Building a Website: A Guide from Robert Urban, CEO of PaperBoat Media
Hey there! Let’s talk about building a website. If you’re reading this, you’re probably looking to create a site for your business, personal brand, or side hustle—and you’ve got questions. Let’s go over the whole process, start to finish, from my perspective as CEO of PaperBoat Media. I’ve led website projects big and small, from intricate corporate builds to sleek portfolio sites, and there’s a roadmap to get it right.
1. Define Your Goals
First things first: Why do you need a website? Goals drive every design choice and functionality.
Are you aiming to:
- Drive leads and inquiries?
- Sell products directly?
- Share your expertise or portfolio?
Your primary goal will guide everything from structure to tone to content.
2. Choose the Right Platform
Once you know your purpose, it’s time to pick the platform. Today, most sites use one of these:
- WordPress: Super versatile, highly customizable, and great for SEO. WordPress is often the go-to for businesses because of its adaptability. You’ll get robust plugins, powerful SEO options, and endless themes.
- Shopify: If e-commerce is your game, Shopify has become a top choice. It’s secure, user-friendly, and has solid customer support. However, it’s more limited in terms of custom design.
- Wix/Squarespace: Both are ideal for smaller sites. They’re easy to use but less scalable. Great for personal sites, portfolios, or very small businesses that don’t need complex functionality.
- Custom Build: If you have a big, complex vision, a custom-built site might be the way to go. This is where development costs go up, but so does your control over functionality.
PaperBoat Take: Most businesses can start with WordPress for flexibility and cost-effectiveness.
3. Content Strategy & Design
Before diving into design, map out your site content. Consider what you’re communicating on each page. Here’s what a simple layout might look like:
- Homepage: Your elevator pitch in digital form. Make it compelling.
- About Page: People want to connect with you, so share your story, values, and team.
- Services/Products: Describe what you offer, answer common questions, and use testimonials for credibility.
- Contact Page: Essential! Make it easy for visitors to reach you.
After structuring your content, think about your visual identity. This includes your logo, brand colors, fonts, and overall vibe. Be consistent here.
4. User Experience (UX)
UX is how people interact with your site. A clean, intuitive design makes for a smooth experience, while a confusing layout drives people away. Key UX principles include:
- Navigation: Keep it simple and organized.
- Speed: A fast site is critical. People won’t wait long for pages to load.
- Mobile-Friendliness: With more than half of all web traffic coming from mobile devices, responsive design isn’t optional; it’s a must.
Pro Tip: We always test new designs on different devices before launch.
5. SEO (Search Engine Optimization)
Your site should be search engine-friendly so it can be found by Google (and, let’s be real, Google is most of the game). Here’s what to focus on:
- Keywords: Use terms people might search for within your content.
- Meta Tags: These are snippets that summarize each page’s content and help search engines understand your site.
- Quality Content: Fresh, relevant content keeps people coming back and improves your SEO.
SEO isn’t just a one-time task. Your site should be monitored and optimized regularly to keep up with evolving search engine algorithms.
6. Content Management System (CMS)
Your CMS is what you’ll use to manage content post-launch. WordPress, Shopify, and Squarespace all come with built-in CMS capabilities. Choose a system that allows you to:
- Update blog posts, articles, and images easily
- Add new products (if e-commerce is part of your site)
- Modify page content without coding skills
Make sure the CMS is easy enough for your team to use without a developer. Your website should work for you, not the other way around.
7. Integrations & Analytics
Integrations let you connect your website with third-party services, like email marketing tools or social media platforms. Here are a few I recommend:
- Google Analytics: Essential for tracking who’s visiting, how they’re interacting, and what’s working.
- CRM Integration: If you have a customer relationship management system, integrate it with your site to streamline lead capture.
- Email Marketing: Tools like Mailchimp or Klaviyo integrate well with many websites, helping you capture leads and nurture them over time.
8. Security & Backups
Cybersecurity is crucial. A compromised site doesn’t just affect your data; it impacts your reputation. Here’s what to set up:
- SSL Certificate: If your URL doesn’t start with “https,” get an SSL certificate. It’s a trust signal for visitors and a ranking factor for Google.
- Regular Backups: Platforms like WordPress have plugins that automate this, but whatever you’re using, back it up. Your hosting provider might even offer backup services.
- Update Regularly: Keeping your platform, themes, and plugins updated is key to security.
9. Testing
Testing ensures your site performs well on different devices and browsers. Here’s what to focus on:
- Cross-Browser Testing: Check Chrome, Firefox, Safari, and Edge.
- Mobile & Tablet Testing: Verify that every part of your site is responsive.
- Functionality Testing: Make sure all forms, buttons, and links work.
It’s easy to overlook this step, but at PaperBoat, we make it a priority. Little issues here can turn into big headaches later on.
10. Launch & Post-Launch Monitoring
Launching a site is a huge milestone, but the work doesn’t end here. After going live:
- Track Visitor Behavior: Use Google Analytics to see how people are navigating your site.
- Optimize: Keep an eye on your load times, SEO rankings, and bounce rates.
- Iterate: You’ll get insights on what’s working and what’s not. Use this data to improve.
Your website is a living asset that grows with your business. If you’re doing it right, your site will need tweaks and updates over time.
Final Thoughts
Building a website can feel overwhelming, but with a clear vision, the right tools, and a solid process, it becomes a straightforward (and rewarding) project. Every site I’ve built with PaperBoat Media has its own character and purpose, but the steps to get there remain fairly consistent.
So, roll up your sleeves, get to work, and remember: a website is more than just a digital presence—it’s an opportunity to showcase your brand, connect with your audience, and make your mark online.