Planning your website content in 5 steps

When planning a new website often the first thought is given to its design and how you will be able to “wow” your audience. Whilst design is very important, the actual flow of information and navigation process taken by your visitors should actually be a greater consideration.

Your website architecture (as it is known) can bring huge benefits in the form of increased visitor engagement and will help to attract the right visitors, which will also lead to higher conversions.  Read on for 5 steps to prepare the content for your website.

1 – Identify the target keywords

The first step is to ensure that you drive the right traffic to your website. You must identify the optimum keywords which will need to be researched for competition, search volume and achievability. What are your actively searching audience keying in to find your business? You will need to consider their relevancy and if you will have enough content on your website for that keyword.

2 – Categorise the keywords

The keyword research will identify categories, highlighting different subsets of your products or services, or information that your potential customers would find useful. This will help you to decide on page content ensuring that it will be relevant to your visitors and which pages you will want to build into your website structure.

It will assist in a relevant flow of information and therefore ultimately improve your visitor experience. It also helps you to identify subpages you might have missed.

3 – Develop your website map/architecture

You will now be ready to build the architecture of your website (site map creation). A site map is a hierarchical representation of your site and all of its levels and pages. You will have already started this process by mapping your keywords into logical categories. Develop the rest of the site structure and include information you know your target audience will be looking for such as company information and specific products data.

Research has identified that a flatter site will often work best at converting as it will take less clicks to get to the deepest level.

4 – Wireframe the pages

You should now start to develop a wireframe for each page within your new website. A wireframe is a simple representation of the content and navigation for a page on your site. It shows the expected content and functionality of a page. Just remember that it does not represent the design of your website, only the flow of information and what the visitor should expect to see on the page.

5 – Develop the content

The final step is to create the content for each page identified. You should ensure the content uses the keywords that you have identified for each page. This will allow the page to be highly relevant to your searching audience for the identified keyword. They will know the page is relevant to them and they have landed in the right place, which will in turn help with on page “conversion”.

In summary

This process of research, analysis and planning is key to the business success of your website. It helps you rank well on the search engines for proven searched-for terms and get into the minds of your audience and anticipate their needs. They arrive on your website and find relevant content that’s easily accessible in a logical order, which encourages them to convert more readily, whether a conversion goal is to make contact with you or actually complete a sale online.

To ensure that your new website is created using a well planned architecture and built with your actively searching audience in mind, call us on 01480 878510 or complete our enquiry form.

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Nigel White
My career has given me insights into large and small businesses across many sectors. Academically, I have a MA (Strategic Marketing) and use this understanding to provide consultancy and advice to all clients I work with. Very high on my agenda: needs analysis, service, and quality.