consult more purposefully with a web designer in Antwerp and avoid important decisions being made only halfway through the project.

1. First determine what your website should deliver

A website can inform, build trust, collect inquiries, enable appointments, or sell products. Often a website fulfills several functions at the same time, but one goal should take priority.

So ask yourself what a visitor ideally does after viewing your website:

• request a quote;
• schedule an introductory meeting;
• call or email;
• order a product;
• sign up for an activity;
• download a brochure or price list.

When the main goal is clear, other choices become easier as well. The navigation, texts, buttons and page layout can then all work toward that goal.

A common mistake is that starters mainly talk on their website about who they are, but do not make clear enough what problem they solve. Visitors want to quickly know what you offer, who it is for, and why they should trust you.

2. Choose between a website and an online store

Not every start-up business immediately needs an online store. Those who sell services can often start with a clear website and a good contact or quote request form. An online store becomes relevant when visitors need to be able to order and pay for products, tickets, workshops, digital downloads or fixed packages directly online.

Before making the choice, ask yourself the following questions, among others:

• Do customers need to pay online?
• Do you have stock, variants or delivery options?
• Do shipping costs and return conditions apply?
• Do you need product filters or customer accounts?
• Do you want to start with a limited range and expand later?

Those who want to sell online can explore the options on the page having an online store built. Don’t start with more technology than your business needs, but do choose a foundation that can grow with you.

3. Choose a domain name that stays yours

Your domain name is your online address. Choose a name that is easy to remember, pronounce and type. For Belgian businesses, a .be domain name is often the obvious choice, especially when the activities are mainly focused on Belgium.

DNS Belgium advises registering a domain name for a business in the name of the business or the managing director. Also take a look at their practical tips for a good domain name.

Before you start, check who will be registered as the official holder and who has access to the account at the registrar. Don’t have the domain name registered solely under a supplier’s personal account. You should be able to transfer or manage it later without being dependent on one party.

Also avoid long names, hyphens you constantly have to explain, and a pile-up of keywords. In the long term, a strong brand name is usually more valuable than an unnatural domain name invented only for Google.

4. Determine which pages you really need

A starter doesn’t need to publish twenty pages right away. A compact website can be professional and persuasive when every page has a clear purpose.

For many self-employed professionals, these pages form a good foundation:

• Homepage: a clear overview of your offering and key benefits.
• Services or products: a separate explanation of what you offer and for whom.
• About us: experience, approach, and the people behind the company.
• Cases, portfolio, or references: concrete examples that build trust.
• Contact: a simple form and clear contact details.
• Privacy statement and cookie information: tailored to the data and cookies the website actually uses.

Only create separate pages when there is enough useful content. Five strong pages are better than fifteen thin pages with repeated text.

5. Collect texts and images before the design

A website project often gets delayed because texts and images are delivered too late, not because of the technology. Therefore, start gathering the content early.

Create a simple content checklist per page:

• the key message;
• the questions customers often ask;
• the benefits of your approach;
• prices or a budget indication;
• proof of experience or results, such as projects, figures, or testimonials;
• the desired action button or call-to-action.

Don’t write in internal jargon, but from your customer’s questions. A visitor doesn’t need to know everything about your process. They mainly want to understand whether your offer fits their situation.

Where possible, use real photos of yourself, your work, products, or location. Stock images can be supportive, but a website that works exclusively with generic images quickly feels impersonal.

6. Establish the basics of your visual identity

A professional website doesn’t have to start with an extensive brand manual. However, it is useful to set down a few basic choices:

• logo and any variations;
• primary colors and supporting colors;
• fonts;
• style of photography and illustrations;
• tone of voice in the texts;
• use of buttons and other recognizable elements.

Consistency is more important than as many visual effects as possible. When all components have the same look and feel, your business appears more reliable and professional.

Don’t have a complete visual identity yet? Then discuss with the web designer what minimum basics are needed. Sometimes refining the existing logo and a simple set of colors and fonts is enough. In other cases, it’s wiser to first define the brand identity more clearly.

7. Choose a platform you can manage later

Many starters want to be able to adjust texts, photos, news, or projects themselves after the launch. Therefore, ask in advance which parts you can manage yourself and how that works.

A suitable content management system must match the size of the website. Important questions are:

• Can I change regular texts and images myself?
• Can I add new posts or projects?
• Will I receive an explanation or documentation?
• Who carries out technical updates?
• Can additional features or languages be added later?
• Do I have access to and control over the website, domain name and content?

The cheapest solution is not always the easiest in the long term. A system that can only be modified by the original supplier may later cause unnecessary costs or delays.

8. Distinguish between project costs and recurring costs

A website comes with one-off as well as recurring costs. Request a quote that clearly separates these two.

One-off project costs may include:

• strategy and structure;
• web design;
• technical development;
• entering texts and images;
• forms or integrations;
• multilingualism;
• training and launch.

Recurring costs may include:

• domain name;
• hosting;
• licenses;
• backups and security;
• technical maintenance;
• content updates;
• further SEO or online marketing.

Moonbeetle publishes clear starting prices. Read the explanation about website packages, costs and prices to see what is included in the different website packages.

Don’t just ask what the website costs, but also what is included in the amount. A low quote can end up being more expensive when important components are charged separately later.

9. Provide a foundation for SEO and mobile use from the start

SEO doesn’t only start after the website goes live. The structure, page names, texts, internal links, technology and mobile display are built up during the project.

A good foundation includes, among other things:

• one clear topic per important page;
• logical titles and subheadings;
• understandable URLs;
• fast-loading and well-compressed images;
• internal links between related pages;
• unique page titles and meta descriptions;
• a website that also works smoothly on smartphones.

Google advises website owners to make content useful and understandable and to structure a site logically. Google’s official SEO Starter Guide provides an overview of those basic principles.

No one can guarantee a fixed position in Google. However, you can prevent the website from having unnecessary technical or content-related limitations from the start.

10. Agree on what happens after the launch

A website is not a one-time print product. After launch, updates, backups, security, new content, and small improvements will still be needed.

Therefore, discuss in advance:

• who performs technical updates;
• how often backups are made;
• who follows up on issues;
• how content changes are requested;
• what support is included;
• what additional work costs.

Anyone who wants support without managing everything technically themselves can make use of Moonbeetle’s webmaster services. This way, the website remains up to date and usable even after launch.

Don’t forget privacy and cookies

As soon as you process personal data, you must clearly inform visitors about it. For cookies that are not strictly necessary, prior consent is generally required. You must also provide clear information about strictly necessary cookies. The exact requirements depend on the functions and tools on your website.

The Belgian Data Protection Authority publishes practical information about cookies and other tracking tools. Have privacy texts and cookie settings aligned with what your website actually uses, instead of simply copying a generic text.

Starter checklist before you accept a quote

You don’t need to know every detail yet. With this basic information, a web designer can make a more targeted proposal:

• a brief description of your company;
• your main target audience;
• the main goal of the website;
• the services or products that are central;
• a preliminary list of pages;
• examples of websites you like;
• available texts, photos and logos;
• desired features;
• your target budget;
• the desired launch date;
• who will manage the content and technology after launch.

Common mistakes when creating a first website

• Focusing only on looks. A beautiful website without clear content or action delivers little.
• Wanting too much at once. Start with what’s necessary and plan expansions deliberately.
• Having no control over the domain name and accounts. Make sure important accounts are in the company’s name.
• Underestimating content. Without good texts and visuals, a design can’t convince.
• Forgetting maintenance. Plan updates, backups and support from the start.
• Choosing a supplier based only on price. Also compare experience, communication, included work and support.

When is Moonbeetle a good fit for your start-up business?

Moonbeetle is a small web studio in Antwerp with 25 years of experience. You work directly with the person who designs and develops your website. This is especially interesting for self-employed people and small businesses that value short communication lines, custom work and support after launch.

Explore the options for web design in Antwerp or first discuss which approach suits your business, budget and planning.