5 Foundations Every Website Needs Before You Write

By Susie Taylor | Contributor WBN News | 1 June 2025

It’s tempting to jump right into website copy — a snappy headline here, a catchy “About Me” page there — but without a solid foundation, even the prettiest website won’t perform the way you want it to.

Before you touch a keyboard or hire a designer, these five foundational elements need to be crystal clear.

1. A Clear Understanding of Your Ideal Customer

If your website is for “everyone,” it will resonate with no one. Before you write a word, get ultra-specific about who you’re talking to. What do they want? What keeps them up at night? What kind of transformation are they hoping for? When you write with one person in mind, your message becomes magnetically clear.

2. Your Customer’s Problem — and Your Solution

People don’t visit your website to learn about you. They come to see if you can help them solve a problem. Spell out the pain points they’re feeling and position yourself as the guide who can help. When you show them you understand their struggle, they’ll trust you with the solution.

3. Your Core Offer(s)

Too many business websites dance around the sale. Don’t make your visitor guess what you’re selling. Get clear on your primary product or service, what it does, and how it helps. Then position it front and center with a strong call to action.

4. A Simple, Strategic Brand Message

Your messaging should be easy to say, easy to remember, and easy to share. Think: one-liner, tagline, and value proposition. A clear message builds brand recognition and gives people language they can use to refer you to others. Confused customers don’t convert. Clear messaging converts.

5. Your Unique Story or Differentiator

What makes you different from your competitors? Maybe it’s your approach, your values, your results, or your personal journey. Whatever it is, you need to weave it into your web copy so your visitors don’t just understand what you do — they feel connected to you.

When you build from these five foundations, you don’t just end up with a website that looks good — you get one that works. One that connects, converts, and reflects the heart of your business.

Because let’s be honest: you’re not just selling a service. You’re creating an experience. Let’s make it one worth remembering.

Contact: Susie Taylor - susie.taylor.writer@outlook.com

Excerpt: Before you write a single word for your website, you need these five foundations in place. They’ll help you craft a message that connects and converts.

Tags: #Website Strategy #Small Business Tips #Website Copywriting #Entrepreneur Tips #Brand Messaging #Customer Journey #Story Brand