1. Write for a specific visitor
Describe who the page is meant to help and what that person wants to know. Use terms customers use in conversations and support requests, not only internal product language.
Choose one main point for the page. If you cannot explain its purpose in a sentence, narrow the scope before drafting.
2. Make headings informative
A heading should help someone understand what the next section covers. Draft a working outline: the main message, supporting ideas, evidence, practical details, and next step.
Use one clear main heading and descriptive subheadings. Avoid vague labels that do not help readers scan the content.
3. Give each section one job
Write down what each section needs to accomplish, then include only the explanation, example, or detail that supports that job. This keeps the page from repeating the same benefit in several places.
Prefer concrete information over broad adjectives. Instead of calling a process seamless, explain what a customer can do or what will happen. Verify factual claims before publishing.
4. Make the next step specific
Calls to action should describe what happens next. Match the wording to the destination: contacting your team, viewing a service, or registering should set the right expectation.
Different pages can have different goals. Someone reading a case study may need a related project link; someone on a contact page may be ready to reach out.
5. Edit before moving into layout
Read the copy aloud and remove repeated points, filler, and unexplained jargon. Check spelling, product names, numbers, and contact details. Ask someone in the intended audience whether the offer and next step are clear.
Bring the content into Wio once it is ready, then refine wording if the visual layout reveals a passage that is too long or unclear. The How to Use Wio guide gives a short overview of the full workflow.
