Content Planning
Guidelines and page outlines for planning content on the new MOWP site
Use this section to plan copy, gather assets, and identify content gaps before we start building pages. Don't worry about how things look yet -- focus on the words: what do we need to say, what's missing, and what can we cut?
Guiding Principles
Three principles should shape every piece of content on the site:
- Clarity over complexity. Every page should make the primary action obvious. If a visitor can't figure out what to do in a few seconds, the page isn't doing its job.
- Accessible to all ages. Plain language, no jargon, no acronyms without explanation. Many visitors will be older adults or family members in stressful situations. Write for them first.
- Priorities: Donations > Volunteers > Get Meals. This is the order of business impact. It doesn't mean Get Meals pages matter less, but it should guide where we invest the most energy in messaging and calls to action.
Also see Tone & Voice in the Design & Brand section for voice guidelines.
What's in this section
Writing for the Web
How to write content that works online — scannability, length, links, and cross-linking
SEO for Content Writers
Page titles, alt text, meta descriptions, and structured data basics
Testimonials & Quotes
How to collect them, what makes a good one, and where you'll need them
Photography & Media
What images to gather, what to avoid, and the types you'll need
Recommended Tools
Practical tools for writing, images, analytics, and organization
Content Checklist
A preflight check for each page before it goes live
Page Outlines
Section-by-section outlines for every page on the site