Many SEO pages underperform not because the writer is bad, but because the brief was vague. A strong content brief gives your writer, designer, and SEO lead the same picture of what the page is supposed to do. This template is designed for B2B sites, especially ones that tie into products, services, and systems like Business Central.
You can use this article as a checklist when planning a new SEO page or copy the sections into your own document or project management tool.
1. Page Basics
- Working title: A clear label for internal use, the final title can change later.
- URL or slug: Proposed path for the page, for example
/resources/business-central-implementation-blueprint. - Page type: Choose one, service page, solution page, industry page, guide, checklist, comparison, or FAQ.
- Owner: Who is responsible for approving this page.
- Status: For example draft, in writing, in review, ready to publish.
2. Primary Goal And Success Metric
Before keywords, define why this page exists.
- Business goal: For example generate qualified leads for a service, educate prospects so sales calls go deeper, reduce support questions.
- Primary conversion: For example quote request, demo request, contact form, download, or newsletter signup.
- Secondary conversions: For example click to a service page, view of a case study, or time on page.
- How success will be measured: Define the main metric, for example leads per month, conversion rate, or assisted conversions.
3. Audience And Buying Stage
Make the audience explicit so tone and depth match the reader.
- Primary audience: Role, for example operations manager, finance lead, IT director, or owner.
- Company profile: Industry, size, and typical systems landscape.
- Buying stage: Awareness, problem framing, solution exploration, vendor comparison, or validation.
- Key pains or questions: List three to five questions the reader needs answered on this page.
4. SEO Targeting
This section connects the page to specific search intent.
- Primary keyword: One main phrase that best matches the topic and intent.
- Secondary keywords: Three to eight closely related phrases, including variations and long tail queries.
- Search intent: Informational, commercial research, transactional, or navigational.
- Geographic focus: Global, country, region, or city if relevant.
Competitive SERP Notes
- List the top three to five competing pages and their URLs.
- Summarize what each competitor covers well and what they miss.
- Note any SERP features that appear often, for example featured snippets, people also ask, local pack, or videos.
- Define how your page will be different and more useful.
5. Core Message And Angle
Give the writer a clear point of view, not just a topic label.
- Main message in one or two sentences: What you want the reader to remember if they only skim.
- Supporting points: Three to five bullets that will become section themes.
- Things to avoid: Terms, claims, or angles that are off brand or misleading for your audience.
6. Page Structure And Headings
Outline the page so search engines and readers both see a clear hierarchy.
- H1: Proposed page title that aligns with the primary keyword and reads naturally.
- H2 sections: List each major section title and a one line description of what should go there.
- H3 sub sections: For complex guides, outline sub points inside key sections such as checklists or step by step instructions.
- Estimated length: A ballpark word count range, for example 1200 to 1800 words, based on search competition and topic depth.
7. Content Requirements And Constraints
Capture any specifics that will influence writing or design.
- Brand tone: Short notes, for example conversational but precise, avoid slang, avoid buzzwords.
- Terminology: Words you prefer, for example Business Central not BC, customers not clients, integration not interface.
- Mandatory inclusions: Phrases, notes, or positioning statements that must appear at least once.
- Compliance or legal notes: Disclaimers, claims that require evidence, or topics to avoid.
8. Visuals, Diagrams, And Downloads
Plan visuals so the page is more than a wall of text.
- Required visuals: For example a simple architecture diagram, process flow, before and after comparison, or annotated screenshot.
- Existing assets: Links to slides, diagrams, or PDFs that can be adapted.
- New assets to design: Bullet list of graphics or tables that need to be created for this page.
- Downloads or gated content: Any checklist, template, or guide that the page should promote.
9. Internal Links And Next Steps
Think about the journey through your site, not just the page in isolation.
- Pages that should link to this page: For example higher level service pages, navigation sections, or older blog posts.
- Pages this page should link out to: Related services, implementation guides, case studies, or glossary entries.
- Primary call to action: Exact text and destination URL for the main CTA.
- Secondary calls to action: For earlier stage visitors, for example read a related guide or view a checklist.
10. Technical SEO Notes
Capture any technical requirements that need to be implemented with the content.
- Proposed title tag: Around 50 to 60 characters that combine the primary keyword with a clear benefit.
- Meta description: Around 120 to 155 characters that describe the page and encourage clicks.
- Canonical URL: Note if this page replaces or consolidates existing content.
- Schema type: For example Article, HowTo, FAQPage, Service, or WebPage.
- Indexing instructions: Whether this page should be indexed immediately, after review, or kept noindex.
11. Reviewers And Approval Flow
Avoid last minute surprises by defining who has a say up front.
- Subject matter reviewer: Person who checks accuracy and alignment with how the business actually works.
- SEO reviewer: Person who checks headings, keyword coverage, and internal links.
- Brand or legal reviewer: Only where needed, for example for claims or regulated industries.
- Final approver: One person accountable for sign off and publication.
Copy And Paste Starter Template
You can copy this skeleton into a document, ticket, or content system and fill it in for each new SEO page.
Page basics
- Working title:
- URL or slug:
- Page type:
- Owner:
- Status:
Goal and success
- Business goal:
- Primary conversion:
- Secondary conversions:
- Success metric:
Audience and stage
- Primary audience:
- Company profile:
- Buying stage:
- Key questions:
SEO targeting
- Primary keyword:
- Secondary keywords:
- Search intent:
- Geographic focus:
- Top competing URLs:
- How we will be different:
Core message
- Main message:
- Supporting points:
- Things to avoid:
Structure
- H1:
- H2 and H3 outline:
- Estimated length:
Content requirements
- Brand tone:
- Preferred terminology:
- Mandatory inclusions:
- Compliance or legal notes:
Visuals
- Required visuals:
- Existing assets:
- New assets to create:
- Downloads or gated offers:
Internal links and CTAs
- Pages that should link here:
- Pages we should link to:
- Primary CTA text and URL:
- Secondary CTAs:
Technical SEO
- Title tag:
- Meta description:
- Canonical URL:
- Schema type:
- Indexing notes:
Review and approval
- Subject matter reviewer:
- SEO reviewer:
- Brand or legal reviewer:
- Final approver:How Elephas Uses This Template With Clients
At Elephas, we use variations of this brief for service pages, implementation guides, and resource content that needs to serve both search and sales. The template keeps discovery work, SEO research, and content creation in one place instead of scattered across emails and chat threads.
- We help teams define goals, audience, and SEO targets for each page instead of guessing.
- We build page outlines that map to your offers and to how buyers actually search.
- We coordinate with design and development so visuals and technical SEO line up with the brief.
- We document internal linking plans so new pages strengthen your site structure instead of competing with each other.
Over time, using a consistent content brief template makes your SEO content more predictable to produce, easier to maintain, and more directly tied to the metrics that matter for the business.
