Content, images & accessibility

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.

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 The anatomy of a homepage that converts, 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

The anatomy of a homepage that converts

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 headlines and calls to action that get clicked

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 organized

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.

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