Start at the end (seriously)

Last week, I shared some news about your website visitors - they don't actually care about you (at first). If you tried the 3-second test or asked AI to analyze your headline, you probably discovered some interesting things about how clear (or unclear) your messaging really is.

What did they say? Inquiring minds want to know! Reply and let me know!

But knowing your website should be visitor-focused is only half the battle. The question is how do you actually structure a website that guides people toward working with you?

Most people approach this by starting with "What should I put on my About page?" or "How many services should I list?" But that approach leads to a website focused on you, not them.

Today, I'm sharing the method I use to plan every website I build - and it starts at the end.

Why Most Website Planning Fails

Here's how most people build their websites:

1. "I need an About page, so let me write about my background"

2. "I should list all my services so people know what I offer"

3. "I'll add some testimonials to prove I'm good at what I do"

4. "I need a contact form so people can reach me"

The result? A website that covers all the "required" elements but doesn't actually lead anyone anywhere. It's like building a house by starting with the decorations instead of the foundation.

The Backwards Planning Method

Instead of starting with what pages you think you need, start with this question:

What do you want people to do when they visit your website?

Not "what do you want them to know about you" or "what do you want to tell them." What action do you want them to take?

Some examples:

• Book a consultation call

• Purchase a product

• Sign up for your email list

• Download a free guide

• Schedule a service

Pick ONE main goal. Not three goals, not "it depends on what they need." One primary action you want most visitors to take.

The Brain Dump Exercise

Once you know your goal, here's where we start to go backwards:

Write down everything someone would need to know to feel comfortable taking that action.

Don't organize it. Don't worry about what page it goes on. Just brain dump every question, concern, or piece of information that stands between a visitor and your goal.

For example, if your goal is "book a consultation call," they might need to know:

• What happens on the call?

• How long does it take?

• What should they prepare?

• How much do your services cost?

• Do you work with people like them?

• What results have you gotten for others?

• When are you available?

• What's your process after the call?

• Are you the right fit for their budget/timeline?

Keep going until you can't think of anything else. This might take 20 minutes or 2 hours - that's normal.

Why This Works So Well

Most "must-have page" lists are generic. They assume everyone has the same goal and the same audience with the same concerns.

But your business is unique. Your ideal client is unique. The objections they have and the information they need to feel confident working with you are unique.

The backwards planning method gives you a custom roadmap based on your specific goal and your specific audience. It's strategy, not just structure.

Don't Organize Yet

Here's what most people want to do immediately after the brain dump: start organizing everything into pages and sections.

Resist that urge.

Just sit with your list for a few days. Add things as they occur to you. Ask current clients what questions they had before hiring you. Pay attention to what prospects ask during discovery calls.

The goal right now is completeness, not organization. We'll tackle that next week.

Your Turn

This week, pick your website's main goal and do the brain dump exercise. Set a timer and write down every single thing a visitor would need to know to take that action.

Don't edit yourself. Don't worry about whether something is "too obvious" or "too detailed." Just get it all out of your head and onto paper (or screen).

TL;DR: Stop starting with "what pages do I need?" and start with "what do I want people to do?" Then work backwards to brain dump every piece of information they need to take that action.

Next week: How to organize all that brain dump information into a website structure that doesn't overwhelm visitors (it's not about cramming everything onto one page)..

Talk soon!
Stacey