Text content

If you will be migrating content from another website to your new site or drawing from printed materials such as brochures, it's a good idea to carry out an audit of that content with your new sitemap as your guide. Regardless of whether you will be writing from scratch or reformatting the existing text, remember the following:

• As a general rule, search engines prefer web pages that have at least 250 words.
• Use as many words as necessary to convey your message, but keep your text focused.
• Use short paragraphs and dividing elements such as sub-headers and bullets to help break up long pages. Consider breaking really long pages into multiple pages, or incorporating section breaks to clearly demarcate topics.
• Keep in mind your brand image and your site's desired feel when writing; ensure that your writing style, tone of voice, and choice of words reflect the image you want to convey.