Structure before writing
Organise pages around search intent and visitor decisions rather than the internal structure of the organisation.
06 · WEBSITE & CONTENT
Turn your website into a clear answer to visitor questions.
An effective website helps people understand where they are, what you offer, why they should believe you and what to do next.
Write to be understood and found
Use explicit headings, evidence, complete answers and logical internal links between related content.
ALL 60 PLAYBOOKS
60 website and content tools
MEMBER
Structure my website
For “Structure my website”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERWrite my About page
For “Write my About page”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERCreate an effective FAQ
For “Create an effective FAQ”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBEROptimise a blog article
For “Optimise a blog article”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite my homepage
For “Write my homepage”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERCreate an SEO content brief
For “Create an SEO content brief”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERWrite a customer success story
For “Write a customer success story”, define the audience, verify the evidence and produce a testable social publishing result.
View playbook MEMBERBuild a website structure around the customer journey
For “Build a website structure around the customer journey”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERWrite a service page
For “Write a service page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a persuasive pricing page
For “Write a persuasive pricing page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite an effective contact page
For “Write an effective contact page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an online portfolio
For “Create an online portfolio”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERImprove my website’s perceived performance
For “Improve my website’s perceived performance”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook FREEOptimise my homepage for SEO
For “Optimise my homepage for SEO”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERFind my priority keywords
For “Find my priority keywords”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite my SEO titles and descriptions
For “Write my SEO titles and descriptions”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERWrite an article optimised for Google
For “Write an article optimised for Google”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate pillar content
For “Create pillar content”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERBuild an editorial newsletter
For “Build an editorial newsletter”, define the audience, verify the evidence and produce a testable email conversion result.
View playbook MEMBERWrite a welcome email
For “Write a welcome email”, define the audience, verify the evidence and produce a testable email conversion result.
View playbook MEMBERConduct a UX audit of my website
For “Conduct a UX audit of my website”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERImprove my website’s calls to action
For “Improve my website’s calls to action”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERAdd trust signals to my website
For “Add trust signals to my website”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERPrepare a website redesign brief
For “Prepare a website redesign brief”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERCreate a wireframe for my homepage
For “Create a wireframe for my homepage”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERBuild my web measurement plan
For “Build my web measurement plan”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERImprove my website’s accessibility
For “Improve my website’s accessibility”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBEROrganise content updates
For “Organise content updates”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an editorial maintenance plan
For “Create an editorial maintenance plan”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERAdd structured data to my pages
For “Add structured data to my pages”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a product page
For “Write a product page”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERWrite a category page
For “Write a category page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a booking page
For “Write a booking page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a confirmation page
For “Write a confirmation page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a useful 404 page
For “Write a useful 404 page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a partners page
For “Write a partners page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a newsroom page
For “Write a newsroom page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite a recruitment page
For “Write a recruitment page”, define the audience, verify the evidence and produce a testable internal communication result.
View playbook MEMBERCreate a resources page
For “Create a resources page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an industry glossary
For “Create an industry glossary”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a detailed case study
For “Create a detailed case study”, define the audience, verify the evidence and produce a testable AI-assisted production result.
View playbook MEMBERWrite a solution comparison
For “Write a solution comparison”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERWrite an alternative solution page
For “Write an alternative solution page”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a long-form guide
For “Create a long-form guide”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate a thematic article series
For “Create a thematic article series”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERUpdate an old article
For “Update an old article”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERConsolidate competing content
For “Consolidate competing content”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an SEO editorial calendar
For “Create an SEO editorial calendar”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERBuild an internal linking plan
For “Build an internal linking plan”, define the audience, verify the evidence and produce a testable internal communication result.
View playbook MEMBEROptimise images for the web
For “Optimise images for the web”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERWrite useful image alt text
For “Write useful image alt text”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERImprove page readability
For “Improve page readability”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate effective mobile navigation
For “Create effective mobile navigation”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERDesign internal site search
For “Design internal site search”, define the audience, verify the evidence and produce a testable internal communication result.
View playbook MEMBERCreate an accessible form
For “Create an accessible form”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERPrepare a website migration
For “Prepare a website migration”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERProtect SEO during a redesign
For “Protect SEO during a redesign”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbook MEMBERPlan conversion tracking
For “Plan conversion tracking”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERCreate an editorial dashboard
For “Create an editorial dashboard”, define the audience, verify the evidence and produce a testable communication planning result.
View playbook MEMBERRun a website usability test
For “Run a website usability test”, define the audience, verify the evidence and produce a testable website optimisation result.
View playbookFREQUENT QUESTIONS
Getting started in this area
01Which page should I start with?+
Begin with the site structure, then improve the homepage and the pages for priority offers.
02Can the tools help with SEO?+
Yes. Several playbooks cover SEO briefs, articles, FAQs, page structure and internal linking.
03How often should I publish?+
Publish when you can answer a useful audience question more clearly and completely.