Before anyone designs a single page or writes a single word, you need a plan. I help businesses figure out what content they need, where it should live, and how their audience will move through it.
Content planning starts with Information architecture
Information architecture (IA) is the practice of organizing and structuring digital content so people can find what they need quickly and easily. It covers how pages are grouped, how navigation is labeled, and how content flows from one section to the next. Think of it as the blueprint of your website.
What else IA covers:
- How many pages your site needs and how they connect
- Which content belongs on which page
- How users move through your site from arrival to conversion
- Where content gaps exist and what needs to be created
- How your structure supports findability in search and AI tools
- How to organize content so it scales as your business grow
What website planning looks like
Information architecture
I’ll design a site structure that organizes your content logically, defines how pages relate to each other, and makes navigation feel effortless for your audience. This is the foundation everything else is built on.
Navigation guidance
Navigation is one of the most overlooked parts of a website plan. If users can’t find what they’re looking for in a few clicks, they leave. I’ll design a clear, intuitive navigation structure that guides your audience through the journeys that matter most to your business.
Collaborative planning sessions
Website planning isn’t something I do in isolation. I’ll run collaborative sessions with your key stakeholders to make sure the plan reflects your business goals, your audience’s needs, and the reality of what your team can build and maintain.
I’ll also work alongside your design and development teams to make sure the content structure is accurately reflected in any wireframes or prototypes so the plan doesn’t get lost in translation when the build begins.
Content gap analysis
Before planning what to build, I need to know what you already have. I’ll audit your existing content to identify what’s working, what’s missing, and what needs to be created. For regulated industries, this also means making sure your content covers the questions your audience is actually asking in a way that meets your compliance requirements.
Content briefs
Every page on your site needs a brief before anyone starts writing. I’ll create detailed briefs that outline the goals, audience, key messages, and tone for each page so your content team knows exactly what to produce and why.
What a typical website planning engagement looks like
Every project is different, but here’s how I typically approach website planning. Depending on your needs, we may focus on specific areas or work through all of these steps.
Discovery
We start by getting a clear picture of your business, your audience, and your current website. What’s working, what isn’t, and what do you actually need your site to do? For regulated industries, this also means understanding your compliance environment, your stakeholder landscape, and any accessibility requirements that need to be built in from the start.
Content and site audit
Before planning anything new, I take stock of what you already have. I’ll review your existing content and site structure to identify gaps, redundancies, and opportunities. The goal is to make sure the new plan is grounded in reality and builds on what’s already working rather than starting from scratch unnecessarily.
Knowledge transfer
I’ll work alongside your design and development teams to make sure the plan gets implemented accurately. Before we wrap up, I’ll make sure your team understands the structure well enough to maintain and build on it going forward. You shouldn’t need me forever, but you’ll know where to find me.
Stakeholder interviews
The people closest to your business know things about your audience that no brief can capture. I’ll talk to key stakeholders across your organization to make sure the website plan reflects the full picture, not just one team’s perspective. In regulated industries, this often means getting legal, compliance, and communications teams in the room early so nothing gets missed.
Site mapping
With research and audit insights in hand, I’ll design your site structure. This is where we define your pages, your hierarchy, and your navigation. You’ll see exactly how your site will be organized before anyone starts designing or building, and we’ll make sure everyone is aligned before moving forward.
Consider These Stats
Here are some more reasons to consider hiring someone to take care of your website planning:
75%
of users judge a company’s credibility based on its website design and how well they can find important information.
25% less bounce rates
Websites with clear information architecture and well-organized content can reduce bounce rates by 25%.
42%
of users become frustrated when they can’t find the information they’re looking for on a website.
You're in Good Hands. Let's work together
With so many content strategists out there, it’s hard to know who to trust. Here’s what sets me apart — and the results to back it up.
10+ years of experience: I’ve been working in content strategy for over a decade across healthcare, financial services, legal, telecom, and beyond. I’ve seen what works, what doesn’t, and how to navigate the unique challenges that come with regulated industries.
A journalist’s foundation: I started my career as a journalist — which means I know how to ask the right questions, find the real story, and turn complex information into content people actually want to read. That instinct is at the heart of everything I do.
Real results:
- Helped a healthcare client achieve a 24% increase in return visitors through a content strategy overhaul
- Consolidated over 100 pages for a non-profit, making their site easier to navigate and maintain
- Reduced bounce rate by 15% for a financial services client through targeted content improvements
- Developed a content governance framework for a major healthcare organization
- Contributed to a healthcare website redesign that went on to win a design award
A true partner: I don’t deliver a document and disappear. I work alongside your team, share my thinking every step of the way, and make sure you’re set up to maintain and build on everything we create together.
Frequently asked questions
What's the difference between website planning and website design?
Website planning is the strategic work that happens before design begins. It covers what content you need, how it should be organized, and how users will navigate your site.
The website design comes after, making everything look great. Getting the plan right first means the design process is faster, smoother, and far less likely to need expensive revisions.
Do I need website planning if I'm just refreshing my existing site?
Yes, especially if your current site isn’t performing the way you’d like. A refresh without a plan often means applying new design to the same underlying problems. A content and structure audit before you refresh will tell you what’s actually causing the issue and make sure the new version fixes it properly.
When should I start thinking about website planning?
The earlier I’m involved, the more influence the content plan can have on the overall structure and design of the site. That said, I can also step in mid-project if things have gone sideways and you need someone to get the content side back on track
Blog post
Why your IA matters for your business
Information architecture (IA) is the foundation of a website’s structure. It involves organizing and structuring content in a logical and intuitive way, making it easier for users to navigate and find what they’re looking for.
Related service
Content Strategy is the foundation of your digital experience
It connects business goals, user needs, and messaging into experiences that feel clear, consistent, and purposeful across every touchpoint.