Content, images & accessibility
Guides to help you write great website copy, choose and prepare images, and make your site accessible to everyone.
- Difficulty
- Beginner
Your website only works when the words and images on it connect with real people. This section covers everything you need to write clearly, use images well, turn visitors into customers, and make sure your site is usable by everyone — including people with disabilities.
You do not need to be a professional writer or designer. Each guide is practical and self-contained, so you can read only the one that matches the job in front of you.
Quick summary
Three kinds of guide live here: writing (what to say on each page), images (how to choose, license, and prepare them), and accessibility (making the result usable by everyone). Realistically, writing your own pages takes longer than people expect — budget a couple of hours per page for a first draft you're happy with, and expect to revise it once your site is live and you can see how visitors behave.
If you only read three things
- Writing for the web — the fundamentals that every page rests on.
- Conversion fundamentals — why words and layout decide whether visitors become customers.
- Alt text explained — the highest-impact accessibility upgrade most sites are missing.
The path through this section
Learn how web writing differs from other writing. Writing for the web covers scanning, structure, and plain language, then Finding your brand voice makes it sound like you.
Write your core pages. Start with Writing a great homepage, then your About page, service pages, and pricing page.
Make those pages actually convert. Conversion fundamentals is the umbrella guide; Landing page anatomy, Writing hero copy that converts and Writing effective calls to action are the practical follow-ups.
Add images that help rather than hurt. Image basics for your website and How to compress images prevent the two most common problems: wrong-looking images and slow pages.
Check it works for everyone. Web accessibility basics and the Accessible content checklist turn accessibility from a vague worry into a short list of checks.
Start here: write for the web
Writing for the web
The core principles of writing content that people actually read online.
Finding your brand voice
Define how your brand sounds — and keep it consistent.
Editing your own copy
A simple process for reviewing and tightening your own writing.
Write the pages every business needs
Writing a great homepage
What to say on your homepage — and in what order.
Writing a great About page
Tell your story in a way that builds trust.
Writing service pages that convert
Service pages that turn visitors into enquiries.
Writing a pricing page that works
Present your pricing so visitors understand the value and choose.
Turn visitors into enquiries & customers
Conversion fundamentals: turning visitors into customers
How website conversion works, what to measure, and what to expect.
Landing page anatomy
Every section a focused, single-goal page needs — and in what order.
Writing hero copy that converts
The headline and subheadline visitors judge you by fastest.
Writing headlines that work
How to write headings that grab attention and keep readers moving.
Writing effective calls to action
The words on your buttons and links matter more than you think.
Lead magnets explained
Free resources that grow your email list with the right people.
Choose & prepare your images
Image basics for your website
What you need to know before adding any image to your site.
Image formats explained (JPG, PNG, WebP, SVG)
What each format is for, and which one to use where.
Image sizes for the web
How big should your images be? Simple rules for every situation.
How to compress images
Make images smaller without making them look worse.
Using your own photos well
How to take and prepare your own photos for the web.
Get images you are legally allowed to use
Where to get images legally
Free and paid sources for great website images.
Stock photos & licensing
Understand licenses so you never use an image you shouldn't.
Make your site usable by everyone
Web accessibility basics
What accessibility means and why it matters for every website.
Alt text explained
What alt text is, why it matters, and how to write it well.
Accessible content checklist
A practical checklist to make your content more accessible.
Color contrast & readability
Why contrast matters and how to check yours meets the standard.
Using video on your website
How to add video accessibly and without slowing your site down.
PDFs & documents on your site
When to use PDFs, when not to, and how to make them accessible.
Keep everything organised
Organizing your brand assets
Keep your logos, fonts, and images in one place and easy to find.
Content terms, explained simply
Plain-English definitions for content and image jargon.
Related sections
- SEO basics for business owners — especially writing SEO-friendly content and image SEO & alt text
- Analytics & tracking — conversions & goals explained is how you tell whether your copy is working
- ADA & WCAG: web accessibility compliance — the legal side of the accessibility guides above
- Images & page speed — why image preparation is also a speed decision
- AI for your business — using AI for first drafts and images, responsibly
- Brand voice worksheet and Content brief template — fill-in-the-blank versions of these guides
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