Planning Your Website: A Cost-Saving Primer For Non-Technical Business Owners – Part 2

Website DesignAre you considering the idea of getting a website or blog for your business?

Then this essential guide to planning your website is for you.

Note: This section continues from the previous article where we take you through the process of planning your website or blog.

How To Plan Your Website – What To Do And What Not To Do – Part 2

In Part 1 of this article, we covered the following areas of the website planning process:

  • Step 1 – Your Website Goals
  • Step 2 – Site Name
  • Step 3 – Managing Your Site’s Technology
  • Step 4 – Define Your Audience

The Web Site Planning Process Explained - A Practical Guide For Non-Technical Business Owners

As you can see, in the previous section of this article we have established the foundations for planning your website. If you have been following this process, you would have a clear idea of your site’s goals and objectives, established your website name, decided on the technology platform you will be using and defined your target audience.

At this point, you could feasibly start getting your web site built. We suggest, however, that you go through the rest of the planning process presented in this article, as we will now discuss content planning and reviewing effective web content publishing and management strategies. Doing all of the planning work before you start building your web site will help you save a significant amount of time and money.

Step 5 – Your Keyword Phrases

Your Key Phrases

Identify Your Main Key Phrases

Once you have a good idea of who you will be targeting with your website, it’s time to identify the main keyword phrases that you would like visitors and search engines to associate with your site. This will help search engines connect your site with your target audience.

Ideally, you should aim for keywords that have “low competition” and a reasonable number of searches every month. Depending on your specific needs, you may also want to focus on keywords in your target market that have some level of commercial viability.

There are many tools you can use to find good keyword phrases, including free keyword tools.

If you have a Google Adwords account, for example, you can use a tool like the Google Keyword Planner Tool.

The screenshot below shows that more people search every month for the keyword phrase “overseas adventure travel” (over 18,000 searches per month) than a keyword phrase like “singles adventure travel“, which gets less than 1,000 searches a month …

Keyword Planner Tool

Keyword Planner Tool – Google AdWords

According to this keyword research tool, however, the number of websites competing in the search space for “singles adventure travel“, is significantly higher than sites trying to rank for a key phrase like “overseas adventure travel“. This could be because one keyword phrase relates to a more targeted audience (i.e. “singles” looking for adventure travel), while the other is more generalized, or because there is more money to be made selling adventure travel packages to singles, etc..

Keyword research can also help you understand the commercial potential of certain keywords. Typically, smart advertisers will invest more time and money promoting keywords that are targeted towards “buyers”, rather than key phrases that are more suited for users who are simply browsing or researching information online.

For example, people who search online for the keywords “colour printers” are typically not as ready to invest in a color printer as people who search for a more specific key phrase like “konica minolta bizhub C3110 review”, so if you plan to sell or review color printers on your website, you would want to aim for longer, more descriptive and more targeted key phrases (called “long tail keywords”), hopefully with a high monthly search volume and low to medium competition.

It helps, therefore, to have some highly searched keywords in your posts. However, don’t spend too much time doing keyword research for every piece of content you plan to add to your site, especially when you are just starting out.

Make a simple start. Make a list of the “top” 5 keywords you would like your website to rank highly for in the search engines, make sure that the keywords you pick have a decent monthly search volume and then use these keywords naturally in your content (i.e. aim to write for people, not search engines).

Once your site starts to bring in visitors, you can then analyze actual data like keyword searches online users are typing into search engines to find your site from analytic tools and apply the data to refine your keyword research and get better results online.


Keyword Research Tips

Tip #1: Avoid using keyword phrases that return extremely low to no monthly searches, or that have no commercial intent. There’s no point ranking #1 in Google for keywords that no one is interested in searching. Also, if you type a key phrase into Google and nobody is advertising products for it (i.e. no Google ads show up), then that keyword most likely has no commercial value or is unprofitable.

Google's Keyword Planner Tool

Key Phrases that have no competition for advertisers may be unprofitable

Tip #2: Use tools to help you research keywords and generate commercial content ideas. Below are a number of widely-used free and paid keyword research tools you can use:

Free Keyword Research Tools

Google AdWords Keyword Planner Tool

Keyword Planner Tool

Keyword Research Tool – Google Keyword Planner Tool

The Keyword Planner Tool lets you explore keywords, keyword groups and keyword-based advertising ideas (e.g. pay-per-click advertising), analyse keyword search history, see how a list of keywords could perform in ad campaigns and even create a new list of keywords by multiplying several keyword lists together.

To learn more visit this website: Google AdWords Keyword Planner Tool

If you don’t have access to a Google AdWords account, use the FREE tool below to help you get your initial keyword research done: – Keyword Tool

Ubersuggest Keyword Tool


UberSuggest is a free keyword suggestion tool that essentially lets you perform the same function as typing your topic into the Google search box and seeing what topics or ideas are selected.

This useful tool saves you time going go through the alphabet from A-Z to explore keyword topics related to your subject:


Explore new content ideas with the Ubersuggest

To use this free tool, visit this website:

Paid Keyword Research Tools

The keyword research tools below can help you not only uncover many profitable keyword phrases and long-tail keywords to use when planning content or a pay-per-click advertising campaign, but also analyze your competition’s keywords and formulating a content SEO strategy for your site:

Market Samurai

Market Samurai

Market Samurai is an inexpensive tool that provides not just keyword research, but also additional content and SEO research tools, with excellent training tutorials on performing SEO keyword research.

For more information about this tool go here: Market Samurai Keyword Tool



With SEMRush, you can add your competitor’s URL and the tool will give you a list of all the keywords that the site is ranking for, allowing you to easily find short-tail and long-tail keywords that you can use to grow your own site.

For more information visit this website: SEMRush Keyword Research Tool

Keyword Spy

Keyword Spy

Keyword Spy is an SEO tool that’s primarily used for doing keyword research. Use Keyword Spy to identify the keywords that your competition is using and to do research on keywords for your own website and content marketing strategy.

To learn more go here: Keyword Spy Keyword Tool

Step 6 – Define Your Site Categories

Define Web Site Categories

Define Your Site Categories

Decide on specific topics in your niche that people will want to know more about and create a list of “categories” for all the topics that you plan to write content about.

For example, if you run a travel agency, your categories could include topics such as: “corporate travel”, “luxury travel”, “exotic destinations”, “family holiday destinations”, “overnight accommodation”, “travel discounts”, “cruises”, “air travel”, “Mexico,” or any other travel-related categories that match your services.

Plan to create an initial list of about 3 – 10 categories. You can always add more categories to your site later on.


Web Site Category Tips:

Tip #1: Use WordPress For Easy Management Of Your Categories

WordPress provides two fundamental ways of grouping and organizing content (WordPress refers to these as taxonomies): “categories” and “tags”.

WordPress makes managing categories easy. It also lets you easily create new categories and match your posts to different categories to help keep your content organized.

How To Plan A Small Business Website That Will Help Grow Your Business - A Practical Blueprint For Business Owners

Use WordPress To Easily Manage Your Site’s Categories

Tip #2: Use Categories To Improve Your SEO Rankings

Choosing the right keywords when naming your categories helps to improve your website’s SEO rankings.

WordPress lets you easily create search engine-friendly URLs that include your categories as keywords (great for search engine optimization, so keep this in mind when planning your category names …

A Cost-Saving Guide To Website Planning For Non-Technical Business Owners

Using WordPress Categories To Improve Your Search Rankings

Tip #3: Use Categories To Improve Site Navigation

Categories allow users to easily navigate through your site’s content.

WordPress turns each category you create into a searchable webpage.

This lets your users browse all posts published under that category in one place …

The Importance Of Planning A Business Website That Works - A Cost-Saving Primer For Business Owners

Using WordPress Categories To Improve Ease Of Navigation On Your Site

Step 7 – Create Your Content Strategy

Defining Your Content Strategy

Plan Your Content Strategy

Now that you have researched your keywords and created a list of categories, the next step is to create your content strategy.

You need content for your “static” website pages (e.g. your “About Us” page, legal pages and your services, and you will also need content to publish regularly on your site.


Useful Tips For Business Website Owners:

Tip #1: Your “Fixed” Website Pages

Make sure that you have content for all of your “fixed” website pages already written before you begin building your web site, especially if you plan to get someone else involved in the process. This will help you avoid additional costs caused by delays or unpreparedness.

Here is a basic checklist of the content you will want to have ready before you start building a new website:

  • Business name and brief description of your business.
  • Content for your “Front Page”.
  • Content for your “About Us” page.
  • Content for your “Products/Services” page(s).
  • Your main service/product categories.
  • Contact Details (e.g. business address, email, telephone numbers)
  • Images (e.g. product images, etc.). Image formats = .jpg, .png or .gif.
  • 1 – 5 initial articles to be used as “seed content” for your site (saved as Word document or plain text file).
  • List of all external links and additional contact details to be included in your site (e.g. “Suppliers”, etc.
  • Additional media or downloadable content (e.g. videos, PDF reports, white papers, etc.)
  • Also, remember to check that all links you plan to add to your site are working and all other details like spelling, phone numbers, etc. are correct.

Tip #2: Create A List Of Content Ideas

Here is a “quick” method you can use to help you create a list of content ideas for your site.

Write down 25 keywords, and for each keyword, create a list with one article idea you can add to your website.

You can also write a blog post about any of the following topics:

  • The products or services you sell
  • Your company and the people in it
  • The latest industry news – what’s big news in your industry right now?
  • A networking event you plan to attend
  • Client tutorials
  • Reseller information
  • What aspect of your products or solution could you educate prospects about to help overcome objections?
  • What problems do you or your services help your customers solve?
  • What information can you provide to help more prospects buy again from you?
  • What are common FAQs you get all the time from interested visitors or prospective customers?
  • etc …

Once you have a list of content topics, continually add to the list.

Tip #3: Learn How To Never Run Out Of Content Ideas

We provide our clients and subscribers with comprehensive training email on how to develop a content marketing strategy, how to promote your business with content, and ways to never run out of content ideas.

Infinite Web Content Creation Email Training Series

The “Infinite Web Content Creation” email training series covers the following areas of the content creation process:

  • How To Create A Sustainable Digital Content Strategy
  • Content Writing Tips
  • Effective Copywriting
  • Content Posting Guidelines For WordPress
  • How To Never Run Out Ideas For Web Content
  • How To Outsource Your Content Writing
  • Time-Saving Content Creation Methods


A Comprehensive Guide To Web Site Planning For Business Owners


This is the end of Part Two

To keep reading this article, click on the link below:

The Website Planning Process – A Useful Primer For Non-Technical Business Owners – Part 3


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Disclaimer: We are not associated with WordPress or any of the WordPress products reviewed on this site. We may derive a financial benefit from sales of products advertised, reviewed or linked to from this site. All images and information used in this review have been supplied from the plugin’s own website and websites that provide Premium WordPress Services

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