Your website is essentially the face you present to your customers in the digital space. In fact, in the age of social media channels that seem to rise and fall with the trends, the only sure way to secure your digital presence is by having your own website.
This is why it’s crucial that you create a website content plan that can effectively showcase your brand and its services.
Think of your website as a repository of knowledge for your brand. You’ll want your clients to have a good experience thus, you create a visually appealing website to entice them.
Aside from that, you’ll want to create media-rich pages that can keep them entertained. All of these combined ensures that your brand is set for the future of digital marketing.
In this article, we talk about how to write a website content plan for your business. Whether you’re creating a new website from scratch or revamping your current one, you can consult this guide for direction. Let’s get started!
1. Understand Your Offer
Before you get started on creating website silos, you need to understand what your USP (Unique Selling Point) is. This is because everything you put on your website will revolve around this.
A USP is a value that your company upholds that makes it stand out from your competitors. To better demonstrate, we’ve listed below some great examples of brands that have executed this task well:
- FedEx’s, “When it absolutely, positively has to be there overnight.”
- Third Love’s, “We have the right fit.”
- Best Buy’s, “Find a lower price and we’ll match it.”
The examples above show how a USP can really set the tone for your brand’s marketing.
2. Evaluate and Analyze
Once you’ve settled on your USP, the next step is to evaluate and analyze your website’s collaterals. This is basically an inventory of the pages and content that you have.
Your website should have the following pages:
- About Us
- Contact Us
- Hidden Pages such as landing pages for offers and lead magnets and a 404 page
Aside from taking an inventory of your content, you should also check your website’s analytics tools to gauge your website’s performance. If you don’t have Google Analytics installed yet, then be sure to register for this free tool for your asset.
3. Establish Goals
Once you’re finished with inventory and understood your USP, you’ll need to establish your goals.
Here are some questions you can ask yourself to help set your KPIs:
- What are your objectives?
- Why are you making this change?
- Who is your target market?
- Which part of the buyer’s journey are you targeting? (Awareness, consideration, or decision)
- What are your deadlines?
- When do you evaluate your website’s performance?
- What are your metrics for success?
4. Map Out the Website
After setting your goals, you’ll need to map out your website. You can create a website content plan template on any drawing or notetaking tool, before moving forward with it. Aside from your website’s silo, you can also take this time to visualize how your website will look, so you can start to look for website design tips to help you get started.
Additionally, you should make sure to optimize your website to be mobile-friendly, especially because Google prefers indexing mobile-friendly websites with a responsive design.
5. Set Keywords
Once you’ve planned your website’s architecture, you’ll need to start looking for keywords that you’d like to rank for. This is where the SEO marketing strategy starts to kick in. You don’t need to focus on just one keyword per page, you can have a group of related keywords to help each other.
Just make sure to avoid using a keyword multiple times in quick successions to avoid getting flagged for keyword stuffing.
6. Create Content
In the world of SEO, helpful content will always be king. When you have your keywords and your website content plan, it’s now time to create content. You can get started by thinking of what your target market would like to learn about.
Providing large amounts of information isn’t enough, to keep your articles and pages looking great, you’ll need to add some media. Tell a story, make it sound conversational, and make it informative. But make sure to avoid spammy content while you’re making new pages.
7. Add Photos with JumpStory
Now that you have a direction down, you’ll need to ensure that you have graphics to complement your website content plan. This step isn’t just to make your website look more visually appealing but, it’s also to give your users a better experience on your site and help in SEO, as long as you’re using relevant media. However, as an SME it can be difficult to source high-quality photos for your website.
If you’re looking for a stock photo provider who can help you tell a better story, check out Jumpstory? JumpStory is a company that supplies clients with authentic and high-performing photos for their websites.
Click here to avail JumpStory’s 7-day FREE trial, so you can start building a visually appealing website.
About the author
Marc Bartolome is the Head of Business at SEO Services Australia, a strategist, and enabler of hundreds of successful digital marketing campaigns. Always looking out for the little guys, he specializes in helping SMEs create a bigger impact online – which is why he writes blog posts like this.