Writing Great Content

What is content?

Content refers to the information on your web pages. It can include written words (text), images, and videos. It can also include audio files, PDF files, e-books, and podcasts.

Google says, “Creating compelling and useful content will likely influence your website more than any other factors.” We find that sites with lots of useful content usually get more visitors from Google.

What tools do I need to write the text for my pages?

You can use a word processing program like Microsoft Word or Google Docs to write the text. They offer features like spell and grammar check, a thesaurus, a word counter, and more.

No word processor? No problem.

You can also write the page text using an editor like Wordpad or Notepad (Windows) or Textedit (Mac). You can even type the text directly into an email.  

If you don’t have a word processor, you may find these online tools helpful:

I have my text and images. How do I send them to you?

You can email your content as an attachment or share it via a service like Google Docs or OneDrive. In some cases, such as when you have a lot of images, it might be easiest to upload the content directly to your new website. Check with your designer or our support department if you need help.

Webpage Content Worksheet

Not sure what content to put on your web pages? Highlight this worksheet and copy it to your editing program of choice. Fill it out for each page on your new site.

1. Write a page headline:

2-3 words for main pages; 6-12 for subpages or blog posts.

2. Write three to five subheadings, one for each topic you want to discuss on this page.


Stuck? We offer webpage topic suggestions or check your competitors to see what they discuss.

3. Fill in one or more paragraphs of text for each subheading. Do not copy text verbatim from other websites! Having trouble getting started? Write questions visitors may have about each topic and short, 2 to 3 sentence answers. Or, just list the points you want to make for each topic.

4. Describe what you want visitors to do after reading this page:

Direct them to get more information on a product or service, read a review, download or print a coupon, get directions to your store, sign up for a mailing list, request a quote, make a booking or purchase, etc.

5. Media (images or videos) you want on this page:

We recommend at least one image per page. You should have written permission or a license to use any photos you did not take. If you don’t have an image, there are free and paid image websites. Videos must be uploaded to YouTube or Vimeo before we can add them to your site.

6. Proof with this checklist:

  • The page is interesting.
  • The text is easy to read. Check http://www.hemingwayapp.com/ for suggestions and a score.
  • No spelling or grammatical errors.
  • No jargon or unnecessary stories.
  • There are subheadings, bullets, and lists to make the page easy to scan.
  • No plagiarism or copyright infringement.
  • Text shows benefits to the reader with information that will help and interest them—not just a sales pitch. It focuses on them and their needs.
  • Page has at least 250 – 500 words (up to 3,000 for important pages). Use enough text to answer your readers’ questions. It’s OK to have a mix of long and short pages.