PIPELINEGuide
Web design: process, approach, and what you need to provide
The process for web design from the first inquiry to ongoing operation — including what you need to contribute to make it work.
A web design project runs in 4 steps: from “inventory” to “handoff,” 3 to 5 weeks total. Each step ends with a clear approval before the next begins.
01 — Process
The steps in detail
Inventory
What already exists in terms of logo, colors, imagery — and what still works.
Set direction
Two to three directions on one page type so the decision is based on something concrete.
Build the system
The chosen direction becomes the system for all page types.
Handoff
Components and rules are documented and handed over.
02 — Participation
What we need from you
- A contact person who can make decisions — not just forward them.
- Access to the affected systems, in time and not on launch day.
- Real examples from daily business — the messier, the more useful for testing.
- Two to four hours for coordination, distributed over the project duration.
- An answer to the question of what success means. Without it, nothing can be assessed afterward.
03 — Scope
What's included
- Layout grid, typography and color system as a cohesive system
- Designs for page types, not for every individual page
- Light and dark modes considered from the start
- Contrast and readability testing according to WCAG
- Component library so new pages can be created without a designer
- Handover document with rules that others can follow too
04 — Questions
Frequently asked questions
Do we get several drafts?
Two to three directions on one page type. Ten variations help no one — they just shift the decision to the client instead of making it.
Who owns the files?
You do. You get the source files and the documentation. If you work with someone else later, they can continue with them.
How many revision rounds are included?
Two rounds per draft are standard and usually sufficient, because the directional decision is made after the first presentation. Additional rounds are possible but noticeably extend the timeline.
Do we even need custom design?
Not necessarily. If you need a site with five pages and no brand ambitions, a well-adapted standard system is the more sensible choice. Custom design pays off when you need to stand out from competitors or manage many pages.
What if we don't like any of the directions?
Then we go back to the discovery phase — usually that means something important about the business hasn't been understood yet. It rarely happens, but better to start fresh than to force a design.
Do you also provide image material?
No, that's not part of the design system. But we specify exactly what kind of images are needed and recommend suitable sources or a photographer if required.
Will this look good on mobile too?
We design the narrow view first, because that's where the majority of visitors arrive. The wide view is the easier case, not the other way around.
05 — Decision
How to move forward
The most affordable next step is a conversation, not a quote. Twenty minutes is usually enough to clarify whether a project makes sense, what scope it involves, and whether we're the right fit.
If we're not, we'll say so. An honest no costs less than a project you abandon after three months — for both sides.
06 — Next
Related pages
- Web design — Overview
- Web design — practical examples
- Web Design — Duration
- Web design — Where to start
- Web design — common mistakes
- Web design — integration
- Web design — Checklist
- Web design — Data protection
- Have a website created
- Landing page
- Website relaunch
- All guides
Web design by region
Next step
Initial assessment, no obligation.
Briefly describe what you need. You'll get an honest answer about what's realistic and what it will roughly cost.