Webpage content template

This templateis used to define the contentrequirementsfor your web pages prior to creating content.

This allows forthe approvalof subject matter and messages without getting distracted by style and tone.

Content requirements / Content title:
Use a clear, descriptive title that simply explains what is on this page.
Audience:
Who is this content aimed at? What type of people will be reading it?
Objectives:
What is this content designed to achieve?
Key messages:
What’s the ONE thing you want readers to understand after they’ve read this?
Benefits:
What are the benefits of this service? /
  1. Benefit
  2. Benefit
  3. Benefit

Calls to action:
Where should readers be directed?What is the goal for readers? /
  • Text
  • URL

Content governance / Process team:
Is this content owned, managed or represented by a specific area of the business?
Authors:
Who writes and edits the content for this page?
Stakeholders:
Who is responsible for approving this content?Who can sign it off or request amendments?
Resources:
Where can writers find the information they need to write this page?
Expiry date:
When will this content expire? How regularly should it be checked for accuracy and relevancy?

Pre-writing questions

  • What is the goal of this page?
  • Which objective will this page help us achieve?
  • What are the user needs?
  • Which audience/persona is this page targeting?
  • What are the three primary benefits you want tocommunicate?
  • What keywords and phrases do you need to include for SEO?

Post-writing checklist

  • Is the page content 250 to 500 words?
  • Is the headline clear and catchy?
  • Is this piece of content relevant to your target audience/persona? Does it address at leastone of their problems and provoke them to take the next step (call-to-action)?
  • Have you used short sentences and paragraphs and broken up paragraphs with subheadings?
  • Have you stated your main point in the first couple sentences?
  • Are you using a lot of industry jargon? (answer should be “no” here in most cases)
  • Is the content conversational? Are you addressing the reader as “you”?
  • Is it interesting?
  • Is the piece free of typos and grammatical errors (have someone else read it)?
  • Is there a clear call to action?

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