3. Contents
Decide what the PCs might find as they explore the site: its inhabitants, the areas within it, the dangers and discoveries that make it interesting, and the connective tissue that holds it all together.
If you're improvising the site during play, you'll do this spontaneously, inventing the contents as needed based on the site's foundation and story, often picking from ideas presented in Book II.
If you're prepping between sessions, then do the following steps in whatever order makes sense. Take multiple passes. Start high-level, with generalities. Then review what you've got. Consolidate where you can. Look for what's missing and for interesting interactions. Revise. Make decisions and create stuff as needed.