How to Plan and Structure Website Content That Actually Works

We all know content is king (and queen, and possibly the whole royal court) in today’s digitally obsessed world. But creating clear, engaging, and SEO-friendly website content? That’s a whole different ball game. It can feel a bit like trying to build a house without a floor plan – pages, images, SEO, structure, the actual words… where do you even begin?

Breathe easy, you’ve come to the right place. Whether you’re launching a shiny new site or giving your current one a long-overdue facelift, we’re here to help you plan, write, and structure website content that not only looks great but works hard too.

Let’s roll up our sleeves and dive in.

Start With Your Website Goals (Before You Write a Single Word)

Let’s go back to basics – and yes, we’re giving Julie Andrews vibes here: “Let’s start at the very beginning, a very good place to start…”

Ask yourself: what’s the main purpose of your website? Is it to sell a product? Attract bookings? Build your reputation? Share cat videos? (No judgement, just be clear on your mission.)

Then comes the who, because writing for “everyone” is basically writing for no one. Are you talking to Margaret, who’s retired and tech-cautious, or Paul, the builder who just wants to get to the point? Understanding your audience helps you tailor your tone, structure, and content to hit the sweet spot.

Next, sketch out a rough list of the essential pages. Think:

Home
About
Services
Contact
FAQs
Blog

This doesn’t need to be perfect – websites evolve (just like your taste in fonts). But having a framework helps you and your developer/designer stay on the same page, quite literally.

Pro Tip: Create a simple sitemap or flowchart to visualise how everything fits together. Bonus points if you use colour-coded post-its – very official!

Write Website Text That Connects (and Converts)

This is the bit where most people freeze. But trust us, you can do this. The secret? Write like a human, not a robot with a thesaurus addiction.

Your goal is to be clear, concise, and compelling. Don’t waffle. Don’t use jargon. And definitely don’t talk about your “bespoke synergistic solutions” unless you’re in a very niche industry.

Here’s your cheat sheet for writing content that works:

Stick to 300+ words per page – Google likes it, and so do real people.
Break it up – short paragraphs, bullet points, and subheadings are your best friends.
Match your tone to your brand – are you formal and professional, or casual and cheeky? Pick a lane and stick to it.
Always include a strong call to action – tell people what you want them to do next.

Quick Wins Checklist:

Spelling and grammar are on point
100% original (Google can smell copycats a mile off)
Easy to read and skimmable
Clear value for the reader – what’s in it for them?

And while we’re at it… Let’s talk about the SEO basics (because what’s the point in brilliant content if no one sees it?). Use keywords naturally – don’t stuff them in like you’re packing a suitcase for a 3-day break. Think about internal links (like sending people to your Contact page or blog), and don’t forget to write compelling meta titles and descriptions.

Don’t understand SEO? We have a blog that explains the basics! Read here.

Need a hand?

At Bunker, we live for this stuff. Whether you want someone to edit your existing content or write it from scratch, give us a shout – we’re always happy to chat!

Choosing the Right Images (Because Blurry Just Isn’t a Vibe)

We’ve all heard the saying “a picture paints a thousand words” – but let’s be honest, if it’s blurry, pixelated, or clearly taken in 2007… It’s not painting anything except a bad first impression.

People always look at the images first – it’s human nature. So if your website is full of confusing or poor-quality visuals, they’ll likely click away before they’ve even read a word.

Here’s the golden rule: use high-quality, properly licensed images.

Seriously, you can’t just Google a photo and grab the first thing you see. That’s not how copyright works, and unless you fancy an awkward legal email (or worse, a fine), it’s best avoided.

Where to find great images (legally):

These sites offer beautiful stock images that won’t break the bank (in fact, many are free). Just make sure to check the licensing terms – some require attribution or have usage limits.

If you’re going the DIY route and snapping your own photos, don’t just point and shoot. Think about:

Composition – Is the subject clear and well-framed?
Lighting – Natural light is your best friend. Avoid harsh shadows or yellow indoor tones.
Resolution – Make sure your image isn’t going to look like a screenshot on your site.

Pro Tip: Make sure your images match the vibe of your content. If you’re writing about tranquil spa weekends, don’t use a chaotic stock photo of a family BBQ. It just doesn’t fit.

Still not convinced about taking your own snaps? Check out our 6 Reasons to Hire a Professional Photographer blog – it might help you decide what to do!

Look Around, But Don’t Be a Copycat

There’s absolutely no shame in doing a little digital window shopping. In fact, we encourage it! Scroll through a few websites, get nosy, see what others are doing, and take notes. What catches your eye? Is it the clean layout, the sassy tone of voice, the way the images and text just flow?

Great – bottle that inspiration up. But here’s the golden rule: be inspired, don’t replicate.

Copying someone else’s site word-for-word or pixel-for-pixel is not only creatively lazy, but it can hurt your SEO, damage your credibility, and generally make your brand feel… well, like a knock-off.

Instead, ask yourself:

What do I like about this?
Why does it work?
How can I adapt this idea for my brand and my audience?

Then use what you’ve gathered to shape your own unique, brilliant website. Mix your inspiration with your brand’s tone, goals, and personality, and voilà – you’ve got something original that works for you, not just a recycled version of someone else’s work.

And remember, your site should always speak directly to your target audience. Whether that’s thrill-seeking travellers, dog-loving families, or caffeine-fuelled creatives, your content and style should reflect who you’re trying to connect with, not just what you’ve seen on someone else’s homepage.

Final Nuggets of Wisdom (and a Few Pitfalls to Dodge)

Before you hit publish and pop the bubbly, here are a few final tips to keep your website looking sharp and working hard:

Keep it simple. Don’t try to reinvent the internet on day one. Start with the essentials and build from there. You can always expand – Rome wasn’t built in a day, and neither was your website.
Proofread like your reputation depends on it, because it does. Spelling mistakes and rogue apostrophes can make even the best site feel a bit ‘meh’. Read it, reread it, and if you’re cross-eyed by the end, get a fresh pair of eyes on it.
Think mobile-first. Most people are scrolling on their phones, not giant desktop screens. So if your site looks like a jigsaw puzzle on mobile, it’s time for a rethink.
Stay consistent. Fonts, tone of voice, colours, button styles – keep it all on-brand and harmonious. You want your visitors to feel like they’re in the same place, not teleporting between different planets.

Common Pitfalls to Avoid

Let’s wrap up with a rapid-fire checklist of what not to do:

Don’t use long, intimidating blocks of text. Break it up – give your reader a breather!
Don’t rely on images alone to tell your story – context is key.
Don’t hit publish with “Lorem Ipsum” (placeholder text) still hanging around like a bad smell.
Do keep reviewing, tweaking, and updating your content. The internet never sleeps, and neither should your website’s improvement plan.

So…

Website content doesn’t have to be a stress-fest. Break it down into bite-sized steps, stay focused on your goals, and remember, your content is your voice online, so make it work for you, not against you.

Whether you’re trying to charm new customers, show off your services, or simply make the internet a nicer place to scroll, great content is your secret weapon. Plan it, write it with purpose, and structure it so visitors (and Google) can’t get enough.

And hey, if it’s all still feeling a bit much, that’s where we come in! From clever copy and SEO magic to polished design and content strategy, we’re here to help you turn your ideas into a website that truly does the job.

Let’s make your website brilliant – give us a call, and let’s get cracking!