Website Concept Development: Structure, Content and User Journeys
A well-thought-out website concept ensures that your brand is clearly recognizable, that the website is user-friendly, and that internal coordination becomes much easier.
For small and medium-sized businesses and startups, we develop concepts that distill the brand, content, and user experience into their essence, serving as the foundation for design, development, and communication.
This way, your project is built on a solid foundation, rather than having to be reevaluated time and again as it progresses.
The result is a concept that credibly conveys your brand, is structured in a way that is easy for your target audience to understand, and provides marketing, management, and IT with a clear basis for decision-making.
Additional Web Design Services:
You want to have a website concept developed?
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Why a Website Concept Saves Time, Money, and Coordination Efforts
Many website projects start right away with layouts, designs, or technical details. But as the project progresses, it becomes clear that content is missing, goals are unclear, and the navigation is growing out of control – and every subsequent decision costs time and causes frustration.
A clear website concept reverses the order: First, the goals, content, and structure are defined. Only then do you move on to design and implementation. A well-thought-out concept helps avoid many mistakes.
We ensure that your website:
- conveys your brand positioning in a credible way,
- is structured in a way that is easy for your target audiences to understand,
- and achieves your goals.
For you, this means:
- fewer discussions throughout the project,
- a clear basis for decision-making for marketing, management, and IT,
- a website project that brings together brand strategy, corporate design, and digital requirements.
Want to have a website concept created? Here’s how we get started!
It always starts with a conversation: We assess where you stand today, what role your website plays in your overall brand presence, and what you want it to achieve in the future—from visibility to lead generation.
Typical starting point:
- A brief initial consultation (remote or in person),
- Review of existing materials (website, corporate design, brand strategy if applicable),
- Coordination of objectives, target audiences, and framework conditions.
Based on this, we’ll propose a package tailored to your website design needs – one that’s transparent, delivers clear results, and avoids technical jargon.
Website Design: More Than Just Structure and Architecture
Focus on Brand, Content, and User Experience
For us, website design isn’t just about moving boxes around on a sitemap. We align your brand and business goals with the expectations of your target audiences and the capabilities of a website.
This includes, among other things:
- Translating your brand and positioning into clear messages for the website,
- structuring content: What’s really important, what can be omitted, and what needs to be rewritten?
- developing an intuitive navigation structure that aligns with your company and your corporate design,
- defining page types and templates that will later serve as the foundation for design, content, and technology.
The result is a website concept that consistently conveys your brand—while also ensuring that users can quickly find what they’re looking for.
When should you have a website concept developed?
Not every project requires a concept phase that lasts for months. But there are situations in which a well-thought-out website concept can make the difference between success and frustration in a project.
New Corporate Website for an Established Brand
If a brand or corporate design already exists and the website needs to be brought in line with it.
Your brand has evolved, your corporate design is in place – but your website is still stuck in the past? We’ll make sure that the structure, content, and page layout align with your current brand and that your website functions as a central touchpoint.
Website Relaunch with Extensive Content
When content, structure, and brand no longer align.
Over the years, content, subpages, and custom solutions have grown –and no one has a complete overview. We analyze the existing website, prioritize content, and develop a structure that makes it easy for users and teams to navigate again.
Complex structures: multiple target groups or business units
Maintain brand consistency even though there is a lot of content and many stakeholders involved.
One website, many requirements: Sales, Product, HR, different countries, or business units – they all have specific needs for the website. We help translate these requirements into a clear information architecture without diluting your brand.
Brand Development and Website Creation
When corporate design/brand refresh and website relaunch happen simultaneously.
You’re planning a new corporate design or a rebranding, and the website will need to be updated accordingly. We effectively integrate brand development and website design to ensure a consistent brand presence in the end.
Search Engine Optimization (SEO)
If you want to strategically optimize your website’s visibility.
A strategic website design also lays the foundation for search engine optimization. When the structure, page types, navigation, and content are clearly planned, you can strategically incorporate important keywords, define landing pages, and avoid duplicate content.
This results in a website that is understandable not only to people but also to search engines, making it easier to find.
5 Steps to a Well-Defined Website Concept
A structured process provides certainty – for you, your team, and all project partners.
1. Briefing & Goals
Define the brand, target audiences, and website objectives
In the first step, we assess the current situation, goals, and framework conditions.
- What role does the website play today, and what role will it play in the future?
- What does it need to do – inform, persuade, sell, or provide service?
- And how should it complement your brand compared to other channels?
2. Content & Structure
What information truly supports your brand?
We review existing content, identify gaps, and determine which topics should be featured on the website.
In doing so, we prioritize:
- What’s mandatory,
- what’s optional,
- and what can be left out?
The goal is to create a content structure that aligns with your brand, your offerings, and your target audiences.
3. Information Architecture & Navigation
Clarity for Users and the Brand
Based on the content, we develop a sitemap and navigation concept.
Important Questions:
- How do users get started?
- What paths should they take?
- How do we name menu items, pages, and sections so that they are both easy to understand and consistent with our brand?
4. Wireframes & Page Layouts
Define the main page types for the website
We create wireframes for the various page types (e.g., home page, product pages, About Us, Contact).
We determine where content, CTAs, and brand elements are placed.
These wireframes serve as the basis for the web design layout and content creation.
5. Documentation
Your Website Concept as a Basis for Decision-Making
All results will be documented in a concept paper that you can use internally and with external partners.
This gives you a solid foundation for the design, technical implementation, and future expansions of the website.
For a detailed guide to website design in 7 steps, see our article:
The Concept: What You’ll End Up With
Tangible results instead of just slides
Depending on the scope of the project, you will receive, among other things:
- a sitemap / information architecture for your new website,
- an overview of page types and templates,
- wireframes for key pages,
- a content plan or content outline,
- recommendations for user navigation and calls to action,
- guidance on SEO basics (e.g., page titles, structure, entry points).
Everything is documented in a way that makes it easy for you and your partners to understand. It’s clear to see how your brand comes to life on the website.
Website Concept Development, Corporate Design & Web Design – All Under One Roof
For many companies, a successful website is the brand’s most important touchpoint. It is therefore crucial that the corporate design, content, and user navigation work together seamlessly.
Our main focus is on brand and corporate design. That’s why we always develop your website concept within the context of your overall brand identity:
From Brand Strategy to the Web: Developing a Consistent Online Presence
If a brand strategy or corporate design is already in place, we translate that foundation into clear website structures. If both are developed in parallel, we ensure that the website and the brand ultimately speak the same language.
Bringing Your Corporate Design to Life on the Website
Colors, typography, imagery, and tone should not just be outlined in the style guide – they should actually work on the website. During the design phase, we consider how your corporate design can be effectively incorporated into the navigation, page layout, and content formats.
Seamless Transition from Web Design to Development
Upon request, we’ll guide you through the process from concept development to web design and implementation. This ensures consistency throughout—and helps you avoid inconsistencies between concept, layout, and technology.
The Benefits of Partnering with MWIMMERDESIGN for Website Design
Over 25 years of experience with brand identities and corporate websites
For many years, we have been working with companies that need more than “just a new website” – namely, an online presence that aligns with their brand and business model.
Brand and website designed as a unified whole
We integrate corporate design, positioning, and website structure. The result is an online presence that fits your company—not only technically, but also in terms of content and visuals.
A clear process, clear points of contact
You have designated points of contact and a transparent process. Decisions are documented rather than “getting lost in the project.”
Clear documentation instead of agency jargon
We don’t provide incomprehensible technical concepts; instead, we provide documents that you can use to work and make decisions internally.
Ready for a website concept that will support your project?
Ready for a free initial consultation?
Personal, structured, efficient – we develop website concepts that raise your brand’s profile and put your web project on a solid footing.
FAQ – Frequently Asked Questions About Website Design
How much does website design cost?
The cost depends on the scope and complexity of your website – for example, the number of page types, languages, or target audiences. During a brief initial consultation, we can usually get a good sense of what a realistic budget would be.
How long does it take to develop a website concept?
Depending on the scope of the project, we typically work within a timeframe of about two to six weeks. What matters is not speed at any cost, but rather a result that is sustainable for everyone involved.
Do you work with existing IT or agency partners?
Yes. We can prepare the website concept so that internal teams or existing agencies can continue working on it – whether it involves design, development, or content.
Can we commission just the concept, without the design and implementation?
Yes. You can commission website concept development as a standalone service and then implement the concept internally or with other partners. However, if you wish, we can also guide you through the design and implementation process.
Get in touch!
More Information on Web Design
How much does a website cost?
How much does it cost to have a website professionally designed? What are the components of the cost?
Learn more about the factors that influence the price of a website.
Briefing for Web Design Projects
Are you planning a new website and not sure where to start? Our website briefing will help you answer the basic questions.
Take advantage of our web design briefing.
Website Concept
Are you wondering how to organize the content and structure of your website in a logical way? We’ll explain how to go about it – in a clear and practical way.
Creating a Web Concept in 7 Steps