The art of content creation

We can provide copywriter services and other content development services, such as video and photography, through our network of vetted contractors. 

Creating content for your digital resource consists of:

• writing,
• photography, 
• icons, graphics and illustrations, and
• video (to really turbo-charge it all)

It is easy to underestimate the work that goes into creating good content for a website.  Below are some recommendations (this is a work in progress for most - definitely for us): 

Writing for web

Here are some recommendations for writing for web:

• Write for people first - seems obvious, but don't let search engine optimisation overrule what humans care about.  Keep language simple: short sentences, define jargon, explain acronym.
• One clear purpose for each page. Put the key message first. 
• Use headings that explain, not tease. Write titles that clearly say what the page is about. Use clear structure: one H1, sensible H2/H3 order, headings that describe the section.
• Back claims with examples or evidence.
• Make link text meaningful: “Download the pricing guide (PDF)” beats “click here”.
• Label actions clearly: don’t say “click the green button on the right to save”; let the buttons say “Save changes”.
• Use lists for steps: numbered steps for processes; bullet lists for options.
• Tables need context: use tables for data (not layout), with clear headers and a short intro.
• Don’t rely on emojis or punctuation for meaning: write the meaning in words too.
• Review and update content regularly. Measure results and improve weak pages. Keep iterating—writing is never finished.

Photography for web

Here are some recommendations for selecting photography:

1. For each page, choose the image types you need: hero (mood), proof (results), process (how it works), people (trust), detail (quality).

2. Pick a consistent look (bright vs moody, warm vs cool, lots of negative space vs busy) and save 8–12 reference images (half “yes”, half “no”).

3. Select images that read fast: clear subject, uncluttered background, good contrast, strong focal point even at thumbnail size.

4. Choose images that support the words: if the heading says “Fast turnaround”, show the process/people delivering that—not a random pretty photo.

5. Prioritise authenticity: real team, real place, real product/service in action beats generic stock every time.

6. Check for practical web use: crop flexibility (desktop + mobile), space for headings/buttons, and no critical details near edges.

7. Do a “trust + inclusivity” scan: diverse, respectful, accurate, and with permission/rights; avoid stereotypes and awkward staged smiles.

8. Test, then iterate: swap one image at a time on key pages and watch engagement/conversions; keep winners, replace underperformers.

9. Write helpful alt text (when needed): describe what matters in the image; skip it for purely decorative images.

Icons, graphics and illustrations

In the last few decades we have seen a shift from writing to more of a visual language. For example, the emergence of emoticons. Here are some ideas for creating quality icons for your digital resource:

• List the concepts you actually need. Keep it tight and specific; avoid icons for obvious headings. Decide what icons should do (navigate faster, explain features, support scanning), not just “look nice”. 

• Use one consistent icon set. Same style, stroke weight, corner radius, and level of detail across the site. Keep sizes and alignment consistent. Standardise on a few sizes (e.g., 16/24/32) and align to the text baseline or grid.

• Choose simple, universal metaphors. If users might misread it, add a label or don’t use an icon.

• Pair icons with text. Icons alone are often unclear; treat them as helpers, not the message.

• Design for accessibility. Don’t rely on colour alone; ensure contrast; hide decorative icons from screen readers; label meaningful ones.

• Use the SVG format. Crisp, scalable, small files, easy to style with CSS; avoid heavy PNG packs.

• Limit colour and effects. Use one colour by default; reserve accent colour for state (active/selected) not decoration.

• Test in real layouts. Check mobile, dark/light backgrounds, and at small sizes; replace any icon that needs explaining.

Graphics and illustrations

Here are some recommendations more specifically tailored around illustrations and graphics:

• Start with the message. Write one sentence the illustration must communicate, and cut anything that doesn’t support it.

• Lock a consistent style guide. Palette, line weight, shading, character style, and level of detail—match it across the whole site.

• Design for web use. Provide desktop + mobile crops, keep key elements away from edges, and leave “copy space” for headings/buttons.

• Keep it simple and readable. Strong silhouette, clear hierarchy, minimal clutter—test at thumbnail size.

• Deliver the right files + usage. SVG when possible (or high-res WebP/AVIF), plus source files, naming conventions, and clear licensing.

Video creation

While the creation of video may seem daunting, the value of a good video should not be underestimated. Here are some recommendations for getting it right:

• Pick the goal per page. Each video should do one job: explain, build trust, show proof, or drive an action.

• Choose the right video type. Common winners: 30–60s homepage highlight, 60–120s “how it works”, short testimonials, product/service demo, case study story, FAQ clips.

• Write a simple script. Hook → problem → solution → proof → next step. Keep sentences short and spoken.

• Create a shot list (b-roll plan). Wide / medium / close-ups + “in use” footage + people interacting + environment details.

• Plan for web formats. Record extra takes for 16:9 (website/YouTube) and 9:16 (social); leave space for headings and UI overlays.

• Prioritise audio. Use a lav mic or good external mic; pick a quiet location; do a 10-second test recording every setup.

• Light it simply. Face a window or use soft key light; avoid mixed lighting; keep skin tones natural and consistent.

• Get clear permissions. Talent releases, location permission, music licensing, and approval for any customer stories.

• Edit for attention. Front-load the value, use short cuts, add captions, keep versions: 15s/30s/60s/2min.

• Publish smart on the website. Add a strong thumbnail, a clear title, captions/transcript, and a CTA near the video; compress/host well (fast load), then measure plays → engagement → conversions and iterate.

How to go viral

Most of us like the idea of creating content that goes a little crazy - where people around the world start sharing it.  Here are some basic tips on how to make that a tiny incy bit more likely: 

• Pick one strong emotion (awe, surprise, joy, anger, relief) and write for that reaction.

• Lead with a punchy hook in the first 1–2 lines (the “why should I care?”).

• Make it instantly useful: a checklist, template, calculator, swipe file, or “do this, not that”.

• Use a “shareable” format: numbered tips, myths vs facts, before/after, quick guide, or a strong opinion + evidence.

• Design for skimming: short sections, bold key lines, and clear headings.

• Create a standout visual: one simple graphic people can repost (stats card, diagram, meme-style quote).

• Be specific, not generic: “7 email subject lines that lifted replies 32%” beats “How to write better emails”.

• Add proof: a mini case study, data, screenshots, or real examples to build trust fast.

• Write a quotable line: one sentence that’s easy to copy/paste into social posts.

• Make sharing frictionless: obvious share buttons, click-to-copy quotes, and a clear “share this with…” prompt.

• Time it around a moment: trends, seasonal needs, news hooks (without being spammy).

• Seed it properly: email your list, share in niche communities, partner with 1–3 relevant people, and repurpose into short clips/posts.