Your one-stop-shop for content parameters regarding all different kinds of B2C content!
Blog Posts
Word Count:
- 800–1,500 words
Keyword Strategy:
- Popular consumer phrases
- Natural language; ~1% primary keyword density
Funnel Stage:
- High (Awareness) — Educational or entertaining
Questions:
- Is this written for curiosity or lifestyle appeal?
- Does it help a customer solve a minor problem or learn something new?
Ebooks/Guides
Word Count:
- 1,500–3,000 words (5–15 pages)
Keyword Strategy:
- Optimized landing page
- Simple, visual in-document content
Funnel Stage:
- High (Awareness) — Usually a lead magnet or brand builder
Questions:
- Is this downloadable content for a general audience?
- Does it provide practical, useful information in a skimmable format?
Home Pages
Word Count:
- 300–600 words
Keyword Strategy:
- Brand + product category terms
- Concise and emotionally engaging
Funnel Stage:
- High (Awareness) — First impression and navigation hub
Questions:
- Can a new visitor instantly understand what the brand sells?
- Is the page built to drive people deeper (to product or promo pages)?
Service/Product Pages
Word Count:
- 300–600 words
Keyword Strategy:
- Exact product/service term; common modifiers (size, color, location)
- ~1–2% keyword density
Funnel Stage:
- Low (Decision) — Visitor is comparing or ready to buy
Questions:
- Does this clearly present one product/service?
- Does it include a clear call-to-action like “Add to Cart” or “Call Now”?
Landing Pages
Word Count:
- 150–300 words
Keyword Strategy:
- Message match with ad/email
- One CTA; use of power words
Funnel Stage:
- Low (Decision) — Designed purely for conversion
Questions:
- Is this page focused on one offer or campaign?
- Is the copy short and focused entirely on the conversion?
About Us Pages
Word Count:
- 300–700 words
Keyword Strategy:
- Brand personality
- Product category mentioned naturally
Funnel Stage:
- Medium (Consideration) — Trust and connection builder
Questions:
- Does it introduce the brand's story or founder?
- Is it emotional or value-driven rather than promotional?
Portfolio/Testimonials
Word Count:
- 300–800 words per story (or short quotes/testimonials)
Keyword Strategy:
- Customer outcomes; natural long-tail phrases
Funnel Stage:
- Low (Decision) — Provides social proof and trust
Questions:
- Is this showing customer quotes or before/after results?
- Is it meant to reassure someone before they buy?
Category Pages (SEO/Ecomm)
Word Count:
- 200–300 words
Keyword Strategy:
- Category keyword; short, enticing copy
- Optionally add FAQs for richer SEO
Funnel Stage:
- Medium (Consideration) — Browsing and filtering intent
Questions:
- Is this a shopping or browsing page with a short intro?
- Does it help customers choose between product types?