I built and launched a new website yesterday. It wasn’t what I planned to do, but the idea popped into my head while I was drinking my morning coffee on Clapham Common and it seemed to be the kind of thing I could complete in a day – so I decided to put my original plans on hold and built it instead.
The website is aimed at small business owners who think they need a website (or want to update their existing one) but who know next to nothing about web development and can easily fall prey to the many cowboy website companies that seem to dominate the “making websites for small companies” section of our industries. The site is structured around a number of questions you can ask a potential website builder to try and weed out the dodgier elements.
I’m not really in that sector of our industry. But while writing the content for that site, it occurred to me that some people might be interested in the tools I use to build sites like this.
Content
I generally build websites about topics that I’m interested in and, therefore, know a fair bit about. But I probably don’t know everything about these subjects. So I’ll certainly brainstorm some ideas with ChatGPT. And, once I’ve written something, I’ll usually run it through ChatGPT again to proofread it. I consider myself a pretty good writer, but it’s embarrassing how often ChatGPT catches obvious errors.
I’ve used DALL-E (via ChatGPT) for a lot of image generation. This weekend, I subscribed to Midjourney because I heard it was better at generating images that include text. So far, that seems to be accurate.
Technology
I don’t write much raw HTML these days. I’ll generally write in Markdown and use a static site generator to turn that into a real website. This weekend I took the easy route and used Jekyll with the Minimal Mistakes theme. Honestly, I don’t love Jekyll, but it integrates well with GitHub Pages and I can usually get it to do what I want – with a combination of help from ChatGPT and reading the source code. I’m (slowly) building my own Static Site Generator (Aphra) in Perl. But, to be honest, I find that when I use it I can easily get distracted by adding new features rather than getting the site built.
As I’ve hinted at, if I’m building a static site (and, it’s surprising how often that’s the case), it will be hosted on GitHub Pages. It’s not really aimed at end-users, but I know how you use it pretty well now. This weekend, I used the default mechanism that regenerates the site (using Jekyll) on every commit. But if I’m using Aphra or a custom site generator, I know I can use GitHub Actions to build and deploy the site.
If I’m writing actual HTML, then I’m old-skool enough to still use Bootstrap for CSS. There’s probably something better out there now, but I haven’t tried to work out what it is (feel free to let me know in the comments).
For a long while, I used jQuery to add Javascript to my pages – until someone was kind enough to tell me that vanilla Javascript had mostly caught up and jQuery was no longer necessary. I understand Javascript. And with help from GitHub Copilot, I can usually get it doing what I want pretty quickly.
SEO
Many years ago, I spent a couple of years working in the SEO group at Zoopla. So, now, I can’t think about building a website without considering SEO.
I quickly lose interest in the content side of SEO. Figuring out keywords are and making sure they’re scatted through the content at the correct frequency, feels like it stifles my writing (maybe that’s an area where ChatGPT can help) but I enjoy Technical SEO. So I like to make sure that all of my pages contain the correct structured data (usually JSON-LD). I also like to ensure my sites all have useful OpenGraph headers. This isn’t really SEO, I guess, but these headers control what people see when they share content on social media. So by making that as attractive as possible (a useful title and description, an attractive image) it encourages more sharing, which increases your site’s visibility and, in around about way, improves SEO.
I like to register all of my sites with Ahrefs – they will crawl my sites periodically and send me a long list of SEO improvements I can make.
Monitoring
I add Google Analytics to all of my sites. That’s still the best way to find out how popular your site it and where your traffic is coming from. I used to be quite proficient with Universal Analytics, but I must admit I haven’t fully got the hang of Google Analytics 4 yet—so I’m probably only scratching the surface of what it can do.
I also register all of my sites with Google Search Console. That shows me information about how my site appears in the Google Search Index. I also link that to Google Analytics – so GA also knows what searches brought people to my sites.
Conclusion
I think that covers everything—though I’ve probably forgotten something. It might sound like a lot, but once you get into a rhythm, adding these extra touches doesn’t take long. And the additional insights you gain make it well worth the effort.
If you’ve built a website recently, I’d love to hear about your approach. What tools and techniques do you swear by? Are there any must-have features or best practices I’ve overlooked? Drop a comment below or get in touch—I’m always keen to learn new tricks and refine my process. And if you’re a small business owner looking for guidance on choosing a web developer, check out my new site—it might just save you from a costly mistake!