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“At what point do I hire a web designer?”
I get asked this on Zoom calls and in coffee shops; via email and over lunch. It makes sense. When figuring out how to build a website for business, everyone wants to jump straight to the “fun part”—the colors, the fonts, the visual flair.
I always explain it like this: building a website is like building a house. It’s easy to get excited about the furniture before you’ve poured the concrete. But for the structure to stand, the blueprint must come before the fabric swatches.
Without a blueprint, you end up with a Winchester Mystery House: a disorienting maze of staircases to nowhere and doors opening into walls. But your website visitors are searching for a solution, not a spectacle.
They need a map, not a maze. So, who charts the map—and what comes next?
When it comes to outsourcing, you have two options:
Behind Door #1: The “Full-Service” Agency
You hire a firm that promises to do it all under one roof. But as many of my clients have learned the hard way, this often results in a website that feels like it rolled off a conveyor belt.
As a former agency copywriter, I’ve seen it firsthand. And heard it from my clients, too…
“My current website is a bland one created by a website agency.”
“I made the mistake of hiring a firm that created a cookie-cutter situation on my website.”
Not all agencies are bad. But I will say, they care a whole lot about making money and winning awards—which often over overshadows your best interests.
Behind Door # 2: The Specialist Squad
You assemble a team of experts at the top of their game. This way, you get deep expertise in every department: the deep foundational strategy a specialized website copywriter provides paired with intention UX of a solo designer.
And, while I’m not saying agency creatives don’t care about their work, solo consultants and specialists are deeply invested in your success. The good ones don’t skimp because it’s their name and business on the line.
My recommendation? Go for the squad. Not only do you get a more personalized service, you avoid the $50K+ agencies charge to cover overhead—like account managers and kombucha on tap. With specialists, you pay for the work, not the office amenities.
Below, I’ve broken down the three specialists you need to create a website that can support your growth for the next 5+ years.
1. The Website Copywriter (Your Strategic Architect)
Having worked on design-driven teams, I’ve seen it firsthand: the copywriter is brought in to “fill in the blanks” at the very end of a project.
But the data is clear: that doesn’t work. While design is the support system, copy is the driving force behind conversions. Hiring a research-focused website copywriter is your first move.
Look for a website copywriter who:
→ Starts with deep research
The best copy isn’t written—it’s borrowed. Data analysis and Voice of Customer (VoC) research tell us how your buyers think, feel, and make decisions. It’s not the sexiest part of the job, but it’s the most important.
If we were building a house, this is where the architect interviews the homeowners. A retired couple looking for low-maintenance living has different requirements than a young family of four. You need to know who you’re building for before you pick up a hammer.
→ Builds a strong foundation (UX and IA)
User Experience (UX) is the unspoken foundation of a high-converting website, paving a clear path for visitors to follow. Information Architecture (IA) is how we organize content along the path. You need both because, simply put, a confusing website doesn’t convert.
Think of UX and IA like the floor plan—they connect each space to ensure the home is livable above all else.
→ Uses both to write your web copy
At this point, writing becomes a process of assembly—placing direct VoC into standard website layouts. Because our brains are wired to look for specific UX signposts—menus at the top, buttons for an action, important info above the fold—expected performs better than creative.
Getting too “creative” with your blueprint is like putting the front door on the second floor. Original? Sure. Usable? Absolutely not. UX and copy are the foundation, so they need to hold up under pressure. Creativity is the finish work.
The Bottom Line: Hiring a designer to create a website without copy wireframes is like hiring a carpenter to build without a blueprint. You’ll have a wall, but will it be strong enough to support the roof?
2. The Website Designer (Your Interior Designer)
Once your copy is locked in, it’s time to start the website design process.
This is where your designer takes the wireframes and adds the sensory experience—the “textiles” and “lighting” that make your website feel like a well-considered home.
A great designer works with your copywriter to ensure the visuals support the strategy. The design system should make important information, such as calls to action, easy to find.
Clarity is the ultimate luxury. When you think of iconic brands like Apple or The Row, the design is minimal and refined, allowing the craftsmanship to speak for itself.
The same goes for web design—where the best experiences work not by adding more, but by removing everything that gets in the way.
Look for a website designer who:
→ Prioritizes usability over trends
Design trends come and go, but usability is forever. Experience is why people pay a premium to fly first class or stay at a 5-star hotel. You want a designer who’s obsessed with making sure your “guests” have a great experience from the moment they arrive.
This is where the interior designer focuses on spatial planning. For example, if the homeowners want a big kitchen island, you need to make sure it doesn’t block the path to the fridge. The layout should feel intuitive, balancing essential functions with elements to deliver a great experience.
→ Allows the strategy lead
Copy is the guest of honor, not a decorative afterthought. Look for a designer who uses clear typography, readable font sizes, and high-contrast colors so the message is accessible.
When I was renovating my home, I used ChatGPT to visualize different colors and wallpapers. It worked, kind of. Except the toilet was in the tub, and the kitchen sink was on the floor.
This is what using typography as a design element feels like. Copy is meant to be read. Using it to decorate the page instead of communicate a message feels a lot like walking into a bathroom with a tub toilet.
→ Understands technical constraints
Whether you’re building on a drag and drop platform (like Showit, Squarespace, or Wix) or handing it off to a developer, your designer should know how design choices impact things like load speed and mobile responsiveness.
Just like how your interior designer needs to know where the load-bearing walls are. You can’t knock out a pillar for a “better view” if it brings the whole roof down.
The Bottom Line: A great website designer doesn’t just decorate; they elevate the strategy. They take the bones and turn it into an experience that makes the right prospects say, “Yes, I’m in the right place.”
3. The Website Developer (Your Systems Engineer)
In a physical build, the architect and interior designer handle the vision, but you need specialized tradespeople—like electricians and plumbers—to install everything behind the walls. In the digital world, this is your website developer.
The developer translates the vision into language computers read—such as HTML, CSS, or TypeScript. They make sure the “utilities” work.
In 2026, the build is faster than ever thanks to AI-powered tools like Claude Code and Relume—but you still need to choose a system that can handle your traffic and complexity.
Here are the three ways to approach your website build:
→ The Designer-Builder (No-Code, No Problem)
Designers often use no-code platforms like Showit (enjoy a month free). Here, your designer handles the build themselves.
Pros: Shortest timeline because it bypasses middlemen; easy to update.
Cons: Not for high-volume e-commerce or complex enterprise needs.
Best For: Service and small businesses needing a simple, effective site.
Note: “Template customizations” using shops like Tonic Site Shop and Northfolk are a great option for new businesses. However, if you’re rebranding, a custom website built around your strategy is best.
→ The Designer + Website Builder (Hybrid)
Bespoke design meets the ease of a no-code builder. Here, a developer can code custom features—like memberships or advanced scheduling—while keeping the backend manageable.
Pros: 100% custom design without platform limitations; easy to update.
Cons: More moving pieces and a slightly longer timeline.
Best For: Established brands needing unique functionality and flexibility.
Note: This is how I created my site with Esley Studio, who designs in Figma and works with a white-label Showit developer.
→ The Custom Build (From the Studs)
A designer creates static files and a developer codes the site from scratch, often via WordPress or a headless CMS.
Pros: Advanced capabilities; built to your exact technical specifications.
Cons: Expensive; requires a developer for updates.
Best For: SaaS products and enterprise-level websites.
Note: Unless you’re building a proprietary software or a global marketplace, the high-cost of maintenance is rarely worth it compared to no-code builders.
The Bottom Line: Regardless of the tech stack, you want a site that’s accessible, fast, and human-centered. Hire a developer who respects the blueprint so the final structure meets every requirement.
Creating a Custom Website Isn’t a Solo Job
By moving away from the “all-in-one” agency and assembling your own Specialist Squad, you get the best of the best—without the agency Kombucha fees.
To recap, your squad should include a:
1. Website copywriter with experience in UX and conversion optimization
2. Website designer who follows usability and accessibility guidelines
3. Specialized developer to implement the design (in some cases)
Ready to create a website that feels like a luxury experience?
If your website feels like a relic from your early business days, it’s time to to rebuild the foundation.
Whether you want to start with a strategic consult or go all-in, I’m here to help you architect a digital home with a solid foundation. Here’s how we can keep the conversation going:
Explore Website Copywriting Services – Let’s architect a strategic site that guides your best-fit clients to a “yes.”
Book a Website Strategy Consult – Get a professional audit of your current site or a strategic roadmap for your upcoming rebrand.
Join The Weekly Fix – Where I email 1,500+ founders and marketers with field-tested UX and conversion strategies every week.
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