Our Website Building Process
A powerful website starts with the right foundations, just like a well-built home.
Before we talk design, animation, or any of the fancy bits, we get to the heart of what your website needs to do, who it’s for, and how it supports your bigger business goals.
This is what we mean by content-first: we map, write, and structure your site with intention before we touch a single design file.
Because designing before you have content? That’s like picking curtains before you’ve built the windows.
We offer two signature paths to take you from idea to launched.
Done-for-you, strategy-first websites
for growing service-led businesses.
Project Kickoff
Inside the ALD Client Kitchen
Creative Brief
Website Directions Document
Final Copy Delivery
Design + Development
Final Build + Refinements
Launch
For businesses with complex functionality, layered messaging, or growing teams who need their site to work as hard as they do.
Optional: Paid Discovery
Project Kickoff
Into the ALD Kitchen
Creative Brief
Website Directions Document
Interactive Wireframe
Full Site Build
Final Review + Refinements
Launch
A Quick Note on Timelines + Teamwork
We’ll always give you a ballpark timeline up front, but real life? It’s flexible.
Website projects are collaborative. That means we need your input—your content, your approvals, your decisions—to keep momentum. If things stall, timelines move.
And sometimes we need more time too. We might have more questions. We might need to sit with a solution longer to get it right. That’s never about delay for delay’s sake. It’s about doing the job properly.
If your project is deadline-driven, we can absolutely work to that, but everyone (including you!) will need to meet their milestones to make it happen.
Website Process Questions
I already have branding. Can we use that?
Absolutely, if it’s strong and aligned with your next stage of growth, we’re happy to build from it.
That said, not all brand work is made equal. Some DIY logos or early-stage visuals aren’t quite ready to scale with you, and we’ll be honest (and kind) if we think your brand needs reinforcement. If we see gaps that could impact your website’s effectiveness, we’ll recommend either light refinements or a full brand package add-on. We never push unnecessarily. We partner for what your business actually needs.
What does “feedback” mean in your process?
Feedback is your chance to share thoughtful reflections and reactions based on the strategic goals of your website.
It’s not about personal taste. It’s about how the site is working toward the outcome you hired us to create.
We’ll guide you with focused prompts to help you give clear, useful feedback that moves the project forward.
What counts as a “revision”?
A revision is an intentional change request that falls within the scope and direction we’ve already agreed on.
You get one round of revisions at each key phase (copy, design, build). This keeps everything on track and protects your time, budget, and final result.
What happens if I need more revisions?
Sometimes you need another pass. And that’s okay.
We’ll always let you know when we’re outside the scope, and additional revision rounds start from $500 AUD. That covers strategy time, design/dev work, QA, and project management.
We’ll quote it before we proceed, so you’re always in control.
Why isn’t feedback the same as a revision?
Great question, and one that helps keep your project running smoothly.
Feedback is your response to the work we’ve presented: what resonates, what’s unclear, what you’d like to explore further. It’s collaborative and strategic—it helps us understand how the direction is landing and whether it’s aligned to your business goals.
Revisions are specific changes we action based on that feedback, within scope. You give us your thoughts; we interpret and apply them where appropriate, using our expertise to ensure quality and coherence.
We include one thoughtful round of revisions at each major phase. Feedback is always welcome, but it doesn’t automatically mean everything will be changed. Our job is to guide the implementation in service of the big picture.
Do you ever take feedback personally?
Never*. And we don’t expect you to either.
At A Lined Design, we discuss ideas and strategy, not people. We believe in ad hominem in the original sense of the phrase: arguments should respond to the work and the context, not the individual.
If something isn’t working, we’ll talk about why and how to fix it, not whose fault it is. That’s how we protect the creative process and keep things focused on what matters: a brilliant result.
*Alright, we do! We’re human and put a lot of pride and effort and time and coffee into what we do. But we do try very hard not to.
What’s your policy on conduct?
Kindness is non-negotiable.
We do our best work when mutual respect is the baseline, and we expect the same from every client.
Bullying, harassment, or aggressive communication will result in immediate review of the working relationship. You deserve a team that feels safe to show up fully for your project. And so do we.
What if we strongly disagree on something and I want to go in a different direction?
It’s rare, but it happens. And when it does, we handle it with care.
If you request something we believe falls outside the agreed brief or could impact the success of the project, we’ll let you know—clearly and respectfully—why we don’t recommend it.
But ultimately? It’s your business. If you still want to proceed, we’ll ask you to sign a simple form acknowledging that you’re assuming creative control and responsibility for that specific decision.
This protects both parties, keeps the project moving, and ensures we can still deliver a successful launch without compromising trust or clarity. We’re not here to win creative arguments—we’re here to help you win in business.
Do you offer marketing or SEO ongoing?
We build websites that are conversion-led, SEO-ready, and set up to support your business strategy.
But we’re not an ongoing SEO or digital marketing agency. We don’t run ads, manage EDMs, or do content campaigns.
We’re the ones who build the thing. You’ll likely need a strategy to drive traffic to it—and we’re happy to refer trusted partners if needed.
What happens after launch?
You’ll get:
- A clear handover with videos or Client Kitchen walkthroughs
- 30 days of post-launch support for small issues or questions
- The option to continue with a Care Plan for updates, mini tweaks, and expert support
You’re never left in the dark, but you’re also not left on the hook for more than you need.
Can I request extra features or pages during the build?
Once your Website Directions are approved, we shift into implementation mode—no surprises, no scope creep.
If you realise you need something extra, we’ll price and plan it as an additional Scope of Work. That keeps your main build on budget and on time, while still giving you room to grow.
What if I need to leave the project?
We understand that sometimes things change. If you need to step away, we’ll pause your project, invoice for the work completed to date, and hand over what’s been finalised.
You won’t be penalised, but we will not refund for time already spent in good faith.
What happens if I get my site built by you but don’t choose a Care Plan?
Totally fine! You own your site outright and can take it wherever you like. Just keep in mind:
- You’ll need to handle updates, security, backups, and maintenance. This includes running plugin, theme, and WordPress core updates, monitoring performance, and restoring backups if something breaks.
- You’ll need your own plugin licenses. We provide plugin licenses (like ACF Pro, Gravity Forms, etc.) under our developer accounts only while you’re on a care plan. Once that plan ends, you’ll need to purchase and manage those licenses yourself to keep everything running smoothly and legally.
- We don’t resell plugin licenses. Plugin developers own their software and license terms. We respect that. Sharing or selling licenses is risky for both of us, and could put your site’s stability or future compatibility in jeopardy.
- You’ll also need hosting and security sorted. We can recommend hosts or help you migrate, but hosting is your responsibility if you’re not on one of our plans.
TL;DR: We’ll never trap you into ongoing support, but websites do require care. If you want to DIY it—go you! Just know there’s a bit of responsibility involved. And if you change your mind? Our doors are always open.
Still have questions?
We love a curious cookie. If you’ve got a burning question we haven’t covered here, get in touch—we’re real humans, we don’t bite, and we’d love to help you figure out if we’re the right fit.
Not quite ready to hit “go”?
It walks you through the five things you need to get clear on before you start a website project—so you can stop second-guessing and start making smart moves.
