Page purpose
Establish the context and evidence before proposing an answer.
IMPRNT working resource
Website Content Planner.
Plan page purpose, audience tasks, evidence, ownership, metadata and review requirements.
Why use it
Give every page a purpose, evidence standard and accountable owner.
Plan page purpose, audience tasks, evidence, ownership, metadata and review requirements.
- Links content structure to an audience task
- Makes metadata and search intent part of planning
- Creates review dates and retirement responsibility
Working question: What decision does this page help the visitor make?
Inside the resource
A structured sequence for an accountable discussion.
Each section creates space for evidence, decisions, named owners and unresolved questions.
Priority audience task
Separate known evidence from assumptions that require resolution.
Required evidence
Separate known evidence from assumptions that require resolution.
Content structure
Separate known evidence from assumptions that require resolution.
Search intent
Separate known evidence from assumptions that require resolution.
Owner and approver
Separate known evidence from assumptions that require resolution.
Review date
Record the decision, owner and next review point.
Facilitation guidance
Use the document to expose differences—not hide them.
Start with the pages supporting the five highest-value tasks. If a page has no clear user decision or accountable owner, challenge whether it should exist.
This resource provides general planning guidance. It is not legal, financial, regulatory or accessibility advice.
Act the decision
Use the resource before the meeting.
Complete the sections that affect what decision does this page help the visitor make? Then use the review to agree evidence, ownership and unresolved decisions.