Writing texts according to the given guidelines – do it well!

Table of content

Many companies that want to commission a copywriter require research in order to obtain professional content based on information available on the Internet. However, some clients have their own sources on which the writer has to rely on. Therefore, we will look through what the correct writing of texts looks like based on guidelines from the companies.

Information provided by the company

Enterprises that rely on unique know-how or new technology are not exempt from marketing activities, which include, among others, copywriting.

This means that a writer is required to create specialized content from data not commonly found on the Internet.

Writing texts based on the guidelines can be done in two ways depending on the information provided:

  • If the source is content from an older page, you can rewrite it but only using different words to avoid duplicate content.
  • If the source is an internal material or data that has never been published, you can use it freely.

Although it seems obvious, the correction of descriptions cannot be fulfilled by copying and simple extension of the existing content. Google pays special attention to duplicate content, for which it lowers search engine positions. That is why all texts on the page must be unique and reworked from scratch.

Content creation based on guidelines – basic rules

We have already established that the content cannot duplicate with existing sources, but that is not the only issue you need to be aware of.

All information provided in the guidelines is a starting point only. The copywriter’s task is to develop a SEO structure, as well as providing substantive value in an attractive form. The other duties of copywriter are, among other:

  • Adding headings
  • Adding keywords and keyphrases
  • Internal linking

Of course, some of them are not necessary, for example in case of content on social media, but you should bear in mind that meeting the guidelines is only one of the indicators of a good text.


  • Searching for information on the Internet might be easy, but it is much harder to meet the requirements of companies that are just entering the market with their own original offer. The copywriter is like a creator discovering and describing a thing completely from scratch in such cases.
  • In such a situation, writing texts based on the guidelines must be unique, creative and above all – comprehensive in order to maximize the profits from the developed content.
  • Therefore, in addition to implementing the guidelines, you should take care of the permanent elements of SEO optimization.

Bartosz Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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