How to Plan Your Website … In Less Than an Hour

Kethyr's CAMEL Report
Mountain View, California
Monday, March 1, 2010

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If you're marketing professional services, you need a website.

Whether you're just starting out or have a steady stream of clients … there's no way around it.

But, I understand how easy that project can slip to the back burner.

Heck, there've been times when I've had my website on my to-do list for over a year!

It's one of those projects "you'll get to once [ fill in your excuse here ]."

But, how good would it feel to actually check that goal off your 2010 list?

Well, today I'm going to show you how to plan out all the content for your new website … in under an hour.

Now, what we end up with may not be the final plan. But, it will be good enough to get you motivated to finish the job.

In fact, if you participate while you read today's article, you could actually have your website up and running in the week or two.

Ready? Grab a pencil and a piece of paper and let's get down to business.

First tell me … what do YOU like?

First things first when creating your website.

You need some inspiration, as well as a feel for what others are doing.

So, before you get started, surf the web and find examples of other websites you like.

Once you've identified 3-5 websites you like, write down the types of content you find on each site.

Note their navigation, and any other pages they drive you to from the home page. Also, keep a record of any color schemes or logos that you like — it will give you a head start when you plan out how your own website will look.

Next, brainstorm your main categories …

There are various ways you can document your ideas in this phase, but I prefer using a mind map to organize my content.

[Tip: If you're not familiar with mind maps, read an article I wrote earlier this year ("Using Mind Maps to Make Better Decisions, Take Action Faster, and Get More Done … in Less Time") so that you're on the same page, and then come back.]

Now, you can use mind-mapping software if you have it, but for projects like this I often find it just as easy to map out my ideas on a blank piece of paper.

In the middle of the paper, write down the word "website" and draw a big circle around it.

Then, around that circle, start jotting down all of the content you could possibly include on your website.

I'm talking about every detail that would make you stand out to a potential client. Experience, strengths, benefits of working with you … anything that sells you.

Don't worry about editing at this stage, or feeling that something isn't strong enough. The purpose here is to get it all down on paper without any judgment.

Every time you write down a type of content, draw a circle around it.

So, for example, write down "About Me." And then circle it.

Write "FAQs," and circle it. "Articles," circle it.

Some other circles you may write down include:

• Samples
   
• Clients
   
• Testimonials
   
• Speaking, training, or consulting
   
• Various niches
   
• Specialties

Maybe you've just completed a certification program.

Or, you've specialized in training other professionals in your field.

Write down all of that experience, too.

What you'll end up with is a complete outline of all the categories of content you could potentially include on your website.

Here's a sample mind map up to this point:

At this point, you've actually come pretty far in developing your own website.

Not that scary, right?

What if you don't have any published articles?

Or, what if you don't have testimonials … or past clients … or case studies?

Don't worry about what you don't have. Instead, focus on what you DO have.

Potential clients understand when you're just starting out. And, there are many ways you can still SHOW them that you know what you're talking about.

For example, you can write a few articles dedicated to helping your ideal clients answer pressing questions, such as how to choose the best professional to work with to meet their needs.

Another option is to focus on your experience or background instead.

Let's say you want to provide career counseling services to burned-out technology workers. In addition to writing articles on overcoming stress, life transitions, and finding one's life purpose, you can discuss your own experience working in the high-tech field and your successful transition to your new career.

If you want to provide mental health services for doctors, nurses, and other health practitioners, you could write articles discussing the importance of mental health to one's physical health, the necessity for healthcare professionals to understand themselves in order to best serve their patients, and your own experiences dealing with the stresses of being a registered nurse for two decades.

See? Just focus on what you bring to the table.

Now you're going to break it down …

Once you've exhausted all the main categories of content you can include, I want you to think about each circle as if it's a page of your website you're going to have to write.

So next to each one, write a short list of topics you could include.

For example, using career counseling …

About Me:

• Past work experience
   
• Training
   
• Hobbies

Specialties:

• Career Counseling
   
• Personality Testing
   
• Interview Coaching
   
• Mindfulness-Based Stress Reduction

Now, what you have is a framework of all the content you could potentially have on your website.

Everyone's mind map will look different at this point. There is no right or wrong, so don't worry about comparing or having it evaluated.

Time to organize …

You most likely have a lot of different content on your mind map. Your job at this point is to organize it into six or so categories that are the strongest.

Remember, your website tells your prospective client why she should hire you. So, evaluate each category on whether or not it's strong enough to get that job done. Don't worry if you end up missing a type of content "everyone else has on their website."

You want content that sells YOU!

So step back and analyze your categories. Which are the strongest? Draw a square around those circles.

Which are the weakest categories at this point in your career? Draw a triangle around those circles.

You may find that two categories seem weak by themselves, but when combined become strong. Or, you may find that two categories — for example, your "About Me" and "FAQ" pages — are very similar and should be condensed into one.

Draw a line connecting the two circles, and then draw a square around the pair.

You may also find that some categories need to be enlarged or broken up.

Let's say you wrote down couples counseling as a main category. You see that you have plenty of content you could write about, including your experience helping parents, providing pre-marital counseling, and sex therapy.

Go ahead and pull those out and write them down as their own main categories. Draw a circle around them and see how they stand up against the other pages with squares around them.

The goal of the mind map is to identify all the potential content. And then, from there, develop the final pages that do the best job of selling you.

The big moment is here …

You are about to put together your website's navigation. Can you believe how painless this process truly was?

So, looking at your mind map, what are going to be the 5-7 BEST possible pages you could put together from this content?

What will make your prospective client say "WOW, this person knows exactly how to help me!"

Sample navigation:

• Pre-Marital Counseling
   
• Communication Skills Training
   
• Parent Coaching
   
• Sex Therapy
   
• Speaking Engagements
   
• About Me
   
• FAQs

See? No articles on that website. But you wouldn't even notice.

OK, pencils down.

You've done it. You have developed the navigation of your website, which in turn identifies the pages you need to write.

Final thoughts …

Your website is similar to a resume, but it's much more fun and engaging. You're not stuck in a template, or limited to one page.

Potential clients will want to see your website. So, make sure it does its job when they do view it.

Remember not to focus on what you don't have. If you don't have articles or case studies, it's OK. Focus on your experience, your training, whatever makes you look good.

Plus, once you have articles you're happy with, testimonials, more training, etc., you can easily add them to your website. That's the beauty of a website — it can be changed at any time!

So, now it's time to get writing. And, in case you need help with the techie stuff, I'll start writing another article that will walk you through it.

In the meantime, don't hesitate to contact Kethyr Solutions and take advantage of our website design, copywriting, and Internet marketing expertise!

Sean Eric Armstrong
Kethyr's CAMEL Report

P.S. Please send your questions and comments to editor@kethyr.com.

If you'd like help achieving your marketing goals in 2010, contact Kethyr Solutions today at info@kethyrsolutions.com or 888-538-4971.

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