Every professional writer worth her salt has a process.
Here's mine (for all Web projects).*

Phase One: Investigate.

I meet with you to:
- analyze your audience
- explore your brand
- understand your competitors
- target your overall web site goals
- review your existing content
- analyze your new content needs.

Phase Two: Envision.

Together, we’ll:
- brainstorm
- envision and delineate new content features
- create a content outline
- develop editorial guidelines.

Phase Three: Write.

I do the following:
- research
- write new content.

Phase Four: Ensure.

I follow up.
- proofread and copyedit all content
- refine navigational text
- determine refresh rate of new content.

*For print and audio projects, I alter the process as appropriate.