Website content planning connects business goals, audience questions, proof, search intent and editorial ownership. It should begin before layouts are approved.
Inventory before rewriting
List current pages, documents, media, owners, performance and status. Mark each item to keep, improve, merge, redirect or remove.
Plan around questions and decisions
For each audience, identify what they need to understand, compare, trust and do. Then assign those needs to pages with a clear owner.
Separate messages from proof
A claim about quality needs evidence. Approved projects, methods, credentials, policies and useful detail are stronger than adjectives.
Use one page per distinct intent
Several near-identical location or service pages confuse people and search engines. Create a separate page only when the audience and useful content are genuinely different.
Design for real variation
Test long service names, missing images, tables, FAQs, captions, legal text and changing dates. The system should support content without fragile manual spacing.
Assign governance
Record who can create, approve, publish and retire content. Add review dates for prices, policies, product details and time-sensitive guides.