Branding and Content Workbook 

Welcome to the content workbook for your website! This resource will help you gather the necessary information to create a website that effectively showcases what you do best, stands out from competitors, and communicates your unique selling proposition.

This workbook is also available as a Google Doc here.

1. About You and Your Business 

    a. Describe what you do in a few, clear heartfelt sentences. 

    b.What led you to this work or business? Why does it matter to you?

    c. What sets your art apart? What makes it special? What is your ONLYNESS factor?


2. Your People

    Who are your ideal clients? Answer the following questions with your ideal client in mind. This is who you speak to on your website and marketing. You aren’t excluding anyone, but you are speaking to the person most likely to work with you. As the saying goes: “When you speak to everyone, you speak to no one.”

To be able to communicate effectively with your ideal client, you need to describe who they are. Answer the following questions to get a better understanding of who that person is.

  1. Who are your ideal clients/customers?

  2. What do they want, need, or long for that your work helps with?

  3. What do they struggle with before they find you?

  4. What draws them in? What keeps them coming back?

3. Brand Personality

Imagine your website as the friendly face of your business in the online world. Just like people are drawn to personalities they can relate to, your website's brand personality helps create a connection with visitors. It sets the tone for how your business is perceived, making it memorable and distinctive. 

Whether your brand personality is professional and authoritative, or fun and playful, it helps visitors feel comfortable and understand what your business is all about. It's like meeting a new friend – you want to leave a positive impression that makes them want to come back for more. 

So, having a strong brand personality in your website design helps you stand out in a crowded digital space and build lasting relationships with your audience.

   a. Describe your brand personality in three words (adjectives).

    b.. How do you want people to feel when they encounter your business or website?

    c.What values are woven into everything you create?

 

4. Visual Identity

        a. What colors or imagery feel like your brand?

Colors

Visual styles

        b. Are there any styles, patterns, fonts, or design vibes you’re drawn to?

       c.Drop a few links to inspiration or mood boards here if you’ve got them (Pinterest works great for this!)

5. Brand Voice & Storytelling

    a. What tone of voice suits your brand best? (e.g. warm & wise, playful & smart, poetic & punchy)

    b.What messages or stories do you want to share again and again?

    c. What transformation do you want people to experience through your work?

6. Goals & Intentions

    a.  What are the top 3 things you want your website or online presence to accomplish?

Goal #1

Goal #2

Goal #3

The goals you identified above will determine the most important content on your website. This content goes on your homepage and in your main menu. 

    b.What does success look and feel like to you?

    c.What does your business need to feel more easeful and aligned?

7. Differentiation & Inspiration

    a. Who else is doing similar work? What do you admire about their online presence?

    b. How is your work or story uniquely yours?

   C. .What makes people say “I want to work with you”?

8. Content Ideas

    a. What kinds of content feel natural and fun to share? (e.g. blogs, behind-the-scenes, tutorials, audio notes, newsletters, IG reels)

    b. What do people ask you about all the time?

   c. Are there specific topics you enjoy talking about?

9. Functionality

    a.What do you need your website to do for you?

- Booking or scheduling

- Newsletter sign-up

- Online shop

- Portfolio or service menu

- Blog or content hub

- Lead magnet downloads

-Other (list below)

1.

2.

3.

4.

5.

b.  What are the most important actions you want people to take before leaving your website? 

This will help us determine the calls to action on your homepage.

10. About You

a. Write a short, honest bio that blends your expertise and personality. Include a short bio about yourself on your homepage that focuses on how you can help the person visiting your website, then link to a longer about page with all the fun details about you.

b.Share anything else fun or soulful that you'd like people to know about you.

c. Bonus: What’s one weird, wonderful thing about you?

11. SEO & Discoverability

SEO, or Search Engine Optimization, is like the map that helps people find your website in the vast landscape of the internet. Just like you wouldn't hide your storefront in a remote corner of town, you want your website to be easily discoverable when people are searching for what you offer. 

SEO ensures that your website appears higher up in search engine results when someone looks for relevant keywords or phrases related to your business. 

This means more visibility, more traffic, and ultimately more opportunities to connect with potential customers. In a nutshell, SEO helps your website stand out in the digital crowd and ensures that you're not lost in the online wilderness.


Answer the following questions:

  • BRIEFLY share the range of services/products you offer. Think bulleted list: 3-5 words per bullet – short & sweet.

  • What types of searches do you think your ideal person would use to find your website?

  • Each page on your website requires an SEO description. These are anywhere from 50-300 characters long. Write a short description for each page. This is what people see after finding you on a search engine (I use AI for this).

  1. Homepage: 

  2. About:

  3. Services:

  • Are there keywords you already know you want to rank for?

12. FAQ-List the most frequently asked questions you get about your business. 

FAQ’s are a great way to add valuable content to your website (answering questions increases your search ranking, too!) I like to put these on the Contact page so people can get their questions answered before they reach out, and then link to them from other pages. But you can put them anywhere!

Question:

Answer:

(Think of 8-10)

13. Testimonials & Social Proof (optional but powerful)

Testimonials & Social Proof (optional but powerful). Don’t have any? Ask for them! Yesterday!

Testimonial:

Name:

(Add as many as you can. Reach out to past customers for these)

Yay!! You’re finished! Now use all this fabulous content to build a website you're absolutely in love with!!