List your pages
The first thing you need to do is write a list of all the pages you need to write content for. Don’t forget any sub pages or less obvious content. Resist the urge to style your content. It is normal to use a word processor, like Google Docs or Text Editor, but do not italicize, bold, color… Nada!
Set one goal per page
For each page write out the main goal you want this page to achieve. Ask yourself, what is the most important thing you want visitors to do or know after visiting the page.
Home: Spark interest and encourage visitors to keep browsing.
About us: Build trust with visitors by showing our human side.
Services: Persuade to hire us.
This is a great way to ensure that as you’re writing your content you know what you’re aiming towards and stop you going off track.
Bullet point your content
Create bullets of the things you’d like to cover on each page. Do not forget that content is not just text, either.
- Summary of who we are and who we work with
- Photo of us and our office
- Your story
- Collage of images of our offices/things we like
- Your values
- Call to action to hire us
- Your Instagram feed
If you struggle with this feel free to use other websites as inspiration. See what your competitors say and pick out the bits you like (of course, don’t copy and paste their content into yours). And try to add your own unique personality.
Most content will be easy to define. It is generally understood that, for instance, you’ll need to list your contact information on the Contact Us page. Other types of content will take more consideration and can quickly become pain points if not clear defined early on.
For example, you would like a gallery of images on your Contact Page. A web designer could design this gallery in so many different ways. Without instruction, a developer will be forced to ask for more information.
- Is this gallery a grid or masonry layout?
- If a grid, they must all be square; who is formatting and providing them?
- Should users be able to open a Lightbox slider?
- Or are these embedded into the background of the page body?
As you can see, the back and forth that poor planning creates will make both you and your developer rue the day.
Flesh it out
Now you’ve got your list, all you need to do is flesh out the content for each section. Doing it this way helps keep it organized, breaks it down into manageable chunks, and stops you from rambling too much.