Contact

Website Design & Build: Your Complete Guide to a Bespoke WordPress Site

Introduction

Hiring someone to design and build your website is a big decision.

This guide walks you through how we approach bespoke WordPress projects at 3 Ridings Design—what to expect, how long things take, what deliverables look like, and how we ensure accessibility, performance, and long-term maintainability.

It’s written in plain English, with practical steps you can use whether you work with us or simply want to understand how a professional build should run.

Who this guide is for

  • Professionals and organisations who want a modern, minimal, high-performing website.

  • Teams ready to move beyond DIY and templates to something tailored, robust, and easy to run.

  • Decision-makers who value a blend of design craft, UX psychology, SEO, and real-world pragmatism.

What “bespoke” means here

“Bespoke” isn’t code for bloated or complicated. It means:

  • A design system that matches your brand and scales as you add pages or features.

  • WordPress configured cleanly with a lean plugin stack and sensible conventions.

  • A process you can understand: discovery → wireframes → design build → content → testing → launch → care.

  • A site that’s fast, accessible, and easy to maintain.

Outcomes you should expect

  • A website that looks like you, reads like you, and works hard behind the scenes.

  • Intuitive navigation and page layouts that guide visitors to clear actions.

  • Solid technical foundations: accessibility, Core Web Vitals, structured content, and security.

  • Clear ownership: login, documentation, and a straightforward care plan post-launch.

Project overview & timeline

Every project is unique, but most bespoke WordPress builds follow these phases. The ranges below assume a small to mid-sized site (8–25 pages) with a single language.

  1. Discovery (1–2 weeks)

    • Stakeholder interviews, analytics review (if available), competitor and SERP research.

    • Clarify goals, audiences, value propositions, and priority user journeys.

    • Deliverables: brief, sitemap, success metrics, and initial content plan.

  2. Wireframes (1–2 weeks)

    • Low-fidelity page layouts for key templates (home, service, case study, contact, blog/post).

    • Focused on structure, hierarchy, and content—not colours or imagery. (Details on wireframes vs prototypes below.)

    • Deliverables: annotated wireframes and acceptance criteria for each template.

  3. Design & Build (2–4 weeks)

    • Translate approved wireframes into a working WordPress build.

    • Establish the design system (type scale, spacing, colour tokens, components).

    • Build page templates, custom post types (if needed), forms, and navigation.

    • Implement structured markup, accessibility patterns, and performance practices.

  4. Content & Integrations (1–2 weeks)

    • Load final copy and media; integrate CRM/form handlers, email capture, analytics, and essential plugins.

    • Internal links, meta data, and schema tuned for search.

  5. Testing & Launch (1 week)

    • Accessibility checks (keyboard, colour contrast, alt text), device and browser testing, Core Web Vitals auditing.

    • Redirects, backups, and go-live checklist.

  6. Care & Continuous Improvement (ongoing)

    • Updates, monitoring, backups, and content support.

    • Periodic UX and SEO tune-ups; quarterly performance and accessibility checks.

Note: Timelines compress or expand with page count, integrations, and content readiness.

Wireframes vs prototypes (and why low-fi first)

Wireframes are quick, low-fidelity layouts focusing on structure and priority. They help teams agree on what matters before anyone debates colour or imagery. Prototypes (low or high fidelity) add interactivity to test flows and content, useful when you need stronger validation of complex journeys (e.g., multi-step forms, gated content, or e-commerce states). Professional UX practice generally recommends low-fi artefacts early to encourage fast iteration and better research, escalating fidelity as decisions harden. Nielsen Norman Group+1

How we apply it

  • Start with low-fi wireframes for clarity and speed.

  • Introduce clickable prototypes only where motion and state really matter (navigation, menus, forms).

  • Keep sign-off criteria attached to each artefact so we know precisely when a phase is “done”.

Design systems: your engine for consistency

A design system is a toolkit—tokens, components, and patterns—that turns one-off pages into a coherent, scalable website. It saves cost, reduces errors, and speeds future updates.

Core elements we define

  • Tokens: colour palette with contrast notes, type scale (rem-based), spacing and sizing, elevation, borders.

  • Components: buttons, cards, navigation, hero layouts, forms (inputs, selects, validation states), pagination, media blocks.

  • Patterns: page sections that repeat (e.g., proof bars, pricing grids, testimonial carousels).

  • Content rules: headings and lead paragraphs, CTA language, link styles, alt text conventions, file naming.

Benefits

  • Faster new pages with fewer design decisions each time.

  • More consistent UX across devices.

  • Easier accessibility compliance when components already “bake in” keyboard and screen-reader behaviour.

Accessibility essentials (what “good” looks like)

Accessibility is a non-negotiable quality measure. We aim for WCAG 2.2 Level AA conformance across the site. WCAG organises accessibility under four principles—Perceivable, Operable, Understandable, Robust—with testable success criteria at A/AA/AAA levels. w3.org+1

Practical checklist we apply

  • Keyboard access: All interactive elements reachable in a logical tab order; visible focus states.

  • Contrast: Body text and UI elements meet WCAG contrast thresholds; no text embedded in images unless essential.

  • Semantics: Correct heading hierarchy (H1–H3), landmark roles (header, nav, main, footer), meaningful link text.

  • Forms: Labels linked to inputs, helpful error messages, accessible validation, and descriptive buttons.

  • Media: Alt text for informative images; transcripts/captions as needed.

  • Target sizes & help: Ensure touch targets are large enough; include clear affordances and instructions.

  • Resilience: Content remains usable with styles off, zoom up to 200%, reduced-motion preferences respected.

Why WCAG 2.2 matters now
WCAG 2.2 became a W3C Recommendation on 5 October 2023, adding new success criteria and retiring 4.1.1 Parsing. For UK organisations, aligning with 2.2 AA is increasingly expected, and gov.uk provides a practical overview for teams. w3.org+1

How we verify

  • Manual keyboard checks and screen-reader spot tests.

  • Automated audits (e.g., Lighthouse Accessibility, axe) for quick coverage—not a substitute for manual testing.

  • Component-level fixes added to the design system so improvements “stick” everywhere.

Web performance basics: making it feel instant

Speed isn’t vanity—it directly affects engagement, conversion, and search. We tune builds around Core Web Vitals and good delivery hygiene.

The big three to care about

  • LCP (Largest Contentful Paint): how quickly the main content paints.

  • CLS (Cumulative Layout Shift): how stable the layout is while loading.

  • INP (Interaction to Next Paint): responsiveness across user interactions. INP officially replaced FID in March 2024 and FID support was deprecated later that year—so modern sites should optimise for INP, not FID. web.dev+2web.dev+2

Our approach

  • Measure in the lab and the field: Lighthouse for lab; RUM via analytics where available. Lighthouse explains how metrics are scored and where to improve, and Lighthouse CI can track performance over time in your pipeline or as part of a quarterly check-up. Chrome for Developers+2Chrome for Developers+2

  • Optimise for LCP: serve a lean hero, prioritise the main image with fetchpriority and width/height + loading=lazy for below-the-fold images, inline critical CSS, avoid render-blocking requests.

  • Protect CLS: always set dimensions for images, posters, and embeds; manage fonts to avoid late swaps; avoid injecting banners above content.

  • Lower INP/TBT: ship less JavaScript, defer non-critical scripts, break up long tasks, and avoid heavy event handlers on scroll or input. (Web.dev’s metrics hub is our go-to reference.) web.dev

Hosting and delivery

  • Reputable UK/EU hosting with solid TTFB, HTTP/2 or HTTP/3, server-side caching, and a CDN for global reach.

  • Smart image formats (AVIF/WebP), and only as big as they need to be.

  • Keep plugins lean; quality over quantity.

Process: how we turn your brief into a working site

1) Discovery & planning

  • Workshop: align business outcomes, audiences, objections, and calls-to-action.

  • Sitemap & journeys: prioritise what users need first (not what’s easiest to publish).

  • Content plan: headlines, proof elements (testimonials, case studies), and conversion paths.

2) Wireframes (low-fi)

  • We block in structure and content hierarchy without aesthetic distractions.

  • Rapid iteration, focused feedback, and acceptance criteria per template. Nielsen Norman Group

3) Design & build

  • Establish the design system and assemble page templates in WordPress.

  • Keep the stack clean and predictable; reduce custom code where good plugins or core features exist.

  • Configure analytics, events, goals, and consent.

4) Content integration

  • We’ll help edit for clarity and conversion: lead paragraphs, proof bars, and scannable sections.

  • Internal links that support topical depth and GEO (Generative Engine Optimisation) by clarifying entities and relationships.

5) QA & launch

  • Accessibility checks against WCAG 2.2 AA; performance audits (Lighthouse report and CWV checks). w3.org+1

  • Cross-device/browser tests; 404s and redirects; backups and rollback plan.

  • Go-live during low-traffic windows where possible.

6) Care & improvement

  • Updates, security monitoring, backups, uptime checks.

  • Quarterly review of analytics, queries, and on-page improvements.

  • Optional content support and mini-sprints for UX or CRO experiments.

SEO & GEO: how we optimise for both search and AI summaries

Technical & on-page fundamentals

  • Title tags and meta descriptions with clear intent and value.

  • H1–H3 structure that mirrors user questions and tasks.

  • Internal links that establish topical relationships (pillar ↔ cluster).

  • JSON-LD on key templates (Organisation, WebSite, Service, Blog, BreadcrumbList).

  • Image alt text that describes function or content, not just keywords.

Generative Engine Optimisation (GEO)

  • Write for clarity and task completion: definitions, comparisons, steps, and pros/cons.

  • Provide concise summaries and scannable bullets so AI systems (and humans) can extract answers.

  • Use consistent entities (e.g., “WordPress”, “Design system”, “Core Web Vitals”, “WCAG 2.2”) to help disambiguation.

  • Include light, reputable references to support claims (see below).

  • Keep content fresh with small, frequent updates—especially FAQs and case studies.

FAQs

How long does a bespoke WordPress site take?
Typically 6–10 weeks for a small–mid site if content is ready. Larger sites or complex integrations need more runway.

Do I need a prototype?
If your site has standard marketing flows, annotated wireframes are usually enough. For complex interactions (e.g., multi-step forms), a clickable prototype helps validate usability earlier. Nielsen Norman Group

What about accessibility obligations?
We work to WCAG 2.2 AA, combining automated and manual testing. It’s better for visitors and reduces legal and reputational risk. w3.org

Will my site be “Core Web Vitals ready”?
Yes—LCP, CLS, and INP are baked into our approach. We test with Lighthouse and advise on hosting, caching, and image strategy to keep things fast. Chrome for Developers+1

Can I edit everything myself?
Yes. You’ll get an editor guide and templates designed to stay tidy when you add content.

What does ongoing care include?
Updates, backups, security checks, uptime monitoring, and content tweaks. You can do it yourself, or we can handle it for you.

E-E-A-T references (trusted sources we align to)

  • W3C – WCAG 2.2: official accessibility standard; 13 guidelines under the principles Perceivable, Operable, Understandable, Robust, with A/AA/AAA success criteria. w3.org

  • WAI “What’s new in WCAG 2.2”: overview of what changed in 2.2 and why it matters. w3.org

  • GOV.UK Service Manual: practical government guidance on meeting WCAG 2.2 AA. GOV.UK

  • web.dev & Chrome DevRel: Core Web Vitals guidance, including INP replacing FID in 2024, Lighthouse usage, and performance scoring. Chrome for Developers+3web.dev+3web.dev+3

  • Nielsen Norman Group: foundational UX thinking on wireframes/prototypes and how to use fidelity appropriately. Nielsen Norman Group

These sources inform our process and standards so your site launches on firm, future-proof footing.

Explore Case Studies