THE THINKING / WEBSITE CONTENT
Make every pagesay what it needs to say.
A practical collection of writing guides to help you shape clearer website content—from finding the right audience to finishing the final call to action.
SCOPE / WEBSITE CONTENT WORKSHEETA website is easier to use when each page helps someone move forward.
Good content does more than fill a layout. It helps a person recognize that they are in the right place, understand what you are offering, and find a sensible next step.
These guides break that work into approachable questions. Read them in order if you are planning a website from the beginning, or jump directly to the page you are shaping today.
A FEW PRINCIPLES
Three questions can guide almost any page.
Who is this for?
Picture the person, their context, and what they came to understand.
What do they need to know?
Choose the information that helps them make sense of your offer.
What can they do next?
Make a useful action easy to recognize and take.
CONNECTED CAPABILITIES
Build the foundation: audience, purpose, and language.
Writing for your audience
Choose language and detail for the people you actually hope to reach.
ExploreWriting website content
Make your pages clear, scannable, useful, and connected to a next step.
ExploreDrafting stronger headlines
Write a headline that gives readers a clear reason to continue.
ExploreCONNECTED CAPABILITIES
Shape the pages people look for first.
CONNECTED CAPABILITIES
Finish the journey with useful details and ongoing content.
Your contact page
Make it easy to ask a question and know what happens after reaching out.
ExploreSearch-friendly content
Organize helpful information around real questions people search for.
ExploreWriting useful blog posts
Balance helpful ideas, expertise, and a natural connection to your work.
ExploreA THOUGHTFUL PROCESS
Use the guides as a working session, not a test.
01 / NOTICE
Choose one page
Start with the page you need most and name the person it should help.
02 / DRAFT
Answer the reader’s questions
Gather the useful details in your own words before polishing the structure.
03 / REFINE
Make the next step clear
Review the page from the reader’s point of view and remove what gets in their way.
COMMON QUESTIONS
A few helpful notes before you begin.
Do I need to read every worksheet?
No. Each guide is useful on its own. Start with the page you are working on and follow the links if another topic would help.
Should I write the copy before the site is designed?
Content and design inform one another. A first draft helps reveal what a page needs to hold; reviewing it in the layout helps refine hierarchy and length.
Do these guides replace professional copywriting?
They offer a useful starting point. If you want help with research, messaging, writing, or editing, we can discuss a copywriting project.
How should I think about search while writing?
Start by answering a real question well. Organize the page so people and search engines can understand what it covers, then review the details as part of a wider search plan.
LET’S MAKE THE NEXT MOVE COUNT.
Good content begins with a useful conversation.
If you are ready to shape the words with a partner, we can help turn your notes into a clear page plan.
Talk about your content