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Content cheat sheet

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Cheat sheet

Content Writing on one page

Bad Design Academy by Bad Design
baddesign.io/academy/

60 to 70Flesch 'standard' readability

~25 wordsConsider splitting longer sentences

1Core message per piece

4AIDA steps

3PAS steps

E-E-A-TExperience, expertise, authority, trust

F-patternHow people scan walls of text

~200 wpmRough reading speed for estimates

First lineWhere the hook goes

1 CTAPer page or email

Know your reader: Write for a specific reader with a specific need and next step.
Plain language: Use everyday words and concrete outcomes so readers understand instantly.
Active voice: Name who does what: 'we fixed the bug', not 'the bug was fixed'.
One core message: Every piece should have one main idea you can say in a sentence.

Inverted pyramid: Put the most important information first, then details, then background.
Scannable formatting: Online readers scan, so use headings, lists and bold key terms.
Headlines: Headlines should be specific and promise a clear benefit.
Strong intros: The first line decides if people keep reading, so open with tension, surprise or a promise.

AIDA: Attention, interest, desire, action: a classic sequence for persuasive copy.
PAS: Problem, agitate, solution: name the pain, show its cost, present the fix.
Benefits over features: Lead with what changes for the reader; use features as proof.
Social proof: Specific, attributed results from real customers make claims believable.

Search intent: Match the page format to why people search: learn, compare or buy.
Helpful content: Create people-first content that shows experience and expertise, as Google Search Central recommends.
Meta titles and descriptions: Titles and descriptions are your ad in search results.
Internal links: Link related pages with descriptive anchor text.

Readability: Short sentences and familiar words make text easier to read; Flesch Reading Ease measures it.
Cut filler words: Remove words that add no meaning so the message lands faster.
Brand voice: Keep one consistent personality, and adjust tone to the moment.
Be specific: Concrete numbers, names and examples beat adjectives.