Page Writing Checklist: 28 Checks Before You Publish

2. Write the two-line direct answer (checks 5-8)

• 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.

Worked example: the same intro, before and after (illustrative)

3. Build headings from real buyer questions (checks 9-12)

• 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's SEO Starter Guide 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 (checks 13-17)

• 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 want to know.

• 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 to visitors 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.

Making it easy for AI to quote (what Google actually says)

Google says there are no extra requirements to appear in AI Overviews or AI Mode, and no special optimizations, files or schema needed. A page must be indexed and eligible to show a snippet. So the checks in groups 2 to 4 are the AI checks: a clear question, a self-contained answer, real numbers, and a named author with sources.

You can now see if it works. Search Console's Generative AI performance report (under Performance) shows how often links to your pages appeared in AI Overviews and AI Mode, by page, country, device and date. It counts impressions only. Clicks from AI features stay in the normal Performance report under the Web search type.

If you ever want to limit what Google shows from a page, Google points to the normal preview controls: nosnippet, data-nosnippet, max-snippet, or noindex to keep the page out of Search.

5. The call to action (checks 18-21)

• 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 (checks 22-28)

• 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 may use it as the snippet.

• URL uses readable words, not random IDs.

  Google says words in URLs can help users; they have little ranking effect on their own.

• Images have alt text that describes them.

  Alt text helps search engines and screen readers 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.

Copy-paste: page outline and review prompt

Main question (one sentence): ____
Where it came from (search / customer / People also ask): ____
Page type that wins in Google: ____
Two-line answer (with a number or condition): ____
____
H2s (buyer questions, in buying order):
1. What ____?
2. How much ____?
3. Which option ____?
4. How does ____ work?
5. Who ____?
Questions top results miss: ____ / ____
Proof I can add (example, price, steps): ____
Author line (who wrote it, why they know): ____
Sources to link: ____
Main CTA: ____
2 pages that will link here: ____ / ____

You are a strict editor. Review the page below against these rules and answer with PASS or FAIL plus one line of reason for each:
1. It answers ONE main question. Say what it is.
2. The first two sentences answer it directly and make sense alone.
3. The answer includes a number, range or condition.
4. Every H2 is a real buyer question, answered in its first sentence.
5. There is at least one concrete example with real numbers.
6. Price or what affects price is covered.
7. It is clear who wrote it and why they know.
8. Every factual claim either links to a source or is marked as opinion. List any claim without a source.
9. There is one clear CTA after the answer and at the end.
10. No filler sentences. Quote any sentence that could be deleted without losing meaning.
Do not rewrite the page. Do not invent facts. Only review.

PAGE:
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Common mistakes (and the check that catches them)