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Content Publishing Guidelines

Content Publishing Guidelines

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Static Pages

User Specificity, Updates & Revisions

It is of the utmost importance that you log in and edit any page or post with a unique WordPress user. This may sometimes just be “contentwriter”, or it may prove necessary for you to have one specific to you personally (ex. “davidraines”).

This ensures two of the same user cannot be editing the same page at the same time, and overwriting each others’ work. WordPress allows the same user to be logged into multiple places and accessing the same post, but it does not allow two different users to do so, and will prompt a second user to confirm they will take over a page or post’s possession from a first user who is currently editing.

WordPress Visual Builders Organization & Layout

Whether using WPBakery Page Builder or Elementor, various processes should be followed to ensure scalable organization of content.

First Impression Considerations

Both mobile and desktop versions of a page should have some sort of image, graphic or other variation to create context visually, “above the fold” (without scrolling on average). Options include:

  • {list items for Alex to finalize}
  • images (strongly preferred)
  • icons
  • buttons
  • lists

Large Text Areas

If the copy has multiple paragraphs of text with no obvious places to break it up to add visual flavor (lists, subsections, etc), consider placing an image beside some of the paragraphs. Oftentimes, there will be specific paragraphs of text that make sense contextually to be paired with a specific image which can make it an easier call.



Depending upon the context and length of a list, there are a number of ways to make it more visually engaging:

  • Change from 1 column to 2-3 columns
    2columnlist 1row

    • If the content in each column varies dramatically in word count and it’s making them look odd to be beside one another, consider doing rows of a 2 column “header on left/content on right” layout.
  • Add icons to each item if appropriate
  • If the list is brief, consider making 2 columns and putting the list heading on the left, then the list items on the right
  • Consider giving the background of the list a different color than surrounding text to visually differentiate it

Section (H2-level) requirements

Most standard content sections will be H2-driven elements – meaning the most significant, top-level DOM element will be an H2, which will usually begin the section as a title. Other variations, however, include (but are not limited to):

  • full-width and full-screen “hero” sections
    • example: 
    • These will sometimes contain the page’s H1 instead of the title bar, which can be removed. They can also forgo H2s.
  • CTA sections with just CTA text (no headings) and a button/form, etc.,
  • breakup sections containing solid colors or background images, with little or no text
  • slideshows

90% of sections will begin with and contain the contents of an H2.

Section Distinction

Sections are often naturally separated by background images or colors. However, if there are no obvious ways to visually differentiate between sections, consider A/B alternating a background color with a very slight variance (ex: #FFFFFF / #EFEFEF) to break things up. This will usually be a white/off-white alternation.Whenever possible and appropriate, try to avoid having more than 2-3 “standard” white/off-white sections in a row before providing some sort of variance in layout. Even a slim bar with a simple CTA or image can help make a huge difference.You should try to plan to utilize a pattern of 1-2 white/off-white sections, separated by at least one background-heavy section. The more variety a layout a page has, the more positively it will be received, as long as readability isn’t compromised.

Example of page with good variance in layout:

WPBakery Page Builder (formerly Visual Composer)

Each H2 should be contained in a Section element, with at least one row within that section.All sections should have at minimum 50px top and bottom padding. If two adjacent sections have the same background color (which is unusual) the combined padding between them need only be 80px.Distinct elements, such as headings, paragraphs, lists, etc., should all have their own text block. Do not combine headings and paragraphs or multiple paragraphs into a single text block for pages. This allows for easier layout changes in the future, especially when considering columns.Every section should have at least one CTA to either take the visitor to another page, a distinct section on that same page (often a form at the bottom), or a conversion/contact page. This frequently takes the form of a button or two at the end of the section.