How to Plan a Website: The 6 Essential Steps

You’ll find the board to create your brief on the Project Plan board. Double-click the Brief to open it and start adding the goals, deliverables and defining the audience.

The first thing to define is why the project is happening. Spend time with your client, have them lead you through the vision in their own words and ask questions like... What problem is this project trying to solve? What lead up to it? What will change if this project is successful?

How will you know if the project is a success? Having a clear, realistic and measurable goal will help keep your team on the same page. For example, are you trying to increase inbound leads, or double the number of sales enquiries in 1 year? Alongside this, list any specific deliverables that will help you achieve your goal.

Add any additional materials that will help your team get to know the brand. Describe the tone of voice, brand values, color, font, logo specs, and other related guidelines. This gives everyone easy access to important assets throughout the project and saves time hunting through emails and folders.

Once you’ve made any final tweaks, it’s time to share the completed brief with your team or client, organize a kickoff meeting, and get started. If you want to learn more about writing a website design brief, check out our in-depth Website Design Brief guide.

You’ll find this board on your Project Plan board. Double-click the Persona board to open it and start mapping out your ideal customer.

Good personas are built on real data and insights. They're a true representation of your ideal customer or a key segment, not a made-up character. There are usually many good sources of information available, including your website analytics, recent surveys or real-life conversations with customers. Quotes from actual customers can really help bring your research to life. Start by collecting it all in one place.

Defining your customer's pain points is extremely important, as removing these challenges will likely be the key to winning your customer's loyalty. Next, switch modes and describe the ideal experience. This is the creative part of the process. It's where you can set aside any current limitations and imagine the best experience for your persona.

Now it's time to start adding that carefully collected research. Authenticity is critical for developing empathy. Your persona needs enough detail to allow you to step into someone's shoes and see your products and services from their perspective.

Give your persona a real name and upload a representative photograph. Add in some basic demographic information such as age, marital status, occupation, location or income level as a snapshot.

Once you have everything you need, it's time to organize your content into logical topics. The goal here is to present the most important points in an inspiring and concise format. Highlight important parts, add titles and share it with your team or client so they can get to know who'll be using your website.

If you want to learn more about creating a customer persona, check out our in-depth Customer Persona guide.

You’ll find the board to make your moodboard on the Project Plan board. Double-click on the Moodboard to open it and start adding inspiring references.

Start by adding any existing material you have—this could include client references, positioning statements or images you've saved as inspiration. Just drag them onto your board. They might not make it into the final moodboard, but they're still a great place to start.

The imagery you choose to include in your moodboard can have big influence on the look and feel of your project, so choose carefully! These images can define things like tone, cropping and color.

If you're the type of person who keeps a collection of images in an inspiration library, now's the time to see if you've already got something that could work. Or you can start by searching for visual elements from around the web. There are lots of fantastic sites where you can find great visual inspiration for free, like Dribbble, Behance and Designspiration.

Once you have all your inspiration and color references in one place, the next step is to arrange your ideas to create the perfect composition. Start by exploring composition and introducing hierarchy. Place a key element such as a logo to anchor your board, and change the size and position of the remaining elements to indicate their importance and relationships to one another.

When you're ready, share it with your team or client and ask for their feedback and ideas.

Now that your moodboard is complete, you have a powerful starting point for your webiste design project. Remember, you can create multiple moodboards to explore different visual directions at any time.

Next, we'll start mapping out the structure and content for each section on the website.

You’ll find the Sitemap board on the Project Plan board. Double-click to open it and start planning the categories and structure of your website.

What type of content do you need to include on your website? Get together with your team or client and start adding content ideas. This is the time to get creative—add as many ideas as you can. Consider what's most important to your users as well. Are there insights from recent customer research or surveys you've run?

Once you've added your content ideas, it's time to start organizing them into groups. The easiest way to do this is to visually group similar content together. Just drag and drop content into clusters. Themes will start to emerge naturally. You can also use color to help unify each group of content.

There are a few different ways you can structure your website content, but the most common is the tree structure, which we'll use in this example. Start by moving your homepage to the top of your board. All your content categories will fall below home. Next, move your content categories under home and start to tidy things up. Lastly, use arrows to show the relationship between content.

Your sitemap is a great way to visually explain the hierarchy of your website to your team. Now you have the perfect birds-eye view of how your website fits together. Next, we'll start mapping out the actual content for each page.

Choose a page on your sitemap that you'd like to plan the content for. Double-click the board to open it and start adding ideas, images and planning the structure.

Start adding ideas for the written content that might appear on this page. It doesn't have to be the final copy but it will give everyone a feel for what you're aiming to communicate. Think about the key messages you want to communicate, sub-titles and even SEO keywords you need to include. Don't worry about the structure of it yet—just get it out of your head!

If you have a picture in your head of head of how the page could be structured, grab a pen and sketch it out. Even if it's just some boxes and arrows, it's a great way to figure out which messages are more important than others. A simple sketch is also a useful reference for the developers who will need to build the website.

Next, think about the images that would suit this page. Again, these don't have to be the final images, but they'll help bring it to life. You can use images from the web or open Milanote's built-in image library to quickly find inspiring examples.

Whether you're working on a client project or collaborating with a team it can be helpful to bounce ideas off other people. As writer Louisa May Alcott said, "It takes two flints to make a fire."

A collaborative content plan is especially helpful for this step as you can easily connect and work together online. Bringing everyone onto the same page (figuratively and literally!) in real-time allows you to collaborate on copy, images and layout allowing you to create a coherent and engaging website.

Hopefully, this guide has helped you and your team better plan the design and content for your website. If you're just starting a new website, use the Website Design Plan template below to get set up in minutes.