Writing for marketing web and SEO

comfortable density register: editorial rhythm on www and indexable /business/ marketing. Benefit-led, evidence-backed, SEO-aware.

Hero and headlines

• Lead with outcome in 5–10 words — pass the 5-second test
• Clarity over cleverness
• Specific beats vague: "Verified participant reviews" beats "Better events"
• Sentence case headlines

Body copy

• Feature → benefit → outcome bridge when explaining product
• Short paragraphs, descriptive subheads for scanners
• One primary CTA per section
• No exclamation marks, no emoji, no "revolutionary"

SEO

• Title and meta description match page intent — not keyword stuffing
• Locale subpaths: /en-gb/, /pt-pt/, etc. — hreflang pairs documented in architecture PRD
• Event pages: geography in title and JSON-LD, not stuffed into URL slugs

Claims and proof

Statistics and survey results need a source line.

/business/ subfolder

B2B marketing on www: pricing, how it works, FAQ, contact. Distinct nav from athlete content, same domain for SEO authority. Register matches organizer professional voice — not athlete hero voice.

CTAs (marketing)

Still verb + noun. First-person CTAs ("Start my trial") only when testing shows lift — default remains neutral ("Start free trial").