How to plan website content without staring at a blank page
Content planning is not writing every sentence before design. It is deciding what each page must communicate and gathering the evidence that makes it credible.
Give every page a content brief
Record the page purpose, priority reader, primary search intent, one key message and one next action. Then list the questions the page must answer in the order a visitor is likely to ask them.
Plan proof alongside claims
Pair promises with testimonials, numbers, examples, photographs, demonstrations, policies or credentials. “Friendly, professional service” is easy to write; specific evidence is what makes it believable.
Create a content inventory
List what already exists, what needs updating and what must be created. Include copy, images, video, downloads, product data, legal wording and automated emails. Assign an owner and status to every item.
Write for scanning and action
Use descriptive headings, short paragraphs, specific calls to action and useful links. A visitor should be able to skim the page and still understand the offer, evidence and next step.
Quick check
- Purpose and reader recorded
- One key message
- Questions in a useful order
- Claims matched with proof
- Images specified with purpose
- CTA chosen
- Owner and deadline assigned
- Internal links planned
Turn the advice into your finished website plan.
The £14.99 Website Planning Kit gives you a printable planner, editable workbook, visual planning board, completed example and your own planning SuperAgent.
See the Website Planning Kit