Creating your own website is easier than ever, but the number of options can be overwhelming. At a time when over 60% of all customers search for products and services online, a professional online presence has become essential. Whether you're a small business, a sole proprietor, or an online shop, a well-designed website is the foundation for economic success.
First of all, if you want a professional website, you should contact an agency – like us 🙂 – not least, we won the Red Dot Design Award for web design in 2023 and 2025. But of course, many things can also be done yourself. That's why we've done our research and created a step-by-step guide that's as simple as possible.
From the basic definition and choosing the right website type to legal requirements and marketing strategies, you should find everything you need for your own website here.
A website is a coherent collection of digital documents and resources accessible via the internet and identified by a unique domain name. On the World Wide Web, a website represents the complete online presence of a person, company, or organisation.
Many people use the terms website and homepage interchangeably, but there are important differences:
Website refers to the entire internet presence, including all pages under a domain.
A homepage is exclusively the home page of a website – the entry page that visitors see first. It serves as a central point of contact and navigation hub.
Other synonyms for website are internet presence, web presence, and internet page. In practice, these terms are often used interchangeably, but for professional planning, this distinction is not insignificant. A typical website consists of an HTML document as the homepage and several subpages linked by clear navigation. Modern websites also contain multimedia content such as images, videos, and interactive elements that enhance the user experience.
Digital transformation has fundamentally changed the expectations of customers and business partners. A professional website is no longer just an option—it has become a business necessity.
Professional credibility: Over 80% of consumers research companies online before making a purchase decision. A well-designed website conveys not only information, but also expertise and trustworthiness, as well as an emotional connection to the product or service. Potential customers often judge a company's credibility based on the quality of its web presence.
Central communication platform: Websites serve as a digital business card and a central source of information. They can be used to comprehensively present services, products, and company values. Unlike social media platforms, they have complete control over content and design and don't play into the hands of American companies, on which you ultimately only become dependent when your Instagram account is mysteriously blocked again.
So important: Independence from third-party platforms: While social media profiles are important, they don't belong to them. Platforms can change rules, block accounts, or even disappear (see Twitter and X). Your own website offers long-term security and independence.
Improved discoverability: Search engines like Google prefer websites with "high-quality" content. An SEO-optimised website helps potential customers be found using relevant search terms. Local businesses particularly benefit from local SEO optimisation.
24/7 availability: Unlike a physical store, your website is open 24/7. Customers can find information, submit inquiries, or even make purchases at any time – even outside of business hours.
Direct customer acquisition: A strategically designed website can actively generate new customers. Valuable content, clear calls to action, and optimised conversion elements turn a website into a sales tool.
Choosing the right website type depends on your communication goals, budget, and target audience. Each website type has specific advantages and disadvantages, as well as specific areas of application.
A one-pager presents important content on a single, scrollable page. This type of website is particularly suitable for focused messages and simple presentations.
Ideal Applications:
Advantages: Visitors receive information without navigating through different pages. The linear structure guides users directly through the messages. One-pagers often load faster and are more mobile-friendly.
Design Elements: Modern one-pagers use videos, animations, and interactive elements to maintain attention.
Simple websites consist of a homepage and 3-10 subpages. They offer a clear structure without complex functions or deep navigation levels.
Typical Page Structure:
Target groups: Small businesses, restaurants, craft businesses, associations, and consulting service providers benefit from this clear structure. The content is easy to maintain, and the costs remain manageable.
Navigation principle: A simple main navigation guides visitors intuitively to the desired information. Each page has a clear purpose and focus.
Complex websites have many navigation levels, advanced functions, and extensive content. They require professional planning and often customised programming.
Characteristics:
Examples: News portals, job boards, university websites, company websites, and community platforms. These websites often serve hundreds of users simultaneously.
Technical requirements: Complex websites require powerful servers, professional content management systems, and regular maintenance. Development time often takes several months.
E-commerce websites specialise in selling products or services. They combine informative content with transactional features.
Core features:
Store software solutions: Popular solutions include Shopify for beginners, WooCommerce for WordPress, and Magento for large online stores. The choice depends on the number of products, budget, and technical requirements.
Advanced features: Modern online stores offer inventory management, automatic tax calculation, shipping integration, and marketing tools such as coupons or product recommendations.
Website creation should follow a structured process, from strategic planning to publishing.
The fundamental decision between different creation methods determines the entire course of your project. Each approach has specific advantages and disadvantages.
Website builders: Providers like Ionos or Wix offer drag-and-drop editors that require no programming knowledge. These website builders are fine for beginners and small projects. Another method is to create a website with AI assistance. Good luck.
Advantages: Fast implementation, low costs, automatic updates, and responsive design included. Disadvantages: Limited customisation options, dependence on the provider, and limited SEO options.
Content Management System (CMS): WordPress, Joomla, or Typo3 offer more design flexibility. WordPress alone powers over 43% of all websites worldwide and offers thousands of themes and plugins.
Advantages: High flexibility, a large community, numerous extensions, and better SEO opportunities. Disadvantages: Steep learning curve, maintenance effort, security updates required.
Professional development: Specialists develop customised solutions for unique requirements. This enables tailored features and optimal performance. Hiring a design agency also leads to synergy effects in content creation and marketing.
Advantages: High adaptability, high performance, and unique features. Disadvantages: High costs, long development time, dependence on developers.
The domain is your digital address on the internet and an important part of your brand identity. The domain name should reflect your brand and be easily remembered.
Domain name selection criteria:
Choose domain extensions: For German companies, the country-specific domain is the first choice because it conveys trust and locality. International companies often use .com. New extensions like .shop or .wien can be useful for specific industries.
Availability check: Registrars like Strato, Ionos, or Mittwald offer search tools to check availability.
Cost: Standard domains cost €8-15 per year. Premium domains or popular terms can be significantly more expensive.
Web hosting provides the technical infrastructure for your website. The provider stores your files on servers and makes them available online.
Hosting types in detail:
| Hosting-Typ | Cost/Month | Suitable for | Performace |
|---|---|---|---|
| Shared Hosting | 3-8€ | Small websites, blogs | Basic performance |
| VPS Hosting | 15-30€ | Medium projects | Better control and performance |
| Dedicated Server | 100€+ | Big websites | Maximum performance |
| Cloud Hosting | Variable | Scalable projects | Flexible resources |
Key selection criteria:
An SSL certificate encrypts data transmission between visitors and the website. This is not only important for security but also legally required.
Legal requirement: The GDPR requires appropriate technical measures to protect personal data. An SSL certificate is a prerequisite.
Identifying features: Secure websites display a green lock symbol in the browser address bar and use https:// instead of http://. Modern browsers warn users about unencrypted pages.
Free options: Let's Encrypt offers free certificates that are automatically installed by most hosting providers. These automatically renew every 90 days.
SEO benefits: Google favours HTTPS websites in search results. Unencrypted sites are disadvantaged in the rankings.
The design of a website significantly influences the first impression and user behaviour. Professional designs follow UX principles. Clear visual design with few colours and fonts.
User Experience (UX) Basics:
Content should be presented in an F-pattern to support the reader's natural scanning motion.
Responsive Design: Over 60% of all website visitors use mobile devices. A website must be optimally displayed on smartphones, tablets, and desktops. Modern themes and builders are responsive by default.
Load time optimisation: Websites should load in under three seconds to avoid losing users. Image compression, optimised JavaScript files, and caching improve performance.
High-quality content is the heart of every successful website. It informs visitors and helps search engines evaluate their relevance.
Develop a content strategy:
Call-to-actions (CTAs) should be integrated into the website to motivate users to take the desired actions.
SEO optimisation for each page:
Content quality: Write for people, not search engines. Answer common questions from your target audience and provide added value.
Images and multimedia: High-quality images significantly improve the user experience.
German websites are subject to legal requirements. Violations may result in warnings.
Imprint requirement: Commercial websites require a complete imprint according to Section 5 of the German Telemedia Act (TMG) with the following information:
Privacy policy: The GDPR requires information about data processing:
Cookie consent: When using tracking tools, analytics, or marketing cookies, a declaration of consent is required. Cookie banners must be designed in compliance with the law.
Image rights: Only use images for which you have the rights to use.
Before the official launch, you should test your website thoroughly to ensure a professional impression.
Functionality Test Checklist:
Check mobile display: Test your website on different devices:
Performance tests: Google PageSpeed Insights evaluates loading times and provides optimisation suggestions. Core Web Vitals are important ranking factors. A website's loading time is crucial for user satisfaction.
Browser compatibility: Check the display in the major browsers: Chrome, Firefox, Safari, and Edge.
Search engine submission: Submit your website to Google Search Console and Bing Webmaster Tools. An XML sitemap speeds up indexing.
The cost of a website varies greatly depending on requirements and the chosen implementation method.
Website builder (€5-25/month):
Hosting, domain, and support included.
WordPress hosting (€8-20/month):
Professional programming, including design:
Ongoing costs (annually):
Hidden costs:
How long does it take to create a website? The creation time depends largely on the chosen method and the scope:
Factors that influence the duration:
Extensions are usually feasible within the platform's capabilities. Additional pages, blog functions, or simple shop features can usually be activated later. WordPress offers a wide range of extensibility through plugins. From contact forms and event calendars to entire online shops—almost everything is possible later, but must be adapted and is not tailored to specific needs. Custom development offers the greatest flexibility, but each extension must be programmed and created. Therefore, planning for future features should be considered from the outset.
Switching from a website builder like Wix to WordPress or a custom solution is possible, but time-consuming. Content must be exported, and the design must be recreated. Choosing the right solution depends on your needs, budget, and future plans. Professional advice can be particularly worthwhile when making strategically important decisions.
A website is more than just a digital business card—it's an investment in the future of a business idea or a new product. With proper planning and implementation, it can become a valuable tool for customer acquisition and business growth.
