You have a website. You want your ideal customers to find your website on Google. You knew you needed SEO for that, but now you’re being told you need AEO and GEO as well. WTF?

What do all these abbreviations mean and which ones do you actually need if you want people to find your website online?

Let’s break this down so we can make some sense of it and find you the answers you’re looking for.

What is SEO?

SEO is the OG. The original.

This is what I’ve been using since I started writing websites in 2007. No, you’re old.

It stands for Search Engine Optimisation and it’s about optimising your website for search engines, like Google. In plainer English, SEO covers a lot of important guidelines and techniques that make a website function at its best.

Good SEO means a website is:

• Helpful
• Accessible
• Fast-loading
• Well-written
• Mobile-friendly
• Safe and secure to use
• Easy for search engines to crawl.

If your site is well-optimised — using the right techniques and following the guidelines — it’s more likely to perform better on traditional Search Engines.

Examples of Search Engines

If you’ve been browsing online, you’ve almost certainly used one of these Search Engines:

• Google
• Microsoft Bing
• Duck Duck Go
• Yahoo Search.

How we optimise for Search Engines

With SEO, we’re optimising our content to rank in the traditional search engine results. Ideally in Google’s coveted #1 spot — or at least on Google’s first page. These things still exist in the era of AI-powered search, but they appear further down the page now we have the AI summary.

To make sure our pages are appearing for the right kinds of searches, we use SEO keywords, which mirror the words and phrases people are using to search on Google. The keywords we choose for each page must also be relevant to what our page is about and satisfy the intent of the people who are searching.

What is AEO?

AEO is one of the new kids on the block — remember them? Hangin’ Tough? The Right Stuff?

I digress.

AEO stands for Answer Engine Optimisation and it’s an element of AI-powered search.

While Search Engines rank the pages that best answer your search query, Answer Engines give you a direct response to your search query.

Answer Engines look for the most expert, thorough, helpful, well-written and well-structured answer. When they find it, they’ll extract it and present it with a clickable credit to the site they found it on.

Some call this progressive. Most content creators call it theft. Because when the Answer Engine is answering a query directly, people don’t always need to go to your website. So, essentially, it’s stealing your content and stealing your clicks. I cover this in more detail in my article:

Is generic commodity content helping AI to steal your web traffic? >>

Anyhoo, when we optimise for Answer Engines, we’re aiming to be chosen as the best possible answer and be credited as the original source. Even if it might feel like shooting ourselves in the foot. Ouch.

Examples of Answer Engines

Answer Engines you may have heard of include:

• Perplexity
• ChatGPT Search
• Google AI Overviews
• Microsoft Copilot
• Google Gemini
• Voice Assistants, like Siri and Alexa.

How we optimise for Answer Engines

AI’s goal is to provide the best possible answers in the shortest possible time. To optimise for this, we need to make our content as quick and easy as possible for AI to scan and read.

This means using:

• The Q&A format with a succinct answer (under 45 words) followed by the full answer
• Processes in numbered steps
• List items in a bullet-point format
• Information nuggets like stats and data points
• Synonyms and related ideas that give broad topic coverage
• The SEO heading hierarchy
• Schema markup for structured data.

It’s also about standing out with unique and original, expert content rather than something more generic.

What is GEO?

GEO stands for Generative Engine Optimisation and it’s another element of AI-powered search.

Generative Engines generate responses to search queries.

With a Generative Engine, there’s a chance the AI might summarise, recommend, or cite your brand’s content in its generated responses. And when we use GEO, it’s those mentions we’re aiming to get.

Examples of Generative Engines

Some of these are also Answer Engines:

• ChatGPT Open AI
• Google Gemini
• Perplexity
• Claude
• Microsoft Copilot.

How we optimise for Generative Engines

We’re still learning about Generative Engines, but word on the street is, they’re discerning.

They favour:

• Unique, original and authoritative content
• Hard data with statistical proof
• Links to reputable and credible sources
• Clear language and active voice
• Concise, information-packed paragraphs.

They also want to make sure you’re credible and will search for trust signals like off-site reviews and positive brand mentions across the web. This figures. If they’re going to become a trusted source of information, anything they’re recommending needs to be good.

What kind of engine optimisation does your business need to be found online?

Now you understand what the different kinds of engines are. But how do you know which ones you need for your business and where you should be investing your money?

Does the arrival of AEO and GEO mean SEO is finally dead?

Err… no. Sorry.

People have been saying SEO is dead for years — *eyeroll* — but it’s not true and never has been.

What’s actually been happening is that SEO has been evolving for this whole time. Improving the way we create websites and content to give internet users a better, more responsive and more intuitive experience.

It’s almost as if Google has been training the people who write SEO content for this new AI-powered era.

Don’t believe me? Look at this.

SEO evolved to include AEO

Although AEO is a relatively new thing, SEO content writers were prompted to start optimising our content with questions and answers from the late 2000s into the 2010s. This was known as the ‘They Ask, You Answer’ era. It’s when FAQ pages became popular and blog articles were often written in a Q&A style.

In 2015, the featured snippet was introduced. This was the prelude to the Answer Engine, giving a brief answer as a snippet at the top of the search engine results page (SERP). We optimised our content to be chosen for the snippet, giving a brief, snippet-worthy answer, then the more thorough answer for people to click through to.

It was 2023 when the first AI summaries were introduced. And the SEO content writers who’d been following the guidance were already well on their way to creating the kind of content Answer Engines were looking for. With the brief answer followed by the full answer in bite-sized chunks. Some people call this way of writing ‘chunking’ but, for many of us, it’s how we’ve always written for the web.

When this started to kill our clickthrough rates, SEO evolved to include GEO.

SEO also evolved to include GEO

The most lucrative way to be found using AI search is to be mentioned by a Generative Engine.

But how do we get those mentions?

By working hard on and off the website, just as SEOs have always done.

Optimising for Generative Engines on the website

With:

• Unique, expert-led articles
• Original research and ideas
• Hard data and statistics
• Credible research sources
• Authoritative, well-written content.

Optimising for Generative Engines off the website

With:

• Reviews on independent review sites
• Positive brand mentions across the web
• Backlinks posted on other websites.

AEO and GEO are still SEO

You don’t need separate AEO or GEO in your online strategy.

You just need an evolved SEO writer for the content and an evolved SEO for the technical side. They will take care of everything you need to get found using traditional and AI-powered search.

Hope that helps.

Do you need an evolved SEO content writer?

Hi, I’m Jenny. I’m an SEO copywriter and content strategist based in Leicester, UK. I’ve been creating content that works since 2007 and I’ve been evolving my process this whole time.

So if you need a content writer who can make you searchable in the era of AI, maybe I can help

You can find out more about me on my main website >>

Read more articles on my own blog >>

Or, if you’d like to discuss a project, get in touch >>

You might also like…

The post SEO vs AEO vs GEO: which does your business actually need? appeared first on Jenny Lucas Copywriting.

This pick ‘n’ mix guide is packed with inspiration and ideas for your marketing efforts over the winter period, from December 2026 to February 2027.

For each month, I’ve prepared an event calendar, which might inspire a post, promotion or tie-in. I’ve included links where possible, so you’ll find all the information you need, including themes and full event details.

Please double-check the 2026/27 dates and that the events are still going ahead before you invest time and money on marketing.

There’s also a selection of content ideas for each month, which you should be able to adapt for your brand and your audience.

Remember, your content should be about helping rather than selling, so make sure it’s customer focused with a clear What’s In It For Me (WIIFM).

This is an evolving post that I return to and update every year. For advance notification of updates, make sure you’re following me on LinkedIn.

If you need more ideas, you’ll find plenty in my blog post:
111 Blog post ideas for your business.

*Denotes events held on the same dates every year.

Content ideas for December 2026

December 2026 event calendar

Months and longer

1st* — Decembeard, for bowel cancer (UK), TBC
17th — Harbin Ice & Snow Festival, China, to mid Feb

Weeks, fortnights etc

2nd — National Grief Awareness Week (UK), TBC

Days

1st* — Word AIDS Day
1st — Cyber Monday
2nd* — International Day for the Abolition of Slavery
2nd* — English Breakfast Day (UK)
3rd* — International Day of Persons with Disabilities
3rd* — World Wildlife Conservation Day
4th — Hanukkah
5th* — World Soil Day
5th* — Annual Day of the Ninja
5th* — International Volunteers’ Day
7th* — International Civil Aviation Day
5th — Small Business Saturday (UK)
10th* — International Animal Rights Day
10th* — Human Rights Day
10th — Christmas Jumper Day for Save the Children (UK)
11th* — International Mountain Day
12th* — National Workplace Day of Remembrance (UK)
18th* — International Migrants Day
20th* — International Human Solidarity Day
21st* — Winter Solstice, shortest day
24th* — Christmas Eve
25th* — Christmas Day
26th* — Boxing Day
31st* — New Year’s Eve
31st* — National Champagne Day

December 2026 content ideas

1. A countdown or top ten

• A countdown of your most popular blog articles from 2026
• A look at your 10 most popular products this year
• Your top ten favourite moments from the year
• A top 10 of your recommendations for…

2. Something festive

• Unveil a festive special offer
• Promote your Christmas gift guide
• Run an on-brand competition or prize draw
• Host a fun quiz, challenge or event.

3. End of the year business round-up

• What happened in your business this year?
• Did you achieve any of your goals for the year?
• Did you pivot or differentiate your services?
• Did you introduce anything new?
• What were you most proud of?
• Did you do any charity work or fundraising you want to mention?
• Did you have any notable achievements or anniversaries?

Content ideas for January 2027

January 2027 event calendar

Months and longer

1st* — Buy Nothing New Month (UK)
1st* — Dry January
1st* — Ginuary
1st* — Veganuary
1st* — Walk Your Dog Month

Weeks, fortnights etc

4th — Big Schools’ Birdwatch
18th — Cervical Cancer Prevention Week (UK), TBC
19th — Energy Savers Week, with Citizens’ Advice, TBC
25th — Farmhouse Breakfast Week (UK)
30th — National Storytelling Week (UK)

Days

1st* — New Year’s Day
2nd* — World Introvert Day
3rd — Festival of Sleep Day
4th* — World Braille Day
10th — World Houseplant Appreciation Day, TBC
11th — Hot Toddy Day
14th* — International Kite Festival, Gujurat
16th* — International Hot and Spicy Food Day
18th — World Religion Day
18th* — Thesaurus Day
18th* — Winnie the Pooh Day
18th — Blue Monday, third Monday in January
18th — Brew Monday, for the Samaritans, third Monday in January, TBC
21st* — International Squirrel Appreciation Day
21st* — International Sweatpants Day
29th — RSPB Big Garden Birdwatch (UK), TBC
23rd* — Handwriting Day
23rd — Wakakusa Yamayaki, mountain burning festival, Japan
24th* — International Day of Education
25th* — Burns Night, Scotland
26th* —Australia Day
26th — Up Helly Aa, galley burning, Scotland
27th* — International Chocolate Cake Day
27th* — Holocaust Memorial Day
28th* — International Lego Day
28th — Stroke Prevention Day, TBC
30th — World Leprosy Day
31st* — Inspire Your Heart with Art Day
31st* — Self-assessment tax deadline

January 2027 content ideas

1. Your business plans for 2027

As we enter a new year, it’s a good time to talk about new plans for your business and how they will benefit your customers.

• What are your business plans for 2027?
• Are you making any changes?
• Do you have more products/services planned?
• What will you be doing more/less of?
• What will you be investing more in?
• Who are you looking to work with?

2. New Year, New Start

The New Year is a great time for making resolutions, changes and improvements. And for launching new initiatives, services and product ranges. All of which you can write about on your blog. Some ideas to think about:

• Environment: sustainability, energy saving
• Productivity: streamlining, automating, digitising
• Health initiatives: walking, cycling, healthy lunches
• Embracing new ways of working
• Customer loyalty: rewards, bonuses, benefits
• Customer initiative: suggestion box, engagement.

3. Health, safety and winter wellbeing

Health and safety is important all year round, but comes to the fore during winter. Some themes to think about:

• Darker days, reliance on artificial light
• Risks caused by frost and ice, slips and falls, frozen plumbing
• Greater strain on power and heating systems
• Keeping warm while working outside
• Staying safe on the roads, in your vehicle
• Emergency precautions and preparations.

Content ideas for February 2027

February 2027 event calendar

Month and longer

1st* — Children’s Sleep Awareness Month
1st — Dignity Action Month, for health and social care (UK), TBC
1st* — Heart Month (UK), TBC
1st* — LGBT+ History Month (UK)
1st* — Raynaud’s Awareness Month (UK), TBC

Weeks, fortnights etc

1st* — African Heritage and Health Week
1st — Children’s Mental Health Week (UK)
2nd — Freelance Writers’ Appreciation Week
4th — The 77th Sapporo Snow Festival, Japan
6th — Chinese New Year (Year of the Goat)
8th — National Apprenticeship Week (UK)
20th — Real Bread Week
22nd — Eating Disorders Awareness Week (UK)

Days

1st — National Sickie Day, first Monday of February (UK)
2nd* — World Play Your Ukulele Day
2nd* — World Wetlands Day
3rd — World Read Aloud Day, first Wednesday in Feb
4th* — World Cancer Day
4th — Time to Talk Day, first Thursday in Feb (UK), TBC
5th* — World Nutella Day
5th — NSPCC Number Day (UK)
5th — Rio Carnival, Brazil
5th — Welsh Language Music Day
7th — British Yorkshire Pudding Day, first Sunday in February
8th — International Epilepsy Day, second Monday in Feb
9th — Mardi Gras, New Orleans, USA
9th — Safer Internet Day (UK)
10th* — World Pulses Day
10th* — National Umbrella Day
11th* — International Day of Women and Girls in Science
11th* — World Day of the Sick
12th* — International Charles Darwin Day
13th* — World Radio Day
14th* — Valentine’s Day
14th* — International Book Giving Day
15th* — Singles Awareness Day
17th* — World Human Spirit Day
20th* — Love Your Pet Day
21st* — International Mother Language Day
22nd — International Margarita Day
22nd* — World Thinking Day, for the World Association of Girl Guides and Girl Scouts, TBC
23rd* — International Dog Biscuit Appreciation Day
24th — World Bartender Day
25th — National Toast Day, last Thursday of February
27th* — World NGO Day (Non-Governmental Organisation)
28th — Rare Disease Day

February 2027 content ideas

1. Winter

• Winter exercise and activity
• Home cooking: healthy comfort food, hot drink ideas
• Best/most efficient heating systems
• Ways to pass the time at home: DIY projects, fun things to do
• Things to learn: courses, self teaching, 5-day challenges
• Practical things you can do for your business now
• Helpful guides: checklists, how-tos.

2. The month of love

With Valentine’s Day dominating this month, it’s a great opportunity to talk about all the things you’re loving/recommending at the moment. Some examples to think about:

• New apps and tools you’ve been trying out
• Inspiring books, blogs or articles you’ve been reading
• New discoveries in your local area
• Share glowing testimonials your customers have left
• Share what your customers are loving this month
• Recommend other products or services that complement your own.

3. Start creating a comprehensive buyer guide

Depending on the nature and complexity of your product, this could be done in one post, or in a content hub as shown in the diagram below. Either way, it’s a chance for you to answer all your customers’ buying questions in one place.

A content hub consists of a main pillar article (orange) that links to several more detailed articles (blue), covering all the different aspects of the buyer decision-making process.

This could be a good idea if you’re selling to buyers with different awareness levels of your product or service, because they can pick and choose which of the more detailed articles they want to read.

And you don’t have to have eight different topics — that was just to make my diagram look pretty! You would choose the number of topics that’s relevant for what you’re selling.

Want to add an event?

My aim is to build a comprehensive calendar of UK and international events. If there’s a great event that’s missing and you’d like me to consider including it, please get in touch with the details and official website.

Other posts in this series

As many dates aren’t confirmed until close to the event, these posts will usually be updated a couple of months before each season starts. I’ll publicise them on LinkedIn when they’ve been updated.

Need quality content for your business blog?

I’m Jenny Lucas, a freelance content writer based in Leicester, UK.

If you like what you’ve read here, but don’t have the time, skills or inclination to do your own content marketing, I can help by writing it for you.

For more information, head to my content writing page, where you can find out more, or get in touch.

Need more content ideas?

Check out these other posts I’ve written.

The post Content ideas for Winter 2026/2027 appeared first on Jenny Lucas Copywriting.

Keyword cannibalisation: it sounds monstrous, but what does it mean and why might you need to be concerned about it?

Keyword cannibalisation is an SEO issue

When you search-engine-optimise (SEO) your web pages, each individual webpage should be targeting a different set of keywords with different search intent. This is so Google knows exactly which page to show for each particular search query.

Keyword cannibalisation happens when two or more pages of your website are targeting the same SEO keywords with the same search intent. And it’s so-called because those pages will be competing against each other, with each one “eating” into the ranking potential of the others.

Your web pages are competing against each other

When you have multiple web pages competing against each other for Google rankings, it throws Google into a tailspin, because it doesn’t know which of those page best matches the search query.

For example, let’s say your business sells office chairs and you have these three blog articles on your website:

• Sit comfortably with these ergonomic office chairs
• The most comfortable ergonomic office chairs
• Our top ergonomic office chairs for comfort.

Google doesn’t know which is the best one to rank on its results page.

This can have a negative effect on your website

If there’s keyword cannibalisation on your website, this could mean:

• Lower or fluctuating rankings
• Diluted engagement, authority, and linking opportunities
• Inferior user experience
• A waste of your SEO investment.

How does keyword cannibalisation happen?

There could be a number of reasons. Here are some of the ones I see most often.

Working without a keyword strategy

A keyword strategy takes all the keywords you want to rank for and assigns them to the most relevant pages and blog articles. More than that, it ensures every page has a clear purpose that satisfies user search intent.

With a keyword strategy every keyword has its place, so there’s overlap and no keyword cannibalisation.

Without a keyword strategy, it’s easy to duplicate keywords across multiple pages.

Creating new pages or articles every time

For some business owners I’ve spoken to, creating something new was their default. If they had a new product, they created a new page for it. If they found something new to blog about, they’d create a whole new article.

But this isn’t always necessary and it can result in keyword cannibalisation if your new page is too similar to an existing one.

Not keeping track of what you already have

I’ve been approached by businesses that were creating content on top of content. They didn’t have a content plan, they just posted whatever they felt like, whenever they felt like it. And they didn’t keep track of the articles they’d already published. As a result, their back catalogue was huge, with hundreds of articles, many of which were repeating information and keywords.

Your blog shouldn’t be a dumping ground for every piece of content you’ve ever created. It should be something you’re actively monitoring, contributing to strategically and regularly updating. Because this is the only way you’ll know if it’s working for your business.

How to fix keyword cannibalisation on your website

Did you do your original SEO without a keyword strategy? Or have you been creating new pages or content without considering your existing back catalogue? If so, you may have a keyword cannibalisation problem.

But all is not lost and there are ways to fix it.

Have an SEO keyword audit

The first step will be to do a site-wide keyword audit. A decent SEO will have the tools to do this for you and help you understand the results.

When I say ‘decent’, I mean be careful, because there are a lot of cowboys out there. Find yourself an SEO who comes with recommendations and has a proven track record.

Your SEO keyword audit will identify:

• Areas where you’re doing well with your SEO keywords
• Area where you’re not doing so well and need to improve
• Mistakes that need correcting — including keyword cannibalisation
• Keyword gaps and link-building opportunities.

Once you have this information, and know where the problems are, you can start to fix your keyword cannibalisation issues.

Amalgamate similar pages

If you have pages that have very similar content and are ranking for the same keywords, consider amalgamating those.

In this diagram, we have four similar pages, which we’ve merged to create one super-strong super page.

To do this, find the page that’s your best performer and make that page the one you keep.

Your best performing page will be the one that’s:

• Already ranking highest
• Got the most backlinks
• Most comprehensive and thorough
• Most relevant for user search intent
• Most useful to your audience.

Copy any distinct or new information from the other pages and integrate it onto that one page. Doing this will make your best performing page even stronger, so it gives you the best chance of ranking higher.

Finally, add redirects from the similar pages to the page you’re going to keep. This will tie up all the loose ends, so you can delete those similar pages from your site without causing any problems.

Give pages with the same keywords different purposes

If you have cluster topics, amalgamating pages might not be the best way to go.

Pages that are optimised for the same keywords can coexist without a keyword cannibalisation issue if they have different purposes and satisfy different kinds of search intent.

As an example, here’s how one keyword can be used on four different pages, with each page targeting a different type of search intent.

• Why you need running shoes —> informational intent
• Asics running shoes —> navigational intent
• Which running shoes are best for beginners? —> Commercial investigation
• Buy running shoes —> transactional intent.

Track and monitor your content

I keep a content inventory of my blog articles and monitor their progress.

For each article, this includes the:

• Article title
• URL
• Date it was originally published
• Date it was last updated
• Primary category
• Number of clicks in the last 3 months
• Number of impressions in the last 3 months
• Average position over the last 3 months.

The spreadsheet is useful for lots of things including:

• Finding all the articles I have on a particular subject
• Checking which articles are due to be updated
• Seeing how articles are performing in search
• Highlighting any issues so I can correct them.

This allows me to easily make additions and improvements to the articles I already have rather than creating new ones every time. This keeps my whole back catalogue fresh, relevant and valuable with no keyword cannibalisation.

Does your blog have a keyword cannibalisation problem?

I’m Jenny, a UK freelance copywriter and content specialist. I’ve been writing premium content that ranks on Google since 2007.

My content inventory and auditing services are designed to organise your blog content and get it to a point where your entire back catalogue is working hard for your business.

This includes:

• Creating a spreadsheet inventory of your articles
• Identifying, highlighting and fixing any problems
• Amalgamating or repurposing articles that are too similar
• Updating and refreshing old content to ensure it’s still serving its purpose
• Identifying content gaps
• Creating content plans and writing new articles.

If this sounds like something you need, you can:

Read more about my content strategy services >>

Find out more about my approach to content >>

Contact me for more information >>

You might also like…

The post Keyword cannibalisation: what it is and how to fix it appeared first on Jenny Lucas Copywriting.

Be honest with yourself. When you read your website, who’s doing the talking? Is it you? Is it the brand you’ve been working hard to create? Or is it every similar brand on the internet?

Are your ideal customers reading your website and thinking they’ve finally found a brand that speaks to them and understands exactly what they need? Or are they reading it with an eerie sense of deja vous, like they’ve already read it several times before?

Why your website sounds like everyone else’s

Truthfully, there could be a number of reasons.

Let’s look at some of the most common ones. Starting with the thing you know full well I’m going to mention…

You wrote your website with AI

You wrote your site with AI. You didn’t give it a very imaginative set of prompts. And, unsurprisingly, it came back with the same generic, unhuman drivel as every other business that did this.

I would be rolling my eyes at this point, but seeing as you’re here and trying to fix your copy, I won’t.

I get it, okay. AI takes away the fear of the blank page. It stops your cursor winking at you, willing you to write. And when you see your page filled with words, it makes you feel like you’ve achieved something.

To the uninitiated, it sounds… passable. It’s clear, easy to read and sounds professional. But more and more people are starting to notice the signs of AI. Not just em dashes — *yawn* — but formulaic wording, language patterns and tone.

The lack of personality and real-world experience makes it sound generic and inauthentic — and this could be harming your credibility.

In short, it doesn’t sound like you and it never will.

You’re trying too hard to sound “professional”

Too many businesses are still stuck on the idea of wanting to sound impeccably professional. They use formal language, impressive-sounding words and long, plodding sentences. And they end up with copy that sounds stuffy, serious and boring.

First — and I can’t stress this enough — nobody wants to read that.

Second, this will make you sound like every other impeccably professional business.

You want to be universally acceptable

You want to appeal to anyone and everyone who might buy from you.

So you remove all trace of character from your copy and take a neutral standpoint where you don’t stand for anything or have an opinion on anything.

If your copy were a colour, it would be beige. If it had a flavour, it would be vanilla. If it were a personality, you wouldn’t want to be stuck talking to it at a party.

With nothing to make you stand out, you blend in.

Your web copy is full of industry clichés

You’re a logistics company that says “you deliver”. A gifting company that has every occasion “all wrapped up”. A taxi company that’s “driven to do better”.

If there’s an industry cliché to be used, you haven’t been afraid to use it. And that’s why your website sounds like everyone else’s.

You took “inspiration” from your competitors

When you were wondering what to write, you snuck a cheeky peek at your competitors’ websites to see how they’d done it. What they’d said. How they’d said it.

Anything that sounded necessary, safe and credible, you remembered… or wrote down. Like copying your friend’s homework.

And it influenced your copy, so it ended up sounding like a mish-mash of theirs.

We’ve all been there. Comparing ourselves to others we admire. Wanting a piece of their success. And sometimes not even thinking we deserve it for ourselves.

But we do. You do. Which is why you need to do you.

How I create standout copy that actually sounds like you

Your copy sounds generic and the same as everyone else’s. Maybe it comes across as cold, colourless or boring. And it’s making you blend in when you need to stand out.

You may have other problems, too. Like missing out on business opportunities and attracting the kind of bad-fit clients who don’t respect your time, expertise or boundaries.

To counter that, you need to be brave. To show up in your true colours so you’ll attract your kind of people and have a business you enjoy.

Personify your brand

To make your copy shine, we need to add some humanness. We do this by giving your brand a persona and making it personable.

If you’re a solo business owner, this persona will probably be the same as, or close to, your own character. But you can decide where the boundaries are, how much of yourself you want to put into your brand and how much you want to leave out.

Personifying your brand gives it a rounded character and an engaging personality. For example, if your copy feels cold and distant, it can bring warmth, humour and relatability. And, even if your business is formal and serious, making it sound more human will make it more appealing to read.

Express your brand values

Your brand values are what your brand stands for and what you care about as a business.

Your brand values and what they mean to you should be individual to you, so they’re not shared by everyone else. This is why I advise my clients to avoid listing the values that every other business says they have. I’m talking about values like honesty and integrity. These should be a given. Because no business would say they were deceitful or immoral, now, would they?

Some brands list their values on their website, which is weird. Because if they’re genuine and meaningful they should shine through in everything you do. In other words, you shouldn’t need to tell your ideal customers what they are — you show them.

Share your experiences and stories

Your experience is what shows how well you know your industry, your business and your customers.

Your experiences are unique to you. Even if a competitor has had the same experience, it won’t be identical to yours and they won’t tell it in the same way.

You have stories, too. Real world stories that have happened to you and the real people you serve. Maybe they’re success stories that show your competency. Maybe they’re warnings your ideal customers need to know about. Either way, they’re valuable to your audience and help to position you as the expert you are.

Offer an opinion

Real people have opinions. They don’t try to please everyone and they don’t sit on the fence like AI does. I guess bots don’t get splinters, though I really wish they did.

Experts, like you, have expert opinions and can give expert advice your ideal customers will find valuable.

For example, maybe you go against the grain in your industry. Maybe you think everyone else is doing it wrong and your way is better. Maybe you’re advising against the latest trend everyone wants, with good reason. Maybe there are widespread myths in your industry that you’re constantly debunking.

Your opinions come from real world experience, not everyone will have, and this is why you shouldn’t be afraid to share them.

Show how you work

The way you work and the advantages of this for your customers can be a key differentiator for your brand.

Maybe you’ve changed the way you work to make it smoother and more streamlined. Maybe you’re constantly developing better and more efficient ways of working. Maybe experience or customer feedback have shaped and improved your process.

The way you’re working, developing and evolving is unique to you.

Use your voice

Your copy can mirror the language you use in your business.

Maybe you have a particular way of describing things, have a unique turn of phrase or use specific words more regularly. Maybe you have a different way of thinking or see things differently to other people.

We can use these characteristics and quirks to your advantage in your web copy. So it sounds more like you and less like everyone else

Do you need web copy that sounds more like you?

Maybe I can help.

I’m Jenny Lucas, I’ve been a website copywriter since 2011 and I’ve seen every kind of website you can imagine — good, bad and really really ugly.

The good ones are always from brands who’ve thought about their copy. And who haven’t just copied their competitors or used AI. These websites are clear, engaging and have a distinctive voice that really speaks to their ideal customers.

If that’s the kind of thing you want for your website, too, we should talk.

You can learn more about me and the brands I work with on my main website >>

You can read more articles like this one on my blog >>

Or you can get in touch here >>

You might also like…

The post Why your website copy sounds just like everyone else’s and how to fix it appeared first on Jenny Lucas Copywriting.

This pick ‘n’ mix guide is packed with inspiration and ideas for your marketing efforts over the autumn period, from September to November 2026.

For each month, I’ve prepared an event calendar, which might inspire a post, promotion or tie-in. I’ve included links where possible, so you’ll find all the information you need, including themes and full event details.

Please double-check the 2026 dates and that the events are still going ahead before you invest time and money on marketing.

There are also three seasonal content themes for each month, which you should be able adapt for your brand and your audience.

Remember, your content should be about helping rather than selling, so make sure it’s customer focused with a clear What’s In It For Me (WIIFM).

This is an evolving post that I return to and update every year. For advance notification of updates, make sure you’re following me on LinkedIn.

If you need more ideas, you’ll find plenty in my blog post:
111 Blog post ideas to benefit your business.

*Denotes events held on the same dates every year.

Content ideas for September 2026

September 2026 event calendar

Months and longer

1st* — World Alzheimer’s Month
1st* — Blood Cancer Awareness Month (UK)
1st* — Childhood Cancer Awareness Month
1st — East & South East Asian Heritage Month
1st* — Oddfellows Friendship Month (UK)
1st* — Organic September (UK)
1st — Pulmonary Fibrosis Awareness Month
1st* — Sepsis Awareness Month (UK)
1st* — Sleeptember (UK)
1st* — Self-Improvement Month
1st* — Snacktember
1st* — Sourdough September (UK)
1st* — Urology Awareness Month (UK)
1st* — Vascular Disease Awareness Month (UK)

Weeks, fortnights etc

7th — National Payroll Week (UK)
7th — Know Your Numbers Week, for blood pressure (UK)
11th — Heritage Open Days (UK)
13th — Balance Awareness Week (UK)
14th — National Inclusion Week (UK)
14th — Orchid Male Cancer Awareness Week (UK)
14th — Rheumatoid Arthritis Awareness Week (UK), TBC
14th — Jeans for Genes Week (UK)
14th — Mitochondrial Disease Awareness Week
14th — Recycle Week (UK)
16th* — European Mobility Week
19th — Oktoberfest, Munich
21st — FSC Forest Week, for the Forest Stewardship Council (UK)
21st — National Coding Week (UK), starts third Monday in September, TBC
21st — National Eye Health Week (UK), TBC
21st — Fairtrade Fortnight
21st — ICON Week, to raise awareness of infant crying
21st — Fire Door Safety Week (UK)
21st — International Week of Happiness at Work
21st — Migraine Awareness Week
21st — Organ Donation Week
21st — World Reflexology Week, TBC
26th — British Food Fortnight
27th — Shetland Wool Week (UK)

Days

5th* — International Day of Charity
5th — International Vulture Awareness Day, first Saturday in September
6th* — National Read a Book Day (UK)
7th* — World Salami Day
8th* — International Literacy Day
15th — Pension Awareness Day (UK)
10th* — World Suicide Prevention Day (UK)
11th — National Make Your Bed Day
12th — World Sepsis Day, TBC
13th* — International Chocolate Day
13th* — Roald Dahl Day (UK)
15th* — World Lymphoma Awareness Day
15th* — International Dot Day, for creativity
15th* — International Day of Democracy
16th — National Fitness Day (UK)
16th* — International Day for the Preservation of the Ozone Layer
17th — World Patient Safety Day
18th — Youth Mental Health Day (UK)
19th* — International Talk Like a Pirate Day
21st* — International Day of Peace
21st — World Gratitude Day
21st* — World Alzheimer’s Day
22nd* — World Car-Free Day
23rd — International Day of Sign Languages
24th — National Manufacturing Day
25th* — International Ataxia Awareness Day
25th — World Pharmacists’ Day
25th —World’s Biggest Coffee Morning (UK)
26th — World Copywriters’ Day
26th* — European Day of Languages
26th* — World Contraception Day
27th — World Tourism Day
28th* — World Rabies Day
29th* — World Heart Day
30th — International Podcast Day
30th* — National Sporting Heritage Day (UK), TBC
30th — Thank You #HiddenHeroes Day (UK), last Wednesday of September, TBC
30th — World School Milk Day, last Wednesday of September

September 2026 content ideas

1. Do something for charity

September 5th is the International Day of Charity. So why not do something to help your favourite charity and write a blog about it? Helping charities

• Volunteer your staff or services to help with a charity project or event
• Hold a fundraising event
• Donate money to fund a project and write an article to show what your donation helped the charity to achieve
• Give learning opportunities or apprenticeships to disadvantaged or underprivileged young people and document the process in a blog
• Run a challenge or competition, charge people to enter and donate the profits to charity
• Write a post to promote the charity you’re supporting, talk about the work they do and why it’s so important — tell your audience how they can help too.

2. Christmas countdown for marketing

In marketing circles, the start of autumn is the countdown to Christmas, so it’s a good time to start your Christmas preparation posts. Depending on your brand you may have one or several posts planned in the run up to Christmas.

• Create a Christmas gift guide
• Plan your Christmas special offers
• Compile ideas and inspiration for Christmas: home decoration, recipes, time-saving, food preparation, party planning.

3. Winter break ideas

As summer comes to an end, your audience will be thinking about their next break. If you can make it relevant to your brand, give them some inspiration.

• City breaks: destination ideas, city guides, restaurant recommendations, most popular tourist attractions, best cultural experiences, hidden gems that are off the beaten track
• Winter activity holidays: skiing, snowboarding, sledging, ice fishing, whale watching, trekking, snow mobiles
• Themed breaks: Christmas markets, reindeer rides, northern lights, winter snow, winter sun
• UK breaks: destination ideas, Christmas markets, winter customs and events.

Content ideas for October 2026

October 2026 event calendar

Months and longer

1st* — ADHD Awareness Month
1st* — The Big Draw Festival
1st* — Black History Month (UK)
1st* — Breast Cancer Awareness Month (UK), TBC
1st* — Charcot-Marie-Tooth Awareness Month
1st* — National Cholesterol Month (UK), TBC
1st* — Go Sober for October (UK), TBC
1st* — Inktober
1st* — Lupus Awareness Month (UK), TBC
1st* — Positive Attitude Month
1st* — Speak Up Month
1st* — Stoptober, to quit smoking (UK)
1st* — Unblocktober, to fight plastic entering our seas (UK)
1st* — International Walk to School Month

Weeks, fortnights etc

1st — National Vegetarian Week
3rd — Family Learning Festival (UK)
4th* — World Space Week
5th — National Curry Week, (UK)
5th — National Hygiene Week (UK)
5th — National Work Life Week
5th — Dyslexia Awareness Week (UK)
5th — Back Care Awareness Week (UK)
5th — Bike to School Week (UK)
5th — National Braille Week (UK)
12th — International Adolescent Health Week
12th — UK Coffee Week, TBC
13th — OCD Awareness Week
15th — Baby Loss Awareness Week (UK)
24th — International Brain Tumour Awareness Week

Days

1st* — International Coffee Day
1st* — International Day of Older Persons (UK)
1st — National Poetry Day
1st — World Sake Day
1st* — World Vegetarian Day
2nd — World Smile Day, first Friday in October every year
4th — International Vodka Day
4th* — World Animal Day
5th* — World Teachers’ Day
6th* — National Badger Day (UK)
6th* — World Habitat Day
8th — World Sight Day
9th — World Egg Day, second Friday in October
9th* — World Post Day
10th — World Hospice and Palliative Care Day
10th — World Mental Health Day, TBC
10th* — World Porridge Day
11th* — International Coming Out Day
11th* — International Day of the Girl Child
13th — National No Bra Day (UK) for breast cancer awareness
13th — International Sceptics’ Day
14th — National Burns Awareness Day
15th — Conflict Resolution Day, third Thursday of October, TBC
15th — International Credit Union Day, TBC
15th* — Global Hand-washing Day
15th* — Global Wave of Light, for baby loss
15th — World Values Day
16th* — World Food Day
16th* — Restart a Heart Day, TBC
16th — Developmental Language Disorder Day
16th — Wear Red Day, against racism (UK)
17th* — International Day for the Eradication of Poverty
18th* — Anti-Slavery Day (UK)
18th* — World Menopause Day
19th — International Gin and Tonic Day
20th* — World Osteoporosis Day
21st — Apple Day (UK), weekend closest to the 21st
21st — International Pronouns Day, third Wednesday in October
21st* — National Reptile Awareness Day
22nd — International Stuttering Awareness Day
23rd — Wear it Pink, for breast cancer (UK)
23rd — International Champagne Day
25th —World Pasta Day
26th — National Sleep-in Day (UK), TBC
26th — British Summertime Ends (UK)
31st — Halloween

October 2026 content ideas

1. Preparing for winter

It may only be October, but it’s a good time for your audience to plan ahead for the colder months and make sure they and their homes are prepared.

• Winter home prep: insulation, boiler, heating system, radiators, fire/chimney, smoke detectors, draughts and air leaks, roofs, gutters, outside lighting etc
• Winter garden prep: trimming and pruning, storing furniture and pots, shed/greenhouse maintenance, salts for paths and driveways, repair broken/dangerous steps and paving slabs
• Winter vehicle prep: battery, tyres, anti-freeze levels, oil, screenwash, lights, kit to carry in case of emergency
• Personal care for winter: medicine cupboard essentials, hair/skin care, foot care, joint care, colds and flu, keeping warm, staying active, healthy foods and drinks
• Winter clothes: latest fashions, warmest outerwear, best non-slip footwear, skiwear, sunglasses.

2. Halloween

Halloween is known for wickedness and mischief, so it’s a good time to write about bad things. Here are some ideas:

• Buyer beware: scams, swindles, hoaxes, rip-offs
• Bad behaviour that loses customers, such as poor etiquette, spamming, aggressive selling and poor customer service
• Shocking mistakes people are making that are preventing them from achieving their goals
• How to recognise the signs of bad clients and troublesome customers
• Scary statistics that show your audience why they should/shouldn’t be doing something in their business.

3. End of British Summertime

UK clocks go back one hour this month, giving people a whole extra hour of time. So you could talk about some of the things that can be achieved in an hour. There are lots of themes for this, depending on your brand, but here are some ideas:

• Teach them how to make something
• Show them how to make a plan or prepare something in advance
• Host a one-hour course where they can learn something valuable
• Host a practical class, in person or online
• Help them write a blog post or schedule some social media posts
• Encourage them to do something they might have been putting off
• Take them through a how-to to demonstrate a new technique.

Content ideas for November 2026

November 2026 event calendar

Months and longer

1st* — Lung Cancer Awareness Month (UK)
1st* — Mouth Cancer Action Month (UK)
1st* — Movember, for men’s health
1st* — Men’s Health Awareness Month
1st* — National Pancreatic Cancer Awareness Month (UK)
1st* — World Vegan Month
19th — Disability History Month

Weeks, fortnights etc

2nd — International Stress Awareness Week
2nd — National Pathology Week (UK)
2nd — Green Careers Week (UK), TBC
2nd — Talk Money Week (UK)
6th — Diwali begins
9th — World Nursery Rhyme Week
16th — Anti-Bullying Week (UK)
16th — Sugar Awareness Week (UK), TBC
13th* — Trans Awareness Week
15th — International Fraud Awareness Week
15th — Road Safety Week (UK)
16th — National Self-Care Week
30th — Lifelong Learning Week (UK)

Days

1st* — World Vegan Day
3rd — World Sandwich Day
4th — National Stress Awareness Day (UK)
5th — Bonfire Night
7th — International Stout Day
8th* — World Radiography Day
8th — Remembrance Sunday
9th* — World Freedom Day
11th — Armistice Day
13th — Children in Need, TBC
13th* — World Kindness Day
14th* — World Diabetes Day
18th — World COPD Awareness Day
19th* — International Men’s Day
19th* — World Toilet Day
19th — Carers’ Rights Day (UK)
20th* — World Children’s Day
20th — Trans Day of Remembrance
21st* — World Television Day
25th — White Ribbon Day, for violence against women (UK)
27th — Black Friday
30th* — St Andrew’s Day

November 2026 content ideas

1. Christmas countdown for customers

For many of your customers, the start of November starts the countdown to Christmas, so anything you can do to help will be appreciated.

• Update customers on your festive season opening hours, delivery dates, last chance dates etc so they can make sure they’re prepared — you can follow this up with a series of reminder posts on social media
• Create a Christmas checklist to help your customers with planning, workload, shopping etc.

2. Stress Awareness Day

November 5th is National Stress Awareness Day. This could be a great opportunity to help your customers by:

• Showing them how what you offer can make their lives less stressful
• Giving them hacks and tips to make their work/lives more manageable
• Talking about healthy vs. unhealthy ways of dealing with stress
• Write about the benefits of exercise and taking more time outside
• Compile a list of helpful stress-management resources.

REMEMBER, you can also visit the website to see what the 2026 theme is and write a post based around that.

3. Recycle an old blog

Articles that are more than three years’ old are often out of date and need a refresh, so why not recycle or repurpose an old blog and republish it?

Here are a few ideas on how to do it:

• Update the article with the latest information and statistics
• Expand the article with more information and add more value
• Add new voices and industry insights
• If it’s an image-based article, update the images to show the latest trends and styles
• Rewrite it to show how things have changed since you published the original article.

Want to add an event?

My aim is to build a comprehensive calendar of UK and international events. If there’s a great event that’s missing and you’d like me to consider including it, please get in touch with the details and official website.

Other posts in this series

As many dates aren’t confirmed until close to the event, these posts will usually be updated a couple of months before each season starts. I’ll publicise them on LinkedIn when they’ve been updated.

Need quality content for your business blog?

I’m Jenny Lucas, a freelance content writer based in Leicester, UK.

If you like what you’ve read here, but don’t have the time, skills or inclination to do your own content marketing, I can help by writing it for you.

For more information, head to my content writing page, where you can find out more, or get in touch.

Need more content ideas?

Check out these other posts I’ve written.

The post Content ideas for Autumn 2026 appeared first on Jenny Lucas Copywriting.

You have a blog that’s been working well to drive organic traffic to your website.

But, lately, you’ve been noticing a drop in your traffic and your click-through rate (CTR) is down. So what could be the problem?

The same thing happened to a business I know.

Here’s what happened.

This is a true story

A business had a top 10 tips article on their blog and it was one of their most visited webpages.

The tips were valuable, the SEO was on-point, the traffic was excellent. But the article could have been ranking and converting better, so the business made some improvements. They kept the existing listicle format, but added more SEO keywords and focused more on how their business could help visitors.

At first, it seemed the changes had been successful. The article’s impressions grew, as expected, and it climbed up the rankings, as expected — but its click-through rate fell off a cliff. Ouch!

What went wrong?

As the business published their improved article, Google was introducing the latest version of its new AI summary.

The new AI summary was programmed to pull together bite-size information in a list format. The business’s article contained bite-size information in a list format.

Can you see where I’m going with this?

Google’s AI was taking information from the business’s article to use in its summary. And because people were reading the information in the summary, they had no reason to click on the article.

Effectively the AI summary was stealing the business’s clicks. Rude.

This is something that’s becoming more prevalent and, as a website owner, you need to be aware of it.

It’s an example of commodity content

The business’s top 10 tips article was a classic example of what we’re now calling commodity content.

In economics, a commodity is something that’s basically the same product, no matter who produces it. Like sugar, oil and steel. The buyer cares less about the product and more about the price, convenience and availability.

What is commodity content?

Commodity content is generic and easily copied. The reader cares less about who created it and more about how easy it is to find and consume.

It’s the kind of content AI will strip for parts — taking all the good stuff for itself and leaving you with a husk of an article that does nothing for your business.

Commodity content is content that’s:

• Generic and kinda meh
• Been done to death
• Not introducing anything new or different
• Not bringing any original insight, opinions or perspectives
• Compiled using publicly available information, anyone can find.

Examples of commodity content

Commodity content includes:

• Generic listicles
• Basic how-to guides
• What is… ? explainer articles
• Generic buyer guides.

AI isn’t totally heartless. It will credit your blog article as its source and give a link to it. But when your article is titled ‘10 tips’ and the AI summary is giving 10 tips, it’s already stolen your thunder.

Businesses should be creating non-commodity content

Non-commodity content is the opposite of commodity content. It’s fresh, unique, and authentic to you, which makes it more valuable and more difficult to replicate.

When it’s non-commodity content, readers do care about who creates it. They care that it’s real and comes from a place of first-hand knowledge and experience. This is the kind of content they feel invested in and they want to know they can trust it.

Non-commodity content contains material like:

• Storytelling
• Lived experience
• First-hand research
• Original imagery or photography
• First-hand knowledge and expertise
• Unique perspectives and opinions.

Examples of non-commodity content

Non-commodity content includes:

• Real-life stories
• Research studies
• Expert opinion pieces
• In-depth case studies
• First-hand interviews
• Original infographics
• Independent experiments
• Unique inspiration guides
• Evidence-based forecasting.

Non-commodity content is a natural next step in blogging

Google has been pushing us towards creating more unique, non-commodity content for several years now.

Its Quality Rater Guidelines have rewarded content that features Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). And its Helpful Content updates have penalised commodity content created by content spinning and mass-producing AI articles without any human oversight.

So, although content writers weren’t able to predict exactly what AI search would look like, we were prepared enough to start adding that extra uniqueness and value to the articles we wrote.

How to get your blog back on track

If you think your blog has a commodity content issue, this is something I can help you rectify.

Have a professional content audit

A content audit is like a health check for your blog.

It’s a review of the articles you have on your blog to assess their quality, relevance and performance. This will tell you if an article is fighting fit, if it needs reviving, or if it needs killing with fire.

Spoiler alert: most content contains some value — even your commodity content — so never write anything off straight away.

When I audit your content, I’ll start by creating a spreadsheet inventory of your articles and how they’re performing. I’ll then produce an action plan that details what needs to be done to update and improve your blog. This will include transforming commodity content into non-commodity content.

You can read more about my content audit service here:

6 Good reasons your blog needs a professional content audit >>

Content auditing to make your blog work harder for your business >>

Revisit articles with problematic titles

Some article titles are problematic because they appear to give it all away.

For example:

• 10 Top tips for contouring —> AI summarises the 10 tips
• How to boil an egg —> AI gives instructions on how to boil an egg
• What is matcha? —> AI explains what matcha is.

If people can get what your title promises from the AI summary, they’re not going to bother reading your article — even if your article includes way more value than the title suggests.

Your title needs to tease something more valuable — and your article needs to deliver it.

For example:

• Contouring secrets from a professional make-up artist
• A chef’s guide to cooking eggs with perfect runny yolks every time
• Mind-blowing matcha flavour combinations we created in our kitchen.

Refresh, rewrite or repurpose older articles

Yes, okay, I shamelessly stole this idea from Reduce, Reuse, Recycle, but it works in a similar way.

I have a make-do and mend mentality, in life and in work, which means I make every effort to fix things before I throw them away.

Rather than simply deleting older articles that are no longer serving their purpose, I’ll look for ways to sharpen them up. Some older articles are still valid, but need refreshing with the latest information or better SEO keywords. Some could benefit from a rewrite. Some might have passed their use-by date, but the information or ideas could be repurposed.

You can read more about how Refresh, Rewrite, Repurpose works, here:

Refresh, Rewrite, Repurpose: how to audit and reuse your old blog posts >>

Add as much value as only you can

Your articles will be more unique and valuable to you if they include your input.

That could be in the form of your:

• Real-life stories
• Insight and experience
• Knowledge and expertise
• Perspective and personality.

When I rewrite articles for you, I’ll always prompt you to add your own twist.

This is how to turn generic commodity content into non-commodity content that showcases your Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T). And it should help stop that pesky AI from stealing your clicks.

Need some help to stop AI stealing your content?

As a human copy and content writer, nothing irks me more than the AI takeover of our glorious internet. And if there’s any small thing I can do to stop it, I’m there.

That includes helping businesses, like yours, from losing potentially valuable clicks and traffic.

Work with me and I’ll:

• Audit your blog to highlight commodity content, poor performance and other issues
• Create an action plan that outlines how to fix them
• Do the work to bring those articles up to standard
• Give you the prompts you need so we can add your own spin
• Develop a better strategy for writing non-commodity articles in future.

If this sounds good and you’d like my help, get in touch and send me the link to your blog.

You might also like…

The post Is generic commodity content helping AI to steal your web traffic? appeared first on Jenny Lucas Copywriting.

This pick ‘n’ mix guide is packed with inspiration and ideas for your marketing efforts over the summer period, from June to August 2026.

For each month, I’ve prepared an event calendar, which might inspire a post, promotion or tie-in. I’ve included links where possible, so you’ll find all the information you need, including themes and full event details.

Please double-check the 2026 dates and that the events are still going ahead before you invest time and money on marketing.

There are also three seasonal content themes for each month, which you should be able adapt for your brand and your audience.

Remember, your content should be about helping rather than selling, so make sure it’s customer focused with a clear What’s In It For Me (WIIFM).

This is an evolving post that I return to and update every year. For advance notification of updates, make sure you’re following me on LinkedIn.

If you need more ideas, you’ll find plenty in my blog post:
111 Blog post ideas to benefit your business.

*Denotes events held on the same dates every year.

Content ideas for June 2026

June 2026 event calendar

Months and longer

1st* — Pride Month (UK)
1st* — SPANA’s World Tea Party, for sick and injured working animals

Weeks, fortnights etc

1st — Volunteers’ Week (UK)
1st — Child Safety Week (UK)
1st — National Growing for Wellbeing Week (UK), TBC
1st — World Heart Rhythm Week
5th — The Big Lunch (UK), TBC
8th — Aromatherapy Awareness Week, TBC
8th — Carers’ Week (UK)
8th — Diabetes Awareness Week (UK), TBC
9th — Bike Week (UK)
13th — March for Men (UK), for prostate cancer
13th — Drowning Prevention Week (UK)
14th — Book Week, Scotland
15th — Loneliness Awareness Week (UK)
15th — Men’s Health Week (UK)
15th — National Picnic Week (UK)
15th — Children’s Hospice Week (UK)
15th — Learning Disability Week (UK)
15th — Refugee Week (UK)
15th — #GladToCare Awareness Week (UK), date TBC
20th — English Wine Week
20th — Rabbit Awareness Week (UK), TBC

Days

1st* — World Milk Day
1st* — Global Day of Parents
3rd* — World Bicycle Day
4th* — International Day of Innocent Child Victims of Aggression
5th* — World Environment Day
5th* —International Day Against Illegal Fishing
5th — National Fish and Chip Day (UK)
7th — Cancer Survivors’ Day
7th —LEAF Open Farm Sunday (UK)
7th* — World Food Safety Day
8th* — World Oceans Day
13th — World Gin Day, second Saturday in June
14th* — World Blood Donor Day
15th* — National Beer Day (UK)
15th* — World Elder Abuse Awareness Day
17th* — World Day to Combat Desertification and Drought
18th* — Autistic Pride Day
18th* — International Picnic Day
18th* — Sustainable Gastronomy Day
18th — National Clean Air Day
19th* — World Martini Day
19th — National Writing Day (UK), date TBC
20th — International Surfing Day, third Saturday in June
20th* — World Refugee Day
21st — Father’s Day (UK), third Sunday in June
21st* — World Humanist Day
21st* — Global MND Awareness Day
21st* — Summer Solstice, Northern Hemisphere
21st* — World Music Day
21st* — International Day of Yoga
22nd* — UK Windrush Day
23rd* — UN Public Service Day
23rd* — International Widows’ Day
23rd — International Women in Engineering Day
26th — National Cream Tea Day
26th — Take Your Dog to Work Day (UK), Friday after Father’s Day
26th* — International Day Against Drug Abuse and Illicit Trafficking
26th* — UN International Day in Support of Victims of Torture
27th* — Micro, Small and Medium-sized Enterprises Day
29th* — International Day of the Tropics
29th* — Haro Wine Festival, Spain
30th* — International Asteroid Day

June 2026 content ideas

1. World Environment Day

June 5th is World Environment Day.

• Talk about your environmental policies and show how you’re making a difference
• If you sell products, talk about ways your customers might reuse or recycle them or their parts
• Introduce a new environmental initiative and write a blog post about it
• Ask your employees where the waste problems are in your business and take steps to tackle them — show others how you did it so they can do the same.

2. Summer holiday

With summer holidays just around the corner, why not help your customers prepare? Offer some tips, create an inspiration guide or write on a relevant topic. Choose something that’s relevant for your brand. Here are some ideas to inspire you:

• Self preparation: tanning, waxing, hair styling
• Inspiration: hairstyles, fashion, beach-ready looks
• Winding up at work: checklists, advance preparation, autoresponders
• Health and safety tips: sun care, healthcare, first aid, dos and don’ts
• Travel tips: regulations, restrictions, money, vehicle hire,
• Activities: hiking, water sports, camping, photography, video
• Equipment: wetsuits, sunglasses, hiking shoes, cameras, canoes, tents, caravans, awnings, furniture, backpacks and bags
• Packing tips: holiday essentials, checklists, ‘don’t forget’ lists.

3. Making the most of the season

• Summer offers and promotions
• Cooking: fresh seasonal produce, new ideas, recipes or flavour combinations
• Summer drinks: cocktails/virgin cocktails, punches and party drinks, best for hydration
• Health: summer diet, benefits of keeping hydrated, ways to drink more water, best exercise for hot weather
• Getting out and about: things to do, places to go, activities to try
• Being outdoors: garden furniture recommendations, how to style a balcony or small garden, bringing the outside in with healthy plants.

Content ideas for July 2026

July 2026 event calendar

Months and longer

1st* — Disability Pride Month
1st* — Plastic Free July
1st* — Sarcoma Awareness Month
18th — South Asian Heritage Month

Weeks, fortnights etc

6th — Alcohol Awareness Week
6th — Great British Pea Week, TBC
6th — National School Sport Week (UK)
18th — Festival of British Archaeology
24th — Love Parks Week (UK), TBC
25th — National Marine Week (UK), TBC

Days

1st* — International Reggae Day
2nd— Cycle to Work Day (UK), TBC
3rd — National Bereaved Parents’ Day (UK), TBC
7th* — World Chocolate Day
10th* — Don’t Step on a Bee Day
11th — World Mojito Day
11th* — World Population Day
11th — World Rum Day, second Saturday in July
12th* — National Simplicity Day (UK)
15th* — World Youth Skills Day
17th* — World Emoji Day
17th* — World Day for International Justice
18th* — International Nelson Mandela Day
20th* — World Chess Day
24th — International Self-Care Day
24th* — Talk to Us Day, 24/7 for the Samaritans
24th* — World Tequila Day
25th* — National Schizophrenia Awareness Day (UK)
28th* — World Hepatitis Day
29th* — International Tiger Day
30th* — World Friendship Day
30th* — World Day Against Trafficking in Persons

July 2026 content ideas

1. War on plastic

It’s Plastic-Free July. Here are some ideas for a tie-in, choose something that’s relevant for your brand:

• A how-to on how to find all the sources of plastic in your business — even the hidden ones — and talk about alternatives for buying better in the future
• Create a tutorial for reusing and repurposing plastic: in arts and crafts, for storage, for decoration, making toys, plant holders etc
• Write about projects in your industry where plastic waste is being repurposed, reused or recycled
• Compile a guide to plastic-free alternatives, where to find them and how to use them
• Launch an initiative in your business to cut or reduce your use of plastic and write about it — or talk about your current efforts to cut plastic waste.

2. School summer holidays

The school summer holidays start in July, so it’s a good time to look at content that will involve families and children.

• Activities: new things to try, places to go, sports, gaming
• Create a challenge to encourage creativity, promote learning or help the community
• Devise an online or outdoor treasure hunt
• Write about planned events in your local area
• Put together a list of books to read or films to watch
• Family barbecue: food, activities, games, theme, ideas
• Create an arts and crafts tutorial.

3. Communication

July 17th is World Emoji Day, so it could be a good time to talk about the way we communicate, how it’s changed and how it’s changing. Here are some ideas:

• Write about AI and how it’s changing the way we communicate
• Create an on-brand emoji or picture quiz — for fun or with a prize draw for correct answers
• Write a piece about the best communication strategies in your industry and what makes them so effective
• Run a customer survey to learn about communication problems in your organisation, publish the results and show how you plan to improve
• Write about your experience of automated communications, when they work well and when they don’t
• If you’re improving or changing the way you communicate with your customers, use this as an opportunity to talk about your plans
• Write about how our language and communication styles are evolving with new generations and technologies.

Content ideas for August 2026

August 2026 event calendar

Months and longer

1st* — National Road Victim Month (UK)
1st* — Swim 15, for bowel cancer (UK), TBC

Weeks, fortnights etc

1st* — World Breastfeeding Awareness Week
10th — Afternoon Tea Week (UK)
12th — World Photography Week
23rd — World Water Week

Days

1st* — Yorkshire Day (UK)
5th — Play Day (UK), first Wednesday in August
7th — International Beer Day, first Friday of August
8th* — International Cat Day
8th* — National CBD Day (UK)
10th — National Lazy Day
12th* — International Youth Day
13th* — International Left-Handers Awareness Day
13th* — National Prosecco Day (UK)
15th — International Relaxation Day
19th* — World Photography Day
19th* — World Humanitarian Day
30th —World Mai Tai Day

August 2026 content ideas

1. Back to school

The new school term starts next month. If this is relevant to your brand, you could write a post aimed at the members of your audience who have children. Here are some ideas:

• Lunch prep ideas to make things quicker and simpler
• Back to school checklist: stationery, uniform, school shoes, school bag, PE kit, trainers, software/apps
• Parental advice to help their children with productive study, being active, staying hydrated, handling stress, keeping a positive attitude, bullying, online safety, friendships and relationships
• Compile helpful resources to help parents and their children get back to school, such as study guides, tips and advice.

2. Last days of summer

As we’re edging closer to autumn and a new school term, it’s time to make the most of the last days of the summer holiday. You can use this as an opportunity to inspire your audience with ideas on how to do that.

• Inspire your readers to compile an end of summer bucket list, filled with fun family things to do — give them lots of ideas
• Last minute summer break ideas featuring late details and where to find the best sunshine spots
• Talk about the best new attractions, places to go and events happening in your area during the last weeks of summer
• Write about the best seasonal produce that’s still available to enjoy.

3. World Photography Day

August 19th is World Photography Day: A worldwide celebration of the art, craft, science and history of photography. Here are some ideas for photo and image based posts:

• Run an on-brand photo challenge or competition on your social media and publish your best entries in a blog post
• Put together a photographic post that will show your audience inspiring ways to use or style your product
• Present a series of photographs, images or mood boards that represent your brand, then write about them in a blog post
• Produce a photo diary for a week behind the scenes in your business.

Want to add an event?

My aim is to build a comprehensive calendar of UK and international events. If there’s a great event that’s missing and you’d like me to consider including it, please get in touch with the details and official website.

Other posts in this series

As many dates aren’t confirmed until close to the event, these posts will usually be updated a couple of months before each season starts. I’ll publicise them on LinkedIn when they’ve been updated.

Need quality content for your business blog?

I’m Jenny Lucas, a freelance content writer based in Leicester, UK.

If you like what you’ve read here, but don’t have the time, skills or inclination to do your own content marketing, I can help by writing it for you.

For more information, head to my content writing page, where you can find out more, or get in touch.

Need more content ideas?

Check out these other posts I’ve written.

The post Content ideas for Summer 2026 appeared first on Jenny Lucas Copywriting.

That’s weird, right?

Maybe to you. I wouldn’t really know, because I’ve never known any different.

I think in pictures and feelings. I have a constant stream of colourful imagery, parading through my head like a 24/7 carnival. Hence my featured image.

It may not be ‘normal’ — whatever ‘normal’ is — but it’s me and how I process the world.

It’s called hyperphantasia

Hyperphantasia is a condition where you have extremely vivid mental imagery. They say it’s rare, but it’s more common than its opposite condition, aphantasia, where you have no visual memory and can’t create images in your mind.

Now there’s something I can’t imagine.

These two opposite conditions exist on what’s known as the aphantasia-hyperphantasia spectrum.

The aphantasia test

You can get an idea of where you sit on the aphantasia-hyperphantasia spectrum by taking an aphantasia test.

This test asks you to imagine something everyone is familiar with: an apple.

Not everyone imagines an apple in the same way. People with hyperphantasia can imagine it in full colour, with texture and photographic detail (1). People with aphantasia can’t imagine it at all (5). With both hyperphantasia and aphantasia being described as rare, it figures that most people sit somewhere in the middle.

How did I realise I had hyperphantasia?

It all started when I was reading this article about people who have no inner monologue. That’s a condition, too. The scientists are calling it anendophasia.

I’d heard people mention their inner monologue before. And I’d just assumed I had one, because why wouldn’t I? But it was only after reading the article, I actually started ‘listening’ for it and realised it wasn’t there.

Understanding my thoughts weren’t vocal made me think consciously about how I was thinking. Have you ever tried that? It messes with your mind for a while, but it helps you understand yourself better.

I digress.

Other people have described their inner monologue as the thing that narrates their life. Like a constant voiceover they can’t switch off. Sometimes, like a bully that constantly berates and demeans them.

My head is completely silent.

If I want to hear my thoughts I have to say them out loud, which explains why I talk to myself so much. Have to say, I’m a little relieved about that.

But the visuals play constantly. When I think it’s time for bed, I see my bed and I can describe it in detail. When other people describe objects or happenings, my brain responds by creating a visual. When I berate myself — because I don’t get a free pass on that — I see a cartoon cat, repeatedly bashing me over the head with a saucepan, Tom and Jerry style.

How does hyperphantasia affect my writing?

To explain this, we’re going to have to fire up the DeLorean and go back to the 80s. So fasten your seatbelt.

From sensory stories to metaphors with meaning

I’ve always had a vivid imagination.

As a child, I’d read books and they’d play like movies in my head. I was drawn to the descriptions and my mind brought them to life. I wrote my own stories, too, and had dreams of becoming a writer.

At high school, my essays were filled with imagery, even when there was no call for it. I’d use visual metaphors in my explanations and reasoning. I now realise that was my thought process. I was writing out the images in my head.

My teachers always praised my writing and graded it highly. They never said my style was odd or unusual.

Until I started my A’ Levels.

My writing wasn’t academic

My first A’ Level English assignment came back ungraded.

My teacher took me to one side. He told me the ideas were there, but my writing was ‘inappropriate’ for A’ Level and it needed to be more ‘academic’.

I didn’t understand what that meant. Even when he explained it to me for the third time.

Deflated and confused, I took my ungraded essay home to rewrite it in a more academic style.

I still remember sitting in my box-room bedroom at my too-small desk. Bic biro in hand. Paralysed.

No words came. My vibrant mind had gone black. Like someone turned the lights off.

I fell out of love with writing

^{Image created by ChatGPT}

When my English teacher said academic, he should have said boring and safe. I’d have understood that.

The books on the reading list were dull. The lessons, where we painstakingly picked them apart, were tedious. The essays I wrote about them were formulaic, flat and colourless.

I passed English A’ Level, but it broke my spirit, destroyed my love of reading books, and killed my dream of writing fiction.

I lost my writing voice

I talk a lot about brand voice and how your copy should sound. And my clients are always delighted when their new copy sounds just like them.

But what about my own voice? Did it sound like me?

Apparently, it didn’t.

A few years ago I found myself working with another copywriter. To beta test one of her own services, she offered me a critique of my LinkedIn profile and I was interested to see what she thought.

That critique was a wake-up call.

She said my profile was sterile and she couldn’t find any trace of me in it. That it was all tell and no show. I’d said I was visual thinker, but I hadn’t demonstrated that. I’d said I had a dark sense of humour, but I hadn’t expressed it. I’d said I was full of ideas, but my copy said otherwise.

Damn.

I’d made myself vanilla

As a copywriter, I’d made myself small. There was some logic to that. I’d thought if I showed too much personality, prospects wouldn’t see me as the chameleon I was and someone who could write in their voice.

So I’d presented myself as a blank canvas, to be painted with their vision. A bowl of plain vanilla ice-cream, to be adorned with their sauces and sprinkles. But, in doing so, my own writing sounded like it was trying to impress my A’ Level English teacher. Ugh.

I needed to find a way to bring back the old me — the real me — and be proud of what made me different.

I rewrote everything

Over the next year, with reckless abandon, I tore everything down — from my LinkedIn profile to my website and blog.

And I rewrote them all, to show my true voice and my unique way of thinking.

And then something marvelous happened

I noticed people started reading — I mean really reading — what I’d written.

Some would repeat it back to me, almost verbatim.

Some wrote just to compliment me on a blog they’d enjoyed.

Some told me they’d lost hours reading my website.

Some said they’d decided they wanted to work with me before we even met.

My blog started being featured on ‘top copywriting blog’ lists.

I guess that’s the power of authenticity and of being your true self.

Are you selling yourself short?

In so many areas of life, we shrink ourselves to make us more acceptable to others.

Removing the personality from your writing. Dressing down to avoid standing out. Downplaying your achievements, so as not to seem boastful. Over-adapting to fit the crowd you’re mixing with.

Accepting less than you deserve.

Yeah, sod that.

We need to rewrite the ‘rulebook’

Because it’s cool to be different. And when you embrace your differences, you start attracting the right kind of people. The right kind of clients and customers.

People who ‘get’ you and appreciate what you have to offer.

And that counts for a lot.

Showing some personality gets people reading

I always say people naturally skim-read on the internet. I know I do. It’s partly because so much of what’s published online is booor-ing and that’s only becoming more prevalent.

In today’s ever-evolving digital landscape… the internet is awash with AI slop. IYKYK.

I say ‘slop’ because AI relies on human input and most of the people who use it to write their content have no imagination and no idea how to prompt it.

All AI and no human makes Jack a dull boy.

And leaves his readers comatose.

Truth is, if you want people to read more of what you have to say, you need to make it worth reading. Not just facts and value, but the kind of addictive, scroll-stopping copy that makes people want to read it.

Are you ready to find your voice?

Maybe I can help you.

I’m Jenny and I create standout copy for brands that want to embrace their differences and get noticed online.

If that’s you and you’d like to find out more…

Visit my main website to see where I can help >>

Read my About page to see what I’m about >>

See the work I’ve done for other clients >>

Contact me and tell me what you want — what you really, really want >>

Thirsty for more?

Check out these other articles you might like.

The post I’m a copywriter with hyperphantasia and no inner monologue appeared first on Jenny Lucas Copywriting.

You have a blog and you publish new content regularly, but when did you last revisit your back catalogue?

Do you know what articles you already have on there or whether they’re working for your business?

I’ve spoken to business owners who had never revisited and reviewed their older content. They would publish new article after new article, then forget about them and leave them to gather dust. A bit like the boxes in the attic picture above. 

Some of these businesses had more than 100 articles on their blogs. But they had no idea what those articles were. They could have been sitting on a pile of rotting, stale, old content that was way past its useful date. Or a goldmine of promising articles that had never fulfilled their potential. In reality, it was a mixture of both.

It’s not just your new articles that count

The truth is, everything on your blog should be working hard for your business. Not just the article you published last week, but the articles you published years ago, too.

They’re all still discoverable on the web and they’re all building a picture of your brand. Your knowledge. Your expertise. Your currentness and adaptability to change.

Are they showing a brand that’s always evolving and moving with the times — or a brand that seems like it might still use floppy disks?

This is where content auditing will help

If you’ve been blogging for a while and have a substantial back catalogue of articles you’ve never revisited, content auditing will help you get them all in order. 

What is content auditing?

Content auditing is like giving your blog a health check.

It’s a review of all the articles you’ve published, so we can see:

• What content you already have
• What shape your existing content is in
• Any technical issues that need to be resolved
• Which articles are working and which need work
• What content you don’t have yet, but need to have.

It’s a sensible and cost-effective exercise that focuses on updating and optimising the content you’ve already invested in so it’s working for your business.

Who is content auditing for?

Content auditing could be ideal for your business if:

• You have a large back catalogue of articles 
• You’ve never revisited your older articles
• You don’t know how your blog is performing
• You want to make the most of the content you already have.

How does content auditing work?

My content auditing service is a three-stage process, which typically looks like this:

Stage 1: Collating an inventory of your articles

I’ll start by creating a spreadsheet inventory of all the articles you currently have on your blog.

The spreadsheet will include each article’s title, URL, publication date, performance data and any early issues.

Common early issues I see include articles that:

• Have passed their useful date
• Are too similar to each other
• Aren’t ranking or listed on Google
• Have unhelpful/non-SEO titles.

Once created, the inventory can be used to keep a running record of your blog articles and monitor how they’re performing for your business over time.

Stage 2: Creating an action plan

When the inventory is completed, I’ll create an action plan for your blog’s back catalogue.

This will identify the articles that need to be updated, amalgamated, augmented or re-optimised. And the articles that probably belong in a bin fire.

The process I recommend and use myself is something I call Refresh, Rewrite, Repurpose >>

Stage 3: Content auditing

This is where we start doing the work that will bring your existing articles up to standard.

• Updating the information, research, sources etc
• Changing your stance and advice accordingly
• Amalgamating similar articles into super articles
• Augmenting your articles to make them comprehensive
• Optimising your articles to compete with the top rankers
• Regularly monitoring your progress and performance.

How much does content auditing cost?

It depends on how many articles you have and how much work needs to be done.

The inventory and action plan is a one-off cost, starting at £500.

The ongoing improvements and progress monitoring can be done for a monthly cost to suit your needs and budget.

Is content auditing worth it?

Absolutely.

Your existing content is an investment you’ve made. Content auditing will squeeze the most out of that investment so your content keeps creating value for your business. 

If you’ve been blogging for a while, you’ve probably already created some of your most important and cornerstone content. Auditing will help to keep it fresh, relevant and value-packed so it’s always working at its full potential and generating leads.

Does your blog need a content audit?

Maybe I can help.

I’m an SEO content strategist and writer who loves helping businesses get the most value from their blogs.

And I hate to see valuable content go to waste — so I’ll do whatever I can to make it viable.

Want to work with me?

Contact me and let’s see if I can help you.

It’s easy to get in touch >>

You might also like…

6 Good reasons your blog needs a professional content audit >>

Business blogging FAQs >>

Blogging for business: what results can you expect? >>

The post Content auditing to make your blog work harder for your business appeared first on Jenny Lucas Copywriting.

That is the question.

Ultimately, they want a website that’s:

• Fast and responsive to their needs
• Clear and simple to understand
• Easy to navigate
• Nice to look at
• Intuitive to use
• Secure.

A website that understands what they need and doesn’t make them work too hard to get it.

So how do you get a website like that?

I’m glad you asked.

This ultimate guide gives 21 pointers for giving your visitors the best possible user experience.

So let’s dive in and get started.

Quick links

1. Snappy loading

To give the best user experience, your website should be slick, streamlined and fast. Pages should load in a couple of seconds and it should respond instantly to user requests.

If your website takes an uncomfortably long time to load, some visitors won’t wait.

And if your website lags, buffers, and wheezes like an out-of-shape, old man climbing up a steep hill, your visitors will be giving up and going elsewhere.

We’re not on 90s dial-up anymore. Technology has moved on, with fast fibre and 5G. And as people have got used to websites that load and respond in a flash, most won’t tolerate slow and sluggish.

You can check your website’s speed and get practical tips on how to maximise it at GTmetrix.

2. Responsive design

Responsive design gives the best user experience on any device. It does this by adapting your website’s design and layout for the device each visitor is using.

The image above gives a visual overview of how responsive design works. From the full design on the desktop and laptop to the more scaled down versions, which have been optimised for the smaller screen sizes of the tablet and smartphone.

If your website is older, you need to make sure it scales and displays properly on all devices.

Most web designers use responsive design as standard now. Website builder platforms use it too, but the results aren’t always predictable and the elements on some websites can look like an epic car crash on smaller screens.

You can check how your website looks on different screens using a responsive testing app, like Screenfly.

3. Appealing appearance

Humans make visual decisions at lightning speed. For example, did you know, it takes less than two tenths of a second for visitors to form a visual first impression of your website?

If it pleases their eyes, they’re more likely to stay and enjoy the experience. If it has the visual appeal of a fungal infection, maybe not so much.

To give the best user experience, your website has to look good.

That means:

• Professional and tasteful
• A clean, well-balanced design
• Consistent use of typefaces and colours
• High-quality photos and visuals (see point 9)
• Considered use of colour and colour combinations.

4. Crystal clear hero section

The hero section of your website is the first thing your visitors will see when your website loads. It has to make the right impression and give visitors a reason to scroll down and keep reading.

In clear, accessible terms, your hero section should explain:

Who you are

This will be in your logo/company name, which usually appears at the top of the screen.

What you do

Explain what you do in a nutshell, using accessible language and avoiding unnecessary jargon.

Who you do it for

Give a brief description of the ideal customer you work with or sell to.

Why they should care

Explain the main benefit you’re offering and why they should choose to buy from/work with you specifically.

Your hero section might also include:

An appropriate call to action

The call to action (CTA) is typically a button or link that will prompt your visitors to take action.

For example:

• ‘Get started’
• ‘Browse products’
• ‘Choose your plan’
• ‘Start your free trial’.

Simple site navigation

At the top of the screen, you’ll either have text links to your top tier pages, or a collapsible burger menu if you prefer a cleaner look.

Trust signals

For example:

• Logos to show your professional memberships/accreditations
• Your star rating on independent review sites, like Trustpilot
• Logos of high-profile customers who’ve trusted you
• An example of a customer testimonial.

Contact information

If you do a lot of business over the phone or via email, you might have your phone number or email icon in your hero section.

5. Make visitors feel seen

Visitors have the best user experience when they feel seen and understood. If they’ve been struggling for a while, it can be a huge relief to find a website that speaks to them and shows an understanding of their problem.

To make your visitors feel seen like this, you have to understand them and be able to articulate their problems and needs in a way they can relate to.

Some of this understanding will come from listening to your customers. But these are the people who’ve already found you. To reach the people who haven’t found you yet, you need to attract them to your website by tapping into what they’re searching for. For this, you’ll probably need an SEO content strategist.

6. Predictability and familiarity

These days, most websites follow similar patterns.

For example, they have familiar page layouts, including:

• Hero section at the top of the homepage
• Navigational section at the top right
• Company logo in the top left
• Visual hierarchy of headings
• CTAs clearly marked on buttons.

And they work in a predictable way, so visitors have a good idea of what will happen when they take a particular course of action.

For example, clicking on the company logo is like clicking the heels of your ruby slippers together, because it takes you back to the homepage. Clicking on the ‘contact us’ button will open an email or bring up a contact form.

I’ve talked with prospects who wanted to break the mould on this and do something completely different and ‘out there’. But they never had a good reason beyond not wanting to be predictable.

Bottom line is, your visitors don’t want a website that needs a handbook to tell them how to use it. They like predictable, familiar and intuitive because it makes them feel safe, comfortable and confident.

7. Intuitive navigation

Most websites also follow the same navigational framework. I’m simplifying it here, but it’s usually something along the lines of Home, About, Services or Products, Blog, Contact.

Again, websites follow this same framework because it’s familiar, intuitive and easy. There’s no learning curve and nothing that needs to be figured out. This means visitors can go straight in and find what they’re looking for easily. And, to them, that’s priceless.

8. Logical structure

To be intuitive and easy to use, a website should be logical. It should feel considered and natural.

Information should be organised and presented in a logical way, with relevant content grouped together, on the pages where visitors would expect to find it. Products should be well-organised and categorised according to how visitors might search for them.

9. Effective visuals

The visuals on your website should give your visitors confidence and help build their trust.

They should help visitors get a true sense of who they’re dealing with and what they’re buying, or buying into.

To do this, they should be high quality, relevant — and, ideally, unique to you. They should represent your brand, business, people and products professionally and authentically.

Brands using stock images to represent them can give the impression they have something to hide. Brands using poor quality or low-res images can come across as amateurish or spammy.

10. Clean and uncluttered design

The best user experience comes from simple, clean design with plenty of white space that lets the content breathe.

It wasn’t always this way. In the 90s, websites tended to be crammed with content. Most websites used a three-column format that, in retrospect, was cluttered and confusing. With everything on the page vying for attention, it was overwhelming and visitors didn’t know where to look first.

A clean and uncluttered website is designed to focus your visitors’ attention on what matters. Typically, it will have a simple, one-column format, thoughtful placement of images and no unnecessary distractions.

11. Legible text

To give the best user experience, the text on your website should be legible and easy to read on a screen. There are a couple of things to consider here.

Choose legible fonts

The legibility of your text starts with the fonts you choose.

Avoid fonts that are bold, condensed or overly fancy. These fonts never scale well and can be difficult and tiring to read.

As a guide, look for:

• Simple fonts that are evenly and consistently weighted
• Fonts with distinct letters that don’t look confusingly similar
• Fonts with clear ascenders (b, d, h) and descenders (g, p, q)
• Letters that are well- spaced and sit on a consistent baseline.

Consider your font size

Use a font size that’s easy to read and vary it for smaller screens.

Your body text should be at least 16pt on the desktop version and at least 18pt on mobile.

Use good contrast

Use contrasting colours that make the text stand out from the background. This could be dark text on a light background — like black text on white. Or light text on a dark background — like white text on black.

Use plain backgrounds

Your text should be on a plain background, or a plain portion of the background so it stands out and is legible.

If your website has responsive design — and it should — make sure the text stays legible when the background resizes to fit smaller screens.

12. Easily scannable content

A lot of people have a tendency to scan content online — especially if they’re looking for specific information. To give them the best user experience, it’s best to make that easy for them.

Clients have asked me if making their content harder to scan would force their visitors to read more, but it doesn’t work like that. Unless you’re standing over them with a cattle prod, you can’t force your visitors to do anything. Though making your content harder to scan might force them to leave your website and go to one of your competitors.

My advice? If you want your visitors to stay on your site and read your information, make it interesting and worth reading. The people who want to read it will read it. The people who want to scan it will scan it and read the bits they want to read. It’s a win-win — or as near to a win-win as you’re ever going to get.

How to make your content easily scannable

Formatting your content in a way that’s easy and pleasant to read will benefit all your visitors — the readers and the scanners.

To do this, use:

• A clear visual hierarchy with headings and subheadings
• Relevant headings to introduce each new section
• Left-aligned text as much as possible
• Short, easily digestible paragraphs
• Short line lengths.

13. Clear and obvious calls to action

Your calls to action (CTAs) are where you prompt your visitors to take an action. For the best user experience, you need to place an appropriate CTA in the most appropriate place — where your visitors are most likely to want to take action.

CTAs are generally categorised in terms of how much commitment they require.

For example:

• Soft CTA — no commitment — e.g. reading an article, browsing products or watching a video
• Intermediate CTA — low commitment — e.g. free trial, free download, subscribing for emails
• Hard CTA — most commitment — e.g. buying a product, registering for a service, making a booking.

The clearest and most obvious CTAs make it easy for visitors to take their desired action because they’re hard to scroll past and ignore. I’m talking bright, contrasting buttons, like these:

The CTA buttons should also be clearly labelled, so visitors have a reasonable expectation of what will happen when they click — and aren’t afraid to click!

14. Consistency

To give the best user experience, your website should feel ‘together’. Everything should feel like it belong sand nothing should feel incompatible or out of place.

For example, your site should have consistent:

• Fonts, colours and branding
• Page layouts and styling
• Photography and imagery
• Messaging and tone of voice.

Consistency in all these areas will mean everything is working coherently together to build your visitors’ trust and confidence. And nothing is jarring or causing them to doubt you.

15. User-first content

If you want to give the best user experience, it makes sense that your content is putting your visitors — the people who are actually using your website — first.

That means content that:

• Is created for your human audience — not for Google
• Matches visitors’ search intent
• Satisfies your visitors’ wants and needs
• Answers your visitors’ questions
• Solves your visitors’ problems
• Makes it easy for visitors to find what they need
• Gives a smooth and friction-free user experience.

16. Exceptional functionality

This might be an obvious one but, to give the best user experience, your website has to work.

To make sure your website has exceptional functionality, here are a few things to do:

• Address issues with lag or long loading times
• Check your processes are working smoothly and converting
• Use 301 redirects to avoid broken links and 404 errors
• Install a broken link checker and fix broken links quickly.

17. Anticipate what visitors want next

The best website website experience is considered and intuitive. This means giving your visitors the options to do what they want to do, when they’re ready to do it.

At each point where you’re giving your visitors options, think logically about where they’ll want to go next and what they’ll want to do next.

Be choosy and avoid giving too many options as this might confuse them or distract them from converting.

18. Security and privacy

Visitors will want to be sure your site is safe and takes their security and privacy seriously — especially where you’re asking them to give their sensitive information.

To reassure them, make sure your site includes:

• The latest security settings (https:// and a padlock icon)
• Data encryption, wherever necessary
• Strong authentication for making payments and accessing customer areas
• A privacy policy to explain what data is collected and how it will be used
• A cookie notice with clear options to decline cookies
• An opt-in rather than an opt-out for marketing emails
• Terms and conditions they can read and agree to
• Trust badges, like SSL secure checkout.

Use plain English, be honest about the measures you’re taking, stay true to your word and respect the choices your visitors make.

19. User-friendly forms

Visitors should be able to complete your forms successfully every time. This is important for you, too, because every form that’s abandoned counts as a conversion missed.

The highest converting forms are the clearest and simplest ones, so:

• Keep forms as short and easy-to-complete as possible
• Only collect the information you really need
• Be clear about what you’re asking for and use unambiguous language
• Break long forms into sections and use a progress bar or step count
• Confirm each section is correct as they complete it
• Use plain English error messages at the site of the error
• Confirm to your visitor their form has been submitted.

Test your forms regularly, especially after platform/plugin updates and other changes.

20. Accessibility

The best websites create the best user experience for everyone, including those with disabilities and other limitations. In many cases improving accessibility for those who need it improves the usability for all users.

Accessibility is commonly guided by the Web Content Accessibility Guidelines (WCAG). The guidelines are built around four core principles: Perceivable, Operable, Understandable, Robust (or POUR, if you’re partial to an acronym).

So what does this mean in practice?

Here are a few tips to make your website more accessible for all users.

Visual accessibility

This is particularly helpful for blind and visually impaired visitors, but can improve the user experience for all users.

For the best user experience, use:

• Legible fonts
• Effective colour contrast
• Appropriate font sizes — especially for body text
• Text labels on icons
• Alt text on meaningful images (skip the decorative ones).

You should also allow visitors to zoom in without crashing your layout.

Keyboard accessibility

Some visitors can’t use a computer mouse, so all your interactive elements should be keyboard operable and users should be able to tab through your content.

Motion and animation

Some visitors are affected by motion and flashing images. If you’re using video or animation on your site, keep it to a minimum, make it optional and include warnings and an opt-out if there’s a chance it could cause a seizure.

Audio and video accessibility

Some visitors could be hearing impaired. Others work in environments, where they’ll need to consume your audio and video content silently.

To give them the best user experience:

• Avoid autoplay content with the volume on
• Caption any spoken videos
• Provide transcriptions of any audio content
• Let visitors choose to have sound and control the volume.

Cognitive accessibility

Some visitors struggle to process information and can suffer from cognitive overload. For these visitors, a good user experience focuses on clarity and helps them avoid overwhelm.

To give them a better experience, be clear and:

• Keep your page layouts simple
• Use plain language, avoiding jargon wherever possible
• Break content into short, easily digestible sections.
• Use relevant headings to introduce each section
• Vary your layout with bullets, pull quotes etc
• Give simple, limited choices
• Guide them step-by-step through tasks and processes.

21. Accessible contact information

A lack of contact information is one of the most off-putting things you can see on a website. Seriously.

If your contact information is missing, or buried and difficult to find, it could make your visitors think twice about engaging with your site and brand.

Why?

Because displaying your full contact information makes you look like a credible and trustworthy business.

Because if something goes wrong, visitors will want to know they can contact you to get it resolved.

Because knowing you’re there for them, if they need you, is key to the best customer experience.

Want to make your website visitors happy?

I’m Jenny Lucas, a freelance copywriter specialising in websites, blog content, and SEO.

I’ve been writing websites since 2010 and have even built a few from scratch. This means I take a more holistic approach to website copywriting. In addition to the words, I think about things like user experience, navigation, page layouts and processes.

So if you’re looking for a website copywriter who can offer you something more, I could be the one!

To find out more about me and my work:

Visit my main website >>

Learn more about my SEO copywriting service >>

Check out my copywriting portfolio >>

Get in touch >>

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