<!-- Updated: 2026-04-17 -->
# Content Brief Templates by Page Type

Select the template that matches the page type. Adapt sections based on the specific business and competitive landscape. Not every section applies to every page.

## Service Page

**Goal:** Convert visitors into enquiries or bookings.

| Section | Purpose | Format |
|---------|---------|--------|
| What is [service] | Define the service clearly | Definition box, 80-120 words |
| Who needs it | Qualify the reader | Bullet list of scenarios |
| How it works | Reduce friction, set expectations | Numbered steps |
| Costs/pricing/fees | Address the #1 question | Table or range, not exact if variable |
| Outcomes/results | Prove value | Stats, case study snippets, before/after |
| Why choose [brand] | Differentiate | 3-5 bullet points with specifics |
| FAQ | Capture PAA traffic | 5-8 questions, 40-60 words each, FS target |
| CTA | Convert | Clear action, reduce risk (free consult, no obligation) |

**Schema:** Service + FAQPage + LocalBusiness (if location-specific)
**Primary keyword placement:** H1, first 100 words, one H2, URL slug, meta title

## Blog Post

**Goal:** Rank for informational queries, drive readers to service pages.

| Section | Purpose | Format |
|---------|---------|--------|
| Direct answer | Win Featured Snippet | Answer-first paragraph, 40-60 words, FS target |
| Background/context | Set the scene | 1-2 paragraphs |
| [3-5 H2 subtopics] | Cover depth from PAA/gaps | Mix of paragraphs, lists, tables |
| Common mistakes | Add unique value | Numbered list with explanations |
| FAQ | Capture long-tail traffic | 5 questions from gap analysis |
| CTA to relevant service | Convert intent | Contextual link, not hard sell |

**Schema:** Article + FAQPage
**Primary keyword placement:** H1, first 100 words, URL slug, meta title, one image alt text

## Case Study

**Goal:** Build trust, demonstrate real outcomes.

| Section | Purpose | Format |
|---------|---------|--------|
| Outcome summary | Lead with the result | Bold stat or outcome in first line |
| Client situation | Context | 1-2 paragraphs, anonymise if needed |
| The challenge | Problem framing | What was at stake |
| Our approach | Show expertise | Step-by-step or narrative |
| The result | Prove value | Specific figures, percentages, timelines |
| Key takeaways | Reusable insight | 3-5 bullet points |
| Related services CTA | Cross-sell | Link to the relevant service page |

**Schema:** Article (with subject and outcome in description)
**Primary keyword:** The outcome or matter type, in H1 and title

## Category Page

**Goal:** Rank for broad topic terms, funnel visitors to sub-pages.

| Section | Purpose | Format |
|---------|---------|--------|
| What this area covers | Define scope | Overview paragraph |
| Sub-services/products (linked) | Hub linking | One H2 or H3 per sub-page with description and link |
| Who we help | Qualify audience | Bullet list of personas |
| Process overview | Set expectations | Numbered steps |
| FAQ | Capture variations | 5-8 questions |
| CTA | Convert | Clear next step |

**Schema:** Service + BreadcrumbList + FAQPage
**Primary keyword:** Category name, in H1, title, URL, first paragraph
**Site Structure Rule:** MUST include every relevant sub-page from the sitemap.

## Landing Page

**Goal:** Single conversion action, minimal distractions.

| Section | Purpose | Format |
|---------|---------|--------|
| Hero (offer + CTA) | Convert above fold | Headline + subheadline + button |
| Problem statement | Agitate pain | 2-3 sentences |
| Solution/benefits | Present the fix | 3-5 benefit bullets |
| Social proof | Build trust | Testimonials, logos, stats |
| How it works | Reduce friction | 3-step process |
| Objection handling / FAQ | Remove doubts | 4-6 common objections answered |
| Final CTA | Convert | Repeat the offer |

**Schema:** WebPage + FAQPage
**Primary keyword:** Offer or outcome, in H1, title, hero subheading

## FAQ Page

**Goal:** Capture PAA and Featured Snippet traffic.

| Section | Purpose | Format |
|---------|---------|--------|
| 8-15 questions | Grouped by subtopic | Each answered in 40-60 words, FS target for each |
| CTA after last question | Convert | Contextual next step |

**Schema:** FAQPage (every Q&A as mainEntity, critical for rich results)
**Primary keyword:** In H1 as "[Topic]: Frequently Asked Questions", in first answer

## Location Page

**Goal:** Rank for [service] + [city] queries.

| Section | Purpose | Format |
|---------|---------|--------|
| What we do in [city] | Local relevance | Overview with city name naturally included |
| Local areas/courts/landmarks | Hyper-local signals | List of suburbs, jurisdictions, or landmarks served |
| Service areas | Geographic scope | List or embedded map |
| Why local matters | Justify the page | 1-2 paragraphs on local expertise |
| Team in [city] | E-E-A-T | Brief bios of local staff |
| Local reviews/testimonials | Trust | 2-3 reviews mentioning the location |
| FAQ | Local variations | 5 location-specific questions |
| CTA | Convert | Local phone number, address, booking link |

**Schema:** Service + LocalBusiness (with address, phone, geo coordinates)
**Primary keyword:** [Service] [City], in H1, title, URL, first paragraph, LocalBusiness schema

## About Page

**Goal:** Build trust, support E-E-A-T across the site.

| Section | Purpose | Format |
|---------|---------|--------|
| Who we are | Brand positioning | 2-3 paragraphs |
| Our story/founding | Humanise | Narrative with founding date |
| Our team | E-E-A-T | Individual bios with credentials, photos |
| Our values | Differentiate | 3-5 values with brief explanations |
| Awards/recognition | Authority | List with dates |
| Media mentions | Authority | Links to press coverage |
| CTA | Convert | Contact or services link |

**Schema:** Organization + Person (per team member)
**Primary keyword:** Brand name or "[Brand] [industry]", in H1 and title

## Homepage

**Goal:** Establish brand authority, funnel to service and location pages.

| Section | Purpose | Format |
|---------|---------|--------|
| Hero (value prop + CTA) | First impression | Headline + subheadline + primary button |
| Services overview | Show scope | Card grid or linked list to service pages |
| Why us (differentiators) | Stand out | 3-5 unique selling points |
| Social proof | Trust | Testimonials, client logos, review stars |
| Location/service area | Local relevance | Map or area list |
| FAQ (for GEO) | AI search visibility | 4-6 broad business questions |
| CTA | Convert | Repeat primary action |

**Schema:** Organization + WebSite + Service
**Primary keyword:** Primary service + city, in H1, title, first paragraph
