How to Plan Your Website Content Before Hiring a Web Designer

Why content planning should happen before web design

Design is not just decoration, it is problem solving. A designer needs to understand what you are saying, who you are saying it to, and what you want them to do next. If content is missing or fuzzy, the design either becomes generic, or it gets rebuilt repeatedly as the message changes.

When you plan your website content first, you get a few big wins: clearer scope, faster timelines, fewer revisions, and a site that actually supports your business goals instead of simply existing on the internet like an expensive brochure.

Better estimates, because page count, content types, and complexity are known
Less backtracking, because navigation and page priorities are based on real information
Stronger conversions, because the design supports a clear message and calls to action
Fewer awkward gaps, like “We will add testimonials later” (later rarely comes)

Start with the basics: goals, audience, and your main offer

Before you outline a single page, you need three anchors: what you want the website to do, who it is for, and what you are selling or promoting. Without these, content planning turns into a guessing game with nicer fonts.

Define your primary website goal (pick one)

Many sites try to do everything at once and end up doing nothing particularly well. Choose one primary goal. Secondary goals can exist, but the main goal guides structure, copy, and page hierarchy.

Generate leads (contact forms, consultations, quote requests)
Sell products (e-commerce)
Book appointments (services, clinics, salons, consultants)
Build authority (blog, resources, speaking, media)
Support existing customers (documentation, help center, onboarding)

Get specific about your audience

“Everyone” is not an audience, it is a panic response. The more clearly you define who you serve, the easier it is to write content that feels like it is reading someone’s mind (in a non-creepy way).

Ask yourself: Who is this for, what do they care about, what worries them, and what would make them trust you?

Audience type: individual buyers, small businesses, enterprise teams, nonprofits
Awareness level: researching, comparing, ready to buy, returning customer
Top questions: pricing, timing, process, results, guarantees
Trust factors: reviews, case studies, certifications, portfolio, media mentions

Clarify your offer and positioning

If your offer is complicated, your website will be complicated. If your offer is clear, your website gets easier, fast. Write a simple statement: what you do, who it is for, and what outcome they get. If you cannot explain it in two sentences, your homepage will struggle.

For example: “We build bookkeeping systems for freelancers so they can stop guessing at tax time.” Clear, specific, and instantly more helpful than “We provide financial solutions.”

Map your site structure with a simple sitemap

A sitemap is a list of pages and how they relate. This is where your content planning starts to become real. Designers use this to build navigation, page templates, and user flows.

Keep it lean. You can always add pages later, but bloating the initial build often slows everything down. If you are not sure whether you need a page, ask: does this page help the visitor make a decision or take action?

A practical starter sitemap for most small businesses

Home
About
Services (or Products)
Service detail pages (one per core service)
Pricing (optional, but often helpful)
Portfolio or Case Studies
Testimonials (optional if embedded elsewhere)
Blog or Resources
Contact
Privacy Policy and Terms (usually required)

Decide what goes in the main navigation

Main navigation is prime real estate. If you cram in everything, visitors will not know where to click, and your designer will have to invent a menu that looks like a crowded diner placemat.

Keep main nav to 5 to 7 items when possible
Use clear labels (Services beats Solutions almost every time)
Include one standout call to action (Book a Call, Get a Quote, Shop Now)

Plan each page with a purpose, not just a topic

A common mistake in website content planning is creating pages based on topics instead of decisions. A page should guide a visitor toward one primary next step, even if that next step is simply “keep reading.”

Use a simple page planning template

For every page on your sitemap, fill out this mini brief. It takes minutes and can save hours of redesign later.

Page goal: what should the visitor do or understand?
Target audience: who is this page speaking to?
Primary call to action: one main action
Secondary call to action: backup action (newsletter, download, follow)
Key points: 3 to 7 bullets you must communicate
Proof: testimonials, stats, case study links, logos
FAQs: 3 to 6 questions that reduce hesitation

If you do this for your Services page and your main service detail pages, you will already be ahead of most website projects.

Create your content inventory (what you already have vs what you need)

Website projects stall when someone realizes, halfway through, that they need 18 photos, 6 case studies, and a bio that does not sound like it was written during a late night caffeine spiral. A content inventory keeps things grounded.

List all content types your site will need

Think beyond just text. Modern websites rely on a mix of content elements, and designers need to plan layout around them.

Copy: headlines, body text, CTAs, microcopy (button labels, form hints)
Images: brand photos, product shots, team photos, lifestyle imagery
Graphics: icons, illustrations, diagrams
Video: intro video, demos, testimonials
Social proof: testimonials, reviews, logos, certifications
Case studies: problem, approach, results, visuals
Lead magnets: guides, checklists, webinars (if lead gen focused)
Legal: privacy policy, cookie notice, terms, accessibility statement (if needed)

Build a simple tracking table

You do not need fancy software. A spreadsheet works. Create columns for: page, content element, status (have it, need it, in progress), owner, and due date. This alone can prevent the classic scenario where everyone assumes someone else is writing the homepage.

Write or outline your copy before design begins

You do not need perfect copy to start, but you do need direction. Even rough drafts help designers build layouts that fit real messaging, not placeholder text that magically turns into twice as many words later.

Start with homepage essentials

Your homepage is not a life story, it is a decision making hub. People land, scan, and ask themselves, “Am I in the right place?” Help them answer that quickly.

Hero headline: what you do and who it is for
Supporting subheadline: what outcome they get or what makes you different
Primary CTA: one clear button
Key benefits: 3 to 6 quick points
Services overview: short summaries that link to detail pages
Social proof: testimonials, ratings, logos, results
About snapshot: a brief credibility builder, not the full biography
Next step section: how to work with you, what happens after they click

Write service pages that answer the “Yes, but…” questions

Visitors often want your service, but they are thinking: “Yes, but will this work for me?” Your service content should calmly remove doubt, like a friend who has done this before and knows where the potholes are.

Who it is for (and who it is not for)
What is included (and what is not included)
Process explained in 3 to 7 steps
Timeline and what affects it
Pricing guidance or starting points (if you can share)
Results and proof
FAQs that address real objections
CTA that matches intent (book, inquire, get a quote)

Collect your “message ingredients” before drafting

If writing feels hard, it is often because you are trying to invent and edit at the same time. Gather raw materials first, then shape them into copy.

Real customer phrases from emails, reviews, discovery calls
Your differentiators (specialization, process, guarantees, speed, style)
Common misconceptions you want to correct
Stories that show how you help, not just what you do

Design your calls to action and conversion paths

A website without a planned conversion path is basically a well lit hallway with no doors. Content planning should include what visitors do next, and how each page supports that journey.

Choose one primary CTA for the site

Most businesses benefit from one main action that appears throughout the site. That does not mean only one button exists, it means your site has a clear heartbeat.

Lead generation: Book a Call, Request a Quote, Get a Consultation
E-commerce: Shop Now, Add to Cart, View Collection
Appointments: Check Availability, Schedule Now
Authority building: Subscribe, Download Guide, Join Newsletter

Plan micro conversions for cautious visitors

Not everyone is ready to commit on visit one. Give them smaller steps that still move the relationship forward. This is especially important if your service is high-ticket or high-trust.

Email signup for tips or updates
Free resource (checklist, template, mini course)
Case study that matches their industry
FAQ section that reduces friction

Plan your visuals, brand assets, and media needs

Even the best-written content can feel flat without the right visuals. Also, designers can only do so much with a single blurry headshot from 2014 and a logo that exists exclusively as a tiny PNG found in an old email thread.

Gather brand essentials before the project starts

Logo files (SVG or high-res PNG, plus variations)
Brand colors (hex codes if available)
Fonts (or current brand guidelines)
Photography (team, location, products, behind the scenes)
Icon style or illustration preferences

If you do not have brand guidelines, that is okay. Just be honest about it. Some designers can help define a lightweight visual direction, but it is still useful to collect examples of sites you like and dislike so they are not guessing your taste.

Create a quick “inspiration file” that is actually useful

Instead of sending a designer ten random links with “I like this,” add notes. What do you like, the layout, the colors, the spacing, the tone, the navigation, the photos? This turns subjective feedback into actionable direction.

3 to 5 websites you love, with specific notes
2 to 3 websites you dislike, with reasons
Words describing the vibe: modern, warm, premium, playful, minimal, bold

Do basic SEO research before writing too much

SEO works best when it is baked into your content plan, not sprinkled on top like an afterthought. You do not need to become an SEO expert overnight, but a little keyword and topic research will help you choose page titles, headings, and supporting content that aligns with what people actually search for.

Identify your core SEO topics

Start with the obvious: what services you provide and where (if location matters). Then expand into common problems and questions your audience has. Those often become blog posts, FAQs, and service page sections.

Service keywords: “wedding photography packages”, “IT support for small business”
Location keywords: “in Austin”, “near me” (only if relevant)
Problem keywords: “how to fix”, “why does”, “best way to”
Comparison keywords: “X vs Y”, “best”, “top”, “alternatives”

Match pages to search intent

One page cannot rank for everything, and it should not try. Service pages usually target transactional intent (hire, buy, book). Blog posts and guides target informational intent (learn, understand). Your content plan should reflect that distinction so the right pages do the right jobs.

Plan on-page SEO elements in your outline

Before you hand content to a designer, decide what each page is about and how it will be labeled. This helps ensure the final site has consistent, search friendly structure.

Page title (SEO title)
H1 (often similar to the page title, but written for humans)
H2 and H3 headings (your outline becomes the page structure)
Meta description (optional at this stage, but helpful)
Internal links (what pages should link to this one?)

Plan functionality and content-driven features

Some “design” requests are actually functionality requests in disguise. If you want booking, membership areas, calculators, filters, or downloads, content planning should include those needs so the build is scoped correctly.

Ask yourself: what does the visitor need to do, submit, download, or interact with?

Forms: contact, quote request, onboarding questionnaires
Booking: calendar scheduling, deposits, reminders
E-commerce: products, variants, shipping, returns content
Membership: gated content, login pages, onboarding emails
Search: site search, resource libraries
Accessibility: alt text, readable contrast, keyboard navigation requirements

Prepare what your web designer needs (the handoff pack)

Once your website content plan is in place, package it in a way that makes it easy to execute. Designers work faster when they can find everything without playing detective across five email threads and a shared drive full of files called “final_final2.”

What to include in your content planning handoff

Sitemap (page list and navigation)
Page briefs (goal, CTA, key sections, proof, FAQs)
Copy drafts (even if rough)
Content inventory (what exists, what is missing)
Brand assets (logos, colors, fonts, guidelines)
Photos and media (with notes on what goes where if known)
SEO notes (core keywords, page titles, any target locations)
Examples (inspiration with specific notes)

If you can also provide constraints, even better. Mention any must-have tools (CRM, email platform), any legal requirements, and any “please do not do this” preferences. Designers appreciate clarity, and you will appreciate fewer surprises.

A realistic workflow to plan website content in one to two weeks

Content planning does not need to drag on for months. Here is a simple timeline that works for many small businesses, assuming you can dedicate a few focused sessions.

Days 1 to 2: strategy and sitemap

Define primary goal, audience, offer
Draft sitemap and main navigation
Choose primary CTA

Days 3 to 6: page briefs and outlines

Create page briefs for core pages (Home, Services, Contact, About)
Outline service detail pages
List proof assets needed (testimonials, stats, case studies)

Days 7 to 10: draft copy and gather assets

Write rough drafts for core pages
Collect photos, logos, reviews, case study materials
Fill content inventory gaps

Days 11 to 14: SEO pass and final handoff

Assign core keywords and page titles
Check CTAs for consistency
Organize everything in a shared folder, clearly labeled

Could you do it faster? Sure. But this pace leaves room for real thinking, and not just frantic typing while wondering why every sentence sounds like a corporate mission statement.

Common mistakes to avoid when planning website content

These are the traps that tend to cause delays, extra costs, or a website that looks good but underperforms.

Writing content after the design, then realizing it does not fit the layout
Using vague menu labels that force visitors to guess
Trying to appeal to everyone, and connecting with no one
Hiding the offer, making users hunt for what you actually do
Skipping proof, then wondering why people do not convert
Not planning CTAs, so pages end with no next step
Overloading the homepage with every idea you have ever had

If you recognize one of these, it is not a character flaw, it is just part of learning how websites work. The good news is that planning fixes most of it before it becomes expensive.

Summary: your pre-designer website content plan checklist

Planning your website content before hiring a web designer is one of the highest leverage moves you can make. It clarifies scope, speeds up the project, and creates a site that feels intentional instead of improvised.

Goals: define one primary goal and a clear primary CTA
Audience: identify who the site is for and what they care about
Offer: write a simple positioning statement
Sitemap: list pages, decide what belongs in main navigation
Page briefs: goal, key points, proof, FAQs, CTAs
Content inventory: copy, photos, video, proof, legal pages
Draft copy: homepage and core service pages first
SEO basics: topics, intent, page titles, internal link ideas
Handoff pack: organized assets and notes so your designer can build efficiently

With that in place, hiring a web designer becomes less like crossing your fingers and more like collaborating on something you can already picture. And when the first design mockup arrives, it will not just look nice, it will make sense, which is the best kind of nice.