How to plan your website content

Create an organized sitemap!

Website Planning & Content  ·  2 comments

One of the biggest struggles my clients face when starting to plan their websites is how to organize their content. The instinct can be to include everything on one page, or as few pages as possible. Others want to break things out too much and end up with very little content on more pages than are necessary.

When you’re starting to plan your website content and site map, there are a few things to remember:

Keep it simple.

Website hierarchy should NOT be complicated. Most websites only need a few pages to be effective: a homepage, a services/products page, a background/about us page, and a contact page. Beyond that, maybe you’ll need a portfolio, a testimonials page, an online store, or a blog. Even if your website has 50+ pages, it can still be organized into 5-6 main categories so users aren’t overwhelmed with they first visit.

Another note: the page names shouldn’t be mysterious – functional over fancy, every time!

Focus on your audience.

Rather than what YOU want to say, what is your audience looking for when they visit your site? What are their pain points and problems, and how can you organize your content in a way that makes sense and helps them find the solution they need? What is going to generate leads?

By focusing on what the audience is looking for, it often becomes clear how things should be structured and what’s most important.

Create a logical outline.

We like to overthink things! And in the case of website content, it’s easy to do. In an effort to be fancy or appear sophisticated, a website can end up convoluted and confusing. Organize your website content into logical groups to keep things from getting lost in the shuffle.

Maybe your services need to be broken down into separate pages. Or maybe you have several service umbrellas, so those need to be separated into groups:

Web Design
– Strategy
– Design
– Development
– Hosting

Print Design
– Brochures
– Business Cards
– Product Packaging

Video Production
– Casting
– Recording
– Promotion

Separating your website content – especially your services – into groups helps to keep it all organized and logical for your visitors. Listing every service on one page not only looks messy and hurried, it can be confusing and difficult for your audience to find what they need.

When you organize your website content into parent/child groups, you’ll want to decide if that parent page or heading on the menu (using the example above, ‘Video Production’) will be its own page or just a menu item that drops down into the child pages. Tip: making that parent page a landing page that describes and links to those child pages is another chance for SEO (search engine optimization) so even though it means writing additional content, it can be well worth it!

Creating a separate page for each service allows potential customers to focus in on what they’re looking for, and it allows you to be specific in the call to action for that service. Perhaps if someone is interested in website hosting, you want to direct them to specific contact form on your site. But if they are inquiring about Package Design, you have a different method of contact. One page per service helps keep things clean, simple, and clear for the user.

Link it all together.

Giving users more than just one way to find a page can help with both SEO (search engine optimization) and user experience. Adding links to sidebars, within content, and in the footer increases internal links and helps to highlight your best content. This is especially helpful if you have a site with a lot of child pages – it can take a few clicks to get to those in the main navigation bar, but if you add some direct links to deeper pages, that can get users there faster.

Creating an organized site map at the beginning of a website project helps keep the primary goals from being forgotten along the way. When you organize your website content before starting on the aesthetics of the site, the design can be built around the content structure, leading to a more effective and profitable website!

How to organize your website content: When you're starting to plan your website content and site map, there are a few things to remember.

I'm Jen, a WordPress web design & development expert.

I combine my techie, web-geek expertise with my creativity and visual design talents to create amazingly effective websites. I’ve helped hundreds of small business owners, bloggers, and entrepreneurs build a web presence so that they can land their ideal clients, make more money, and reach their goals faster. Learn more »


  1. Ky Toure

    March 8, 2018 4:10 pm

    Very interesting post and something all small business owners could use.

  2. Dennis

    April 4, 2018 10:56 am

    This is a great guide for businesses that need to organize their website and create approachable content. It can help with financial marketing by attracting more consumers to their website. As you mentioned, an appealing aesthetic is definitely key for a more effective and profitable website!

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