A good brief saves rewriting. It tells the writer the goal, audience, keywords and structure before they start.
Brief template
| Section | What to include |
|---|---|
| Page goal | Rank for X and get enquiries for Y |
| Audience | Who reads it and what they need |
| Main keyword | One primary keyword |
| Related terms | Variations and topics to cover |
| Questions to answer | From customers and search; generate with our question keyword generator |
| Outline | Suggested headings |
| Proof | Data, examples, case studies to use |
| Internal links | Pages to link to |
| Call to action | What the reader should do |
| Length guide | Approximate range; check with our word counter |
| Tone | Brand voice notes |
Include real expertise
Give writers access to your experts for quotes and details. Generic content struggles to rank.
Review against the brief
Check that every question is answered and links are added.
See our SEO content writing service.
Want the full picture? This article is part of SEO: the complete guide, our in-depth guide with everything in one place.
