If you’ve ever started a website and stalled halfway—staring at themes, tools, and endless “what should I do first?” decisions—this planning guide is for you.
A strong website isn’t built by adding more pages, more plugins, or more features. It’s built by making a few smart choices up front so every page has a purpose.
This article gives you a simple, repeatable website planning process you can use in January (and revisit anytime) to build or refresh your site on WordPress.com—and set yourself up for growth with tools like Jetpack, WooCommerce, and WooCommerce Marketplace when you need them.
Why planning matters (and what happens when you skip it)
When you skip planning, your website often becomes:
- a collection of disconnected pages
- unclear about who it’s for
- heavy on info but light on action
- hard to update because nothing has a structure
When you plan first, you get:
- faster build time
- cleaner navigation
- clearer messaging
- better results (leads, sales, subscribers, trust)
Planning is the shortcut.
Step 1: Define your site’s “one job”
Your website can do many things, but it needs one primary job.
Pick the main outcome you want:
- Lead generation: book calls, request quotes, collect emails
- Sales: sell products, services, memberships, or downloads
- Authority building: publish content, build credibility, earn inquiries
- Portfolio/Proof: show work, case studies, testimonials
- Community: events, resources, learning hub
Write a one-sentence goal:
“My website exists to help do so they can __.”
Example:
“My website exists to help busy professionals start a side business so they can earn extra income without burnout.”
Keep this visible while you plan. If a page or feature doesn’t support the one job, it’s optional.
Step 2: Identify your primary audience (be specific)
“Everyone” is not an audience. Clarity here makes every other decision easier—your homepage headline, your navigation, and your content topics.
Answer these:
- Who is this for? (role + situation)
- What problem are they trying to solve?
- What do they want instead?
- What are they worried about? (time, cost, complexity, trust)
Example audience:
- “New freelance designers who need clients but don’t have a portfolio site yet.”
- “Local service businesses that need more calls, not more followers.”
Step 3: Choose your core call-to-action (CTA)
Your CTA is the primary action you want most visitors to take.
Pick one primary CTA:
- Book a call
- Request a quote
- Subscribe
- Buy now
- Contact
- Start a free trial / sign up (if applicable)
Then pick one secondary CTA:
- Read a guide
- Download a free resource
- View case studies
- Browse the shop
Your CTA should show up on:
- the top of your home page
- the end of your main pages
- your site header (or a prominent button)
Step 4: Build the “minimum lovable” site map
A simple site that’s clear is more effective than a big site that’s confusing.
Here’s a high-performing, low-stress site map:
- Home – the promise + CTA
- About – credibility + story + approach
- Work With Me / Services (or Shop) – your offer and next steps
- Resources / Blog – optional but powerful for long-term growth
- Contact – the simplest path to action
Optional pages (add only if needed):
- FAQ
- Testimonials / Case Studies
- Start Here
- Speaking / Media kit
- Policies (privacy policy is strongly recommended if you collect data)
This structure is easy to build and maintain on WordPress.com, and it’s flexible enough to grow later.
Step 5: Plan your navigation like a customer (not a creator)
Your navigation is not a sitemap—it’s a decision tool.
Rules of thumb:
- Keep top navigation to 4–6 items
- Use labels your audience understands (avoid clever names)
- Put your money page in the nav (Services/Work With Me/Shop)
- Make “Contact” easy to find
Good navigation examples:
- Home | About | Services | Case Studies | Blog | Contact
- Home | Shop | About | FAQ | Contact
If you’re selling:
- Home | Shop | About | Support/FAQ | Contact
Step 6: Draft your messaging before you design
Design is easier once you know what you’re trying to say.
Use this simple messaging kit:
Your one-liner
“I help (audience) (achieve outcome) without (common pain).”
Your proof points (3 bullets)
- Years of experience / credentials
- Results or outcomes you’ve delivered
- Approach or differentiator (simple, fast, premium, supportive, etc.)
Your offer summary
- What you do
- Who it’s for
- What they get
- What to do next (CTA)
WordPress.com includes AI-assisted writing and design tools, which can be useful for generating first drafts and layout ideas—just make sure the final copy reflects your real offer, voice, and specifics.
Step 7: Create a content plan that doesn’t burn you out
If your site will include a blog or resource section, you don’t need 50 posts. You need a small, intentional library that supports your business goals.
A simple content plan:
The “3 pillars” method
Choose 3 topic pillars tied to your audience and offer. Example for a web designer:
- Website planning
- Website copy and conversion
- Launch + maintenance
Then publish:
- 2–4 cornerstone guides (deep, evergreen)
- 4–8 supporting posts (specific questions, how-tos, checklists)
This gives you enough content to look credible and rank over time, without making content your full-time job.
Step 8: Decide your “phase two” features (so you stop spiraling)
A big source of website overwhelm is trying to build everything at once. Instead, decide what belongs in:
Phase 1 (launch in January)
- Core pages + clear CTA
- One lead magnet or one offer (optional)
- Basic SEO-friendly structure (headings, clean URLs)
- Mobile-friendly layout
Phase 2 (add after launch)
- Email automation
- More content and internal linking
- Conversion improvements (better CTAs, improved offers)
- Additional landing pages
Phase 3 (scale)
- Store features, subscriptions, bookings, advanced marketing
If you’re planning to sell, keep in mind: WooCommerce stores run on WordPress.com. That means you can start with a simple site now and add ecommerce when you’re ready.
And if your store grows, WooCommerce Marketplace can support expansions like:
- subscriptions
- bookings
- marketing automation
- international selling tools
Step 9: Protect your site early (so the foundation stays stable)
A website plan isn’t complete without thinking about ongoing stability.
Jetpack can help you maintain that stability with:
- Real-time backups (so you can restore quickly)
- Security scanning (to help detect issues early)
- Performance optimization (helping your site load faster)
When your site is part of your income or reputation, these protections aren’t “extras”—they’re part of your foundation.
Step 10: Your one-page website plan (copy/paste template)
Use this to plan your site in 15–30 minutes:
Website goal (one job):
Audience:
Primary CTA:
Secondary CTA:
Site map (top navigation):
- Home
– About
-
- Contact
Offer summary (what you sell and who it’s for):
Proof points (3):
–
Content pillars (3):
–
Cornerstone articles to publish first (2–4):
–
Phase 1 launch date (January 2026):
Build the plan, then build the site
A website plan doesn’t need to be complicated—it just needs to be clear. When you define your website’s one job, your audience, your CTA, and your minimum lovable site map, you remove most of the friction that stops people from launching.
Start with a clean foundation on WordPress.com, protect and optimize over time with Jetpack, and add selling features with WooCommerce (running on WordPress.com) when your plan is ready for it.
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