Page Writing Checklist: 28 Checks Before You Publish
One page that ranks, gets quoted by AI and turns a reader into a customer. 28 checks in the order you write.
28 checks that take a page from idea to publish: the question, the answer, the headings, the proof and the next step. Run it on your next page, then on the page that should be bringing you customers today.
For: Founders and small teams who write their own pages, or hire writers or AI tools and need a way to check the result.
- 1. Pick one question the page must answer · 4
- 2. Write the two-line direct answer · 4
- 3. Build headings from real buyer questions · 4
- 4. Add proof: examples, prices, steps · 5
- 5. The call to action · 4
- 6. The pre-publish check · 7
- Before writing: do group 1.
- While writing: groups 2 to 5, in order.
- Before publishing: every box in group 6. Read the page out loud once.
1. Pick one question the page must answer
- The page answers one main question, written down in one sentence.
A page that tries to answer five things answers none of them well.
- The question comes from a real search, a customer, or People also ask.
If nobody asks it, nobody searches it.
- You searched it and know which page type wins (guide, list, service page).
Google shows the page type that matches the intent. Build that type.
- No other page on your site targets the same question.
Two pages on one question split your effort.
2. Write the two-line direct answer
- The first two lines answer the question plainly.
Readers want the answer fast. Long intros make them leave.
- The answer makes sense if someone reads only those two lines.
Hypothesis: AI tools tend to lift short, self-contained answers. Google says no special optimization is needed for AI features, so treat this as good writing, not a trick.
- It includes a real number, range or condition where one exists.
'Most roof repairs cost $X to $Y, depending on Z' beats 'it depends'.
- No 'In today's world' openers or throat-clearing.
Nobody talks like that. It reads as filler.
3. Build headings from real buyer questions
- Each H2 is a question or task a buyer actually has.
Take them from People also ask, related searches and your sales calls.
- Each section answers its heading in the first sentence.
Same rule as the top of the page, at every level.
- Headings follow the order a buyer thinks: what, cost, options, how, who.
Google says headings help users navigate. The order is practical advice.
- You cover the 2 or 3 questions the top results miss.
That's your reason to exist on page one.
4. Add proof: examples, prices, steps
- At least one concrete example with real numbers.
Proof beats adjectives. 'Fast' means nothing; '48-hour turnaround' does.
- A price, price range or what affects price.
Price is one of the first things buyers search for.
- Steps are numbered when order matters.
Easier to follow, easier to quote.
- It's clear who wrote it and why they know this.
Google's helpful content guide asks: is it self-evident who authored the content?
- Facts can be checked, and you link to the source.
Google's guide asks whether content has easily verified factual errors.
5. The call to action
- One main next step, named plainly ('Get a quote in 2 minutes').
A reader who nods and leaves is a lost customer.
- The CTA appears after the answer and again at the end.
Some decide early, some read everything.
- The CTA matches the intent: book for buyers, read-next for learners.
Asking a learner to buy now usually fails.
- Phone, area served or booking link is easy to find on mobile.
Open the page on your own phone before publishing. If you have to hunt for the number, so will a buyer.
6. The pre-publish check
- Title is unique, clear and describes the page.
Google's SEO Starter Guide: a good title is unique, clear, concise and accurate.
- Meta description is a one- or two-sentence summary.
Google uses it as a possible snippet.
- URL uses readable words, not random IDs.
Google says words in URLs help users; they have little ranking effect on their own.
- Images have alt text that describes them.
Alt text helps search engines understand the image.
- At least 2 internal links in, and links out to related pages with descriptive link text.
Links help users and Google find the page and understand it.
- No padding. Every paragraph answers something or moves the reader to act.
Google says it has no preferred word count.
- You read it out loud and it sounds like you.
If you'd never say it, rewrite it.
Unlock the full checklist
Everything above, plus the branded PDF to keep.