Key word-led 60-character search engine optimised headline

Horse and Godiva

Godiva by P Pargetter for Minton Pottery. On display in Herbert Art Gallery and Museum, Coventry

Online writers must front load the first paragraph with key words. The first 160 characters show under the headline on a search engine. You want users to click.

Concentrate on the three most important things. That’s all people can take in quickly. You must hook them in to get them to scroll.

Break up any additional material in sub-sections under descriptive sub-headings and include links to source material or additional information.

Our 90th Anniversary Gold Collection is a celebration in a box! ???? by @asfixiado

A photo posted by GODIVA (@godiva) on

Web guru Jacob Nielson says: “To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds”.

Photos, videos and additional media

Include at least one photo/video. Make sure you complete the alternative attribute for photos, graphs and illustrations – a description for visually impaired web users having the screen read to them.

You may also need to prepare a slide show of photos. You can also embed:

  • Tweets
  • Facebook status updates
  • Audioboom and Soundcloud
  • Instagram and Flickr photos
  • Vine, Vimeo and Youtube videos

and much more.

You can use your own media or collate others’ media from around the web, or mix the two.
Lady Godiva

A Day In the Life of Lady Godiva from Alex Lodge on Vimeo.

Links (new windows)


Whealie is the trademarked nickname of award-winning freelance journalist Chris Wheal. Follow @whealie on Twitter Wheal's Business website is He sometimes blogs at He's on Facebook: And LinkedIn: Flickr: Instagram: YouTube: Vimeo:

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