Web Design Process: What to Expect When Working With a Designer

"How long will my website take?" and "What do you need from me?" are questions I hear on every project kickoff call.

The web design process can seem mysterious if you've never been through it. What happens behind the scenes? When will you see designs? How many revisions are included? What if you don't like something?

After completing hundreds of web design projects, here's exactly what happens from kickoff to launch, what you'll need to provide, and realistic timelines for each phase.

Overview: The Complete Process

Typical timeline: 6-12 weeks for most business websites

Main phases:

1. Discovery & Strategy (1-2 weeks)
2. Homepage Design (1-2 weeks)
3. Inner Pages Design (1-3 weeks)
4. Development (2-4 weeks)
5. Content Integration (1-2 weeks)
6. Testing & Launch (1 week)

Note: Timelines depend on project complexity and how quickly you provide feedback and materials.

Phase 1: Discovery & Strategy (Week 1-2)

This is where good projects succeed and rushed projects fail. Discovery sets the foundation.

What Happens

Initial kickoff meeting (1-2 hours):

• Discuss business goals
• Understand target audience
• Review competitor sites
• Define success metrics
• Clarify budget and timeline
• Set expectations

Strategy development:

• User journey mapping
• Content strategy
• Sitemap creation
• Feature requirements
• Technical planning
• SEO strategy

What You'll Need to Provide

1. Business Information:

• What you do/sell
• What makes you different
• Target audience details
• Key competitors
• Current marketing materials

2. Goals & Success Metrics:

• What should the website achieve?
• How will we measure success?
• What actions should visitors take?

3. Examples & Inspiration:

• Websites you like (and why)
• Websites you dislike (and why)
• Design preferences
• Functionality examples

4. Content Assets (if available):

• Logo files
• Brand guidelines
• Existing photography
• Copy/text
• Any existing content

5. Access & Credentials (if redesign):

• Current website access
• Analytics access
• Hosting details
• Domain registrar access

Deliverables

By end of discovery, you'll have:

• Project brief document
• Sitemap showing page structure
• Wireframes (optional, depends on complexity)
• Timeline with milestones
• Clear next steps

Timeline: 1-2 weeks depending on project complexity

Your time: 2-4 hours (meetings and gathering materials)

Phase 2: Homepage Design (Week 2-4)

The homepage comes first because it sets the design direction for the entire site.

What Happens

Initial design concepts:

• Designer creates homepage mockup(s)
• Usually 1-2 design directions
• Desktop version first
• Shows overall visual style

What designers are thinking about:

• Visual hierarchy
• Brand representation
• Call-to-action placement
• Color palette
• Typography choices
• Imagery style
• Spacing and layout
• Mobile considerations

First Design Presentation

You'll receive:

• Full homepage design mockup
• Explanation of design choices
• How it addresses goals
• Mobile design considerations

What to look for:

• Does it feel right for your brand?
• Is the hierarchy clear?
• Are important elements prominent?
• Does it appeal to your target audience?
• Is the call-to-action obvious?

Providing Feedback

Good feedback:

• "The hero section feels too corporate. Our audience is younger and expects something more energetic."
• "The contact CTA isn't prominent enough. Can we make it stand out more?"
• "Love the colour palette. Can we incorporate more of the green?"

Less helpful feedback:

• "I don't like it" (what specifically?)
• "Make it pop more" (what does that mean?)
• "My spouse thinks..." (stakeholders should be involved from the start)

Pro tip: Gather feedback from all decision-makers before the meeting. Conflicting feedback from multiple rounds wastes time and money.

Revision Rounds

Typical packages include 2-3 revision rounds:

Round 1: Major changes

• Layout adjustments
• Color/typography changes
• Imagery style
• Content adjustments

Round 2: Minor refinements

• Spacing tweaks
• Color adjustments
• Element positioning
• Fine-tuning

Round 3 (if included): Final polish

• Small details
• Final alignment
• Last adjustments

Important: Each additional round beyond package limits typically costs £200-500.

Mobile Design

Once desktop homepage is approved, mobile version is designed.

Mobile isn't just shrinking desktop - it requires specific considerations:

• Touch-friendly elements
• Simplified navigation
• Prioritized content
• Optimised images
• Readable text sizes

Deliverables

By end of homepage phase:

• Approved homepage design (desktop)
• Approved mobile homepage design
• Established design system (colours, fonts, styles)
• Design direction for rest of site

Timeline: 1-2 weeks (can extend if feedback is slow)

Your time: 3-5 hours (reviewing designs, providing feedback, gathering stakeholder input)

Phase 3: Inner Pages Design (Week 4-7)

With homepage approved, inner pages follow the established design system.

What Happens

Page templates designed:

• About page
• Services/product pages
• Contact page
• Blog/news template (if applicable)
• Other key pages

Note: Not every single page gets unique design. Templates are created for page types:

• Homepage - unique
• Standard content page - template for all similar pages
• Service page - template for all services
• Blog post - template for all posts
• Contact - unique

This is efficient and maintains consistency.

Design Priority Order

Typical order:

1. Homepage (already done)
2. Key conversion pages (services, products)
3. About page
4. Blog/case study templates
5. Contact page
6. Secondary pages

Why this order? Most important pages designed first. If budget/time constrain, less critical pages can use simpler templates.

Feedback Process

Inner pages typically go faster:

• Design direction established
• Components reused
• Fewer decisions needed

Usually 1-2 revision rounds per page type.

Deliverables

By end of inner page design:

• All key page designs approved
• Design system complete
• Component library established
• Mobile designs for all pages

Timeline: 1-3 weeks depending on number of page types

Your time: 2-4 hours reviewing and providing feedback

Phase 4: Development (Week 6-10)

Designs are coded into a functional website.

What Happens

Frontend development:

• HTML/CSS structure
• Responsive breakpoints
• Animations and interactions
• Performance optimisation
• Browser compatibility
• Accessibility features

Backend/CMS setup:

• Content management system
• Database configuration
• User accounts (if needed)
• Forms and functionality
• Third-party integrations
• Custom features

SEO foundation:

• Meta tags structure
• Heading hierarchy
• Image optimisation
• Performance optimisation
• Schema markup
• Sitemap generation

What You'll See

Development/staging site:

• Live version you can click through
• May have placeholder content initially
• Usually on temporary URL
• Updated regularly as work progresses

You can:

• Browse the site
• Test on your devices
• Check mobile experience
• Provide feedback on functionality

What You Shouldn't Do Yet

• Don't judge final appearance with placeholder content
• Don't test with real customers
• Don't share publicly
• Don't expect perfection (testing/refinement comes next)

What You Should Do

Gather real content:

• Write or finalise copy
• Collect photographs
• Prepare any videos
• Organize testimonials
• Compile team bios
• Prepare product info

The better your content, the better the final result.

Deliverables

By end of development:

• Functional website
• Responsive on all devices
• Core features working
• Forms functional
• Basic content in place

Timeline: 2-4 weeks depending on complexity

Your time: 1-2 hours testing and providing feedback

Phase 5: Content Integration (Week 10-12)

Your actual content replaces placeholders.

What Happens

Content added:

• Real copy replaces lorem ipsum
• Actual images replace placeholders
• Team photos added
• Service details populated
• Product information uploaded
• Blog posts added (if applicable)

Who Does This?

Option 1: Designer does it (most common)

• You provide content in organized format
• Designer formats and uploads it
• Usually cleaner, more consistent
• Additional cost: Typically included, or £400-800

Option 2: You do it

• Designer provides training
• You upload content yourself
• Takes longer, may need refinement
• Cost: Included, but your time investment

Option 3: Professional copywriter

• Hire copywriter to create content
• Designer integrates it
• Cost: £100-200 per page typically

What You Need to Provide

Text content:

• Organized by page
• Proofread and finalised
• Proper formatting noted
• Headlines and subheadings clear

Images:

• High-resolution (print quality)
• Properly named files
• Correct subject matter
• Permission to use (if not yours)
• Professional quality preferred

Other assets:

• Videos (edited and finalised)
• PDFs (design-ready)
• Logos (vector formats)
• Icons (if custom)

Pro tip: Provide content in Google Docs or similar, organized by page. Makes integration much easier.

Deliverables

By end of content phase:

• All real content integrated
• Images optimised and uploaded
• Text formatted properly
• Pages complete and ready

Timeline: 1-2 weeks depending on content volume

Your time: 4-10 hours preparing and organizing content

Phase 6: Testing & Launch (Week 12-13)

Final quality checks before going live.

What Happens

Comprehensive testing:

• All browsers (Chrome, Firefox, Safari, Edge)
• Multiple devices (phones, tablets, desktops)
• All forms submit correctly
• Links work properly
• Images load and display correctly
• Mobile experience smooth
• Performance acceptable
• Accessibility check
• SEO elements verified

Final refinements:

• Fix any bugs found
• Adjust spacing/alignment
• Optimise remaining images
• Final performance tuning
• Security check

Training:

• How to update content
• How to add blog posts
• How to manage products (if e-commerce)
• Where to find help
• Best practices

Launch preparation:

• DNS configuration
• SSL certificate
• Email setup (if needed)
• Analytics installation
• Backup system
• Monitoring setup

Launch Day

Pre-launch checklist:

• ✅ All content finalised
• ✅ Testing complete
• ✅ Client approval received
• ✅ DNS ready to update
• ✅ Backup created
• ✅ Analytics configured

Launch process:

1. Final backup of old site (if replacing)
2. Update DNS to point to new site
3. Verify SSL working
4. Check all pages loading
5. Verify forms working
6. Monitor for issues

DNS propagation: Takes 24-48 hours fully, but most see new site within 2-4 hours.

Post-Launch

Immediate (Days 1-7):

• Monitor for any issues
• Quick fixes if needed
• Answer questions
• Provide support

Short-term (Weeks 2-4):

• Performance monitoring
• User feedback collection
• Minor adjustments
• Analytics review

Deliverables

Final package includes:

• Live, launched website
• Training documentation
• Login credentials
• Source files
• How-to guides
• Support information

Timeline: 1 week

Your time: 2-4 hours for training and final review

What Slows Projects Down

Most common delays:

1. Slow Feedback (adds 1-4 weeks)

Problem: Waiting days/weeks for design feedback Solution: Establish response time commitments (48-72 hours is reasonable)

2. Content Delays (adds 2-6 weeks)

Problem: Content not ready when needed Solution: Start gathering content during discovery phase

3. Scope Changes (adds 2-8 weeks)

Problem: Adding features not in original plan Solution: Clearly define scope upfront, handle additions as separate phases

4. Too Many Stakeholders (adds 1-3 weeks)

Problem: Multiple decision-makers with conflicting feedback Solution: Establish single point of contact who gathers consensus

5. Unclear Requirements (adds 1-4 weeks)

Problem: Discovering needed features mid-project Solution: Thorough discovery phase addressing all needs

How to Be a Great Client

Make projects smoother and faster:

1. Respond Promptly

• Review designs within agreed timeframe
• Provide consolidated feedback
• Make decisions without endless deliberation

2. Trust the Expert

• You hired a professional for a reason
• Be open to recommendations
• Don't micromanage pixel placement

3. Provide Good Content

• Start gathering content early
• Provide professional photography
• Proofread everything

4. Include Decision-Makers Early

• Involve stakeholders from the start
• Get consensus before presenting feedback
• Avoid surprise objections late in process

5. Communicate Clearly

• Be specific about concerns
• Explain the "why" behind feedback
• Ask questions if unclear

6. Stay Organized

• Keep materials in shared folder
• Track decisions and changes
• Maintain communication in designated channels

Red Flags: Poor Process Warning Signs

Watch out for designers/agencies that:

• Start designing before understanding your business
• Don't ask about goals and audience
• Skip wireframing on complex projects
• Don't present mobile designs
• Offer unlimited revisions (unrealistic)
• Don't discuss content strategy
• Don't mention testing
• Rush to development without design approval

Questions to Ask Your Designer

Before starting:

1. What's your design process?

   • Should have clear phases

2. How many revision rounds?

   • Typically 2-3 for homepage, 1-2 for inner pages

3. When will I see designs?

   • Realistic: 1-3 weeks after kickoff

4. What do you need from me?

   • Should have clear list

5. How does content work?

   • Who provides, who integrates?

6. What happens after launch?

   • Training? Support? Maintenance?

7. What if I need changes later?

   • Understand rates and process

8. Who owns the design?

   • You should own everything

The Bottom Line

A typical web design project:

• Takes: 6-12 weeks
• Requires: 15-30 hours of your time
• Involves: Discovery, design, development, content, testing
• Succeeds when: Both parties communicate well and meet commitments

The process isn't mysterious - it's a logical progression from understanding goals to launching a site that achieves them.

Your role matters: Great clients who provide prompt feedback, good content, and clear communication get better results faster.

Choose a designer with a clear process, ask questions upfront, and commit to your part in the collaboration.

Ready to Start Your Website Project?

I follow a proven design process that delivers results while keeping you informed at every step. Whether you're starting fresh or redesigning, I'll walk you through exactly what to expect.

Get in touch to discuss your project. I'll explain my specific process, timeline, and what I'll need from you to ensure success.