Content Style Guide Template

Brand Voice & Tone

Define the personality behind your writing so every piece sounds like it came from one team.

Brand Voice & Tone

Voice is your consistent personality; tone is how it flexes by context. Document both so writers do not have to guess.

• Voice in three words: [Word], [Word], [Word]: describe what each means in practice.
• We sound like: [Short example sentence]. We do not sound like: [Counter-example].
• Point of view: address readers as [you / we / our team]; default to second person.
• Tone by context: [Marketing page] = confident; [Support / error message] = calm and reassuring.
• Always: [e.g. lead with the benefit, use plain words].
• Never: [e.g. hype, jargon, blame the reader].

Keep voice steady across the brand; let tone shift with the reader's situation, not the writer's mood.

Grammar, Mechanics & Spelling Conventions

Settle the recurring spelling, punctuation, and number questions once so editors stop re-litigating them.

Grammar, Mechanics & Spelling Conventions

These are the small choices that, left undecided, make content look inconsistent. Pick one option per rule and stick to it.

• Spelling standard: [US / UK] English: pick one and apply it everywhere (e.g. US: color, organize).
• Style reference: follow [AP / Chicago / in-house] for anything not covered here.
• Serial (Oxford) comma: [Use / Do not use].
• Numbers: spell out [one through nine], use numerals for [10 and up].
• Capitalization: headings use [sentence case / title case].
• Dates & times: format as [Month D, YYYY] and [time format].
• Contractions: [Allowed / Avoid] to set formality.

When two choices are both correct, the rule is simply to be consistent.

Formatting & Structure

Standardize headings, lists, and length so pages are scannable and easy to read.

Formatting & Structure

Structure helps readers skim and helps search engines understand your page. Set clear rules for hierarchy and length.

• One H1 per page: it states the main topic; never use a second H1.
• Headings in order: use H2 for sections and H3 for sub-points; do not skip levels for styling.
• Descriptive headings: write specific, scannable H2s and H3s like [example heading], not vague labels.
• Paragraph length: keep most paragraphs to [2-4] sentences.
• Sentence length: aim for short, clear sentences; break up anything over [~25] words.
• Lists: use bullets for unordered items, numbers for sequential steps; keep items parallel.
• Emphasis: use bold sparingly for key terms; avoid all-caps for stress.

If a section is hard to skim, add subheadings or convert dense prose into a list.

SEO Standards

Give writers repeatable rules for titles, metas, keywords, and internal links so content ranks without guesswork.

SEO Standards

Good SEO starts in the draft. These rules keep titles, metadata, and links optimized and consistent.

• Primary keyword: choose one per page and place it in the title, an early paragraph, and at least one H2.
• Title tag: lead with the keyword and keep it concise, roughly [50-60] characters so it is unlikely to truncate.
• Meta description: write a compelling summary of about [150-160] characters with the keyword and a reason to click.
• URL slug: short, lowercase, hyphenated, keyword-focused.
• Internal links: add [2-4] links to related pages using descriptive anchor text.
• Write for people first: never stuff keywords; use natural variations and synonyms.

Character ranges are guidance, not hard pixel limits: preview how your title and description render before publishing.

Imagery, Links & Accessibility

Make images, links, and media usable for everyone and indexable by search engines.

Imagery, Links & Accessibility

Accessible content reaches more readers and tends to perform better in search. These rules cover images, links, and media.

• Alt text: describe every meaningful image concisely for screen readers and image SEO; mark purely decorative images as decorative.
• File names: use descriptive, hyphenated names like [descriptive-image-name] instead of IMG_1234.
• Image specs: compress files and use [preferred format / max width] for fast loading.
• Anchor text: make links descriptive ([e.g. our pricing page]); never use "click here".
• External links: link only to credible sources and set them to [open behavior] per your rule.
• Contrast & structure: ensure readable color contrast and use real headings, not bold text, for hierarchy.

If a reader using a screen reader could not follow the page, it is not finished.

Review & Publishing Checklist

Run a consistent final pass before anything goes live to catch errors and enforce the guide.

Review & Publishing Checklist

Use this as the last gate before publishing. Confirm each item, then ship with confidence.

1. Voice & tone: reads on-brand for the context.
2. Proofread: no spelling, grammar, or punctuation errors; spelling standard applied.
3. Structure: one H1, logical H2/H3 order, scannable paragraphs and lists.
4. SEO: title tag, meta description, slug, and keyword placement set.
5. Links: all links work, use descriptive anchor text, and point to the right targets.
6. Images: compressed, named well, and every meaningful image has alt text.
7. Accessibility: headings, contrast, and link text are usable for everyone.
8. Final approval: reviewed by [Editor / role] on [date].

Nothing publishes until every box is checked.

What is a content style guide and why does my team need one?

It is a single reference that documents your rules for voice, grammar, formatting, SEO, and accessibility. It matters because it turns individual judgment calls into shared standards, so content stays consistent and on-brand no matter who writes it. The more people who touch your content, the more a guide saves time and prevents drift.

Should we use US or UK English?

Pick whichever matches your primary audience and use it everywhere. The specific choice matters less than consistency: mixing color and colour or organize and organise in the same body of content looks careless. Record your decision in the Grammar & Mechanics section and apply it to every page, email, and asset.

How long should title tags and meta descriptions be?

As guidance, aim for roughly 50 to 60 characters for title tags and about 150 to 160 for meta descriptions so they are unlikely to truncate in search results. These are ranges, not hard pixel limits, because search engines render results by width and can rewrite descriptions. Always preview how yours appear before publishing.

Why is alt text in the style guide, and what makes good alt text?

Alt text serves two goals: it lets screen-reader users understand images, and it gives search engines context for image SEO. Good alt text concisely describes what the image shows and why it is there, without image of padding or keyword stuffing. Images that are purely decorative should be marked as decorative so screen readers can skip them.

How do I keep the guide from becoming outdated?

Treat it as a living document with a clear owner and a recurring review, such as quarterly. Update it whenever your brand voice, products, or SEO priorities change, and whenever a recurring question reveals a missing rule. Note the last-updated date and announce changes so the team always works from the current version.

How do we get writers to actually follow the guide?

Make it short, specific, and easy to reference, then build it into your workflow. Use the Review & Publishing Checklist as a required final step, and cite specific sections in editorial feedback instead of giving vague notes. When the guide is the answer to real questions writers have, it becomes a habit rather than a document nobody opens.