Frank Green — Website Content Worksheet
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Website Redesign
Content Planning
Prepared by Wick Creative · wickcreative.com

ContentWorksheet

Work through each section as a team. Your answers auto-save in this browser. When complete, download as PDF and return to Wick Creative for review.

Prepared forFrank Green
Team Collaboration

How to use this worksheet

Four sections correspond to the major content areas of your new site. Fill in each field — your answers save automatically to this browser. When you're done, hit Download PDF in the top bar to save a copy for your records or share with your team.

01
Section One
Homepage
The entry point for your brand — every module needs a clear content owner and assets to match.
A-Type Inroads — Product Categories
Primary nav entry points by product type. These should match your top-level navigation.
What we needList your main product categories. For each: agree on the display label, a short tagline, and the hero image or visual direction.
B-Type Inroads — Usage & Feature Based
Inspirational entry points by lifestyle, activity, or feature.
What we needThink about how customers describe their needs: "gym," "insulated," "camping," "gift." List the usage categories that best match your audience — these drive editorial homepage blocks.
NEW — Stay Fresh & Relevant
New drops, seasonal launches, limited editions, collabs. This section should feel alive and update regularly.
Hot Buys — Featured Products
Showcase exciting products relevant to the active B-type inroads on the homepage.
Brand Value & Heritage
Why should someone care about Frank Green? 3–5 pillars with headlines, descriptions and supporting visuals.
What we needEach pillar needs a headline (3–6 words), a 1–2 sentence description, and a visual or icon direction. Think: sustainability, Australian design, customisation, quality, community.
Brand Story
The origin, mission, and meaning behind the brand — told in human terms.
Make It Yours — Customisation
Personalisation options, gifting, corporate. A key Frank Green differentiator.
02
Section Two
Navigation
Rework the nav to reflect how customers actually shop — product type, usage, colour, and intent.
Primary Nav — A-Types (Product Categories)
Top-level nav items. Keep labels to 1–2 words. List what sub-categories or featured items appear in each dropdown.
What we needAgree on the primary nav labels that match your A-type homepage inroads. For each, list the sub-items and any featured collections or images in the megamenu.
Secondary Nav — B-Types (Activity / Usage / Feature)
Tick all that apply for your secondary navigation axes.
Notes / Priority order
Colour Navigation
Shop by colour is a key Frank Green differentiator — it deserves its own nav treatment.
Customisation & Gifting — Nav Entry Points
These deserve their own visible nav spots, not buried in dropdowns.
Nav Priority Matrix
As a team, agree on what lives where in the navigation hierarchy.
Must Have in Top Nav
Nice to Have / Secondary
Dropdown / Sub-nav Only
Footer / Utility Only
03
Section Three
Product Page
Every missing content opportunity — broken into Analytical, Experiential, and Visual.
Reference Brands
Study these brands as a team — they're setting the benchmark in your space.
Ocean Bottle
Strong sustainability storytelling, premium feel
oceanbottle.co
YETI
Configurator, lid swaps, lifestyle imagery
yeti.com
Waterdrop
Technology story, materials callouts
waterdrop.com
Owala
Colour & config selectors, FAQ, UGC
owalalife.com
S'well
Lifestyle + place imagery, clean PDP
swell.com
CamelBak
Technical specs, insulation callouts
camelbak.com
Klean Kanteen
Sustainability + materials in depth
kleankanteen.com
BINK
Minimal, hydration-goal focused
binkmade.com
Black+Blum
Design-led, material stories, exploded views
blackblum.com
Analytical Content
The "head" content — facts, specs, and stories that build trust and answer questions before they're asked.
Why Frank Green?
Sustainability
Materials
Technology Stories
FAQ
Experiential Content
Interactive, hands-on elements that help customers feel ownership before they buy.
Key insightBrands like YETI and Owala drive conversion significantly through interactive experience. Customers who engage with configurators convert at a higher rate. Identify which of these Frank Green can prioritise first.
Prioritise for v1 launch — tick all that apply
Visual Content
Photography, UGC, and lifestyle imagery that makes the product feel real and desirable.
Product in Place / Lifestyle
IRL / Social Proof
Visual Asset Audit — list what you have and what needs to be shot
Product Page — Overall Priority Ranking
Rank which missing content pieces to tackle for v1 vs. future phases.
🔥 Must Have at Launch
Phase 2 — within 90 days
Phase 3 — aspirational
Needs More Discussion
04
Section Four
Product Tier Catalogue
Map your catalogue into A, B, and C tiers — then agree which content features each tier will commit to at launch.
How to use this section
List the products that belong in each tier, then check off which content features your team can commit to providing for that tier.
Tier guidance A-Tier — Hero products. Flagship SKUs that deserve the full content treatment and drive the most revenue.
B-Tier — Core range. Important products that support the range but may not get every feature at launch.
C-Tier — Supporting catalogue. Products that need solid basics but may be streamlined in content scope.
Tier Strategy Notes
Any caveats, dependencies, or decisions about how tiers are defined.
Team Notes & Open Questions
Capture anything that needs follow-up, decisions, or ownership assignment before returning this to Wick Creative.
wickcreative.com · 303 578 9425
Prepared for Frank Green
Website Redesign — Content Planning