Researching Businesses and Their Audiences

Before opening any design or coding tool, the highest-leverage work is research: who is this business trying to reach, what do those people need to see and believe before they'll call or book, and what does the business's current web presence get wrong relative to that.

Start with the business itself — services offered, pricing tier (budget vs. premium), years in operation, service area, and anything distinctive about how they work. Then look at their current website and ask what's actually missing: Is there a clear call to action above the fold? Does it load fast on mobile? Does it look current, or does it read as five-plus years out of date? Does it include real photos of their actual work, or generic stock imagery that could belong to any competitor?

Also spend time on their audience directly — read their Google reviews, both positive and negative, since these are often the clearest, most honest signal available of what customers actually care about and what currently frustrates them. A website that directly addresses a frequently-mentioned concern from real reviews ("they were so responsive" or "wish I'd known the price upfront") will resonate far more than generic marketing copy pulled from a template.