6 Things Your Small Business Needs Before Hiring a Web Designer
If you’ve been circling the idea of hiring a web designer, you’ve probably also been circling a handful of thoughts that sound something like:
“I don’t think I’m ready yet.”
“I don’t even know what I’d tell her.”
“I feel like I should have more clarity before I reach out.”
“I don’t want to waste her time… or mine.”
“What if I don’t have everything I need?”
This is so common, especially for wellness professionals who care deeply about their work and want to “get it right.”
Most women reach out to me long after they’ve already realized their website (or lack of one) is holding them back, but they hesitate to move forward because they’re unsure if they’re prepared. They’re second-guessing themselves, feeling overwhelmed by the unknowns, or procrastinating out of fear that the process will be too time-consuming or too confusing.
Here’s the part no one says out loud:
You’re not behind. You’re not unprepared. And you don’t need to have everything perfect before you talk to a designer.
After designing more than 90 websites for women in wellness, I’ve seen firsthand that what you think you need before hiring a designer is very different from what truly matters. In fact, most of the women I work with show up feeling unprepared, and within minutes on our call, they realize they had more clarity than they knew.
My job is not to have you show up with perfectly organized copy, branding, and a vision board.
My job is to guide you (calmly, clearly, and strategically) through what your website actually needs to support the business you’re growing.
This post will walk you through the 6 core things you need to think about before working with a designer:
→ the first three help determine whether you’re ready to book a discovery call
→ the last three are things your designer can fully support you through
By the time you’re done reading, I want you thinking:
“I’m way more prepared than I thought.”
and
“I don’t need everything perfect before booking - I just need direction.”
Let’s start with the clarity pieces that truly matter.
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1. Brand Clarity
(Think of this as understanding who you are and how you want people to feel.)
Before you work with a designer, you don’t need a fancy brand strategy or hours of journaling. You just need a simple understanding of what your business is and what you want it to represent.
Brand clarity is basically:
→ Who you are
→ What you do
→ How you want people to feel when they interact with you
It doesn’t have to be perfect, but you should feel pretty clear about who you are (or where you want to be).
Here are a few questions to ask yourself:
Can I explain what I do clearly and confidently?
(Imagine explaining it to a friend, and them actually getting it.)
How do I want my brand to feel to my ideal clients?
Calm? Warm? Professional? Modern? Luxe? Grounded? Energizing?
Am I clear on my brand values?
(These are the guiding beliefs behind your work- and things your ideal client can resonate deeply with.)
Do I know my brand mission?
(In simple terms: What am I trying to change, improve, or make easier in my clients’ lives?)
If you can answer these with even basic clarity, you’re ready.
Your designer will help you refine the deeper layers.
2. A Defined Ideal Client
(Understanding who you want to help makes everything easier.)
You don’t need a super-specific “avatar”, but you do need a clear sense of who your work is for.
Think of your ideal client as:
→ the person who gets the best results from your work
→ the person you love helping
→ the person who feels aligned with your approach
If you can answer these questions, you’re already off to a strong start:
Who do I enjoy working with the most?
What problems or challenges do they come to me with?
What do they want help with?
What type of client feels energizing and aligned, not draining?
This clarity helps your designer choose the right messaging, layout, images, and design for your website.
3. Offer Clarity
(You need to have a clear understanding of what your selling.)
Your designer doesn’t need long descriptions or complicated outlines. She just needs to understand the basics of what you offer so she can structure your website intentionally.
Ask yourself:
What are the main services or programs I offer?
What’s the purpose of each one?
What results do they help people achieve?
How do clients usually work with me?
What are my general price points?
If you can explain your offers in a simple, clear way - even if they’re evolving - your designer will take it from there.
You don’t need to have a fully fleshed service page yet… you just need to have a clear plan of what services you want to offer.
Once you have clarity on these first three items, you’re ready to book a discovery call.
You’ve done the foundational work, and for the next three items? You can discuss the details with your designer on your discovery call and together develop a strategic plan of action.
4. Branding (Colors + Fonts)
Branding is one of the biggest areas where clients get confused, because every designer handles it differently. Some web designers include branding. Some offer it as an add-on. Some don’t offer branding at all and expect you to hire a brand designer separately.
This is why awareness is key.
Here’s what branding support can look like:
Option 1: Hire a brand designer
This is a deeper process that includes:
a full brand identity
logos
color palette
custom fonts
brand patterns/graphics
brand guidelines
This is ideal if you want a fully custom brand with long-term use.
Option 2: Your web designer provides a lighter brand setup
This usually looks like:
choosing a color palette
pairing fonts
defining your visual direction
sourcing supportive imagery
This level of branding is often more than enough for service-based businesses who need clarity without the price tag or intensity of a full rebrand.
Inside my 1:1 projects, I offer a Brand Kit add-on, which gives clients that clean, cohesive visual foundation without needing to hire a separate brand professional.
All you need before a discovery call is awareness:
Do I have branding I love?
Do I want something refreshed?
Do I need help building branding from scratch?
Do I want to DIY my brand or hire a pro?
5. Images (Brand Photos or High-Quality Stock)
Many women delay reaching out because they think they need to book a brand photoshoot first.
You don’t.
Here’s what image options usually look like:
Option 1: Brand Photography
A professional shoot gives you cohesive images that reflect your personality and brand aesthetic. This is great if you want a highly curated look or if you’ve been wanting updated lifestyle or studio photos anyway.
Option 2: Stock Photography
High-quality stock images can look just as elevated and aligned when chosen thoughtfully. This is ideal if you don’t have time for a photoshoot, want a softer or more editorial vibe, or prefer a mix of personal + stock imagery.
Some designers source stock images for you.
Others expect you to select and provide your own.
Inside my Brand Kit add-on, I curate a full set of elevated stock images to build your visual foundation, so you’re never guessing or overwhelmed.
Before a discovery call, all you need to know is:
Do I have photos already?
Do I want to book a shoot?
Do I feel drawn to using stock images?
What level of support will I want from my designer?
6. Copywriting
Copywriting is one of the most intimidating parts of building a website, but not every designer expects you to write it yourself. And not every designer offers copywriting support, either.
Here are the typical paths, and things to consider:
Option 1: DIY Copywriting
You write your website copy yourself - with or without guidance.
Some designers provide worksheets or prompts.
Others expect you to write everything before the project starts.
If you’ve never written website copy before- you’ll definitely want to find a designer who can offer some kind of support- whether that’s via a template, editing, or full copywriting add ons available.
Option 2: Guided Copywriting
This is where your designer gives you tools to support your writing- typically in the form of a copywriting template.
A template provides structure, oftentimes prompts, and examples of how to write engaging and sales-driven copy for beginners.
This is often perfect for small business owners who want their own voice expressed but need structure and clarity.
Option 3: Hire a Professional Copywriter
This is a deeper, more collaborative process where a copywriter handles all of your messaging, voice, and website copy from start to finish.
Inside my design process, clients receive:
a Website Copywriting Template
detailed prompts for each section
copy editing for clarity
and the option to add done-for-you copywriting if they want full support
All you need before a discovery call is awareness:
Do I want to write my own copy with guidance?
Do I want someone to help me refine it?
Do I want someone else to write everything for me?
What feels most supportive based on my time, energy, and confidence?
Once you know which direction feels best, your designer will guide you from there.
Final Thoughts:
Most women delay hiring a designer because they think they need EVERYTHING ready — the branding, the photos, the copy, the messaging, the vision.
But the truth is:
If you’re clear on your brand, your ideal client, and your offers, you’re ready.
Everything else is something we figure out together.
You don’t need perfection. You need direction.
And you already have more clarity than you think.
Start With Clarity: Download the Website Inspiration Workbook
Get clear on your brand’s feel, your design preferences, your website direction, and the visual style that supports your future growth.
When You’re Ready: Book a Discovery Call
If you’re ready for a strategic, calm, guided website process that makes everything feel easier, I’d love to support you.
If you liked this post, you may also like:
15 Signs It’s Time for a New Website
Website Prep Checklist: What To Do Before You Start Designing
The Psychology of Design: Why Clients Trust Certain Websites Instantly
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Hey I'm Jamie
-web designer, brand strategist, and former certified health coach turned creative studio founder. I specialize in building strategic, elevated Squarespace websites for wellness professionals who are ready to grow their business with more clarity, confidence, and ease.
After designing over 90 websites and supporting dozens of service-based entrepreneurs, I’ve seen firsthand how intentional design and smart strategy can completely shift the way you show up, and how you sell. This blog is where I share the real stuff: design tips, marketing strategies, and behind-the-scenes insights to help you build a brand that actually works for you.
Disclaimer: My policy is to only share products and resources that have brought value to me and/or I believe will bring value to my audience. Some of the links in this post are affiliate links, and I will earn a commission if you make a purchase using them.
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