The document provides guidance on planning a website by examining other existing sites, considering different types of content like text, images, multimedia, and interactivity. It suggests looking at sites in your market to find components to incorporate and functions that will serve your site's purposes. Text is noted as the most efficient means of transferring information, while images are the most frequently used form of information after text. The document also discusses considerations for using text, images, multimedia, and allowing user interactivity on the site.