When planning a new website for a startup, it can be overwhelming to figure out all the content you’ll need. To help, I’ve compiled some of the most frequent questions I get from clients about how to start planning and creating content for their sites. Let’s break it down.
- Start with a Solid Plan
First things first: know your audience. Who are you creating content for? If you don’t know your customer, you can’t create the right content for them. A great way to figure this out, especially if you’re just starting out, is to consider yourself your target market. After all, you’re launching this business because you have a solution to a problem—think about how you’d find that solution if you were the customer. - Keyword Research and SEO
Keyword research is critical if you want people to find your site through Google. But what does that really mean? Essentially, it’s about identifying the words and phrases people will use to find your service.
If you’re new to this, start by thinking about what you would type into a search engine to find your own product or service. Are you asking a question? Typing in a specific phrase? The more specific you get, the better. For example, “best guitar website” will have a ton of competition, but “best guitar pedal builders in the UK” is much more niche and easier to rank for.
- Creating Click-Worthy Content
Once you’ve nailed down your keywords, it’s time to focus on the content itself.
There are so many ways to fill your site with engaging content. Think beyond just blog posts:
Social media posts
- Infographics
- Webinars
- Case studies
- How-to guides
- Podcasts
- Newsletters
- E-books
Whatever content you choose, make sure your primary call to action (CTA) is front and centre. Whether it’s joining your mailing list, filling out a form, or making a phone call, make it easy and obvious for visitors to take the next step.
When writing the specific content, you need:
- A strong title that grabs attention.
- A compelling opening paragraph that tells readers what to expect.
- Detailed sections that dive deep into a problem or a set of options, providing your own views, solutions, or examples.
- Be specific, and don’t hold back. The more valuable information you provide, the more trust you build with your audience.
Pro tip: Don’t be afraid to share all the details—even the ones you think competitors might steal. That fear-based approach is useless. Your competitors aren’t stalking your site for hidden gems. Instead, by sharing everything, you’re positioning yourself as a trusted expert.
- Don’t Obsess Over Keywords
Yes, keywords matter. But if you’re focusing on providing valuable, problem-solving content, the right keywords will naturally appear. What matters more is that your content addresses your audience’s needs and solves their problems. - Technical Stuff? Leave That to the Developer
Things like landing pages, responsive templates, metadata optimisation, and apps? That’s your web designer’s job. What you need to focus on are your business goals, your audience, and how you can help them.
That said, do have a conversation with your developer. Make sure they understand your objectives and ask them what you need to know about the technical elements. It’s essential to trust that they’ve got the expertise to build a site that supports your business goals.
Final Thoughts
Getting your website content together is the first step in creating a site that works for your business. Once you have your content plan, talk to a web developer or designer—they’ll help you figure out the technical aspects and fill in any gaps.
With a solid plan and the right content, you’re setting yourself up for success. Good luck with your project!