Page tables
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This page explains what page tables are, what they include, and how to use them as a content strategy tool to plan, align, and govern web pages before writing begins.
What is a page table?
A page table is a structured content planning document used to define the purpose, audience, and requirements of a specific web page before content is created. Teams use page tables during planning, redesigns, and ongoing content maintenance to ensure each page supports user needs, business goals, and overall site strategy.
Why page tables matter
Page tables help teams:
- Clarify goals and expectations early
- Reduce redundant or off-strategy content
- Support collaboration across content, design, and development
- Minimize rework by setting clear expectations upfront
By bridging strategy and execution, page tables make content planning more intentional and efficient.
What a page table includes
| Element | Description |
|---|---|
| Page Goal/Objective | What this page is meant to achieve |
| Target Audience | The primary users this page is designed for |
| Key Messages | The main points or information the page must communicate |
| Content Details | Specific topics, content sections, components, or source material needed |
| SEO Requirements | Search keywords, meta information, and internal links to include |
| Call to Action (CTA) | What the user should do next |
| Role/Purpose | How the page supports the overall user journey or site structure |
| Governance | Page owner, review dates, and update frequency |
Page tables in practice
When to use page tables
Page tables are most useful when teams need structure and alignment, such as when:
- Planning a new website or section: Helps define each page before writing begins.
- Redesigning or restructuring existing content: Identifies gaps, duplicates, and outdated content.
- Creating multiple pages that need consistency: Ensures messaging, structure, and CTAs are aligned.
- Coordinating teams: Clarifies roles, responsibilities, and approvals to reduce confusion.
How page tables work
Page tables support a repeatable planning process by outlining page requirements before production begins:
- Define: Strategists document the purpose, audience, key messages, and requirements for each page.
- Guide: Writers, designers, and developers use the page table as a reference during creation.
- Review: Stakeholders confirm direction and requirements early in the process.
- Execute: Teams build the page using the approved requirements.
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