Articles, tutorials, guides and comparisons written on use a friendly, authoritative and welcoming tone.

The most important things are clarity, simplicity and straightforwardness.

Writers require neither excessive formality nor excessive informality to express your authority.

1) Introductions – Short, Concise and Straightly Related to Page Title

Intros are generally 110 to 175 words long.

There is no room for jargon, storytelling or generalization. If your article solves a problem, tell this in the intro. You definitely don’t need to tell your readers about history or who invented the Internet.

Keep your intro short, straight to the point and tell readers what they need to do in order to complete the guide or get help from your article. Try to sum up your article in the intro section. This is helpful for those who want to grasp information quickly and easily without needing to read your article.

Here’s an example of a good intro (Guide: How to use Shopify):

Intro example

As you can see, it tells people:

  • what Shopify is and what you can do with it
  • what will be your expenses
  • what you can achieve with this guide

2) Wording – Simple, Straightforward and Understandable

Do not use buzzwords, uncommon words or bad examples.

Use words that are known to the vast majority of English speaking audiences.

  • Examples of words that might not be known for all: omit, opaque, idiom, serendipity, etc.
  • Examples of words that are known: exclude, nontransparent, expression, chance, etc.

The writing must be understandable for people of different ages, gender, and geolocations.

Also, no reader should be familiar with a particular song or movie that you may use for an explanation. Forget that. Keep your words simple and concise.

3) Paragraphs – Short Is Better for Readability

No one likes to read walls of text. Nowadays people are more into scanning and browsing rather than reading large chunks of text.

Keep your paragraphs rather short, use 1-5 sentences per one paragraph.

Good use of paragraphs:

good paragraph example

Bad use of paragraphs:

bad paragraph example

4) Images – High Quality (in .JPG or .JPEG)

ALL IMAGES MUST BE UNIQUE (made by you or just a screenshot made by YOU).

Use images throughout your article to further explain and help the reader. Do not neglect them nor try to be obsessive with them. As a rule of thumb:

  • Use 1 image per 1000 words (minimum)
  • Use 8 images per 1000 words (maximum)

Use images to further clarification of what you meant to say.

Image guidelines:

  • Highest quality possible
  • In .JPG or .JPEG format
  • Centered
  • The image file name must be describing (example: how-to-install-wordpress-bluehost.jpeg)
  • Image alt tag must be describing (example: installing WordPress on Bluehost)
  • Max width 820px
  • Min width 700px
  • Max height 600px
  • Min height 250px

5) Internal & External Links – Only Use Legitimate Resources

We encourage you to add links to further explain the article or prove a point. If you say that 30% of sites run on WordPress, you need to back this up with facts (example).

However, don’t stuff your article with links, this is not a good user experience.

External links guidelines:

  • Must point to legitimate, non-affiliated websites
  • Must be up-to-date, cannot link to resources older than 2,5 years
  • All external links must be opened in “new tab”
  • All external links to product/service pages (commercial sites) must be “no-follow”
  • All external links to non-profit pages/sites can be “do-follow”
  • Max external links per 1000 words: 3
  • Min external links per 1000 words: 1

Internal links guidelines:

  • All internal links should be “do-follow”
  • All internal links must be opened in the same window
  • Max internal links per 1000 words: 2
  • Min internal links per 1000 words: 1

To find prospects for our internal linking, see this resource page.

6) Structure and Headings – Focus on Readability and for People Who Scan

  • H1 – only in title
  • H2 – subheading
  • H3 – for lists (1 to 10)
  • H4 – H3’s subheading

Use bullet-points and bold content to further emphasize the steps needed to take from the reader.

Make sure your content is good for people who “scan websites” (bullet points, images,
targeted headings).

If you have steps, use numbers in front of headings, just like we’ve done on this page.

7) Keywords – Use Topic-Related Keywords

Your goal is to write for the visitor and not for search engines. However, there are certain topic-related keywords we recommend you to use to make sure you don’t go too off-topic.

Here’s an example – Assuming you write an article on comparing different web hosting types, here are the keywords that you should use in your copy at least once:

  1. website (straightly related to web hosting)
  2. VPS (web hosting type)
  3. dedicated (web hosting type)
  4. shared (web hosting type)
  5. cloud (web hosting type)
  6. managed (web hosting type)
  7. domain (straightly related to web hosting)
  8. features (different web hosting types have different features)
  9. cost (always important when helping someone buy/choose something)
  10. email accounts (can be a part of web hosting)
  11. plans (part of web hosting)
  12. storage (feature)
  13. bandwidth (feature)
  14. refund (important people who are not satisfied)
  15. traffic (limitations)
  16. installation (part of web hosting)
  17. SSL (can be a part of web hosting)
  18. CDN (can be a part of web hosting)
  19. site transfer (important for those who want to change web hosting)
  20. cPanel (can be a part of web hosting)

If you have any feedback or questions about our editorial and style guidelines, please contact us – [email protected]