Even in the era of AI, a company’s website is business-critical for most organisations. It tells the business’s story, supports sales, reassures stakeholders and reflects the stature of the organisation.
But planning and preparing website content is often fragmented and lacks clear ownership. It can become one of the biggest bottlenecks in getting a new site up and running.
I help businesses overcome this by covering, as needed, every stage of website content planning and writing.
This may begin with developing the initial sitemap and go all the way through to delivering final copy structured to respond to search intent.
Sometimes clients are in full control of their site structure and content plan, and come to me simply to write content to their brief.
At other times, little of substance has yet been done, and before writing can begin some or all of the following need to be undertaken:
clarifying the purpose and role of the site
shaping a clear sitemap
planning what each page must achieve and the content it needs to include
Doing this work thoroughly and in sequence means each stage informs the next, resulting in content that works coherently across the whole site.
Clients typically come to me when:
a new website needs to be created and internal panic is impeding progress
an existing website no longer reflects the business accurately
the site has grown in an unplanned or inconsistent way
multiple stakeholders are contributing without a shared framework
they are trying to self-manage a site build or restructure and have underestimated the complexity involved
their web developers expect to be presented with fully planned content before commencing the build
Strong websites start with good thinking. Without a clear structure:
content becomes repetitive
important messages get buried
navigation reflects internal priorities rather than user needs
individual pages may work in isolation but fail in the context of the site as a whole
Time spent on site structure and content allocation saves time, cost and friction later. In many cases, fewer pages, planned better, produce better results.
Whether I’ve developed the sitemap and content plan myself, or have been brought in once these are already in place, I:
make sure I have all the information I need from you
create a schematic content layout for every page, helping you visualise the content before it is written
write clear copy for every section of each page
follow any agreed SEO and AEO search requirements
develop and refine the copy with you
provide a schematic PDF copyvisual and .docx copysheet for every page
I’m used to working alongside designers, developers and internal teams, and carrying content decisions through to delivery. Where required, I can also manage the implementation of the finalised content by your developers.
If your website feels fragmented, overgrown or out of step with your organisation, some or all of my website planning and content writing process may be what you need.
You can read more about each stage and see web content writing samples below. Or get in touch to discuss your project.
I’d be pleased to discuss your project with you.
