Content, images & accessibility
Guides to help you write great website copy, choose and prepare images, and make your site accessible to everyone.
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, and make sure your site is usable by everyone — including people with disabilities.
You do not need to be a professional writer or designer. These guides give you practical, step-by-step help for each task.
Where to start
New to writing for the web? Begin with Writing for the web, then move on to the page-type guides for your homepage, About page, and service pages.
If you only read three things
- Writing for the web — the fundamentals that every page rests on.
- Alt text explained — the highest-impact accessibility upgrade most sites are missing.
- How to compress images — the single biggest page-speed win you control.
Writing for the web
Writing for the web
The core principles of writing content that people actually read online.
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 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.
Editing your own copy
A simple process for reviewing and tightening your own writing.
Finding your brand voice
Define how your brand sounds — and keep it consistent.
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 one is for.
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.
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.
Using your own photos well
How to take and prepare your own photos for the web.
Accessibility
Alt text explained
What alt text is, why it matters, and how to write it well.
Web accessibility basics
What accessibility means and why it matters for every website.
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.
Brand assets
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.
Need a hand?
Troubleshooting analytics problems
A plain-English guide to diagnosing and fixing the most common Google Analytics 4 problems — missing data, incorrect numbers, missing conversions, and more.
Writing for the web
The core principles of writing content that people actually read online, explained for non-writers.