How to Organize Pages & Content for a Website


One of the most difficult parts of the process for both client & website designer is gathering content.

As designers, we need to take initiative with our clients and guide them towards the finish line.

For many folks, they’ve never had a website designed (especially by a professional) and they don’t know what to expect!

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Here’s how to plan and organize content for a streamlined website design process.

Process at a glance

  1. Determine Website Navigation
  2. Goal Setting
  3. Create Content Outline 

step 01

Determine Website Navigation

  • Header Navigation - The menu items to appear in your top navigation. We want to keep this as simple as possible. 5-7 at the max! We want to try to eliminate drop downs in the main navigation as it poorly affects SEO.
  • Footer Navigation - Essentially important items you want visitors to easily access but they don’t need to be above the fold.
  • Copyright Bar - Typically a privacy policy and terms and conditions.
  • Not Linked - These are pages you’re creating for the website, but don’t need to be linked in the primary navigations. I only have 2 in this example, but as you can imagine there’s usually a few depending on how the site is built out!
How to organize a website navigation.png

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Step 02

Goal Setting

Next up, it’s time to determine the goals for each of these pages.

This will help the client finalize what content they need for each page, and you can structure the site to work for these goals.

You may find a page doesn’t really have a purpose or maybe needs to be moved around (or eliminated).

Here’s a few examples of what goal setting can look like. You can set as "ABC" goals - what's the most important at the top, etc.


  • Get to know business owner
  • Drive visitors to Services page
  • Direct visitors to Giving Back Program


  • Show design process
  • Share pricing information
  • Fill out project inquiry form


  • Demonstrate expertise with case studies
  • Drive visitors to Services page
  • Support expertise with testimonials

step 03

Create a Content Outline

The outline is helpful to get a bird’s eye view of the entire website and also serves as a checklist for the various pieces of content to collect.

This isn’t fully flushed out, but you get the idea!

Website Asset Outline Example:

  • Header Navigation

    • Home

      1. Banner

        1. Headline

        2. Call to Action

      2. Awards/Press

        1. Logos

        2. Article Links

        3. Article Title

      3. Meet Biz Owner

      4. Project Launches (4)

        1. Call to Action

      5. Testimonial

      6. Latest on the blog (3)

      7. Sign Up Bar

    • About

      1. Intro

      2. Headshot

      3. Testimonial

    • Services

      1. Service 1

        1. Pricing Information

        2. Related Case Studies

      2. Service 2

    • Portfolio

      1. Case Studies

      2. Testimonials

      3. Call to Action

    • Blog

      1. Latest Post

      2. Sign Up Bar

      3. Category 1

      4. Category 2

      5. Category 3

    • Contact

      1. Info

      2. Form

      3. Map

  • Footer Navigation

    • Shop

    • Press

    • Resources

    • Reviews

  • Copyright Bar

    • Terms & Conditions

    • Privacy Policy

  • Not Linked

    • Opt-in Landing Page

      1. Copy

      2. Background Image

      3. Opt-In

Your next step after this is to create folders and guides so that your client can easily share and upload the content assets!

If it feels like a lot of moving parts and steps, that’s because it is!

Building websites is no joke and the more organized we can be from the start, the less scope creep, the sooner we can launch and the more effective a website will be in getting clients results!

Becky Kinkead is a Brand Stylist & Squarespace Website Designer focused on sharing easy to follow, step by step design, business and marketing advice to help you take your business to the next level. On the blog, you’ll find a variety of topics that help you succeed in online business, such as website design, branding, social media strategies, email marketing, blogging, business and online marketing.

Website Planning Checklist

Download your free checklist to organize & launch a successful website design!

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