What are industry "Best Practices" for how to handle content creation on my site? How long should my pages be? What font size should I use?
250-400 Words is probably a good guideline for length. More is fine, but at some point you're better off thinking about creating a new page. Our Energy Circle blog posts tend to be far longer, but we have a different objective. PRO Goal: get people to trust you and book an appointment. Fewer shorter pages is better unless you're writing a long, instructive article. Use the opportunity of a new page to find a unique keyword focus to use for the title, page title and meta description, and of course in the content.
The overall rule is: a small number of fonts, a small number of colors, each used consistently throughout the site. Our site templates are carefully designed with color and font selection -- use the styles we have defined and that are available in the WYSIWYG editor and everything will look great, clean, professional.
In particular, our templates are designed with built-in headings for the page and topics of the page (corresponding to HTML H1 and H2 tags, which are important for search engines). Our content editor allows you to break your content into nice, bite-sized chunks using the Heading 3, 4 and 5 styles, available from the Styles drop down list. Use headings to help retain a nice outline structure, especially in longer documents.
Avoid the use of the Font Size tool on the editor. While it may be appropriate to change font size in certain cases, generally, stick with the default.
Try to find one or two other pages within your site to link to when it makes sense -- links act like bold and italics and help guide people through your site. Use keywords in the text you link, and when your link leads to the "goal" of the page (e.g. hiring you for a job!) use "command" language in the link, e.g. click here to set up your energy audit.
Use images strategically when they can help align readers to the content.
Avoid "noise" -- make it clean and easy to read. Avoid pasting from MS Word or other word processors -- if you do use the "eraser" tool to get rid of all of the garbage that will end up getting pasted in. Better to just write in the editor we provide.