Content Planning Guide
Now that we’ve aligned on your People Profiles, we’re ready to move into the next step: planning how your website will best communicate to serve your expected visitors.
Welcome to Your OneSpot Content Planning Guide
Think of this as your website’s storyboard — a way to map out what each page needs to say, do, and make possible for the people you’re here to support.
As you scroll through, you’ll see we’ve kept things simple and practical. This guide is meant to help you spot what feels great, what might be missing, and what still needs your input before we start building out the actual page blueprints.
Each page includes:
A sample of the conversation we believe should happen on the page
The action we want visitors to take
The audience it’s designed to serve
Suggested content blocks
Ways we’ll measure whether the page is doing its job
A quick note to guide the tone and purpose
Feel free to jot down any questions or notes as you go. And when you get to the end, you’ll find a short checklist with everything we’ll need from you before we move forward.
Let's start!
🏠 1. Homepage — Content Planning
Element | Plan |
Page | Homepage |
Conversation (Story or Reassurance Needed) | "You are not alone. We're here to meet you wherever you are — whether you need immediate help, are unsure if you're experiencing abuse, want to help someone else, or want to support the cause." |
Primary Action (CTA) | Get Help Select Your Path: [I’m in crisis] [Not sure it’s abuse] [Worried about someone] [Want to help] [I’m a funder] |
Persona(s) Targeted | Maria, Sophie, Jamal, Priya, Taylor |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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💡 Quick Commentary: |
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Homepage - Copy Deck
Purpose: This document is designed to help you draft the written content (copy) for your homepage, using your People Profiles and the content planning strategy we’ve developed together. Each section includes a prompt to guide your writing.
1. Hero Section
Goal: Immediately acknowledge the visitor’s need and provide a clear next step.
Prompt: Write a headline that makes a woman in crisis feel seen and safe. It should be direct, reassuring, and action-oriented. Example: “Do you need to connect with us about your safety?”
Subheadline Prompt: Briefly explain who the site is for and what people can do next. Example: “Whether you need immediate help, want to understand your situation, support someone else, or get involved — start here.”
CTA Buttons (5):
[I Need Help Now]
[I’m Not Sure It’s Abuse]
[I’m Worried About Someone]
[I Want to Support This Work]
[I’m a Funder or Partner]
2. Audience Pathway Preview Section
Goal: Introduce the different audiences and guide them to the right path.
Prompt: Write a short intro sentence, followed by a short description of each audience path.
Intro Example: “We know people visit this site for different reasons. Here’s how to find what you need.”
Audience Types:
Survivors in crisis
Unsure about a situation
Friends/family trying to help
Donors and volunteers
Funders and partners
3. “How Can We Help?” Section
Goal: Provide quick links to commonly asked questions.
Prompt: Introduce this section as a helpful way to find answers quickly. Example: “Sometimes you just need a quick answer. Start here.”
Suggested Questions:
How do I leave safely?
How do I help a friend?
How do I stay safe online?
How do I know if it’s abuse?
How do I support AWHL?
4. Trust Statement
Goal: Reinforce safety, confidentiality, and credibility.
Prompt: Write a sentence or two that makes the visitor feel safe and in control. Include 24/7, confidential, anonymous language. Example: “You are in control. All support is confidential, anonymous, and available 24/7.”
Optional: Add a reassuring quote or stat.
6. Final CTA Section
Goal: Leave the visitor with one last action.
Prompt: Write a final prompt for action based on the visitor’s goals. Examples:
“Start a confidential chat now.”
“Donate to support someone’s path to safety.”
“Learn more about our work.”
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🚨 2. I Need Help Now — Content Planning
Element | Plan |
Page | I Need Help Now |
Conversation (Story or Reassurance Needed) | "You are in the right place. You deserve support, safety, and to be heard — without judgment, pressure, or fear. Help is here for you, right now." |
Primary Action (CTA) | [Start Chat] [Call Now] [View Safety Plan] |
Persona(s) Targeted | Maria (in crisis) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Note: |
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I Need Help Now - Copy Deck
(Survivor Crisis Page – Maria)
1. Crisis Contact Info
Goal: Offer immediate support options clearly and prominently.
Prompt: Write a calming, urgent call to action with direct access to help. Example: “You are not alone. Support is available 24/7.”
CTA Buttons:
[Start a Chat]
[Call the Helpline]
[Text Us]
2. Why People Reach Out
Goal: Normalize reaching out by sharing common reasons people contact the helpline.
Prompt: Briefly list common feelings or situations that bring people here. Offer validation. Example: “People reach out when they’re feeling scared, confused, stuck, or alone. You don’t have to know exactly what’s wrong to talk to someone.”
3. What to Expect
Goal: Reduce fear or uncertainty about what happens when they connect.
Prompt: Describe what will happen when they start a chat or call — who they’ll speak with, what kind of support they’ll receive, and how their privacy is protected. Example: “You’ll be connected with someone trained to listen, support, and help you stay safe. You decide what to say and when.”
4. Why Should I Trust You?
Goal: Build credibility and comfort.
Prompt: Include a short trust-building message with language around confidentiality, trauma-informed support, and non-judgmental space. Example: “We are here for you with no pressure, no judgment. Our service is confidential, anonymous, and grounded in care.”
Optional: Include a stat, quote, or reassurance from someone who’s used the service.
5. What Should I Do Next?
Goal: Encourage the next step forward with clarity and calm.
Prompt: Reassure the visitor that it’s okay to take the next step — whether it’s reaching out now, reviewing the safety plan, or learning more. Example: “You deserve support. Start a chat or call now — or take a moment to explore your options safely.”
CTA Options:
[Start Chat]
[Call Now]
[Download Safety Plan]
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🟠 3. "Is This Abuse?" — Content Planning
Element | Plan |
Page | Is This Abuse? |
Conversation (Story or Reassurance Needed) | "It's okay to have doubts. Abuse isn’t always physical — and you don’t have to be certain to deserve support. You are allowed to ask questions and explore your feelings safely here." |
Primary Action (CTA) | [Take the Self-Assessment Quiz] [Learn About Types of Abuse] |
Persona(s) Targeted | Sophie (unsure, reflecting) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary: |
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🟢 4. "Help a Friend" — Content Planning
Element | Plan |
Page | Help a Friend |
Conversation (Story or Reassurance Needed) | "If you're worried about someone, your instincts matter, and you don't have to have all the answers to be a powerful support. Here’s how you can safely, compassionately help." |
Primary Action (CTA) | [Download the Conversation Toolkit] [Learn How to Help] |
Persona(s) Targeted | Jamal (concerned supporter) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary: |
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💜 5. "Get Involved" — Content Planning
Element | Plan |
Page | Get Involved |
Conversation (Story or Reassurance Needed) | "You believe in this work — and your support can make a real, tangible difference. Whether you give your time, your voice, or a donation, there’s a place for you in this movement." |
Primary Action (CTA) | [Donate Now] [Volunteer] [Share Our Work] |
Persona(s) Targeted | Priya (values-aligned donor, volunteer, advocate) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary: |
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💸 6. Why Give" — Content Planning
Element | Plan |
Page | Why Give |
Conversation (Story or Reassurance Needed) | "Your donation isn’t just a drop in the bucket, it’s a lifeline. Every dollar helps someone feel heard, supported, and safe. Here's how your gift makes a real difference." |
Primary Action (CTA) | [Give Monthly] [Make a One-Time Gift] |
Persona(s) Targeted | Priya (values-driven donor, potential recurring supporter) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary: |
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📊 7. "For Funders" — Content Planning
Element | Plan |
Page | For Funders |
Conversation (Story or Reassurance Needed) | "You’re looking for impact, accountability, and alignment. Here’s how we deliver real outcomes, rooted in equity, survivor-centered care, and measurable change." |
Primary Action (CTA) | [Download Impact Report] [Request Partnership Information] |
Persona(s) Targeted | Taylor (institutional funder, grant officer) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary |
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🗣️ 8. "Stories of Impact" — Content Planning
Element | Plan |
Page | Stories of Impact |
Conversation (Story or Reassurance Needed) | "The work we do matters — and the voices of those we support say it best. These are stories of survival, support, advocacy, and care — from real people who reached out, and those who showed up." |
Primary Action (CTA) | [Read More Stories] [Share Your Story] |
Persona(s) Targeted | Everyone — especially Priya, Taylor, and Sophie |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) | Scroll depth (are visitors reading multiple stories?) Time on page Story shares (social/email) Story submission form completions Return visitors from shared links Increased donations or engagement after viewing stories. |
✨ Quick Commentary |
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🧭 9. "How To" — Content Planning
Element | Plan |
Page | How To |
Conversation (Story or Reassurance Needed) | "Sometimes you don’t know what to click, you just know you need help. These quick links will guide you based on what you’re feeling, asking, or wondering." |
Primary Action (CTA) | [Select a Question → Go to the Right Page] |
Persona(s) Targeted | Everyone — especially Maria, Sophie, and Jamal |
Content Sections Needed | Simple, clean intro: “Not sure where to start? Choose the statement that fits best.”; List or card grid with entries like: → “How do I get help right now?” → I Need Help Now → “How do I know if this is abuse?” → Is This Abuse? → “How do I talk to someone I care about?” → Help a Friend → “How do I leave safely?” → Planning to Leave → “How do I protect my privacy online?” → Digital Safety Tips → “How do I support this work?” → Get Involved Optional: small subheadings (e.g. “If you’re unsure…” or “If you’re supporting someone…”) |
Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary |
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🔒 10. "Digital Safety Tips" — Content Planning
Element | Plan |
Page | Digital Safety Tips |
Conversation (Story or Reassurance Needed) | "Your safety online matters — and taking simple steps to protect your privacy can make a big difference. Here's how to browse safely, leave quietly, and get the help you need without fear." |
Primary Action (CTA) | [View Safety Tips] [Use Quick Exit Button] |
Persona(s) Targeted | Maria and Sophie (high-risk browsers) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary |
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🧳 11. Planning to Leave" — Content Planning
Element | Plan |
Page | Planning to Leave |
Conversation (Story or Reassurance Needed) | "If you're thinking about leaving, you don't have to do it all at once — and you don't have to do it alone. Here's how to quietly, safely prepare your next steps at your own pace." |
Primary Action (CTA) | [Download Safety Plan] [Explore Exit Tips] |
Persona(s) Targeted | Sophie (quiet planners) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary |
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🏢 12. "About AWHL" — Content Planning
Element | Plan |
Page | About AWHL |
Conversation (Story or Reassurance Needed) | "Behind every call, chat, or safety plan is a team of people committed to listening, believing, and walking alongside survivors. Here's who we are, what we stand for, and why you can trust us." |
Primary Action (CTA) | [Learn More] [Meet Our Team] |
Persona(s) Targeted | Taylor (funders), Priya (advocates/donors), Jamal (allies), Survivors (those seeking trust) |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary |
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📚 13. "Resources" — Content Planning
Element | Plan |
Page | Resources |
Conversation (Story or Reassurance Needed) | "Support looks different for everyone — and sometimes the most powerful thing we can offer is direction. Here’s a list of trusted services, organizations, and legal tools that can help you move forward safely and with support." |
Primary Action (CTA) | [Browse Resources by Topic] [Find Local Help] |
Persona(s) Targeted | Maria, Sophie, Jamal, and service navigators |
Content Sections Needed |
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Success Metrics (How We'll Know It Worked) |
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✨ Quick Commentary |
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Now that you’ve reviewed the AWHL Content Planning Guide, here are a few simple steps to help us move forward smoothly. These actions will ensure the strategy we've outlined translates into a website that truly reflects your mission, supports your audiences, and delivers real impact.
🔍 1. Review the Guide and Sit With It
Read each page strategy with your team or on your own.
Pay special attention to the Conversation, CTA, and Content Sections.
Ask: “Does this reflect what our audience needs from us?”
💬 2. Add Comments or Questions
If you’re using ClickUp: drop comments directly in the doc.
Not sure about a tone, phrase, or section? Flag it!
We'll review anything that needs further discussion before moving into wireframes.
📌 3. Flag Any Pages That Need Internal Follow-Up
Are there pages where more info is needed or ? (e.g., Resources, For Funders)
Are there materials to be gathered? (impact reports, stories, team bios, etc.)
📤 4. Send Us Any Missing Content Inputs
If you have PDFs, reports, or language you want included, share it with us now so we can bake it in.
This is especially helpful for “Why Give,” “For Funders,” and “About AWHL.”
🤝 5. Confirm Your Green Light to Proceed
Once you feel aligned, we’ll begin designing the wireframes.
This is where we bring the plan to life visually, one page at a time.