The other half of planning your website is design. (The first half was project management.) The goal of Web design should be to make life easier for the people who use your pages.
It's hard to over-emphasize this point. The needs of your users should be the light that guides all your design decisions.
Focus on the user. Figure out who your users are. Remember that the Web is truly global, so you have the potential to reach a very wide audience.
It may be helpful to think of your users in several groups. You may want to draw a pyramid like this one: