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How To Organize And Write Content For Your New Website

October 20, 2021 Stephanie Fisher

How To Organize And Write Content For Your New Website

Moving your content to a new website can feel overwhelming. You have both a blank canvas and plenty from your current website that you could bring over. This blog will walk through the steps involved in identifying content worth keeping, organizing your new website, and writing new content.

 

1. Start with a Content Audit

Before building your new website, you need to understand what content you have. Though this process will take a bit of time, this planning process will help you plan what you specifically want different on your new website.

Start with an Excel or Google Spreadsheet. Create tabs along the bottom with each different kind of page your website currently has (Product Pages, Case Studies, Blog Content, etc.). Then, identify all of the pages you have in each category. 


For each page:

  1. Determine the goal for the page
    Each website page should have a specific goal. Write down the specific goal each one of your pages should accomplish.

  2. Identify how this page accomplished the goal
    Write down what your pages are doing well to help you accomplish your goals. This will help you understand the aspects you are looking to keep for your new website.

  3. Identify how this page isn’t accomplishing the goal
    Write down how the web page doesn’t achieve the goals you have set out. This will help you know your greatest areas of improvement.

For example, if you have a case study, the goal is to share the results of what your product was able to achieve. For the case study to do well, the case study should share the results through engaging visual elements that organize data well. If your case study doesn’t provide hard data that provides a clear picture of the success you’ve helped your customers generate, then your case study hasn’t accomplished the goal.


2. Create a Site Map

As you audit your content, you will also want to create a site map. Your content audit will help you see all of the content you currently have. Your site map will ensure you know how your current content relates to one another.

While it’s time-consuming, mapping your current website reveals how visitors are navigating your website. Then, you can better organize your content to direct your website visitors towards conversion opportunities.

To create a visual sitemap, check out Gloomaps. This tool will help you organize your thoughts as you look at how to better organize your content. With a more robust website, you may want to only focus your sitemap on the main website pages. With your supporting blog and podcast content, cluster that content to link to relevant landing pages.

 


As you map your current website pages, three things will happen.

  1. You will understand how your current navigation works.
    During this deep dive, you will want to note the things your website does well today and what you will want to improve on your new website.

  2. You will identify content gaps.
    Take note of the content you’re missing, for example, a newer product that never got a dedicated product page or supporting blog content on a major product. Identify the content you need to create.

  3. You’ll find pages that are now irrelevant.
    Highly effective marketing teams treat the website as a living, breathing marketing asset. As a result, there are often plenty of pages created and sometimes pages that become forgotten. Identifying these pages will save you time, so you don’t just recreate every page on your existing website.

3. Conduct Keyword Research

With an idea of the current content and how it all works together, it’s time to look at how your current content is performing. Your keyword research will give you a baseline from which you can grow. 

Additionally, it’s another opportunity to look at more potential content gaps. If there are high-intent keywords you aren’t ranking for, this is a prime opportunity. Create a content roadmap to rank for more keywords that will drive revenue.

For your keyword research, check out SEMRush (They have a 14-day free trial). Within SEMRush, create a Site Project, and run a website audit. From there, look at the organic keywords. This will help you to identify the keywords you are currently ranking for. 

Additionally, you can upload keywords to the Position Tracking tool. Then, you can see exactly where your website ranks for the keywords that have the highest intent to buy.

 

 

Once you’ve identified where your current content is ranking, you’ll have a few options when you build the new website.

  1. Leave Your Content As It Is
    If your content is ranking well, or if the content isn’t a high-priority piece of content, just pull it over to the new site. If you set up your redirects correctly, you shouldn’t take too much of a hit in search engine ranking.

  2. Repurpose the Content
    If your content is ranking, but you need it to rank higher, add more information to existing content and republish it as new content. Since Google prioritizes genuinely helpful content, this should help you rank higher.

  3. Build Internal and External Links
    One of the largest ranking factors for Google is referring domains and links. The more websites pointing to your page or “link juice,” the more Google recognizes it as good content. Internally, link all relevant blog posts to product pages that you want to rank higher. It’s the easiest way to generate more links to one page.
    Externally, leverage your relationships with industry adjacent companies to create guest blog content that links back to your most important content.

 

4. Identify the New Content You Need to Create

Prioritize your must-have content. In an ideal world, you’d fill content gaps with new content before launching your new website. But often, you can’t do everything all at once, and that’s okay. Add less critical content to your post-launch content roadmap. 

For example, you can likely launch your new website without all of the supporting blog content needed to boost the rankings of a service page. You can’t launch the site without the service page.

 

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5. Create a New Sitemap

With the foundational work in place, it’s time to start looking at building your new website. Create a new visual site map, either building off your current site structure or starting from scratch.

The sitemap won’t outline every single page. Instead, it identifies your most critical pages and your ideal navigation to achieve results.

 

6. Create Outlines for Your Critical Pages

With the new sitemap, you’ll want to create a high-level outline of each of your critical pages. The main points of your outline will be the top-level navigation of your sitemap, and you'll drill down to individual pages from there. 

For instance, in the About Us section, you may have several pages about your Company. You’ll want to include the sections you’ll have on each page in the outline. 

Additionally, you’ll want to refer back to your content audit for the goals of each page.

Outlining not only helps you organize the words on the page but also the images you'll need to gather, CTAs y, and other content.

Below is an example of an outline: 

About Us: Webpage

  • Goal: Educate visitors about our Company
  • Content to include: overview of your Company, what you do
  • Call to action: subscribe
  • Image: Office building

Mission: Webpage

  • Goal: Educate visitors about our purpose
  • Content to include: Mission Statement
  • Call to action: subscribe
  • Image: team members

History: Webpage

  • Goal: educate visitors about our successful track record
  • Content to include: timeline of Company
  • Call to action: Subscribe
  • Image: historic photos A, B, and C

Team: Personnel Directory

  • Goal: show visitors our team members expertise
  • Content to include [Lister]: name, image, title, bio
  • Call to action: contact Us
  • Image: team Photo

 

7. Wireframe The Website Copy

Now that you have an outline of each page, it’s time to write the content in a website wireframe. A wireframe structures the content of a page, making it easy for a designer to bring your ideas to life.

To get started, refer to the outline you had in the previous step. The outline should provide the goal, a basic idea all content should relate to, and the call to action you’ll want to repeat down the page.

Look back at the notes you made of the things you’d change about your existing pages. Start with the content you have that you like. Copy that content over into a Google Doc and start editing from there.

Also, know this section can be revised, reviewed, and rewritten. The goal of the first pass is to create something better than your current website. As you work with other team members and outsourced writers, you’ll find the content that’s at the point you’re ready to launch.

With the right content management system, you’ll constantly test the messaging for conversion rate, bounce rate, and more to continually improve the website.

If you need help organizing your thoughts, use the StoryBrand framework. This framework will help you clarify your message so you can keep the content focused on the customers.

 

8. Polish Your Content

With a large website overhaul, set out each week to write a certain number of pages. Once you’ve written the content, put those pages away for a week while working on different content. 

After you’ve had a page out of your mind for a week, revisit the content and read it out loud. You’re trying to do a few things with this approach.

  1. Review Your Content With Fresh Eyes
    If you write pages and pages of content, there comes a point where you are putting words on paper, but it’s not effective web content. Before you send the content off for proofing, you allow yourself to review your content without being so deep in writing.

  2. Keep it Simple
    The average reading level in America is a 7th-grade reading level. When writing website copy, your content should only focus on the most important information. Save more in-depth content for blogs, e-books, and pillar pages.

  3. Make Sure It Will Rank
    Search engines want content that works well for people, but they are also matching specific keywords. Don’t sacrifice quality content so you can stuff your landing pages with keywords. But if there’s an option between two phrases that mean the same thing but one will help you rank higher in search, prioritize ranking in search.

Once you’ve reviewed your content, get a second set of eyes. The best content marketing takes a team, so don’t try to do everything on your own. The second set of eyes will offer valuable insight you won’t see. 

 

9. Send It Off for Design and Launch the Site

At this point, the main content for the website is completed! Well done! It’s time to get your web designer involved. 

Based on the items you’d like changed from the previous website and your ideas for the new website, including any design notes you’d like to offer. Then let the designer take the words you created and make them visually stunning. All that’s left now is to launch the website!

 

10. Continually Improve Your Website

The last thing you want to do is think about improving your website. 

A website project is often a massive undertaking involving numerous departments and spanning months. With that said, the goal of continuous improvement is to avoid the need for another massive website project. If there were specific content gaps, you couldn’t fill prior to launching your new website, start building a content roadmap. 

By building a content roadmap, you’ll have months to focus on new content creation and existing content optimization. With this approach to your website, you’ll constantly see increases in traffic, conversions, and revenue.

 

Get Started Today

After reading this blog, you know to organize and write new content for your website. For most readers, you’ll need to start by conducting a content audit.

If you are still trying to get a pulse on your next move for your website, check out the Website Audit Kit.

 

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Stephanie Fisher

Stephanie Fisher

Steph leads our client delivery team and is obsessed with delivering quality work, creating an efficiency machine, and mastering the tools and disciplines to achieve success for our heroes. At home, she loves listening to true crime podcasts, playing with her daughters and two pugs, and singing in a local rock band with her husband.

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