Website content planning lets you agree what each page of your site should contain, before I begin writing.

Whether you’re building a brand new site, or updating  one that’s become outdated, once a sitemap has been agreed on (and before I get to the stage of writing the content) I work through the site  page by page, pinpointing what information each page will contain. 

My custom process for planning every page

There’s always opportunity for evolution, refinement (and even some mind-changing) later, once I’m actually writing the content of the site. 

But this stage lets me map out the content requirement clearly, so that we can discuss, refine and agree exactly what will go where.

We then know what briefing information you will need to provide so that I have everything necessary to write from.

To make this stage of the project clear and easy for everyone involved, I build out a skeleton document that I call a copyvisual. 

This contains one page for each page of the site. So if your site has 20 pages, the copyvisual document also has 20 pages. I share this with you as a pdf, so it’s easy to review and comment. 

The copyvisual is made up using template ‘blocks’ representing the kind of content sections with which modern, mobile-first websites (including WordPress sites) are built.

A plan, not a design

The copyvisual isn’t intended to be a design. It is simply a schematic showing the content structure of each page.

It’s useful both in helping you to understand the content plan I’m developing, and in helping your web designer/developers to get a first look at how the content they will receive will be organised.

(The copyvisuals shown here are from completed projects, and so already have the finished copy in place – a stage later than the ‘content planning’ stage I’m using them to illustrate. At this stage the headings and subheadings are normally in place, with a sentence or two in each block to indicate what the full content there will cover.)
Content planning copyvisual for premium letting agent KLL

How this kind of website content planning benefits your project

  • Clarity early: You agree exactly what each page will contain, section by section, before writing begins.
  • Less overwhelm: Everyone can see what information belongs where, so the project stops feeling like a mass of homeless  content.
  • Fewer gaps and surprises: Missing information, proof points and inputs are identified early, not during a final draft panic.
  • Smoother stakeholder review: People can comment on the plan before copy is written, reducing late-stage rewrites.
  • Faster progress: With requirements mapped out, it’s easier to assign responsibilities for sourcing briefing information and other assets and keep momentum.
  • Cleaner build handover: Designers and developers can see what content is coming and how it will be structured, helping them to plan ahead for their design and build.

Call me now. I’m probably here at my desk writing.

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