A website that does not bring in enquiries rarely lacks a prettier design. What it usually lacks is structure: every page with a clear job, and an obvious path from the home page to the contact form.
This guide walks through building a website in the order I use myself when I build for clients. It covers the practical side (domain, hosting, platform) as well as what most guides skip: the parts that repeat on every page, the legal requirements and what has to happen after launch. The guide is written for Danish businesses, so the legal section refers to Danish rules. Every fact comes from a source linked in the text and listed at the bottom.
In short
- Start with the goal, not the design. Decide who the site is for and which action they should take. That drives every later choice.
- Register the domain in your own name. New .dk domains are registered through a registrar, and Punktum dk may require an ID check before the domain becomes active (Punktum dk).
- Draw a sitemap before you build. Keep the structure flat and use descriptive URLs. Google mainly finds new pages through links from pages it already knows (Google Search Central).
- Design for mobile first. Google uses the mobile version of your site for indexing and ranking (Google Search Central).
- Measure speed with Core Web Vitals. Good means LCP of 2.5 seconds or less, INP of 200 milliseconds or less and CLS of 0.1 or less (web.dev).
- Meet the legal requirements from day one. Company details must be easy to find (Danish Consumer Ombudsman), and cookies for statistics and ads need consent before they are set (Danish Agency for Digital Government and Danish Data Protection Agency).
- Launch a first version, then build on it. Five good core pages beat fifteen half-finished ones.
Do it yourself, or get help?
The ten steps below have to happen whoever does them. So the first choice is whether you walk them yourself or have a developer run them. On your own, your time is the price and you make every decision about platform, theme and launch. With help, it costs money, but you get experience on the choices that are expensive to change later.
My own prices are on packages and pricing: running an existing site starts at DKK 2,500/mo, a dedicated technical partner is DKK 15,000/mo, and a complete solution built from scratch starts from DKK 20,000. All prices exclude VAT.
1. Goal, audience and the key action
Start by writing one sentence about what the website has to do. Bring in enquiries, sell products, or make it easier for existing customers to find answers? That decides the whole structure.
Answer these before you move on:
- Who is the primary audience, and what are they searching for?
- Which single action should they take? Call, write, book or buy?
- What do they need to know before they dare take that action?
The last question matters most. The answer becomes the content of your pages. Knowing your customer types makes it easier to answer honestly.
2. Domain, hosting and platform
This is the practical foundation, and it is where many people make mistakes that only hurt years later.
Domain
The domain is your address online, such as yourcompany.dk. For a Danish audience, .dk is the natural choice. According to Punktum dk, you first check whether the name is available, register it through a registrar, and complete an ID check if asked, before the domain becomes active (Punktum dk).
Make sure the domain is registered to your business and not to the web agency. It is the most common trap I see. If you have not picked a name yet, read how to choose a good domain name.
Hosting
Hosting is the server the site runs on. With a website builder, hosting is included. With WordPress you choose yourself, and the difference between cheap and good hosting shows in speed, backups and support. See my guide to WordPress hosting.
Platform
| Platform | Good for | Watch out for |
|---|---|---|
| WordPress | Company sites, content-heavy sites and blogs you edit yourself | Needs updates and backups that someone takes responsibility for |
| Website builder (Wix, Squarespace etc.) | Small sites that need to go live fast | Harder to move away from, and you are tied to their features |
| Shopify or WooCommerce | Webshops | Choose by range, payments and who will run it |
| Custom build | Sites that must do something no template can | More expensive to build and needs a developer afterwards |
If you are unsure, read WordPress vs. Wix vs. Squarespace or WooCommerce vs. Shopify. If you just want WordPress up quickly, block themes and page builders are the simplest place to start.
3. Structure and sitemap
Structure is what separates a website that works from one that only looks nice. Draw a sitemap, an overview of every page and how they connect, before you open a design tool.
Pages most businesses need
- Home page: who you help, with what, and what the next step is
- One page per service: a page for each thing you sell, so each one can answer precisely and be found for its own searches
- About: who is behind it, and why people can trust you
- Contact: phone, email and a contact form that works
- Privacy policy: what data you collect and why
When you have the content for them, add pricing, case studies, an FAQ and a blog. Do not build them as empty pages for later.
Keep the structure flat
Keep navigation to two, at most three, levels. Use URLs that describe the content, such as /services/roof-renovation rather than /page?id=172. Google notes that parts of the URL can be shown as breadcrumbs in search results, and that grouping related topics in directories helps Google understand the site (Google Search Central).
Example: a carpenter with three services
This is what a sitemap could look like for a small carpentry business doing roof renovation, windows and extensions:
Home├── Services│ ├── Roof renovation│ ├── Window replacement│ └── Extensions├── Case studies│ └── (one project per page, with before and after photos)├── About us├── Contact└── Privacy policyEach service gets its own page, because people search for "roof renovation" and not for "carpenter services". Case studies sit as subpages so they can link to the service they are about. That is internal linking, and it is the main way Google finds your pages.
4. The parts that repeat on every page
Some elements appear on every page. They are easy to forget because they are not a "page", but they carry a large part of the experience.
- Header and menu: logo, the most important menu items and your primary action, such as a button to call or book. Use the words your customers use.
- The top of the page: what people see without scrolling should say what you offer and what the next step is.
- Breadcrumbs: on pages more than one level deep, they show where you are.
- Footer: company name, address, CVR number, email and phone, plus links to the privacy policy and cookie settings. That covers part of the legal requirements in step 9.
- 404 page: a page that helps people on when a link is dead, instead of a blank error.
5. Layout per page type
Each page type has its own job, and so its own layout.
Home page
- Top section: a headline saying what you do for whom, and one clear button
- Proof: reviews, client names or a concrete result
- Services: a short overview linking to each service page
- Case studies: two or three selected projects
- Action: repeat the primary action
- FAQ: answers to the questions that hold people back
Service pages
- The problem: describe the customer's situation in their own words
- The solution: what you do and how it works
- What is included: concrete and without filler
- Price or price level: or a clear path to a quote
- FAQ: questions specific to that service
Blog posts
Lead with the answer, use clear H2 and H3 headings, and end with a natural next step, such as a related service.
6. Design and mobile
Google uses the mobile version of your site for both indexing and ranking (Google Search Central). So design the layout for a phone first and expand it for larger screens afterwards. Check in your analytics how your own visitors split across devices before you prioritise.
Principles that hold up:
- Space around the content so it is easy to read
- No more than two typefaces
- One colour for buttons and actions so they stand out
- A clear hierarchy where the most important thing is largest
Read more about responsive design, and find inspiration in examples of good websites. If you want help with the look, a web designer may be the right choice.
7. Content that makes people act
Write about the customer's problem, not about your company. It sounds simple, but it is the mistake I see most often.
- Use "you" more than "we"
- Describe what the customer gets out of it rather than what the product can do
- Use concrete proof: a client name, a photo, a result
- Keep paragraphs short and use subheadings
- Write each page around the words people search for. A keyword analysis shows you what they are
There is more concrete advice in my guide to sales copy on your website.
8. Technical setup, speed and the SEO foundation
A slow site loses visitors before they have read anything. Google measures the experience with three numbers, the Core Web Vitals, and recommends these thresholds (web.dev):
| Metric | What it measures | Good value |
|---|---|---|
| LCP | How fast the largest content appears | 2.5 seconds or less |
| INP | How fast the page responds to a click | 200 ms or less |
| CLS | How much the layout jumps while loading | 0.1 or less |
Google recommends measuring at the 75th percentile of page loads, split between mobile and desktop.
Technical basics:
- HTTPS on every page
- Compressed images at the right size
- Caching and hosting that can keep up
- Automatic backups you have tried restoring from
- Unique titles and descriptions on every page
- An XML sitemap submitted to Google Search Console
Go further with my WordPress speed guide and technical SEO checklist. If you are a local business, read about local SEO too.
9. Legal requirements in Denmark: company details, cookies and accessibility
The legal requirements are what most guides skip, and they are what can earn you a letter from an authority.
Company details. The Danish E-commerce Act applies to everyone with a website that has a commercial purpose, not just webshops. The business name, physical address, email address and CVR number must be easily accessible, either on the home page or on a subpage linked from it. A contact form is not enough. There has to be an email address (Danish Consumer Ombudsman).
Cookies. If you use cookies or similar technologies for things like visitor statistics or personalised ads, you need consent before they are set. Cookies that are technically necessary for the site to work do not require consent. Consent must be as easy to withdraw as it was to give (Danish Agency for Digital Government and Danish Data Protection Agency). If you use Google Analytics or Google Ads, see my guide to Consent Mode v2.
Accessibility. If consumers can buy something on your site, it must meet the accessibility requirements from 28 June 2025 (Danish Safety Technology Authority). Services from microenterprises, meaning fewer than ten full-time equivalents and no more than EUR 2 million in turnover or balance sheet total, are exempt (Danish Safety Technology Authority). Build with readable contrast, alt text and a menu that works with a keyboard anyway. It is cheapest to do from the start.
10. Launch and running the site
Test before you go live, and have a plan for afterwards.
Before launch:
- Click through every link, and send a test from the contact form
- Check the site on a phone, not just in a narrow browser window
- Set up analytics, and check that the cookie banner blocks it until consent is given
- If you are moving from an old site, list the old URLs and redirect them to the new ones
After launch:
- Keep WordPress, the theme and plugins updated
- Take backups, and test that they can be restored
- Watch for errors and downtime
- Add content when you have something new to show
This is the part most often forgotten, and the one that turns a good site bad after a couple of years. If you do not want to handle it yourself, that is exactly what WordPress maintenance covers. Read also what a WordPress service agreement should include.
What does building a website cost?
The price depends on the number of pages, the design level and how much has to be developed. The platform matters less than most people think. I have written more about it in what a website costs in 2026, website design prices and the real cost of a cheap website.
Do not forget the running cost. Domain, hosting, licences and maintenance come every year, and I have done the sums in what it costs to have a website per year.
Common mistakes when building a website
- Design comes before structure. You end up with nice pages that do not connect.
- Every service sits on one page. That makes it hard for both the customer and Google to find the precise answer.
- The domain is in the agency's name. You only find out when you want to switch.
- Nobody owns the running of the site. It gets slower and more vulnerable with every month without updates.
- Company details and cookie consent are missing. Quick to fix, but legally required.
If you already have a site, you can see where it stands with my free website check (in Danish). It measures speed, SEO, security and accessibility and points to what to fix first.
Website structure checklist
- ☐ Goal, audience and primary action are written down
- ☐ The domain is registered in the business's name
- ☐ Hosting and platform are chosen
- ☐ The sitemap is drawn with one page per service
- ☐ Header, footer and 404 page are in place
- ☐ The layout is designed for mobile first
- ☐ Copy is written around the customer's questions
- ☐ Core Web Vitals are measured and in order
- ☐ HTTPS, backups and titles on every page
- ☐ Name, address, email and CVR number are easy to find
- ☐ Cookie consent works before analytics loads
- ☐ The contact form is tested
- ☐ The sitemap is submitted to Google Search Console
- ☐ There is a plan for updates and backups after launch
Frequently asked questions
How do you structure a website?
Start with the goal and the one action visitors should take. Then choose a domain, hosting and platform, draw a sitemap of the pages, and build the fixed parts such as the menu, footer and contact details. After that comes the layout for each page type, mobile design, content, technical setup and legal requirements. Finally you test everything and launch. The order matters, because the structure shapes both design and content.
Which pages does a website need?
A small business can manage with a home page, one page per service, an about page, a contact page and a privacy policy. Pricing, case studies, an FAQ and a blog come on top when you have something to put on them. Five pages that answer well beat fifteen half-empty ones.
What needs to be in place before you build a website?
You need a domain registered in your own name, hosting or a platform, a decision on the audience and the most important action, and a plan for who writes the copy. New .dk domains are registered through a registrar, and Punktum dk may ask you to complete an ID check before the domain becomes active.
How long does it take to build a website?
It depends mostly on the content. Structure and layout can be in place quickly if you know which pages you want. Copy, images and decisions usually take the longest. Launch a first version with the core pages and build on it afterwards rather than waiting until everything is finished.
Can I build a website without coding?
Yes. WordPress with a ready-made theme or a website builder like Wix or Squarespace requires no code. The hard part is rarely the technology. It is the structure, the copy and the maintenance after launch. If the site has to do something special, such as a calculator or an integration with your own system, it needs development.
Which legal requirements apply to a website in Denmark?
If the site has a commercial purpose, the Danish E-commerce Act requires the business name, physical address, email address and CVR number to be easily accessible. If you use cookies for things like statistics or ads, you need consent before they are set. If consumers can buy something on the site, the Accessibility Act applies from 28 June 2025, unless you are a microenterprise.
How much does it cost to have a website built?
The price depends on the number of pages, the design level and how much has to be developed. With me, a complete solution starts from DKK 20,000 excluding VAT, and running an existing site starts at DKK 2,500 per month. Remember the running cost for hosting, domain and maintenance too.
Sources
All sources were read on 3 October 2026. Several are in Danish.
- Punktum dk: How to register and set up a .dk domain (Danish): punktum.dk
- Google Search Central: SEO Starter Guide: developers.google.com
- Google Search Central: Mobile-first indexing best practices: developers.google.com
- web.dev: Web Vitals: web.dev
- Danish Consumer Ombudsman: The E-commerce Act (Danish): forbrugerombudsmanden.dk
- Danish Agency for Digital Government and Danish Data Protection Agency: Use of cookies and similar technologies, guidance May 2025 (Danish PDF): datatilsynet.dk
- Danish Safety Technology Authority: E-commerce services (Danish): sik.dk
- Danish Safety Technology Authority: Accessibility exemptions and microenterprises (Danish): sik.dk
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