Website Content Planning Guide

Before We Begin

Here's the thing about great websites — they're not just pretty designs. They're stories. Your story, specifically. This guide will help you tell that story in a way that connects with your people and helps your business grow.

You don't need to be a professional writer. You just need to be you. Write like you're talking to a friend over coffee. That authentic voice? That's what we're after.

Part 1: Your Page-by-Page Content Guide

Let's break down each page of your website. I'll tell you exactly what content to gather, give you some copywriting magic, and share examples to spark your creativity.

Home Page

Your home page is like your digital front door — it's where you make that crucial first impression. We need to nail this one.

What to Include:

• Hero headline: One powerful sentence that tells visitors exactly what you do and who you help
• Subheadline: A supporting sentence that adds emotion or clarification
• Brief introduction: 2-3 sentences about you or your business (save the full story for your About page)
• What you offer: Quick overview of your main services or products
• Social proof: A testimonial, client logos, or a key achievement
• Clear call-to-action: What do you want visitors to do next?

Copywriting Tips:

• Lead with benefits, not features. Instead of "I offer web design services," try "I help creative entrepreneurs build websites that actually convert."
• Use "you" more than "I" — make it about your visitor
• Keep sentences short and punchy for easy scanning
• Include emotional words that resonate with your ideal client

SEO-Friendly Writing:

• Include your main service + location if relevant (e.g., "Web Designer in Melbourne Beach")
• Use natural language — Google loves content that sounds human
• Think about what your ideal client would search for

About Page

This is where you get to be human. People work with people, not businesses. Let your personality shine through!

What to Include:

• Your story: How did you get here? What's your why?
• Your values: What drives your work?
• Your expertise: What makes you qualified (without the boring resume stuff)
• Personal touches: Fun facts, hobbies, or what you're watching on Netflix
• A professional photo: Yes, it matters! Show your face.
• Call-to-action: Guide them to the next step

Copywriting Tips:

• Start with a hook — something unexpected or relatable
• Use storytelling. "In 2019, I quit my corporate job with nothing but a laptop and a dream..."
• Be vulnerable. Share a challenge you overcame
• Write in first person ("I" not "we" unless you're a team)
• End with connection — invite them to reach out

Services Page

This is where you show how you can help. Focus on transformation, not transactions.

What to Include for Each Service:

• Service name: Keep it clear and simple
• Who it's for: Be specific about your ideal client
• The problem you solve: What pain point does this address?
• Your approach: What makes your method special?
• What's included: Clear deliverables or features
• Investment: Pricing (or "starting at" if it varies)
• Next steps: How to get started

Copywriting Tips:

• Name your services creatively if it fits your brand (but keep a descriptor too)
• Use benefit-driven headlines: "Website Design That Converts" not just "Web Design"
• Include mini case studies or results if you have them
• Address objections within your copy

Contact Page

Make it easy for people to reach out. Remove any friction between them and that first hello.

What to Include:

• Warm invitation: A friendly paragraph encouraging contact
• Contact form: Name, email, and message fields (keep it simple)
• Response time: Set expectations (e.g., "I'll respond within 48 hours")
• Alternative contact: Email address for those who prefer it
• Social links: Other ways to connect
• FAQ: Answer common questions to reduce barriers

Part 2: Photography & Visual Content

Great visuals make your website memorable. They set the mood before anyone reads a single word. Let's make sure yours are on point.

Choosing the Right Images

Types of Images You'll Need:

• Hero images: Large, impactful images for page headers
• About photos: Professional headshots and lifestyle shots of you
• Service images: Visuals that represent what you do
• Detail shots: Smaller images to break up text
• Social proof: Client work, testimonials with photos, etc.

Photography Style Tips:

• Consistency is key: Choose images with similar lighting and color tones
• Natural light: Always looks best — shoot near windows or outdoors
• Real over perfect: Authentic shots often connect better than overly staged ones
• Brand alignment: Images should feel like they belong to your brand
• Diversity matters: Show different people, perspectives, and situations

Organizing Your Image Files

A little organization now saves us both time later. Here's my simple system:

File Naming Convention:

• Use descriptive names: about-jane-headshot.jpg not IMG_4839.jpg
• Include the page: home-hero-image.jpg
• Use hyphens, not spaces: service-web-design.jpg
• Keep it lowercase: easier for everyone

Recommended Stock Photo Sites:

• Unsplash: Beautiful free photos (unsplash.com)
• Pexels: Diverse free stock photos (pexels.com)
• Stocksy: Premium, unique photos (stocksy.com)
• Death to Stock: Authentic lifestyle photos (deathtothestockphoto.com)
• Burst by Shopify: Free business-focused images (burst.shopify.com)

Part 3: Sending Your Content to Me

You've done the hard work of creating your content. Now let's get it to me in a way that's easy for both of us. Don't worry — I've got options for every comfort level!

Option 1: Google Drive (Recommended)

This is my favorite because we can both access everything easily and make updates in real-time.

Step-by-Step Instructions:

1. 1 Go to drive.google.com (create a free account if needed)
2. 2 Click "New" → "Folder"
3. 3 Name it "[Your Name] Website Content"
4. 4 Inside, create subfolders:
   • Copy (for all your text documents)
   • Images (for all photos and graphics)
   • Logos (for your brand files)
   • Inspiration (optional — for reference sites you like)
5. 5 Upload your files to the appropriate folders
6. 6 Right-click the main folder → "Share"
7. 7 Enter my email: ezekiel@rubyzmaison.com
8. 8 Click "Send" — Done!

Option 2: Dropbox

Similar to Google Drive, just a different platform. Great if you're already a Dropbox user.

• Create a folder with your content organized the same way
• Click "Share" → Add my email → Send invite

Option 3: WeTransfer (For One-Time Sends)

Perfect if you just want to send everything once without creating accounts.

• Go to wetransfer.com
• Upload your files (up to 2GB free)
• Add my email and yours
• Include a message like "Website content from [Your Name]"
• Click Transfer!

Option 4: Email (For Smaller Files)

If you just have text documents and a few images, email works fine!

• Send to: ezekiel@rubyzmaison.com
• Subject: "Website Content — [Your Name]"
• Attach your documents and images
• If files are too large, your email will tell you — then try one of the options above

Your Final Content Checklist

Almost there! Use this checklist to make sure you've gathered everything. Don't worry if you're missing something — we can always add it later.

Bonus: Quick Copywriting Formulas

Stuck on how to write something? These formulas always work:

The Problem-Agitate-Solution Formula:

1. Identify the problem your client faces
2. Agitate it (remind them why it's frustrating)
3. Present your solution

The Before-After-Bridge Formula:

1. Before: Where they are now
2. After: Where they want to be
3. Bridge: How you help them get there

The Feature-Benefit Formula:

For every feature, explain the benefit:

• "Mobile-responsive design" → "Your site looks perfect on every device"
• "SEO optimization" → "Your ideal clients can actually find you on Google"
• "Fast loading speed" → "No more losing visitors to slow load times"

Helpful Resources

Free Writing Tools:

• Hemingway App: Makes your writing clear and bold (hemingwayapp.com)
• Grammarly: Catches typos and grammar issues (grammarly.com)
• Answer the Public: Find out what people search for (answerthepublic.com)
• Headline Analyzer: Test your headlines (coschedule.com/headline-analyzer)

Color Psychology Quick Guide:

• Red: Energy, passion, urgency
• Blue: Trust, stability, calm
• Green: Growth, health, nature
• Yellow: Optimism, creativity, warmth
• Purple: Luxury, creativity, wisdom
• Black: Sophistication, elegance, power
• White: Simplicity, cleanliness, space