Website Content Planning Framework for Enterprise Teams

This framework is designed to be used by teams to guide discussions, capture key decisions, and move from ideas to clear, actionable content plans. By following this process, teams can ensure their content is focused, user-driven, and built to support meaningful outcomes—not just information sharing.

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Introduction

This guide is a practical template for planning website content. It is designed to help subject matter experts and digital teams work together to create content that is clear, useful, and aligned with user needs.

It can be used to guide conversations, gather key inputs, and structure decisions throughout the content planning process—whether you are creating new pages, updating existing content, or redesigning a section of the site.

This framework is intended to be flexible across teams and roles. In some cases, a communications team may lead this work. In others, it may be managed by a web, digital, or development team. Regardless of structure, successful content planning requires collaboration between three groups: those who understand the subject matter, those who understand how content performs in a digital environment and those who can assist with style, grammar or translations.

Responsibilities of the Subject Matter Experts (SMEs)

SMEs are responsible for the accuracy and integrity of the content. They ensure that information reflects real-world processes, requirements, and constraints.

SMEs support this process by providing:

• Clear explanations of programs, services, or policies
• Insight into common questions, concerns, and misconceptions
• Context about real-world scenarios, edge cases, and limitations
• Validation that content is accurate, current, and compliant

They ensure the content reflects how services actually work—not just how they are intended to work.

Responsibilities of the Digital Teams (Web, UX, SEO, Development)

Digital teams are responsible for how content is structured, delivered, and performs in a digital environment.

They support this process by providing:

• Data on user behavior and search patterns
• Recommendations for content structure and page organization
• Accessibility, usability, and SEO best practices
• Guidance on how content maps to components, templates, and technical constraints

They ensure content is usable, findable, and aligned with how people interact with the website.

Responsibilities of Content/Communications (Writers, Editors, Translators, Strategists)

Communications teams are responsible for how content is expressed, understood, and experienced.

They support this process by:

• Translating complex information into clear, plain language
• Shaping messaging to align with user needs and organizational goals
• Ensuring consistency in tone, voice, and readability
• Organizing content so it is easy to scan, understand, and act on

They ensure the content is not just accurate—but clear, cohesive, and meaningful to the user.

How Work Is Shared Across Teams

Effective content requires collaboration across all three roles. No single group can produce high-quality content alone.

Each step in this process has a defined lead and supporting contributors.

This helps ensure progress can be made without requiring all teams to align on every decision in real time.

• The lead team is responsible for guiding the step and making final decisions
• Contributors provide input, expertise, and validation as needed

This structure allows teams to collaborate effectively while avoiding bottlenecks and decision fatigue.

In some cases, responsibilities may be divided differently. In these cases, refer to the list of responsibilities to ensure each one is assigned to someone.

Planning Process

Step 1: Define the Goal

Lead: SMEs
Contributors: Digital / Comms
Output: Clear user-centered goal + success metric

Start by clearly identifying what you want this content to achieve.

The goal should focus on what the user will do after engaging with the content, not just what information is provided.

Without a clear goal, content becomes too broad and less effective.

Key Question

What should the user do after viewing this content?

Examples

• Enroll/apply
• Call or speak to someone
• Fill out a form
• Understand a key concept

If possible, identify a metric to measure success, such as leads generated or calls received.

Step 2: Identify Key Users

Lead: Digital / Comms
Contributors: SMEs
Output: 1–3 prioritized user groups

Identify the primary people this content is meant to support.

Keep it simple—most content should focus on 1–3 key user types.

Different users may need similar information, but their perspectives and decision-making needs differ.

Who is this content for?

• Primary user(s):
• Secondary user(s):
• Tertiary user(s):

Examples

• Shoppers / potential customers
• Parents
• Women
• Seniors
• Current customers or community members

For each user, consider:

• What are they trying to do?
• What questions or concerns do they have?

Use the Website Content Planning Spreadsheet to organize this.

Step 3: Understand User Needs

Lead: Digital
Contributors: SMEs + Comms
Output: Validated list of real user questions/needs

This is the most critical step—and the most often skipped.

Many teams jump from defining a goal straight to writing. That leads to content that is accurate, but not effective.

This step grounds decisions in real user behavior and evidence.

Use data such as:

• Search behavior (what users are actively looking for)
• Website analytics (what pages they visit, where they drop off)
• Common questions (call center or in-person interactions)

Goal

The goal is to understand:

• What users are trying to figure out
• What is confusing or unclear
• What they need before they feel ready to act

Digital teams can usually provide analytics but you should also consult frontline staff and the people your content is meant to serve.

Step 4: Plan the Content Structure

Lead: SMEs / Comms
Contributors: Digital
Output: Page structure (grouped content, page list)

Once your spreadsheet is complete, organize content into a set of pages.

The goal is to group content logically and determine how many pages are needed.

Because this requires SEO, accessibility, and content strategy expertise, you can use AI to generate a first draft. You can also consult your digital team for support.

AI Prompt

You are helping me turn a table of user questions into a simple set of web pages. I will give you a goal, users, and a list of questions.

Your job is to:
Group similar questions together
Turn each group into ONE page

Each page should include:
SEO-friendly page name (plain language)
What it covers (grouped questions)
Who it’s for (user)
The main action the user should take next

Rules:
Do not put everything on one page
If questions lead to different actions, create separate pages
Keep language simple (5th grade reading level)
Do NOT create a page per question
Only create new pages if the purpose/action is clearly different
Keep the total number of pages as low as possible

If AI Creates Too Many Pages

Use this refinement prompt:

You created too many pages.

Your task:
Reduce the number of pages
Merge pages that serve a similar purpose
Prioritize simplicity over completeness

Rules:
If two pages answer the same question, combine them
If a page only provides supporting detail, merge it into a larger page
Only keep pages separate if they lead to clearly different actions

Return a simplified structure with fewer, stronger pages.

Step 5: Outline the Content

Lead: Comms / Digital
Contributors: SMEs
Output: Structured outline (headings, flow, CTA)

Create a clear outline for each page before writing.

Convert your spreadsheet questions into structured sections.

Each page should include:

• Introduction (what the page is about)
• Sections answering key user questions
• Logical heading structure (H1, H2, H3)
• Clear next step (CTA)

Optional AI Prompt for Outlining

Create a clear outline for each page.

Requirements:
Use headings (H1, H2, H3)
Keep it concise and scannable
Group related ideas logically

Include:
Introduction
Sections answering key questions
Clear CTA

Important:
Do NOT write full paragraphs
Use plain language (5th grade level)
Avoid jargon
Ensure each page serves ONE purpose

If required content (like disclaimers) must be included, add it at this stage—even if it doesn’t directly support user needs.

Step 6: Write Content That Fits Website Components

Lead: Comms / Digital
Contributors: SMEs (validation only)
Output: Final content ready for publishing

Once the outline is complete, content moves into a collaborative drafting and refinement phase.

In this phase, digital will provide a wireframe, or template based on the approved outline. They will define sections, components, and provide guidance on how much content is needed for each section.

Then, SMEs and communications will work together to draft content. SMEs will provide detailed input and source content for communications to draft content into clear, user-friendly language. It is not usual for content to go through multiple rounds of revisions in this step as each team gives their input on the final product.

Once the content is complete, a graphic design team member that is either part of the digital or communications team, will select images. SMEs should review images to confirm they are suitable. Commuications will then provide alternative text for all images and graphic elements that are not decorative.

Important Notes

• This step is collaborative, but communications leads the drafting process to ensure consistency and clarity
• SMEs are responsible for validating accuracy—not restructuring or rewriting content
• Digital ensures content fits the intended layout and performs effectively in a web environment
• Iteration is expected, but should remain focused on improving clarity, accuracy, and usability—not reworking approved structure
• AI can support drafting and refinement—but does not replace subject matter expertise or review
• Content that does not align with the approved structure may need to be revised

Step 7: Final Review and Exit Criteria

Lead: Communications / Digital
Contributors: SMEs
Output: Approved content ready for publishing

Before content is published, it should go through a final review to confirm it meets the original goal, supports user needs, and aligns with content, design, and technical standards.

This step ensures the content is not just complete—but effective.

Final Review Areas

1. Goal Alignment

• Does the content clearly support the intended user action?
• Is the primary call to action clear and easy to find?
• Is there any content that does not support the goal and can be removed?

2. User Needs Coverage

• Does the content answer the key questions identified in earlier steps?
• Are important gaps, edge cases, or common concerns addressed?
• Is the content understandable to the intended audience?

3. Clarity and Readability (Comms)

• Is the language clear, concise, and in plain language?
• Is the content easy to scan (headings, sections, formatting)?
• Is tone and voice consistent?

4. Structure and UX Fit (Digital)

• Does the content align with the approved structure and components?
• Does it fit within layout constraints (length, hierarchy, flow)?
• Are links, navigation, and interactions clear and usable?

5. Accuracy and Compliance (SMEs)

• Is all information accurate and up to date?
• Are requirements, policies, and details correctly represented?
• Are disclaimers or required language included?

6. Accessibility and SEO (Digital)

• Does the content meet accessibility standards (headings, alt text, etc.)?
• Are page titles, headings, and metadata optimized for search?
• Is the content structured to be findable and usable?

Final Review

Final review should focus on alignment, clarity, and readiness—not reopening earlier decisions. Content is ready for publishing when:

• The goal and primary user action are clear
• Key user needs and questions are addressed
• Content is accurate, complete, and approved by SMEs
• Language is clear, concise, and easy to understand
• Content fits within approved structure and components
• Accessibility and SEO requirements are met
• All required assets (images, links, documents) are included and validated

Closing

At its core, this process is about creating content that works for people.

When content is grounded in real user needs, clearly structured, and thoughtfully written, it becomes easier to understand, easier to use, and more effective in supporting meaningful action.

Content should not be published simply to put words on a page and cross a task off a list. It should be published because it helps people understand, decide, and take action. Always.