How to Map Out the Content For Your Website (as an online service provider)

Know Who You’re Talking To

If you’re getting ready to create your website, you’re probably already far enough in your business that you know who your ideal client is.  

However, it’s possible and even likely that you need to revisit their pain points.  

  1. What are the main pain points of your customer?
  2. How does your product or service help alleviate their pain points or problems?
  3. What transformation do you provide? 

Once you have this down, you’ll want to keep this in mind as you outline your website, and write your website content.

What Are The Goals For Your Website

Your website needs to go to work for you. But in order for it to do that, you must first have an idea of what you want it to do. What is the main purpose of your site? You’ll need a clear idea of the MAIN purpose of your website. When you think of a website, you can think of various different goals for your website to help you achieve. In order to outline your content strategically, we need to focus on the main purpose first.

Then you can also include additional purposes. Is the main purpose to book clients with the additional goal to grow your email list? Is the main purpose to establish know like and trust through your blog posts? Or is the main purpose to grow your email list so you can market your services via email later? 

Once we understand this, we can start arranging your content starting with the navigation.

What Should Be Included In Your Website Navigation

The navigation bar should be clear and concise. Keep it as simple as possible because confused or overwhelmed visitors won’t stay on your website. The easier you can make the client journey, the less overwhelmed they will feel and the longer they will stay on your website, and the more likely they will book a call or purchase from you.

Your Home Page

Think of this as your store front (even if your website is not a shop.) Imagine your customer or ideal client walking into your store. As they visit the homepage on your website, they have the option to view different parts of your store (website.) But it also gives the first impression and sets the tone for the rest of the site. If your store (website) is mapped out strategically, the customer will not feel overwhelmed but will feel guided as to where to go next in a streamlined fashion.

Remember the exercises earlier? The main goal of your website should be the first call to action showing on the top section of your website. If your main goal is to get your potential client to book a call, make sure that is what your call to action is.

Your homepage should also include these three things: 

Who you are, what you do, and who you help.

Services Page

This is where you really want to connect with the pain points of your client or customer. Bring it to life, and then offer a solution to those problems and pain points – which will be your product or service.

Sell the problem, and then sell the transformation you can provide them. The services page is more than just an outline of your deliverables. It’s selling a transformation. 

You’ll also want to include your process, or how the client or customer can connect with you- next steps for working with you.

About Me

I always like to say your “about me” page is less about you and more about your ideal client. Don’t get me wrong, it’s still about you. But It’s about why YOU are the best person to solve the customer’s problem or pain point. 

The about page is also a great place to build a connection. Show your personality. Make sure they understand who you help and how you help them. This is also a great place to build the know, like and trust factor. 

Share a few fun facts about yourself, but be careful about turning this into a long drawn out blog post “about-you” that nobody wants to read. People want to learn about you but first they want to know what’s in it for them. 

Why do they care? 

How can you help them? 

Contact Page

You’ll want to have a contact form as well as your email address for potential clients or customers to reach out with questions. Maybe they aren’t quite ready to book a call, but want to connect. 

It’s also a good idea to provide a list of Q&As about your product and services.

What About Social Proof?

Rather than having a page dedicated to testimonials and social proof, I recommend sprinkling them strategically throughout your website. If you have a testimonial that is specific to a product or service, add that on your services page next to that service outline. 

If you have testimonials showing how great you are to work with, add those on your about page and or home page. 

Additional Website Pages

Depending on your expertise, and where you are at in your business, you may want to include additional pages such as:



Photo gallery (photographers)

A featured Page or media page -however this is also something that can be on your homepage.

What Should You Include in the Footer

I recommend having a menu in the footer (as well as the header), for easy navigation. If you want to provide social media links, the footer is the best place for those. You will also want to link to your privacy policy and terms & conditions.


Planning your website might feel overwhelming, but once you have a clear understanding of who you service, and how you serve them – as well as understanding the main goal(s) of your website, you can strategically map it out and start writing your content! 

To go even deeper into mapping out your website, download my Free Website Content Workbook.