Summary:

Effective web copy is comprised of usability and quality content. Write for humans (first) and
then robots (search engines). Also, keep in mind most people scan pages, so organize the content
accordingly by breaking up paragraphs with keywords and phrases. Make a promise to the reader in
the headline and use the body copy to deliver that promise.

Voice & Tone:

Before you type a key, it’s important to give focused thought about your brand and your readers.
Voice comes from the brand. It will remain consistent throughout your content day in and day
out. Regardless of the brand, we recommend a human voice. By this, we mean one that is friendly,
simple and free of any jargon. Conversely, tone mirrors the sentiment of your audience and
should change accordingly. Therefore website content, email copy and social media copy should
share the same voice but vary in tone. Bring the right tone and voice to your content, and it will
attract, persuade and retain customers.

Structure:
•Page Title (at least 4 words, less than 72 characters) should contain at least one
focused keyword/phrase

•Keywords/phrases should appear in the first paragraph but no more than 5.5% ( 5 words out
of 100) density of total words on the page. Don’t keyword stuff

•Body copy at least 200 words, centered around one or two keywords/phrases

• Images (use of images encouraged) add alt-text. Describe the image as though you were
explaining it to a person who can’t see. Use Keywords and Phrases. (Google can’t see your photo!).

•H1 Tag Use no more than one. This is often the same as the page title

• sub-headlines Use if the page is more than 300 words (H2, H3)

• Hyperlinks Include one hyperlink for every 120-150 words of body content
(Example: 500 words should have 4 hyperlinks.) Link to relevant and authoritative websites

• Interior linking to related pages on your website (If relevant) don’t link multiple times to
same page
 SEO Copy Brief
Worksheet:
Voice:
{Brand focused}

Target Audience:
{Who is the content for?}

Tone:
{Audience’s feeling focused}

Content Objectives and Call to Action (CTA):

{What is the purpose of this content}

Primary Keyword/Phrase:

Secondary Keywords/Phrases:

Headline:
{H1 tag, at least one keyword included}

Page Title:
{Title Tag}

Meta Description:

{Entice click-through, 165 characters max}