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Website Planning Process – Part 2

Are you considering the idea of getting a website for your business?

Then this article on planning your website is for you.

Note: This is Part 2 of the article where we provide essential information related to planning your new website or blog.

A Basic Guide To Website Planning – Part 2

So far, we have covered the following areas of the website planning process:

(Website Planning Process)

As you can see, in the previous section of this article we have established the foundations for planning your business site. If you have been following our recommended 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 start getting your web site built. We suggest, however, that you go through the rest of the planning process presented in this guide, as we will now address planning your website content and looking at effective web content publishing and management strategies. Having all the initial planning done before you start building your site will help you save time and money.

Step 5 – Your Key Phrases

(List your main search keywords)

Once you have a clearer idea of who you will be targeting with your website, it’s time to identify the main keyword phrases that you would like online users 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 monthly search volume. Depending on your specific business, you may also want to focus on keyword phrases in your industry that have some level of commercial viability.

There are many tools you can use help you look for suitable keywords, including free keyword tools.

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

In the screenshot below, you can see that more people are searching every month for a key phrase like “overseas adventure travel” (> 18,000 searches per month) than a key phrase like “singles adventure travel“, which gets less than 1,000 searches a month …

(Google AdWords Keyword Planner Tool)

According to this keyword research tool, however, the number of web sites competing for visitors searching for “singles adventure travel“, is significantly higher than sites trying to rank for a keyword phrase like “overseas adventure travel“. This may be because one keyword phrase relates to a specifically 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 experiences to singles, etc..

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

For example, people searching online for the key phrase “color printers minolta” are generally not as ready yet to purchase a color printer as people who search for a more targeted keyword phrase like “konica minolta bizhub C3100P review”, so if you plan to sell or review color printers on your site, you would want to aim for longer, more descriptive and more targeted keyword search terms (called “long tail keywords”), hopefully with a higher monthly search volume and low to medium competition.

It will help your site, therefore, to have a few highly searched keywords in your posts. However, don’t spend too much time doing keyword research for every post you plan to add to your site, especially when you are just starting out.

Start simple. Begin by making a list of the “top” five keywords you would like your web site to rank highly for in the search engines, make sure that the keywords you choose are getting a decent number of searches every month and then use these keyword phrases naturally in your content (i.e. aim to create web content for humans, not search engines).

Once your site begins to bring in visitors, you can then review actual data like keyword searches online users are typing into search engines to find your site from your server logs and use the information to refine your keyword research.

Keyword Research Tips

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

(Key phrases that have no competing advertisers may be unprofitable)

Tip #2: Use keyword research tools to help you build keyword lists and generate content ideas. Below are a number of great free and paid keyword research tools you can check out:

Free Keyword Research Tools

Google AdWords Keyword Planner Tool

(Keyword Research Tool – Keyword Planner Tool)

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

For more details, visit this site:

If you don’t have access to a Google AdWords account, you can use the FREE tool below to help with your initial keyword research:

Ubersuggest Keyword Suggestion Tool

(Ubersuggest keyword suggestion 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 come up.

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

(Explore new content ideas with the Ubersuggest keyword suggestion tool)

To use this tool, check out the website here:

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

Market Samurai

(Market Samurai Keyword Tool)

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

For more details about this tool, visit this website:



SEMRush lets you enter your competitor’s URL and the tool will then show you all the keywords that site is ranking for, which is great for researching short-tail and long-tail keywords that you can target.

To learn more about this software tool, visit this site:

Keyword Spy

(Keyword Spy)

Keyword Spy is an SEO tool that is also primarily used for researching keywords. You can use Keyword Spy to identify the keywords that your competition is using, as well as research keywords for your own website and content marketing strategy.

For more details about this tool, visit this website:

Step 6 – Defining Your Site Categories

(Define web site categories)

The next step after doing some initial keyword research is to decide on specific areas within your niche or industry that people may be interested in learning about and create a list of “categories” for these topics that you plan to publish content about.

For example, if your business is travel, your categories could be organized into topics like: “corporate travel”, “adventure travel”, “romantic destinations”, “family packages”, “budget accommodation”, “travel discounts”, “train travel”, “air travel”, “Caribbean Travel,” or any category of travel-related services you offer.

Aim to create an initial list of about 3 – 12 categories. You can always add more categories to your site later on.

Useful Tips For New Business Website Owners:

Tip #1: Use WordPress To Easily Manage Your Site’s Categories

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

WordPress makes managing website categories easy. It also lets you easily add new categories and assign your posts to different categories to help keep all of your content organized.

(Use WordPress for easy management of your categories)

Tip #2: Use Categories To Improve Your SEO

Selecting the right keywords in your category names helps to increase your site’s SEO rankings.

WordPress allows you to create search engine-friendly URLs that include your categories as keywords (great for SEO, so keep this in mind when thinking about your categories …

(Use WordPress categories to improve your SEO)

Tip #3: Categories Help To Improve Ease Of Navigation On Your Website

Categories allow users to find content on your website more easily.

WordPress turns every category you create into a searchable webpage.

This allows your users to browse all content published under that category in one place …

(Categories help to your site’s navigation)

We have written a detailed tutorial about using post categories here:

Step 7 – Plan Your Content Strategy

(Create a content strategy)

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

Organizing Your Website Pages

Your website should have standard pages like Home, About Us, Contact, legal pages, and product / service description pages and any additional pages specific to the needs of your business (e.g. a staff directory page linked to your About page, FAQ, etc.).

Your website may also need special pages or sections, such as a members-only section for customers, private access pages for resellers or affiliates, and so on.

If your business provides a number of services, don’t list them all in one page. Instead, create a separate page for every service you offer. This allows search engines to better index and rank your website and web pages and creates multiple landing pages (i.e. entry points) for visitors to find and access your website.

(Create separate landing pages for each service your business provides)

Many businesses make the costly mistake of lumping all of their services in one page. If you want to, you can have a main ‘Services’ page which lists all of your services with links from each service pointing to their own separate page for more details.

Organizing Your Web Content

You will need to create and content to every page you plan to have on your website as well as create and publish new content on a regular basis to attract visitors, educate prospects, train clients, etc.

Ideally, your web content plan and content marketing strategy should be defined at the digital business planning stage before your website even gets built.

To learn more about the planning process we recommend for keeping your website and web content organized as your business grows, see this tutorial:

Content Strategy Tips:

Tip #1: Your “Fixed” Website Content

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

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

Tip #2: Create A List Of Website Content Ideas

Here is a “quick and easy” method you can use to create a list of content topics for your website.

Write down 10 keywords, and for each keyword, list one content idea you can add to your website.

You can also write a post about each of the topics listed below:

Once you have created this list of web content ideas, continue adding to your list on a regular basis.

Tip #3: Learn Ways To Run Out Of Web Content Ideas

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

(Learn ways to never run out of web content ideas)

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

Enter your details in the form below to subscribe now and start receiving training content immediately!



This is the end of Part 2

To continue reading this article, click here:

Images: Planning, Social Media, Blogging.


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