The Step-by-Step Guide to Getting Content Right
Whether you're updating a few lines of copy or building out a full page, these are the steps we follow at Gecko to make sure content is clean, consistent, and ready to perform.
1. Scout the territory before you dive in
Before you paste anything into the CMS, take a look at what’s already on your site. Find similar pages and match their structure, styling, and layout so the user experience stays consistent.
Check which components those pages use to present different types of content – and use the same ones where it makes sense. It’ll save you time, reduce guesswork, and help everything feel seamless across your site.
2. Polish your copy (even if you didn’t write it)
Even if your content has already been written or signed off internally, that doesn’t always mean it’s ready to publish. A stray typo or clunky sentence can make even strong messaging feel unpolished – and once it’s live, it reflects on your brand. A quick proofread is always worth it – especially when it's your reputation on the line.
Use tools like Grammarly, Microsoft Copilot in Word, or Google Gemini in Docs to catch errors before they catch your reader.
3. Copy and paste without the chaos
Copying straight from Word or Google Docs can drag in a mess of formatting - extra spaces, weird fonts, broken layouts.
Always paste as plain text (drop it into Notepad first if needed), then apply styles using Umbraco’s built-in Rich Text Editor. And please, no inline styles unless you’re absolutely backed into a formatting corner!
4. Structure with purpose: use headings properly
Headings aren’t just for decoration - they’re key for accessibility, readability, and SEO. Follow this basic rule:
- H1 - This is you main page title. There should only ever be one H1 per page. Make it count – it tells users (and search engines) what the page is about. Ensure it’s clear, relevant, and matches what someone might search for or expect to see.
- H2 - Use H2s for main sections of your page. Think of them like chapter titles. They introduce new topics and help break content into logical chunks, improving both readability and accessibility.
- H3 - Use H3s for content that sits within a section – they break down your H2s into smaller, more specific parts. This is especially useful when a single section covers multiple ideas, processes, or examples.
- H4 - Use H4s when your H3 sections need even more clarity or structure. They’re great for adding detail or breaking up dense information – just make sure you're using them logically, not just for visual styling.
If you’re dealing with a wall of text, break it into multiple RTE widgets and give each one a clear heading. It makes things easier to edit, scan, and rearrange later.
5. Think about SEO (yes, even for small edits)
Every update is a chance to improve your site’s visibility in search engines. Don’t skip the behind-the-scenes stuff:
- Add or update meta titles and descriptions
- Set up share information - title, description, and a strong image
- Check your previews with a social share tool (we recommend the Social Share Preview Chrome extension)
These small steps make a big difference when your page is shared or indexed.
6. Ditch “click here” for good
Let’s fix this once and for all. Avoid vague links like “click here to read more”. Instead, be descriptive:
This helps with accessibility, SEO, and general professionalism. Plus, screen readers will thank you.
7. Don’t hit publish and walk away
Once the page is live, do a full sweep. Check that:
- Everything looks right on desktop, tablet, and mobile
- All internal and external links work properly
- There are no weird spacing or layout glitches
- The URL is clean and concise (not just a long page heading)
Publishing is not the end - it’s the checkpoint.
8. Manage media like a pro
Images can slow down your site - or make it shine. So:
- Keep images under 100kb where possible
- Name files clearly and logically
- Organise media folders (no more “misc” or “new”)
- Add alt text to every image for accessibility
9. No half-baked pages allowed
We’ve all been there - someone clicks “Save and Publish” a bit too early, and suddenly an unfinished page is out in the wild.
Never publish incomplete pages. Draft it, preview it, tweak it - but only go live when it’s 100% ready.
If you need to share it with a colleague for review, no problem. Our Umbraco sites include options to hide pages from navigation and search engines, so you can make a page live without making it public. That way, your half-baked draft stays safely behind the scenes until it’s ready to go.
How We Keep Content Sharp at Gecko
The best practices in this blog give you a flavour of how we approach content editing at Gecko – but the checklist goes deeper. It includes all 25 checks we follow every time we update a site, so you can apply the same level of care and consistency to your own content.
And if you ever want a refresher on content editing or Umbraco training for your team, get in touch, we’re always happy to help.
Let’s keep your content doing the heavy lifting - and your CMS working like a charm.
