The number one reason websites get delayed? Content. People often underestimate how long it takes to write what actually goes on the site. Design can’t move forward without words — and your words are what connect, guide, and convert your visitors.
Creating a content plan helps you avoid last-minute scrambling and makes the website-building process smoother, faster, and more intentional. It also helps you speak clearly to your ideal audience and stay focused on your message.
Step 1: Know Your Core Message
Before you write a single sentence, get clear on what you want to say and who you’re saying it to.
Ask yourself:
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What does my ideal client need to hear from me?
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What’s the main message I want them to take away?
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What do I want them to do on each page?
Your message should feel aligned with your brand voice and values. Think of it as your through-line — the thing that connects all your pages.
Step 2: Outline Your Pages
Using your site map (from the previous lesson), write out each page your website will include. Then, make space under each one to jot down ideas.
Example:
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Home
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Quick intro to who you are + what you do
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Brief overview of services
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Call to action
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About
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Personal story or business journey
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Why you do what you do
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Your values
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Bio and photo
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Services
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Name and description of each offer
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Benefits, process, and pricing
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CTA to book a call or purchase
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Step 3: Break It Into Bite-Sized Pieces
Website content can feel overwhelming because you’re trying to write everything at once. Instead, break it down by page and section.
Create a checklist:
Home – Headline
Home – Subheadline
Home – CTA
About – Intro paragraph
About – Personal story
About – Values section …and so on.
This turns a giant task into a list of small wins.
Step 4: Write With Purpose
Each section on each page should have a job. Whether it’s building trust, showing expertise, or prompting action, every word should serve a purpose.
Use this mini-framework:
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Hook – Grab attention with a headline or opening line.
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Heart – Share the “why” or story behind it.
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Help – Explain how you solve a problem or offer value.
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Handoff – Invite them to take action (click, contact, book, etc.).
Keep your tone friendly and aligned with how you speak in real life — this helps people connect more easily.
Step 5: Plan for Future Content, Too
Your website isn’t a one-time thing — especially if you’re including a blog or resources section. Create a running list of content ideas that support your goals and speak to your audience’s needs.
Start with 3–5 pieces:
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FAQs your clients always ask
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Behind-the-scenes of your process
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Tips, how-to guides, or personal insights
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Case studies or before-and-after transformations
You don’t need to launch with a full library — just be consistent and intentional.
Homework & Action Items
- Outline all your website pages using your sitemap.
- List the key sections you want to include under each page.
- Start writing content for one page at a time, using the Hook → Heart → Help → Handoff framework.
- Create a short list of blog or resource ideas if you plan to have that section on your site.
- Set realistic writing goals — aim to complete 1–2 sections per day or week.