If you’ve been following this series of guides, you’ll already have a good idea of what your website content should look like and what kind of images to avoid. Now it’s time to talk about the part that holds everything together! The words and content you’ll actually put on each page.
Creating a content plan might sound like something only big marketing teams do, but it’s honestly one of the most helpful things you can do before building your website especially if you’re just starting out.
This guide will walk you through what a content plan is, why it matters, and how to create one step by step (without any complicated tools or tech speak).
A content plan is just a simple way to get clear on what your website will say and where it will say it.
It helps you:
Decide what pages you need (we covered this in our earlier post)
Think about what each page needs to include
Gather everything you need — like text, images, testimonials and downloads
Stay organised, whether you’re building the site yourself or asking someone else to do it
Think of it like a map — it shows you where things go, so you don’t end up feeling lost halfway through.
Start With the Pages You Need
Before you write anything, you need to know what pages your website will have. If you’ve already read our article on what pages you need, you might have jotted some of them down already. But let’s do a quick recap:
Most websites start with:
Home – An overview of who you are and what you offer
About – Your story, background, and what makes you different
Services or Products – A clear explanation of what you do or sell
Contact – How people can reach you
Testimonials – Real feedback from clients or customers
FAQs – Useful for answering common questions
Blog – Optional, but great for tips, updates and building trust
You don’t have to include every single page from day one. Pick the essentials and add to your site as your business grows.
What Does Each Page Need?
Once you’ve decided which pages you need, the next step is to think about what you’re going to put on each one.
A good way to do this is to write a quick outline for every page. Don’t worry about perfect grammar — this is just to help you plan things out.
Here’s a simple format to follow:
Page name (e.g. About)
What’s the purpose of this page?
What key message do I want to get across?
What do I want people to do next? (call, email, buy, read more, etc.)
Any images, downloads, or testimonials I want to include?
This doesn’t need to be fancy — even a notebook will do the job!
Be Yourself With Your Words
When it comes to writing your actual content, keep it simple and speak like you would in a conversation. You don’t need to use “marketing” language or write like a textbook.
If you’re a small business owner, your words are a chance to show your personality. Whether you’re friendly, professional, playful, or down-to-earth, let that come through in the way you write.
Also, try not to copy what you’ve seen on other sites unless it genuinely reflects your voice. And avoid using generic phrases like “We pride ourselves on quality service” unless you can explain what that means to you and your business.
Images and Visuals, Choose Carefully
In our earlier post on stock images, we talked about how using real, authentic photos helps people connect with your brand. So as you’re planning your content, think about:
What real photos do you already have? (e.g. workspace, team, products, behind-the-scenes)
Do you need to take new photos?
If you must use stock images, can you edit or crop them to look more unique?
What kind of visuals will support the text on each page?
You don’t need loads of photos — just a few good ones that reflect what you do honestly.
Collect Everything in One Place
One of the best things you can do is keep everything in a single folder or document. That way, when it comes time to build your website (or send your content to a designer), everything is ready to go.
You might want to create a folder with:
A Word or Google Doc for each page’s content
A subfolder with images, graphics and your logo
Notes about colour schemes, fonts, or anything brand-related
Testimonials or quotes from past customers
Any extra things like price lists, menus or PDFs
Even if you’re still writing or editing, having a home for your content will keep things much less stressful.
Don’t Worry About Getting It Perfect First Time
Your website doesn’t need to be perfect when it goes live. What matters most is that it’s clear, easy to use, and has the key information your visitors need.
It’s absolutely fine to launch with the essentials, and add more pages, photos or blog posts later. In fact, your website should grow and change as your business does.
Set a reminder every few months to check if:
Anything is out of date
You’ve added new services or products
There’s anything you can improve based on questions people ask you
Even small updates can make a big difference.
🧠 Final Thought
Creating a content plan is one of the most useful steps you can take when building a website. It doesn’t need to be complicated — just take the time to think about your pages, your message, and what your visitors need.
By planning your content properly, you’ll avoid last-minute stress, keep your website focused, and make sure your visitors have a better experience.
And remember — this is all part of helping people understand what you do, trust you, and get in touch. Start small, keep it real, and build from there.