Building Great Websites


Planning your content

In many ways content is the most important part of your project and the time you spend auditing existing content and creating new content for your site will be worthwhile.

Once you have a deeper understanding of your users and of the tasks they need to complete on your website, you are ready to start planning your content. See our guide to prioritising your audiences and planning user journeys:

Before you start writing, review the user research you have done. Think about the attitudes, expectations, web browsing habits of your users, and the tasks they want to complete online. Good content will help them to achieve these online goals quickly and easily.

If your website is to be successful you will need to ensure that all content is written and structured with user behaviour in mind and takes account of the needs of those using assistive technologies such as screen readers. 

You can improve your website by learning how to audit and analyse content, to write for the web and understand different content types.

Planning, writing and managing good content generally takes longer than you think, so allow yourself plenty of time, especially when you are developing a new website.

Keyword planning for Search Engine Optimisation

Before you start creating content you need to consider Search Engine Optimisation (SEO). The most important aspect of SEO when creating content is keyword planning:

  • Use Google Analytics Search Console to see which search terms bring users to your site
  • Use Keyword Planner in AdWords to see search volume data for keywords and terms
  • Use inexpensive tools like KeySearch https://www.keysearch.co/ to see how you rank and find out how easy it is to improve your rankings

This presentation from Amanda O'Brien details how to do this and demystifies SEO for web content creators.


Amanda O'Brien is a marketing consultant and travel blogger who is passionate about keywords and SEO. She believes that understanding how people are searching and what they are searching for provides extremely valuable insights for marketers and content creators. She puts all of this into effect on her own travel blog website https://theboutiqueadventurer.com