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Why it’s important to be 100% happy with the design phase

The design phase is where site structure, content and visual elements come together. It’s where key decisions need to be finalised before development begins. Reviewing thoroughly at this stage helps avoid time intensive changes later and ensures the build phase runs smoothly.

Image shows a group of people gathered around a desk. One person is holding an iPad and showing what's on it to the group.

Design is one of the most exciting stages of a website project. It’s where all the thinking and planning from discovery starts to become tangible. The structure becomes visible, the content takes shape, and it begins to look and feel like a real website. But it’s also a critical decision-making moment. The design choices made at this stage will shape how your website is built and how much flexibility there is further down the line. That’s why being fully confident in the design before development begins is essential.

Once a project reaches development, the design should be final. Changes made after this point are harder to implement and often impact both timeline and budget. That’s why we guide clients through a phased approach to design and place so much emphasis on getting things just right before we move on. This process is collaborative, iterative and considered — and it needs your full attention.

So what does it mean to be ‘100% happy’ with the design? And how can you make sure you’ve reviewed it thoroughly?

What to expect during the design phase

We begin with low-fidelity wireframes to map out site structure and layout (usually in greyscale), before moving into high-fidelity designs that use full colour, content and branding to show exactly how your finished site will look, feel and function. You’ll receive a static mock-up of the final website design. It won’t be live or fully interactive yet, but it will give you a clear picture of the final experience. We’ll guide you through it, highlighting key areas and identifying where we still need your input. 

We usually include two rounds of amends: the first for major feedback, the second for any final tweaks. To make the most of these, we recommend involving your team early. Invite stakeholders, subject-matter experts and decision-makers to take a look and share their thoughts.

It’s also worth setting aside some time for yourself to come back to the design with fresh eyes. We often hear that clients spot things on a second review that they missed the first time.

What to check before you sign off

User Experience (UX)

  • Site architecture / sitemap

  • User journey mapping and flow

  • Wireframes for all key pages

  • Navigation structure and usability

  • Accessibility considerations (WCAG compliance)

  • Mobile-first and responsive design approach

  • Call-to-action (CTA) placement and effectiveness

Visual Design (UI)

  • Brand consistency (colours, fonts, logo usage)

  • Layout and spacing

  • Image style and quality

  • Iconography and illustrations

  • Visual hierarchy and legibility

  • Animation or interactive elements

Content & Messaging

  • Homepage messaging and value proposition

  • Clear headings and content hierarchy

  • Readability and tone of voice

  • Placeholder vs. final content planning

  • Visual content needs (photos, videos, graphics)

  • Multilingual needs (if applicable)

Technical Considerations

  • Load time and performance planning

  • Design feasibility for development

Legal & Compliance

  • Cookie consent and privacy policy placement

  • GDPR/CCPA compliance

  • Terms of service and legal disclaimers

  • Licensing for fonts/images

The design phase is your opportunity to discuss changes, make tweaks and iron out anything that’s not quite right. By taking the time to review thoroughly — and ensuring everyone who needs to be involved has had their say — you’ll save time and avoid unnecessary rework further down the line.

A successful website build starts with a confident, informed ‘yes’ to the design, and that’s what we aim for every time. If you'd like to discuss your next web project, please get in touch here.

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