Whether you’re writing a critical landing page or content pages deep in the weeds of your site, it helps to keep it simple. And the best way to keep it simple is by following a simple template.
This is the easy and effective formula I use for most of my websites. And while no template or formula will work in all cases, this structure is a great place to start. It will help you narrow down the focus of your page to the main ideas, keep details straightforward and bulleted, and incorporate calls-to-action and internal links.
Plus, there’s a free template included at the end — just for you!
Start your website page with a statement that makes a promise, or clearly states the key takeaway of the page. Why should the reader stay on this page? What’s in it for them? Make it clear in the page title, as we did in the sample below from the new Sarah Lawrence College website.
Once you have your headline down, write a brief paragraph that highlights your key points. Imagine that these are the only one or two sentences your audience reads. Make it short and concise. And if possible, finish the paragraph with a call-to-action link that encourages readers to read more or contact you or complete a different action.
Make it clear what the reader should do at this point. Have them learn more about an associated topic elsewhere on your website, or in a blog article. Or, include a contact form to make outreach simple.
Once your page is written, you’ll need to focus on the meta data — basically, “data that describes other data.” This is the information that helps search users find and understand what your content is about.
The most important areas to consider are your meta description and your page title. They should incorporate key words, and they should be written in a way that entices readers to click through to read more. You can learn all about this in SEO Basics for Pages and Posts.
We’ve created a simple, FREE template outlining the steps above. Download it, print it, and use it to write your next website page. Happy writing, friends!