THE WEBSITE CONTENT PL ANNER
W O R K B O O K & P L A N N E R
C O N G R A T U L A T I O N S !
You are reading this because you need to start planning out your website content. Yay you!
Firstly, this is a very exciting place to be in, but can also be a bit overwhelming and scary at the same time.
Chances are you are not a copywriter or a designer, and while you know your business and service inside out, writing and designing may not be your strong suit OR you just don’t have the time to be writing out your
website content line by line.
That’s where the Website Content Planner will come in handy! It is a comprehensive guide to planning your website content and can either be used as the foundations of writing your website content or is a great starting
point to get the bones of your website copy in place before getting started on a website design.
i n t r o d u c t i o n t h e r e s e a r c h
Purpose & Goals Target audience Website inspiration
t h e d e t a i l s
Domain information Business information The Pages
t h e c o n t e n t
The Free Offer Your Services The Images
Content
How to use the content planner
Use this as a way to start planning and plotting your website.
This planner is intended to get clear on what you want to offer the world on your website.
It will touch on:
- Your ideal client
- Website hosting
- Domains
- Navigation & Pages
- Images
- Style ideas
- And so much more!
This is a great starting point AND a great resource for redesign or rebranding and starting over.
U s e i t a s a
p l a n n e r i t ’ s n o t a b o u t b e i n g p e r f e c t
E v e r y f i e l d w o n ’ t a p p l y t o
y o u
The most efficient way to use this workbook is to use the prompts to plan out your
website and content to use as prompts to then write your full copy into a Word Doc or Google Doc so you can do a proper spell check
and format the text (bold/
italic etc). This Planner will help you to create your website content with ease as
it helps you to make your content cohesive. A great deal of “aha” moments can
come from this planner.
This planner workbook isn’t a one size fits all and is
definitely more of a springboard than the bible of content writing, so don’t
worry if your content requires some tweaking or if
your pages don’t fit into the workbook sections required,
it’s totally fine! Just use your best judgment and fill out the fields that relate to your own unique brand/ business.
Note: This is a workbook to help you get all your ideas together in one place first
before starting on your website project.
The Website Content Planner Workbook has been designed in a way that anyone can use to plan their
website copy, but in some sections the fields may only
apply to certain types of businesses or coaches.
We’ve tried to be as complete as possible to allow the planner to fit in
with everyone.
Remember, there is not a one size fits all solution to
business.
D I S C L A I M E R
This isn’t a one size fits all kind of workbook
The best way to describe the Website Content Planner Workbook is that it is a workbook full of prompts for what content your site CAN have rather than a best practice guide for HOW to write content. It is focused on educating you as a web design client on what content you can prepare and all the different ways in which you can add your brand tone of voice and messaging.
It is not to take the place of actual copy writing or to help you write content better. It has been designed to offer you a more thorough look at what can be included and some reasoning and examples of what you can write.
Many coaches, businesses and entrepreneurs find this workbook to be a fantastic way to bridge the gap between all the ideas they have and bringing it all in.
The Website Content Planner Workbook isn’t a one-size-fits-all kinda work book, it’s more a general springboard for content ideation and creation, and not all pages are covered or all points. Just an overarching view on the website content that may work well for the template websites but is in no means an exhausted workbook for every business niche out there.
With all that being said, let’s get started!
0 1
T H E
R E S E A R C H
Website Purpose and Goals
This will help determine the structure of the website. It should also help inform how you should be writing your content (tone, message, purpose). Check up to 3 of each.
W h a t i s t h e m a i n p u r p o s e o f y o u r w e b s i t e ? Choose a maximum of 3
W h a t a r e y o u r w e b s i t e g o a l s ? Choose a maximum of 3
Promotional - more text heavy, aimed at helping customers learn more about you and your products and history.
Educational - teach your audience something, more resource/blog post heavy, instructional language.
To sell products and/or services - Feature products and items, use language to market and sell, image-heavy
Motivational - Inspire customers to do something, language use is more uplifting/
guiding, resource and blog heavy.
Functional - Provide access to business services, online quotes, view order status, submit application.
Engagement - Provide a place for customers to interact with your business, blog- like, submit questions etc.
Informational - Provide information to current and potential customers, an overall look at your business and where to find you
Entertainment - E.g. online magazines, movies, the arts. Easy to navigate, frequently updated, engaging by using dynamic content, such as videos, Podcasts, slideshows, etc.
Increase sales - Search engine optimization, well-organized content, user-friendly site, effective calls to action, increase conversion rate.
Becoming an authoritative resource (an expert in your field where people go for help/information) - Providing quality content on your website, regularly adding new information, establishing trust, marketing your site on other websites and social media.
Improve interaction with existing and potential customers - Email marketing lists, online support (live chat), webinars, and content designed to give your visitor a reason to come back.
Build your brand - Active social media program, promotions, reputation management.
Increase your leads (traffic/engagement/email capture) - Clearly communicated content, consistently updated, search engine optimization, user-friendly site, effective calls to action, consistent sections for users to get in touch/contact/sign up.
Notes:
Target Audience
This can differ from your main audience if your website serves a different purpose, such as selling, or being more informational. What sort of people do you want to be looking at your site and engaging with it?
T h i n k a b o u t y o u r i d e a l c l i e n t
Specifically around the details that relate to your business
W h a t a r e t h e i r p a i n p o i n t s ?
Specifically that you solve with your products and services
What are their interests?
What are they most passionate about?
Their biggest personal/professional goal?
What do they strongly believe in?
Their top priorities are:
What motivates them?
What are characteristics of their personality?
What scares them?
What keeps them up at night?
What are their frustrations daily?
What challenges are they facing daily?
What do they need/want they can’t get or find it hard to access?
Other:
Website Inspiration
This is an exercise that will help you to really bring together your visual ideas for your new site. Start by finding whole website or snippets of website sections that just speak to you visually OR you like the way they work. Another great idea is to find examples of websites or designs you DON’T like and make a note of them, just for a well-balanced visual idea.
W e b s i t e i n s p i r a t i o n e x a m p l e s Links, descriptions and any other useful information
W e b s i t e a n t i - i n s p i r a t i o n e x a m p l e s
Links, descriptions and any other useful information
Link #1 or Website Name
Link #1 reason for liking this website design
Link #2 or Website Name
Link #2 reason for liking this website design
Link #3 or Website Name
Link #3 reason for liking this website design
Link #1 or Website Name
Link #1 reason for NOT liking this website design
Link #2 or Website Name
Link #2 reason for NOT liking this website design
Link #3 or Website Name
Link #3 reason for NOT liking this website design
0 2
T H E
D E T A I L S
Domain & Website Hosting
A domain name is your website name and the address your audience can search and find your website with. A domain name can be any combination of letters and numbers, and it can be used in combination of the various domain name extensions, such as .com, .net and more - and whatever you choose, it should be easy to remember and type out. The domain name must be registered before you can use it. Usually you purchase website and domain hosting together.
T H E H O S T I N G
Who we recommend…
There are thousands of options when it comes to where to purchase a domain and website hosting. Ideally, purchasing them together means that you get an amazing deal at the time.
We love and recommend Bluehost. If you use our link you get up to 60%
off the hosting rates for Wordpress Hosting (yes we recommend Wordpress), and your domain FREE for 1 year. PLUS you get a free SSL (secure site) certificate that is usually a paid add-on with other hosts.
Your domain and website hosting is an annual renewal that you can often purchase multiple years upfront for in exchange for a deep discount.
CLICK HERE to view the discounted rates with Bluehost and use the free domain checker tool while you are there.
Your domain name (URL) should be as short as possible and easy to remember. You don’t want to rattle off a long URL when marketing your business, it becomes too much of a mouthful!
Domain/URL:
Who is your website host choice?
Does it have a SSL Certificate?
Have you purchased your domain and hosting already?
What are your login details to your domain and websiteshosting?
Your Business Information
These are the details that build up the behind the scenes foundation of your site, and may differ from what the public will see. All fields are optional, but generally speaking, you’ll want to at least have the details for your site title, tagline, social links and contact information.
Website Title
Website Tagline or Subtitle
Contact Email
Contact Phone Number
Address
Business Hours
Facebook Link:
Instagram Link:
LinkedIn Link:
Pinterest Link:
Twitter Link:
Others:
The Pages
These are the pages that make up the website. Usually for a standard website it will consist of Home, About, Services, Contact, Blog, Terms of Service, Privacy Policy and Disclaimer. Anything else is easily added in such as a scheduling or booking page, shop, sales pages, landing pages and more.
T h e s t a n d a r d p a g e s
What pages would you like to have? Select all that apply.
Home Page About Page
Work With Me/Services Page Contact Page
Blog Page
Free Offer Landing Page
Terms of Service Privacy Policy Cookies Policy Disclaimer Refund Policy Affiliate Terms
T h e l e g a l p a g e s
What legal pages would you like to have? Select all that apply.
T h e a d d i t i o n a l p a g e s & f e a t u r e s
What extra pages or features would you like to have? Select all that apply.
Program Sales Page(s) Shop
FAQ Page Coming Soon Testimonials Page Podcast
Events/Workshops
Media/Press/As Seen in Page Forum/Community
Courses Resources The Process Client Portal/Login Affiliate Signup/Portal Announcement Bar Pop Up
0 3
T H E
C O N T E N T
The Free Offer
This is what is better known as the freebie, the lead magnet, the opt-in (just to name a few). Not all websites need a free offer, in fact some website do exceptionally well with just a single signup to the newsletter or claim a coupon code. If you want to build your mailing list, you will want to think about what you want to offer for free, if at all. Here’s how you can map that out. We provide done-for-you ebooks and free offers as part of all our website packages you can take advantage of, taking the frustration out of writing, designing and creating your own.
T h e f r e e o f f e r
What free offer(s) will you use to build and grow your mailing list?
Ebook Guide
Discount Code
General Subscribe Form Cheat Sheet
Video Series Training
Free Challenge/Mini Program Workbook
Planner Mini Course Meal Plan Free Call
A l l a b o u t S e l l i n g
Your services, programs and products
Here are some items to consider when writing about your offerings:
Challenges/Problems Write/begin with an introduction of a few of the challenges or problems your audience is facing (that you are solving). Example: ‘Are you struggling with …’ or ‘this service is for you if…’
• List your services This will be dependent on your business, but you can either package up your services into clearly defined deliverables with a sentence or two explaining them, or you can keep it simple and just list out what you do and have a call to action for more information or book a free chat.
• Explain your process This can be written out on your Services page, or linked to if you want to have it as a separate page. Think about the steps your audience needs to book in/get in touch, and how it all works once they begin working with you/have bought from you.
• List prices (or not) Again, very dependent on your business but you can either list your set pricing with each service, not include a price at all, or just have ‘pricing from $X’ so your audience knows where your pricing begins.
Totally up to you!
• Add a document You don’t have to have all your service info on the one page, get creative and include a downloadable Services list or Price list so people can quickly scan your Services page for relevant details and download your file to print and read later.
• Include examples of your work/case studies This is great for most businesses and can be exactly the visuals needed to inspire your audience to work with you/buy your service. Only include your very best examples such as testimonials or live client case studies.
• Include some FAQs Again you can either have them on the page, as drop-downs, as a PDF file they can download or with a link to separate FAQs page. Think about your most frequently asked questions and what would be helpful for
Write About Your Services
Depending on your coaching business, the services could be the make or break of your website, so this is where you want to be adding key information, pricing (or not), links and as many details as you can so that your audience has a very good idea of what you are offering and how it will benefit them. Oh, and where to get in touch so they can take advantage of these services!
Your Services
Here you can map out 2 or 3 of your service offerings to work out what you want to say. When starting out, just a small listing of the service or inclusions is all you need. When you start coaching and getting used to your business, that is when you can start really perfecting your offers and giving them more details, inclusions or even bump up the price!
Service or Product Name:
Price:
Inclusions:
3 bullet Points of benefits:
3 bullet points on why it solves the problem they have:
S e r v i c e / o f f e r # 1
What is your first offer or product?
Service or Product Name:
Price:
Inclusions:
3 bullet Points of benefits:
3 bullet points on why it solves the problem they have:
Service or Product Name:
Price:
Inclusions:
3 bullet Points of benefits:
3 bullet points on why it solves the problem they have:
S e r v i c e / o f f e r # 2
What is your second offer or product?
S e r v i c e / o f f e r # 3
What is your third offer or product?
F i l e r e s o l u t i o n F i l e t y p e s I m a g e s i z e s a n d
r a t i o s N a m i n g S t y l e s
Look to keep your images between 200kb-5mb max.
It can vary depending on what the image/file is being used for, so for example a large banner image could afford to be a little bigger/
high-resolution (in the 1-3mb range) whereas a thumbnail image could be smaller (in the 200-300kb range).
PDF docs should always be less than 5mb.
The resolution of your images can affect the load times on your website, so the smallest they can
be without compromising on quality is important.
Images should be PNG or JPG for and PDF for files.
PNG is a good choice for line drawings, text, transparent background images and iconic
graphics at a small file size.
JPG is a good choice for photographs and realistic images.
PDF is for sharing documents that cannot be modified but still need to be easily shared, downloaded, read
and printed.
Never use Word documents to share with clients on your website.
Remember to remove crop marks from any PDF ebook or digital
resources.
Here are some good practices to follow for sizes and ratios:
If the image needs to be a banner (full width image), try - 16:9 or
2500px high (max) If the image needs to go on the page, try - 3:2 or something like
800px x 600px.
A4 or Letter landscape or portrait will work best for PDF documents you’d like people to read online or
download.
A3/A5 etc might not have the desired effect for reading but would work if the purpose is to just
print the file.
Name files and images appropriately.
Please use a consistent and thoughtful file naming convention that makes sense for your website and where the image/file will go.
Examples of good naming conventions:
About_banner_templatesites.jpg - 1_James_gallery.jpg, 2_Laurel_gallery.jpg etc 2020 Info Pack TemplateSites.pdf
Bad examples:
560nsn94dhs.jpg Final_FINAL_2_revised.jpg
Good practices to follow when it comes to the styles of images:
Stick to images that aren’t too complex/layered/intricate if you
want text to go over top (like a page title).
Choose images that aren’t overused/can be identified as stock
right away.
Choose images that are complimentary and not to different
in styles and types.
Images for your Website
Depending on your coaching business, the services could be the make or break of your website, so this is where you want to be adding key information, pricing (or not), links and as many details as you can so that your audience has a very good idea of what you are offering and how it will benefit them. Oh, and where to get in touch so they can take advantage of these services!
W o r k b o o k c o m p l e t e !
How did you go planning out your website content?
Hopefully this workbook gave you some deeper clarity on getting your website out there for the world to see.
Don’t forget we guide you every step of the way when you purchase a website package at kyliemalcolm.com, AND we do all the tech and design work for you. No more of that dreaded DIY stuff. Nope. Never.
Want to learn more about working together? Jump on a free chat here:
https://kyliemalcolm.com/talk-with-kylie/
Or join our free support group on Facebook here:
https://www.facebook.com/groups/wellpreneurial Until next time!
Kylie Malcolm - Founder of kyliemalcolm.com and templatewebsites.co
