Demo article for writing guidelines

Whether you're building a brand overview, writing a guide, or describing an image for accessibility, using the power of language and a consistent style will help people get the most from your content.

Getting started

Follow the site's voice. Think about who you're talking to and keep in mind the type of vocabulary to use. Bettors are seeking excitement yet also a sense of assuredness. Create a list of common terms and reference that list to keep your language consistent. Consistent language helps everything feel more cohesive.

Be clear. Choose words that are easily understood and convey the right thing. Check each word to be sure it needs to be there. If you can use fewer words, do so. When in doubt, read your writing out loud. Avoid filler.

Write for everyone. For your article to be useful for as many people as possible, it needs to speak to as many people as possible. Choose simple, plain language that bettors of all levels can understand. Unless in a context where specifically addressing power-users, avoid jargon which may not be familiar. Explain industry terms where appropriate.

Avoid artificially generated content. If unavoidable, don't copy-paste. Use your own writing. Chat bots, LLMs, and other artificially generated content produce obvious, bland, robotic text containing filler easily detectable both by humans and search engines like Google.

Editor tools

Make use of headings, lists, images, and brand items to break up the text into readable and digestible chunks.

Brand action panels

100% Matched Up to £50

Claim this offerFor new bettors. Select bonus at sign up or use code SPORT. Wager deposit & bonus 8x. Max qualifying bet = bonus. Valid 60 days. Odds, bet & payment limits apply.

Add a call-to-action panel where you think it can be of benefit to the reader. Avoid over-use; its impact is diminished when placed in crowded areas.

Brand lists

William Hill

One of the biggest names in betting.

Ladbrokes

Online and offline giant, trusted heritage.

bet365

World's biggest bookie with unrivalled in-play betting.

Add one or many brands in a list when you need something more powerful than a text link and more subtle than a full-blown call-to-action panel.

Inline text links

Internal linking is an essential part of good content structure and SEO. When adding links, choose anchor text that is natural, descriptive, and directly relevant to the page being linked.

Avoid generic phrases like "click here". Internal links help readers discover related content, improve navigation, and spread link equity.

Use external links more sparingly. Only point to authoritative and reputable sources.

Know the difference between links. Internal links strengthen site architecture and the user's journey. External links lend credibility and context. Use the full URL when adding an external link. Omit the domain when adding an internal link, e.g., "/betting-sites".

Avoid overstuffing. Ensure your links add genuine value for the reader, and they will naturally add value to SEO.

Images

Save images in appropriate formats and sizes. For photographic images use .WEBP or .AVIF around 800 - 1,200 pixels wide. Never upload .PNG or screenshots. Take time to give the file a relevant name, size, format, and compression.

Add captions where there is value. Captions are displayed under the image. Only use captions where additional context is useful.

Use descriptive alt text. Alt text is not visible to sighted users. It serves to help people who use screen readers and bots (like Google's crawler) to understand what the image is. When writing alt text, imagine having to describe the image to someone that you're reading the article for over the phone. Avoid keyword stuffing.

Alt text and caption example

Alt text for this image

• Sports betting soccer football best odds winner
• Liverpool v Arsenal free bets
• William Hill betting site
• Mo Salah celebrating after scoring a goal.

Headings

Maintain a logical heading order. Remember that your content will be included on a page which already has a level 1 heading (H1) so you never need to use it. Your articles will usually start at a H2 or H3. Nest sub-topics in order H2 > H3 > H4 and revert back to higher levels where the next main topic begins.

Use sentence case. Retain consistency throughout the site by using sentence case everywhere except where specified, including headings and call-to-action labels. Avoid caps-lock, and only use Title Case where specified.

Best practices

Consider each article's purpose. Pay attention to the order of information, and put the most important information first. Format your text to make it easy to read. Break large texts into smaller chunks and sprinkle with images, lists, call-to-actions, tables and inline media.

• Maintain consistent tone and style
• Make use of the editor's formatting tools
• Use clear, plain language
• Avoid filler; only write what's required
• Avoid copy-pasted artificially generated content

Language

Be action oriented. Active voice and clear labels help people navigate, digest information, and follow call-to-actions.

Write for mobile-first. Since we can't dynamically adapt articles based on which device the reader is using, and that the dominating analytics traffic is mobile, prefer phrases like "tap" over "click".

Use natural language. Avoid robotic phrases or cliches like:

• We at Compare Betting Sites...
• Here at Compare Betting Sites...
• We compare...

Generative AI

Avoid all generative AI content. If usage is unavoidable, never copy-paste directly. Use your own words, written with your own hands.