Paul Projects

If you're starting a new website project — whether it's for yourself or a client — the biggest mistake you can make is opening Figma or writing code too early. A beautiful layout means nothing if the structure and purpose of the website haven't been thought through.

In this post, you'll learn how to properly plan a website structure and content from scratch. We'll walk through the exact steps I take when working with businesses. Then, we'll apply it in practice by planning a site for a fictional business coach.

Why Planning Comes Before Design

Great websites convert. They turn visitors into leads, leads into clients. And that only happens when a website is:

Clear about what it's offering
Speaking directly to its audience
Structured in a way that guides the user to take action

Planning the structure before design ensures:

You're not guessing what goes on the page
The copywriting aligns with your business goals
Your layout supports the journey you want the user to take

Step 1: Define the Purpose of the Website

Ask yourself: What is the primary goal of this website?

Examples:

Book 1:1 coaching calls
Sell digital courses
Capture email subscribers
Build authority as a thought leader

Every section you add should support this one core goal.

Step 2: Know Your Audience

You need to know who you're talking to:

Are they beginners or experienced?
What are they struggling with?
What kind of tone, visuals, and language speaks to them?

Tip: Create a short "client avatar". Give them a name. Write down their problems, desires, and hesitations.

Step 3: Map Out the Website Pages

Your site should be as simple as possible while still achieving your goal. Most businesses don’t need 20 pages.

Common page structure:

Home
About
Services / Programs
How It Works
Blog / Resources
Contact

For single-page sites, you can include these as sections instead of full pages.

Step 4: Plan the Structure of Each Page

Let’s take the homepage as an example. Here's a structure that works:

Hero Section
Clear headline, subheadline, CTA
About / Credibility
Short intro, friendly portrait, short story
Services / Offers
Key programs with brief descriptions and CTA
Why You?
Testimonials, results, or differentiators
How It Works
A simple step-by-step breakdown of your process
Final CTA
Reassurance and strong invitation to take action

Step 5: Write Content Blocks First

Before you design, write draft content for each section:

Write headlines that are clear, not clever
Keep paragraphs short and conversational
Focus on benefits, not features

Design should enhance content — not make up for the lack of it.

Step 6: Apply This in Practice — Example: Business Coach Website

Goal:

Help a business coach attract clients for 1:1 and group coaching offers.

Ideal Client:

Female entrepreneurs in early stages of building their business, aged 28-45, seeking guidance and structure.

Planned Structure:

Home Page Sections:

Hero Section: "Let’s grow your business from the inside out"
About: Friendly photo + "Why I do this" paragraph
Coaching Services: 1:1 Coaching, Group Programs, Business Strategy Intensives
Social Proof: Logos of brands (real or fictional), testimonials
How It Works: Simple 3-step process
Final CTA: "Book a free 15-minute discovery call"

Sample Hero Copy:

"Grow your business with clarity and confidence. I help early-stage entrepreneurs turn vision into strategy through personalized coaching."

Final Thoughts

Planning your website before design isn’t a luxury — it's essential. Think of it like building a house. Would you ever design the kitchen before knowing how many bedrooms or bathrooms you need?

Follow my Instagram so you can see this process in real life.

Your Website: How to Plan It Right (Before You Even Design It)