What do I mean by “website development”?
Brief definition:
Website development refers to the entire process of planning, structuring, designing, and technically implementing a new website.
It covers every step, from the initial idea to the finished page.
So you could say:
Professional web design = a well-thought-out website structure.
The basic structure of a website: header, body, footer
Before we delve deeper into the overall website structure, it’s worth taking a look at the basic layout of each individual page.
Every webpage, whether it's the homepage or a subpage, follows certain proven layout principles that have stood the test of time.
These structures are essential for a user-friendly and effective website.
This basic structure helps visitors find their way around, as they can find key elements exactly where they expect them to be.
A typical page consists of three main sections:
- Header (the top section of the website)
- Body (main content of the page)
- Footer (the bottom section of the website)
Imagine your website as a house.
The header is like the entrance area or foyer, the body is the actual living room or study, and the footer wraps things up with additional information.
Each of these areas serves a specific purpose.
Header: the top section of each page
The header contains the website's logo and main navigation.
You'll often see a so-called top bar (also known as the navigation bar) at the top, which contains the website's most important subpages.
Visitors should be able to find their way around immediately when they see the header.
As soon as someone visits your site, they should immediately be able to tell from the header where they are on the website (based on the logo and page title) and what the main menu contains.
In addition, a good header should include a main heading (H1 heading) that clearly communicates the value proposition.
It is also recommended to include a brief introductory paragraph and a call to action (CTA).
The introductory paragraph should explain in 1–2 sentences how the value proposition is delivered.
The CTA should highlight the action the user is supposed to take on the page.
It is important to note that:
The header should not be cluttered.
It should provide guidance and grab users' attention right away, but without overwhelming them with too many options.
For navigation, 7–8 menu items is ideal.
Body: the core content
The body section begins below the header.
While the header’s main purpose is to clearly position the value proposition and pique curiosity, the main body is designed to convince the user of the offer’s merits.
This section is unique to each page and should be clearly structured so that users can easily grasp the information.
Headings and paragraphs break up the text, while images add visual interest and reinforce the message.
The following sections must be included in the body section:
Problems / Pain Points
Your website should directly address your customers' problems and pain points so that they can immediately relate to them and self-select.
Solutions / Benefits
To address these pain points, you need to provide your target audience with a solution to their problems.
In doing so, you put yourself, your product, or your service at the center.
Social Proof
To gain people's trust online, you need reviews or testimonials that show your product or service has already helped others.
Unique Selling Proposition (USP)
It's not enough to simply present your offer.
You also need to explain why people should shop with you.
Testimonials / Customer Reviews
One of the best ways to convince your target audience is through other people who have already had positive experiences with your product or service.
FAQ / Frequently Asked Questions
Include an FAQ section to address potential questions and objections from your users.
If appropriate, videos, lists, quotes, or tables may also be included here, depending on what works best for the content.
For more complex features, such as a product filter or an image gallery, the body is where they appear.
On blogs, you usually see a list of posts in the body of an overview page.
Important:
The content should always be tailored to the page's objective.
For example, if the page presents a service offering, the body might end with a call to action (“Request a quote now”) following the description.
Example – Structuring the body:
First, describe your offer, and then include a button that says “Free 30-minute consultation.”
This is how visitors are guided through the exhibition.
The body of the text can also be made clearer by using subheadings or visual separators.
Some websites also use a sidebar next to the main content area to display additional content or navigation options, such as the latest blog posts, a small menu, or a newsletter sign-up form.
However, a sidebar is optional and should only be used if it serves the purpose of the page.
(The sidebar is not a required element and can look different on each page as needed.)
Footer: the bottom of each page
If you scroll all the way to the bottom, you'll see the footer.
This section is also consistently visible on all main and subpages.
This section often contains additional information and links that, while important, are not essential for all visitors.
Typical elements found in the footer include contact information, business hours, a copyright notice, and links to legal information (legal notice, privacy policy).
In Switzerland and the DACH region in particular, a legal notice and privacy policy are required.
Social media links or a newsletter sign-up form can also be included here.
Many companies also list their most important pages again in the footer (e.g., the main navigation menu items once more, or additional pages such as “Jobs,” “Press,” etc.).
The footer is where a user ends up once they have finished browsing the main content of the website.
Here you can offer him some helpful links again or make it easier for him to get in touch.
A clean, well-designed footer completes the layout of your website.
Below is an example of a multi-column website footer:
On the left is a navigation bar (here: Methods), in the middle are additional topics, and on the right are contact information and legal links.
The footer appears consistently at the bottom of every page.
In summary
Every subpage of your website has this basic structure consisting of a header, body, and footer.
If you stick to this, users will immediately feel "at home" because it meets their expectations.
The navigation should go at the top, the main content in the middle of the page, and secondary elements at the bottom in the footer.
This framework will help you find your bearings.
But building a successful website involves more than that, as I will explain in more detail in the following sections.
Hierarchy, Navigation, and Internal Links
Once the general structure of a page is clear, the bigger question arises:
What are the main components of a website?
In other words:
How do I organize all these different pages and pieces of content in a logical way?
The structure of a website refers to the arrangement of all pages within the navigation menu and the internal links connecting them.
As a web designer, it is my job to carefully plan the structure of this website before the first page is built.
Imagine a website as a tree diagram.
The homepage (home page) is at the top.
The main categories are listed below.
These are the items you see in the main navigation menu, such as “About Us,” “Services,” “Testimonials,” and “Contact.”
These main sections may in turn have subpages:
For example, individual service pages under “Services,” individual project reports under “References,” etc.
For creating the main navigation and the corresponding subpages, I recommend a tool like Relume.
The hierarchy should be as flat and clear as possible.
The click depth should not exceed 3 clicks.
One example:
A typical website structure for a service company might look like this:
- Home Page: Welcome message, overview of key features with links to subpages.
- About Us: Information about the company, the team, and our history.
- Services: Overview of all services.
- Service A (Details Page)
- Service B (Details page)
- Service C (Details page)
- References: Client projects or case studies.
- Project 1 (Details page)
- Project 2 (Details page)
- Blog/News: Latest articles or news.
- Post 1
- Post 2 (each as a separate blog post)
- Contact: Contact form, Address, Email address, Phone number
You get the idea.
The main navigation bar contains the most important categories.
Subpages are grouped by topic.
This structure makes it easy for visitors to find their way around, because related topics are grouped together.
At the same time, it helps search engines understand the content.
Google takes a close look at the website structure and internal links to determine which pages are important and how the topics are related.
A clear structure is therefore the foundation for effective SEO (search engine optimization) and a positive user experience.
It's worth taking a look at your competitors' website structure.
Analyzing competitors' website structures can provide valuable insights.
How should a website be structured so that navigation and content work together seamlessly?
As few main menu items as possible
Five to seven items in the main navigation are ideal.
Too many menu items can be overwhelming and make the menu seem cluttered.
I'd rather have fewer items that cover a wide range of topics than a separate menu item for every little thing.
Don't hide important pages
Everything that is essential to your target audience should either be included directly in the main navigation or be accessible from the home page in just 1–2 clicks.
Users are impatient.
If they can't find something, they give up.
A well-designed website structure ensures that the most important information is accessible with just one click.
Plan the depth of the navigation
Consider whether you need two-level menus (dropdowns).
A structure with submenus is useful if you have a lot of subpages.
But here, too, the rule is: group them clearly.
For very large websites, a mega menu can be useful.
For small websites, a single level is often sufficient.
Use internal links
In addition to the menu, there should also be links within the pages.
For example, in the description of Service A, you can link to a case study in the References section, or link directly from the quote to the contact form (“Submit a Request Now”).
These internal links connect the pages in a logical way and guide both users and search engines through your content.
Make sure that every important subpage is linked to at least once somewhere; nothing should remain “hidden.”
As an SEO analysis shows, every important subpage can rank for hundreds of search terms on Google, provided the website’s structure is clearly defined.
Planning the website structure is often an iterative process.
I often start by sketching out a sitemap and discussing it with the client.
This sometimes leads to new ideas: “Do we still need an X department?” or “Can we merge Y with Z?”
It’s much easier and more cost-effective to make such changes on paper or using design software like Relume or Figma during the planning phase than to tinker with the finished website later on.
That's why I'm putting enough time into this.
This phase is also where SEO considerations come into play.
What search terms do we want people to find us by?
Have we set aside appropriate pages for this?
What does the internal linking structure look like to boost the relevance of these pages?
At this point, I might also start planning future website content and landing pages to get the website ready for them.
My extra tip:
It can also be helpful to take a look at your competitors' website structure.
This way, you can see how others in your industry structure their content and adopt best practices where appropriate.
In short, a well-organized website structure requires a lot of thought.
A web designer is essentially a planner.
He designs the basic structure of your website, much like an architect draws up the plans for a house.
Content and Layout
Now comes the part that many consider to be the heart of web design:
Design the layout, organize the content, position elements, and select colors and fonts.
Here, the previously created structure is incorporated into an appealing visual design.
But even here, it's about more than just aesthetics.
The primary focus is on user experience and conversion.
Organize and prioritize content
The first step is to prioritize the existing website content on each page based on importance.
What should visitors see right away, and what can be placed further down?
As a rule, the most important information comes at the very beginning, while less important facts are included in the sections that follow.
In addition, care should be taken to ensure that there is a common thread.
Each page should "read" like a little story.
People tend to skim text on a screen, so information needs to be presented in a way that makes it easy to scan.
As a well-known study by Niesen has long shown, 97% of web users don’t read; they scan through content.
A well-structured website also means that each page focuses on a single main topic.
This helps avoid distractions.
Visual Hierarchy and Layout
Good web design guides users effectively through the website.
At Beyondweb, we work with visual hierarchy.
Important elements are larger and more prominent, while less important elements are smaller or more subtle.
For example, call-to-action buttons should stand out clearly in terms of color and contrast so that they catch the eye.
Headings should be significantly larger than the body text.
Quotes or key figures can be highlighted visually.
At the same time, a consistent layout should be maintained to create a professional, cohesive impression.
Recurring elements such as buttons, icons, image styles, and spacing between paragraphs—all of these must be applied consistently.
A common mistake made by amateur websites is a haphazard mix of stylistic elements.
This not only confuses the user, but often looks messy and inconsistent.
As a web designer, I therefore often create a style guide or prototypes of the most important page types in advance to ensure that the design and structure are consistent.
Here is an example of a style guide we created prior to a website relaunch, featuring colors, fonts, shapes, and iconography.
Using multimedia and images effectively
A picture is worth a thousand words.
But only if they are used appropriately.
I select images and graphics that reinforce the text's message and evoke emotions without distracting the reader.
I also optimize the file size so that the page loads quickly.
A common "aha" moment for customers:
Professional web design also involves cropping images, naming them correctly, and adding alt tags (for accessibility and SEO).
Videos can also be effective, but they must be strategically placed and technically well-integrated.
Generally, I incorporate visual elements in a way that enhances the flow of reading—for example, placing an explanatory diagram next to a descriptive paragraph, as shown in the example below.
Features and Interaction
Modern websites are often more than just static online business cards.
Maybe you'd like to generate leads.
Then I'll add a lead generation form or a clearly visible contact button.
Or maybe you want to sell products directly.
Then you'll need e-commerce features that include a checkout function.
For events, perhaps a calendar; for a restaurant, a reservation feature.
I plan to include all of these features.
It is important that they are easy to find and use.
A beautiful design is useless if, for example, the contact form is hidden somewhere or looks complicated.
That's why I place interactive elements in prominent locations and test them from the user's perspective.
Even the placement of a simple button can affect how many people click on it.
Web designers have a lot of experience with what works well in this area.
What are the technical components of a website?
Even though I don't want to bore you with technical details, a brief overview is in order.
At its core, a website consists of code (HTML for the structure, CSS for the appearance, and JavaScript for interactive elements).
The content—that is, text, images, and videos—is structured and displayed using this code.
Many modern websites are based on a content management system (CMS) such as WordPress, Joomla, or Typo3.
The CMS makes it relatively easy to update content without having to write code every time.
In addition, every website needs hosting (a server), a domain name (the web address), and SSL encryption so that it can be accessed securely via HTTPS.
At Beyondweb, we make sure that all of these elements work together.
Web design and content on one hand, technology on the other.
The Path to a Finished Website: From Concept to Launch
Let’s take a look at the process I typically go through with a client as a web designer.
This will give you an idea of the steps involved in my work and where common misunderstandings can arise.
1. Concept & Planning
It always starts with a conversation.
As your customer, I listen carefully to what you have to say:
What do you hope to achieve with the website (goals)?
What kind of customers are you trying to reach?
Do you already have content or specific requirements?
In this phase, we work together to determine the direction we’ll take.
This results in a site map, i.e., the entire website structure in its rough form.
We determine which subpages will be included, what navigation makes sense, and which content will go on which page.
We will also clarify the issue of responsibilities:
Who provides the text, and who finds the images?
Will external tools be integrated (e.g., newsletter system, booking tool)?
This planning phase lays the groundwork and sets the foundation for everything that follows.
At this stage, I often draw wireframes—basic layout sketches—to visualize where everything goes, without any design frills.
This is helpful for developing a shared understanding of how the website is structured.
SEO is also already incorporated into this phase:
Keyword research, crafting page titles and descriptions, etc., to ensure the website’s foundation is SEO-friendly.
2. Content, Wireframes & Design
Once the structure is in place, it's time to focus on the design.
I will develop a visual design concept in line with your corporate identity (CI).
However, I'm not going into too much detail just yet; I'm simply creating a design system.
Colors, typography, visual language—all of these are defined.
At the same time, the wireframes and content are created or prepared.
Wireframes define a rough layout with placeholders for text and images.
We create these using AI tools in conjunction with Figma.
The design layout is created after the content and wireframes have been approved.
We often start with the homepage and a subpage; once those are approved, the design is applied to all the necessary page types.
As a result of this step, you usually end up with static design mockups in Figma as well as finished text and images.
Some web designers skip the mockup stage and design directly in the browser using the actual content; it depends on their workflow.
It is important to note that:
In this step, you can see what the future website will look like and what content it will offer.
Feedback loops with the customer are common here (“Do you like the direction we’re taking? Should we present this element differently?” etc.).
The goal is to develop a design that appeals to the client, meets the needs of visitors, and, of course, serves its intended purpose (whether that be building trust, driving sales, generating leads, etc.).
3. Technical Implementation
Now for the “under the hood” part.
Now it's time to turn the design into an actual website.
Nowadays, this is usually done using a CMS (content management system).
So, for example, I install WordPress on the server (if it isn't already there), set up the necessary plugins (such as for SEO, caching, and forms), and implement the layout.
At this stage, it's also important to make sure that everything is working properly:
The navigation works smoothly, the internal links are correct, the images are optimized, the header and footer display correctly everywhere, and the responsive design (i.e., the view on mobile phones and tablets) works perfectly.
During this phase, I also often review the conversion elements—for example, whether the “Contact Us Now” button is prominent enough on every page or whether the forms are user-friendly.
Search engine optimization is also implemented technically:
Meta tags are set, headings containing keywords are included, alt text for images is provided, loading times are optimized, and an XML sitemap is generated.
These are all steps that are part of the process, but many people aren't even aware of them.
A good web designer doesn't overlook these details, because they can ultimately determine whether the site attracts and retains visitors.
4. Testing & Fine-Tuning
We'll run some tests before we go live.
And thoroughly.
We test every page in different browsers (Chrome, Safari, Firefox, and Edge if applicable) and on different devices.
Nothing is worse than a website that breaks on a smartphone because nobody tested it.
I click through every subpage and every link (QA – Quality Assurance).
This also includes:
Do all external links work?
Are form submissions being sent to the correct email address?
Are the legal texts correctly incorporated?
Does each page have a meaningful title and description for Google?
At this stage, requests for changes sometimes still come up—that’s normal.
I always build in some extra time for that.
5. Launch
The big day: the website goes live.
I'm moving the website from the development server to the live domain (or switching over if I've already been developing on the live URL).
As a web designer, I also coordinate this phase, including backups, domain settings, and the final launch.
But my work doesn't necessarily end after the launch.
Many customers hire me (or our team) for maintenance or further development.
A website is a bit like a garden:
If you want it to bloom, you have to take care of it.
This means I'm ready for future updates, new content (e.g., blog posts), new subpages, and technical updates.
I also monitor leads and visitor behavior (e.g., using Analytics) and make optimizations as needed.
This highlights another aspect of the web designer's role:
We take a long-term approach and continue to provide consulting services even after the system goes live.
Some initial assumptions turn out to be different in practice, so we make adjustments, always keeping the overall goal in mind.
These phases illustrate:
A web designer has a wide range of responsibilities.
From creative designers and methodical planners to technical all-rounders and online marketing experts.
It is precisely this combination that makes the job so exciting for me and so valuable for you as a client.
You'll receive a comprehensive package that ensures your online presence is solid and well-rounded.
Misconceptions and outdated ideas in web design
Despite the wide range of tasks involved, there are some misconceptions about what web design entails or how a website should be created.
Here are a few common assumptions.
Maybe you'll recognize yourself or your colleagues in this.
Anyone can do web design—there are drag-and-drop templates, after all!
It's true—there are plenty of website builders and pre-made themes available today.
And they're fine for beginners or very simple projects.
However, this sometimes leads to the assumption that a professional web designer is no longer necessary.
The reality:
A toolkit provides you with a template, but not a strategy.
I've personally seen clients who built a nice website using Wix or Jimdo but didn't generate any leads from it.
Why?
Because important elements were missing, the website's structure was unclear, and SEO had not been taken into account.
A web designer, on the other hand, creates the site in a way that is optimized for your goals.
You'll see the results of your investment later on: more visitors, more inquiries, and greater brand impact.
Plus, with customizations and features, I can cater to your needs in a way that a rigid, off-the-shelf solution simply can't.
Of course, I use templates sometimes, but I know how to customize and expand them.
So the value doesn't lie in the technical aspect of "clicking things together"—anyone can do that—but in the conceptual and design expertise behind it.
A homepage is enough; there's no need for subpages
A fallacy I used to hear quite often, especially in the past: “We’ll just put everything on one page—you can just scroll down.”
While single-page websites (one-pagers) are modern and sometimes useful (e.g., for a single product or event), the concept has its limitations for an established company offering multiple services.
Without subpages, you can't build a structured website, delve into specific topics, and you'll also be missing out on SEO opportunities.
Google prefers that each page focus on a single topic.
In addition, one-page websites can become cluttered if they have to include too much information.
A web designer will advise you on whether a one-page site or a multi-page layout is better.
And if there are multiple pages, it ensures clear navigation between them (keyword: internal linking).
It’s often a good idea to combine the two: a streamlined main page that provides an overview, followed by detailed pages.
In any case, the idea that “one page is enough” is outdated for most professional websites.
Web designer = web developer—they're the same thing, right?
Not quite.
These two terms are often confused.
A web developer programs the functionality (front-end and/or back-end), while a web designer focuses more on the concept and visual design.
However, the lines between roles tend to blur, especially in small projects.
In many cases, I personally handle both the design and the front-end development, because HTML, CSS, and WordPress are part of my craft.
But I also know my limits.
For complex web applications or database-related tasks, I would bring in a developer.
It is important to note that:
As a client, you should know that “web design” isn’t just about moving pixels around—it requires a lot of technical expertise behind the scenes.
If someone claims that web designers are just artists with no technical skills, that’s really outdated.
The best web designers have both: an eye for design and a knack for code.
The main thing is that the site looks great; the rest will fall into place.
That is a dangerous mistake.
Of course, an appealing design is important.
It conveys professionalism and builds trust.
But what good is the most beautiful website if its layout is chaotic, the content is sparse, or there’s no clear call to action?
I've seen websites that win design awards, yet the owner complains that no one calls or buys anything.
This is often because, while the graphics are attractive, the user guidance is lacking.
A classic example:
There are fancy animations everywhere, but the menu is hidden somewhere as an inconspicuous icon.
Many visitors can't find it and get lost.
Or a huge video plays in the header, but the actual value of the offer isn't explained anywhere.
My approach as a web designer (especially for SMEs in the DACH region) is therefore: form follows function.
Only once it’s clear what the site is meant to achieve and how the content should be structured can we add the finishing touches with a sleek design.
And even then, I keep testing:
Are users able to navigate the site?
Are we achieving the desired conversion rate?
Web design isn't an art project; it always serves a practical purpose.
Some design-obsessed designers must not forget that.
Once a website is complete, it remains as is and requires no further attention.
Many people think that once the website is live, the matter is settled.
But the web is dynamic.
Content becomes outdated, Google changes its algorithm, and users may expect a more modern design after two or three years.
That's why I never consider the pages I create to be set in stone.
Good web designers often offer to maintain the site after it’s been built, or at least to check it from time to time (keywords: updates, security, performance checks).
Unfortunately, some companies cut corners here and let their website languish, with the result that technical problems eventually arise or the competition pulls ahead.
My advice: Think of your website as a dynamic part of your marketing strategy.
Keep your content up to date (e.g., new blog posts), check your internal linking and navigation from time to time for areas that could be improved, and analyze how visitors behave (using analytics data).
Web design doesn't end on launch day.
And a web designer can continue to offer advice and support to help you keep improving your website.
Conclusion: A well-designed website lays the foundation for your online success
A well-structured, appealing website builds trust with your customers and keeps their attention.
It guides users directly to the information or actions that are relevant to your business.
It ranks higher in search engines because its structure and content have been optimized.
And ultimately, it will generate more leads, inquiries, or sales for you, because every element of the website is designed to help you achieve your goals.
Of course, you can try to handle everything on your own and ask ChatGPT—the tools for doing so have never been more accessible than they are today.
But as you now know, a truly successful website requires a great deal of conceptual and design work.
An experienced web designer (or a team, depending on the size of the project) will take care of this complex task for you and bring valuable expertise to the table: on aspects such as structure and layout, design trends, search engine optimization, user behavior, technology, and more.
Ultimately, it’s not just about having a website online—it’s about making sure it works for you.
It should serve as the foundation of your website's digital presence and continuously attract new customers and prospects to your business.
That's why it's worth investing in good web design.
