A two-person plumbing firm in a market town
First notes. Work comes by phone, and people ask whether the firm covers their village and whether it deals with boilers. The goal written in the planner: "Get calls from people inside our area for the work we actually do."
Pages chosen. Home, Services (one section per job type), Areas covered, About, Contact, Privacy notice. A gallery was considered and parked until there are photos the firm has permission to show.
Features. Must have: a contact form and a phone number that can be tapped on a mobile. Later: online booking, once the firm decides whether it wants fixed time slots at all. Not needed: a shop or newsletter.
What the plan changed. The areas covered page came straight from the question callers asked first. Without the plan, it would have been a line buried in the footer.
A neighbourhood café
First notes. Visitors want opening hours, the menu and whether there is step free access. The owner wants fewer phone calls asking about hours.
Pages chosen. Home with today's hours near the top, Menu, Find us (map, transport and access), About, Contact, Privacy notice.
Features. Must have: easy editing of hours and the menu by the owner. Later: table bookings. Not needed: online ordering, because the café does not deliver.
What the plan changed. Writing the access details as a task for the Find us page meant measuring the doorway and photographing the entrance before launch.
A physiotherapy clinic with one treatment room
First notes. New patients want to know what a first appointment involves, the prices and how to book. The clinic does not want health details arriving in ordinary email.
Pages chosen. Home, Treatments, First appointment, Prices, About the practitioner, Book or contact, Privacy notice.
Features. Must have: booking through a system that keeps patient details out of the contact form. The contact form asks people not to send health information. Later: downloadable exercise sheets.
What the plan changed. Health data is special category data under UK GDPR, so the plan added a task to check the booking provider's terms before choosing it. The clinics page explains why.
A maker selling prints online and at markets
First notes. Sales happen at markets and through messages. The maker wants a small shop of around twenty prints and a page listing upcoming markets.
Pages chosen. Home, Shop, Markets and events, About the maker, Delivery and returns, Terms of sale, Contact, Privacy notice.
Features. Must have: a shop with card payments and delivery options. Later: a newsletter, once there is time to write it. Not needed: member accounts.
What the plan changed. The delivery and returns page appeared because online sales to consumers come with information duties and, with listed exceptions, a 14 day cancellation right. The shops page links to the rules.
A one-person business coach
First notes. Prospective clients ask what coaching covers, how many sessions it takes and what it costs. The coach wants enquiries from small business owners, not from people looking for therapy or careers advice.
Pages chosen. Home, Coaching (one section per programme, each saying who it suits and who it does not), How it works, Prices, About, Book a first call, Privacy notice.
Features. Must have: a scheduling link for a first call, with its length stated. Later: a downloadable worksheet. Not needed: a blog, because there is no time to keep one going.
What the plan changed. Writing "who it does not suit" for each programme meant the coach decided to say plainly that coaching is not therapy, with a line pointing people elsewhere.
A hair salon with three chairs
First notes. Regular clients phone to book and to move appointments, and new clients ask about prices and how long a colour takes. The owner wants fewer booking calls during appointments.
Pages chosen. Home with a book button near the top, Services and prices (each with a length), Book, Booking terms (deposits for colour, late cancellation), Find us, About the team, Privacy notice.
Features. Must have: online booking that knows which stylist offers which service and holds a deposit for long appointments. Later: gift vouchers. Not needed: an online shop.
What the plan changed. Writing the booking rules first showed that colour appointments needed a patch test step, so the booking terms gained a line on it before any tool was chosen.
Using these examples
Pick the example closest to your business, then open the planner and write your own version. Your answers will differ, and that is the point: the plan should come from your customers' questions, not from a template.