If you wrote a few books in your lifetime then you should probably skip this article. For the rest of us, when we think of writing content, we probably think of staring at a blank Word document in a very loud coffeeshop.
The thought of having to write 5 to 10 pages of content probably overwhelms you. And it should if you don’t break it down into smaller pieces and create a content plan. This article will help you do exactly this, so that you stop worrying about filling up blank pages and start having fun while sharing your wisdom with the world through your own eyes.
A content plan turns scattered pages of information into a focused journey that leads users exactly where you want them to go.
Website content planning, your secret tool if you are not a pro writer
A content plan helps you break down the big goal of writing content for your website into small and actionable tasks. It is meant to create a sort of repeatable process that you can easily follow every week or month to consistently brainstorm, write, publish, and promote your content to the world.
A content creation plan also sets out general guidelines to be followed throughout your website. Having these defined ahead of time will make sure your website will speak in one voice and will save you many hours of reviewing and changing your content.
Without a plan, writing content becomes reactive and messy. You won’t survive more than a few months writing content without a plan. It isn’t rocket science, let’s dive into it.
What to Write First (Priority Order)
Not all content is equally important, and writing in the wrong order will create chaos in your head. This is where most people get stuck, so here’s a simple and clear order, in which you should write your website content
Homepage.
Your homepage sets the tone for everything else. It should quickly explain:
- Who the site is for
- What you offer
- Why it matters
- What to do next
This page guides users and informs how you write the rest of the site.
Core Conversion Pages
These directly support your main goal. Examples:
- Services / Products pages
- Landing pages
- Contact / Booking page
These pages should clearly answer:
- What do I get?
- Why should I trust you?
- How do I move forward?
About Page
This builds trust after interest is established. Focus on:
- Your relevant story
- Your mission or values
- Why you’re qualified to help
This page supports decisions, it doesn’t need to sell first.
Support Content
Support pages remove doubts and friction. Examples:
- FAQs
- Testimonials
- Case studies
- Explainer pages
They make saying “yes” easier.
Blog / Resources (Last)
This is important, but not urgent before launch. Start small and expand later.
Create a content map
A content map keeps everything aligned. It helps you see who each page is for, what goal it supports and what action it leads to. This prevents overlap and confusion. A simple table works wonders:
| Page | Audience | Goal | CTA |
| Homepage | New visitors | Explain value | Learn more |
| Services | Interested users | Convert | Book a call |
| About | Curious users | Build trust | Contact |
| Blog | Researchers | Educate | Subscribe |
This keeps your content aligned.
What to Include on Each Page (Content Checklist)
High-priority pages should be easy to scan and easy to act on. Use the below checklist to make sure you include the most important elements and avoid those who can hurt your conversions
Include:
- Clear headlines (benefit-driven)
- Simple, scannable paragraphs
- Visual breaks (lists, sections)
- Social proof (where relevant)
- One strong CTA
Avoid:
- Long block of texts
- Vague marketing language
- Multiple competing CTAs. Leaving your visitor confused which one she should choose
Consistency: The Secret Weapon
Consistency makes your website feel more professional. Big consulting firms get paid millions for producing, amongst others, consistent documents. This is no surprise, since a consistent document will considerably improve the trust perceived by readers. The trick of these consulting firms is to use global consistency rules.
They do deep consistency checks across several dimensions in a review cycle before submitting their work. You can do the same with your content, and instantly gain your visitor’s trust. It is a simple process. Yes, it might be boring, but it is a necessity and makes a huge difference. Maintain consistency in:
- Tone: friendly, professional, casual, expert
- Terminology: same words for the same things
- Formatting: headings, spacing, bullet styles
- Voice: “we” vs “I” vs “you”
- Any specific terminology which is specific for your industry or situation
- The way you format a table
- Anything else that will catch your eye where it should not
Tip: Create a simple list of global consistency rules, at the beginning, and keep adding to the list as you progress through your content writing journey Before finalising a piece of content, always check it against each rule and make your adjustments.
Now that you are armed with a Content Plan, the actual task of creating content should feel much more about process than creativity. Let’s get your Content Plan created now.