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Content Requirement Outline

Last Edited: 2026-07-07 00:30

What You Will Get from Us

• An About Us document with differentiating information about the company
• A Google Doc for each of the requested pages. These MUST be used for payment to be rendered
• A link to the client’s website
• Precise details about what is being ordered

PAGE TYPES

Please read the following information, then proceed to the page type requirements below.

What Is a City Page?

A city page is a particular type of content page common for local businesses (especially ones that go to their customers’ locations). It focuses on all the services the company provides in that area and ties them into the community. It often features elements such as directions, local references, colloquialisms, service references, and company differentiation points.

• Try to sprinkle in you/your references. The tone should be professional and knowledgeable.
• City Pages should each be a minimum of 800 words.

What Is a Service Page?

A service page is a particular type of content page common for local businesses. It focuses on a specific service the company provides. It’s used to help establish expertise and experience. It’s also a great hub for internal links. It often features things such as service details, signs you need a service, FAQs, and links to relevant cities.

• Do NOT use first person. Try to sprinkle in your/you references. The tone should be professional and knowledgeable.
• Service Pages are a minimum of 1000 words.

What Is a City-Service Page?

In some competitive markets, you need to get more specific. A city-service page is about a SPECIFIC service in a particular city. For instance, “Henderson AC Repair.” They feature the informational content of a service page as well as the local references inherent to city pages.

• City-Service pages should be a minimum of 900 words.

What Is an Article/Blog?

Blog posts and articles often set out to answer a particular question in depth. They aim to be a one-stop shop for anything on the topic. They should read more like a newspaper article than a sales tool. Though not intended to sell, we require ours to have some local references.

• Any blogs below 800 words will not be accepted.

What Is a Case Study?

Case studies focus on a particular job a client completed. They are an alternative to blogs for service area businesses that allow for the establishment of expertise and authority.

• Case Studies need to be at least 800 words.

SUBMISSION GUIDELINES

Please submit your work in the provided Google Docs.

Formatting Instructions

• Consistent Pronouns: Use "we" and "our" when referring to the company, and "you" when addressing the reader.
• Proofreading: Ensure basic editing and grammar checks are completed before submission.
• Original Writing: While brainstorming with ChatGPT is acceptable for ideas, please do not use it for the initial writing.

Please Avoid

• Incorrect Pronouns: Do not refer to the company as "they" or "it."
• Overuse of Compound Sentences: Aim for clarity and simplicity in sentence structure.
• Phrasing Issues: Avoid expressions like "served [city] with [service]"—instead, use "offer [service] in [city]."
• Overuse of Specific Phrases: Refrain from using phrases such as "guttering system," "home environment," "expert solutions tailored to your needs," and "help the [City] community." These things are hallmarks of AI.
• Repetitive Terms: Limit the use of "[adjective1] and [adjective2] [service]" and "home and business owners."
• Excessive Length: Avoid unnecessary elaboration. For example, instead of saying, "With years of experience and a reputation for quality, [Company] guarantees that your [City] home or business will have a roof built to withstand [State]'s unpredictable weather," simply state, "Our experience and reputation ensure your [City] home or business can withstand [State]'s unpredictable weather."
• Vague Language: Be specific and clear in your descriptions.
• Overuse of Certain Terms: Limit the use of "whatever" repair services; opt for "[specific] service" or "[specific] repair."
• Lack of Research: Avoid vague statements; ensure your content is well-researched and includes relevant links.
• Capitalization in FAQs: Only the first letter of the question should be capitalized. (Treat as a question, not a header)

CITY PAGE REQUIREMENTS

1. All of the following sections:
   1. Introduction: Open with a brief introduction to the service itself, incorporating local city references (restaurants, city sites, attractions, etc.). For HVAC only, weave in temperature and weather. When referencing the city, you can use the {#PAGECITY} tag. Keep links relevant (e.g., an AC page should link to things like ice cream shops or swimming pools).
   2. Company Introduction: Talk about their history, morals/vision, and explain that they provide the service in the target city.
   3. Why Choose Us: Highlight points such as ownership (veteran/woman-owned), 24/7 service availability, being locally owned and operated, and employee vetting.
   4. Primary Services: Specific sections for each primary service (e.g., HVAC: Furnace Repair, AC Replacement; Plumbing: Leak Repair, Water Heater Service). Check the client's menu for service details.
   5. Informational Section: Feature something specific the client wants to highlight (e.g., About the Owner, Maintenance plan, Awards, When to Replace, Signs Your [System] Needs Repair).
   6. Conclusion: Minimum of 5 sentences pushing the audience to act and referencing local reviews.
   7. Frequently Asked Questions: At least 8 questions. Include "When Can You Get Here?" and "How Long Will Service Take?".
   8. Local Building/Directions: If the client is physically located within the city, add a section describing their building, directions, nearby landmarks, or major intersections.
2. The following should be included:
   • At least 3 external links to local places/websites (spread throughout, not stuffed in the first section).
   • 3–6 headers with relevant keywords.
   • At least two values/stats.
   • Headings throughout.
   • At least 10–15 mentions of the city name.
   • Key terms sprinkled throughout.

SERVICE PAGE REQUIREMENTS

1. All of the following sections:
   1. Introduction: Empathize and draw readers in with a story or question. Tie the service to what {#COMPANYABBV} provides.
   2. Why Choose Us: Highlight details like ownership type, 24/7 availability, being locally owned, and employee vetting.
   3. Signs You Need Service: Discuss symptoms showing the service is needed.
   4. Informational Section: Highlight key topics (e.g., benefits of early replacement, rooter vs. drain cleaner, leaving it to professionals, rebates).
   5. Process Section: Outline the process involved in getting the service.
   6. Conclusion: Clear call to action encouraging the reader to act.
2. The following should be included:
   • Internal Linking: Use standard target URLs (typically 10–15 per document, excluding buttons). Do not link to the same page more than once.
   • Headings throughout (3–6).
   • At least 10–15 mentions of {#SEOCITY1RAW}, {#SEOCITY2RAW}, and {#SEOCITY3RAW}.
   • Relevant key terms sprinkled throughout.
   • Calls to action every few sections.
   • 7–10 FAQs.
   • At least 3 links to external resources (stats, local attractions, etc.). Do NOT link to competitor websites or sites selling equipment.
   • Relevant meta title, meta description, and H1.

CITY-SERVICE PAGE REQUIREMENTS

1. These need to be VERY specific to avoid cannibalization. Keep mentions of other services to a minimum. Use the {#PAGECITY} tag for city references.
2. All of the following sections:
   1. Introduction: Service introduction with scenario details and local city references.
   2. Company Introduction: History, vision/morals, and service coverage statement.
   3. Why Choose Us: Highlight ownership, availability, local grounding, and vetting.
   4. Service Details: Specific boxes/descriptions of the service.
   5. Signs You Need Service: Symptoms requiring repair/replacement.
   6. Informational Section: Specific client details, tips, rebates, or DIY warnings.
   7. Conclusion: Minimum 5 sentences directing the audience to act and referencing reviews.
   8. Frequently Asked Questions: At least 8 questions.
   9. Local Building/Directions: If physically located in the city.
3. At least 3 external links to local places/landmarks (spread throughout). Do NOT link to competitor websites or sites selling equipment.
4. Relevant Metadata:
   • Headings throughout (3–6).
   • Key terms related to the service.
   • Calls to action placed every few sections.

ARTICLE PAGE REQUIREMENTS

1. Built to be informative and establish the customer as an expert.
2. All of the following sections:
   1. Introduction: Introduce the topic in detail.
   2. Terminology/Equipment: Explain key terms and equipment.
   3. Informational Sections (2+): Relate to the customer ("5 Ways X Impacts Y", "Signs You Need X", "Why maintenance saves money").
   4. Call to Action: Paragraph encouraging the customer to connect and explaining how the company helps.
3. At least 3 external links (no competitors, no equipment sales sites).
4. Frequently Asked Questions: At least 3–5 questions.
5. Local Angle: Mention the city/area 4–5 times and contextualize (e.g., local water quality, local events, regional pricing).
6. Relevant metadata:
   • Headings throughout (3–6).
   • At least 10–15 mentions of {#SEOCITY1RAW}, {#SEOCITY2RAW}, and {#SEOCITY3RAW}.
   • Related key terms sprinkled throughout.
   • CTA instances.

CASE STUDY REQUIREMENTS

1. All of the following sections:
   1. Introduction to the Problem: Describe the customer's problem, build empathy, and state they relied on {#COMPANYNAME}.
   2. The Solution: Details of the issue, proposed contractor solution, and rebate details.
   3. Informational Section: Detail the service provided, its importance, how to avoid future issues, and why the solution was chosen.
   4. Closing: Summarize the issues and remind the reader that {#COMPANYNAME} is the expert for this problem.
2. The following should be included:
   • At least 3 external links to local sites/landmarks.
   • 3–4 headers with relevant keywords.
   • Headings throughout.
   • Key terms related to the service.
   • Calls to action every few sections.
   • Frequently Asked Questions: At least 3–5 questions.
   • Between 500 and 800 words per page.
3. System tags: {#COMPANYAGE}, {#COMPANYMOBILEPHONE}, {#COMPANYNAME} / {#COMPANYABBVCOMPANY}, {#VIEWGOOGLEREVIEWS}.