If you don't plan your website properly, it will confuse your visitors and won't rank for your important keywords.
The starting point for any successful website is not the design – it’s content planning. If your WordPress agency doesn’t talk to you about planning out your content first, they’re not doing their job properly.
It’s all too easy to jump straight into designing your website, but without proper content planning you can end up with a site that looks great but accomplishes nothing.
And you don’t want that, right?
Content planning might not be the ‘fun’ part of a WordPress website project, but it’s what makes the difference when it comes to ranking in the search results.
More than just a sitemap.
Here’s why content planning is more than just a sitemap.
If you just plan out your sitemap, write content for the pages and push the site live, you’ve missed the most important thing about your website – your visitors.
Unless you provide one single service or sell only one product, it’s highly unlikely that everyone who lands on your site is going to be looking for the same thing.
Just laying out the pages of your site isn’t going to provide your visitors with the journeys they need to find the content they’re looking for.
You need to guide them to the right place.
Whilst important, sitemaps are not the be-all and end-all of content planning.
How putting design further down the project map can benefit your site.
Content planning is about putting your visitor first.
And what they are looking for is an answer to their question – they want to know that you can provide it.
The design of your site is not going to give them this answer, your content is.
If you park the design stage of the project until you’ve planned out your content and user journeys, your site will see more conversions, increased dwell time and better ranking in search engines.
When someone lands on your site from a search, they are instantly after something that answers their need.
The quicker you can convince the visitor that they are in the right place, the more likely they are to engage with the page.
The more they engage with the content, the longer they spend reading it – this improves your rankings.
The longer they spend on the page, the more chances your CTAs have to get a conversion.
Obviously the design of the page (UX best practice and so on) influences the visitor, but it answers they want – they could be set in red or green text, they could be in a masonry grid, but if they are simply not there, the visitor will bounce off your page in seconds.
The amount of time visitors spend on your page sends strong signals to Google about how relevant your content was to the keyword.
High bounce rates and short dwell-times harm your rankings.
Simply planning your content properly to make your pages more sticky will improve your rankings, UX and conversions.