Content Style Guide

# Content Style Guide

**Project:** DisasterRecovery.com.au - National Platform
**Version:** 1.0.0
**Date:** 2026-01-02
**Owner:** Content Team
**Review Cycle:** Quarterly

---

## Table of Contents

1. [Voice & Tone](#voice--tone)
2. [Writing Style](#writing-style)
3. [SEO Templates](#seo-templates)
4. [Image Guidelines](#image-guidelines)
5. [Brand Terminology](#brand-terminology)
6. [Content Types](#content-types)
7. [E.E.A.T Optimization](#eeat-optimization)

---

## Voice & Tone

### Brand Voice

**Authority/Clinical** - The Disaster Recovery brand speaks with institutional credibility and clinical precision.

#### Voice Characteristics

**Authoritative**
- We are the experts. We set the standard.
- Use definitive language: "is", "must", "will" (not "might", "could", "should")
- Cite certifications, industry standards, regulations
- Example: "IICRC S500 standards require..." vs "It's generally recommended..."

**Clinical**
- Process-focused, not emotion-focused
- Emphasize methodology, steps, procedures
- Use technical terminology (with explanations)
- Example: "Category 3 water contains pathogenic bacteria" vs "Dirty water is dangerous"

**Institutional**
- Professional distance (we are partners, not friends)
- Formal language (avoid casual contractions in emergency content)
- Third-person perspective when discussing industry standards
- Example: "The restoration industry..." vs "We restoration pros..."

#### Tone by Context

**Emergency Content** (Crisis Mode)
- Calm, reassuring, directive
- Short sentences, clear instructions
- No unnecessary words
- Example: "Turn off the main water valve. Call emergency services if structural damage is visible. Document the damage with photos."

**Educational Content** (Learning Mode)
- Informative, detailed, thorough
- Longer explanations acceptable
- Use examples and case studies
- Example: "Understanding the three categories of water damage helps homeowners communicate effectively with insurance adjusters..."

**Commercial Content** (Sales Mode)
- Value-focused, benefit-driven
- Professional confidence (not aggressive)
- Trust-building over urgency
- Example: "NRPG contractors complete 94% of jobs within quoted timelines, ensuring predictable outcomes for homeowners."

### Tone Examples

#### What We Sound Like

**Emergency:**
> "Water damage requires immediate action. Turn off the water source. Remove standing water. Contact a certified restoration contractor within 24 hours to prevent mold growth."

**Educational:**
> "Category 1 water (clean water from supply lines) poses minimal contamination risk but can escalate to Category 2 or 3 if left untreated for 48+ hours. Understanding this progression helps homeowners prioritize response timing."

**Commercial:**
> "NRPG contractors maintain IICRC S500 certification, ensuring compliance with industry water damage restoration standards. This certification requires annual recertification and ongoing education."

#### What We Don't Sound Like

**Too Casual (Avoid):**
> "Oh no, water everywhere! Don't panic, buddy. Just give us a shout and we'll sort you out real quick."

**Too Emotional (Avoid):**
> "We know how devastating this must be for your family. Your home is your safe haven, and we're here to restore your peace of mind."

**Too Salesy (Avoid):**
> "Act now! Limited time offer! Our experts are standing by 24/7 to save your home from total destruction!"

---

## Writing Style

### Sentence Structure

**Emergency Content:**
- Maximum 15 words per sentence
- One idea per sentence
- Active voice only
- Imperative mood (commands)

**Educational Content:**
- Maximum 25 words per sentence
- Complex sentences allowed (if clear)
- Active voice preferred (passive acceptable if necessary)
- Declarative mood (statements)

### Active Voice

**Use active voice for clarity and directness.**

**Good:**
> "IICRC-certified contractors follow S500 standards."

**Avoid:**
> "S500 standards are followed by IICRC-certified contractors."

**Exception:** Passive voice acceptable when the actor is unknown or irrelevant.

> "Mold spores are distributed through HVAC systems." (Actor: physics/nature)

### Clarity Principles

**1. Avoid jargon without explanation**

**Bad:**
> "Psychrometric calculations determine dew point for proper drying."

**Good:**
> "Psychrometric calculations (humidity measurements) determine the dew point—the temperature where moisture condenses—ensuring proper drying."

**2. Use concrete numbers**

**Bad:**
> "Most contractors respond quickly."

**Good:**
> "87% of NRPG contractors respond within 30 minutes."

**3. Provide context for technical terms**

**First mention:**
> "Category 3 water (sewage, flooding, or toilet overflow) contains pathogenic bacteria."

**Subsequent mentions:**
> "Category 3 water requires professional remediation."

### Formatting for Scannability

**Use:**
- Bulleted lists for 3+ related items
- Numbered lists for sequential steps
- Bolded subheadings every 200-300 words
- Short paragraphs (3-5 sentences maximum)

**Emergency checklists:**
```
1. Turn off water source
2. Remove standing water
3. Move furniture to dry areas
4. Document damage (photos/video)
5. Contact insurance company
6. Call certified restoration contractor
```

**Educational lists:**
```
Water damage classification:
- Category 1: Clean water (supply lines, faucets)
- Category 2: Gray water (dishwashers, washing machines)
- Category 3: Black water (sewage, flooding, toilet overflow)
```

---

## SEO Templates

### Title Tag Formulas

**Location Service Pages:**
```
[Service] in [City/Suburb] | [Brand] | [Benefit]
```
Example: `Water Damage Restoration in Sydney | Disaster Recovery | 24/7 Emergency Response`

**Character limit:** 55-60 characters
**Include:** Primary keyword, location, brand, value proposition

**Blog Posts:**
```
[How-to/What/Why] [Topic] [Benefit] ([Year])
```
Example: `How to Prevent Mold After Water Damage (2026 Guide)`

**Character limit:** 55-60 characters
**Include:** Question/intent, topic, benefit, freshness signal

**Guides:**
```
[Ultimate/Complete/Essential] [Topic] Guide for [Audience]
```
Example: `Complete Insurance Claims Guide for Water Damage Victims`

**Character limit:** 55-60 characters
**Include:** Comprehensiveness signal, topic, audience

### Meta Description Templates

**Location Service Pages:**
```
[Certified/Professional] [service] in [location]. [Benefit 1]. [Benefit 2]. [IICRC certified/24/7 emergency]. Call [phone] or book online.
```
Example: `Professional water damage restoration in Sydney. 30-minute response times. IICRC S500 certified contractors. 24/7 emergency service. Call 1300-DISASTER or book online.`

**Character limit:** 150-160 characters
**Include:** Service, location, 2-3 benefits, CTA

**Blog Posts:**
```
Learn [what reader will learn]. [Benefit]. [Authority signal]. [Time estimate] read.
```
Example: `Learn how to file a water damage insurance claim. Maximize your payout with our step-by-step process. Written by IICRC-certified professionals. 8-minute read.`

**Character limit:** 150-160 characters
**Include:** Learning outcome, benefit, expertise, reading time

### Heading Hierarchy

**H1 - One per page**
- Primary keyword + location (for service pages)
- Question or benefit (for content pages)
- 50-70 characters

**Example - Service Page:**
> H1: Water Damage Restoration in Sydney - 24/7 Emergency Response

**Example - Blog Post:**
> H1: How to Prevent Mold Growth After Water Damage

**H2 - Main sections**
- Secondary keywords
- Questions readers ask
- Process steps
- 40-60 characters

**Example - Service Page:**
> H2: Why Choose Our Sydney Water Damage Specialists?
> H2: Our Water Damage Restoration Process
> H2: Service Areas in Greater Sydney

**Example - Blog Post:**
> H2: Understanding Mold Growth Timelines
> H2: Immediate Steps to Prevent Mold
> H2: When to Call Professional Help

**H3 - Subsections**
- Supporting details
- Specific questions
- List categories
- 30-50 characters

**Example:**
> H3: 24-Hour Response Window
> H3: IICRC S520 Mold Remediation Standards
> H3: Dehumidification Equipment

**H4 - Rarely used**
- Technical details
- Deep subsections

### URL Structure

**Location pages:**
```
/[city]/[service-type]
```
Example: `/sydney/water-damage`

**Blog posts:**
```
/resources/[disaster-type]/[slug]
```
Example: `/resources/water-damage/prevent-mold-after-flood`

**Guides:**
```
/guides/[slug]
```
Example: `/guides/insurance-claims-water-damage`

**URL rules:**
- Lowercase only
- Hyphens for spaces (not underscores)
- No stop words (the, a, an) unless critical for meaning
- Maximum 60 characters
- Include primary keyword

### Schema Markup Requirements

**All location pages must include:**
- LocalBusiness schema (name, address, service area, hours, phone)
- Service schema (service type, price range, availability)
- FAQSchema (questions and answers)

**All blog posts must include:**
- Article schema (headline, author, date published, date modified)
- BreadcrumbList schema
- FAQ schema (if FAQs present)

**Author pages must include:**
- Person schema (name, credentials, bio, photo)

---

## Image Guidelines

### Alt Text Rules

**Structure:** `[What] - [Context] - [Location if relevant]`

**Examples:**

**Before/after photos:**
```
Alt: "Water-damaged living room before restoration - Sydney residential property"
Alt: "Restored living room after IICRC S500 water damage restoration - Sydney"
```

**Process photos:**
```
Alt: "IICRC technician installing dehumidification equipment - water damage restoration"
Alt: "Moisture meter reading on drywall - water damage assessment"
```

**People photos:**
```
Alt: "Homeowner reviewing water damage insurance claim with restoration contractor"
Alt: "IICRC-certified water damage technician inspecting basement flooding"
```

**Icons/diagrams:**
```
Alt: "Water damage category classification diagram - Categories 1, 2, 3"
Alt: "24/7 emergency response icon - phone symbol with clock"
```

**Alt text rules:**
- 100-125 characters maximum
- Include keywords naturally (not keyword stuffing)
- Describe what's in image, not just keywords
- For decorative images: `alt=""`
- Never start with "Image of..." or "Picture of..."

### File Naming Convention

**Format:** `[location]-[service]-[description]-[dimension].jpg`

**Examples:**
```
sydney-water-damage-before-restoration-1200x800.jpg
melbourne-fire-restoration-living-room-after-1600x900.jpg
iicrc-certified-technician-equipment-800x600.jpg
water-damage-category-diagram-1000x750.png
```

**Rules:**
- Lowercase only
- Hyphens for spaces
- Include location if relevant
- Include service type
- Descriptive, not generic
- Include dimensions in filename
- Use descriptive keywords (for SEO and organization)

### Image Size Limits

**Hero images:**
- Maximum: 2400px width
- Recommended: 1920px x 1080px
- Format: WebP (fallback: JPG)
- File size: <300KB

**Content images:**
- Maximum: 1600px width
- Recommended: 1200px x 800px
- Format: WebP (fallback: JPG)
- File size: <200KB

**Thumbnails:**
- Maximum: 800px width
- Recommended: 600px x 400px
- Format: WebP (fallback: JPG)
- File size: <100KB

**Icons/logos:**
- SVG preferred (for crisp scaling)
- PNG fallback with transparent background
- Multiple sizes: 32px, 64px, 128px, 256px

### Image Optimization Checklist

- [ ] Compressed (use TinyPNG, ImageOptim, or Cloudinary)
- [ ] Proper dimensions (don't upload 4000px images for 800px display)
- [ ] WebP format with JPG fallback
- [ ] Descriptive filename (keywords, location, context)
- [ ] Alt text written (100-125 characters)
- [ ] Aspect ratio consistent within content type
- [ ] Lazy loading enabled (below the fold)

---

## Brand Terminology

### "Who First?" Trademark

**Usage:**
- Always use ™ symbol on first mention per page
- Headline/tagline: "Who First?™"
- Body text first mention: "Who First?™"
- Subsequent mentions: "Who First?" (no ™)

**Correct:**
> Who First?™ is the question every homeowner should ask when disaster strikes.

**Incorrect:**
> Who first? (lowercase, no ™)
> Who First (no question mark)
> "Who First?" (in quotes - it's a tagline, not a quotation)

### Terminology Glossary

**Preferred terms:**

| Use This | Not This | Context |
|----------|----------|---------|
| Disaster recovery | Disaster cleanup | Professional service description |
| Restoration contractor | Cleanup crew | Professional title |
| IICRC-certified | Certified | Certification reference (be specific) |
| Category 1/2/3 water | Clean/dirty water | Technical classification |
| Moisture intrusion | Water problem | Technical description |
| Remediation | Cleanup | Mold/contamination context |
| Structural drying | Drying out | Technical process |
| Psychrometric monitoring | Humidity tracking | Technical measurement |
| Emergency response | Emergency service | Action-focused |
| Service area | Coverage area | Geographic description |

**Brand names:**
- Disaster Recovery (capital D, capital R)
- NRPG (all caps, never N.R.P.G. or Nrpg)
- Who First?™ (capital W, capital F, question mark, ™)

**Industry terms:**
- IICRC (Institute of Inspection, Cleaning and Restoration Certification)
- S500 (water damage standard)
- S520 (mold remediation standard)
- WRT (Water Damage Restoration Technician)
- FSRT (Fire and Smoke Restoration Technician)
- AMRT (Applied Microbial Remediation Technician)

---

## Content Types

### Blog Post Structure

**Ideal length:** 1,200-1,800 words

**Structure:**
1. **Headline** (H1) - Question or benefit-driven
2. **Introduction** (150-200 words) - Hook, problem statement, article preview
3. **Main content** (3-5 H2 sections) - Each 300-400 words
4. **Practical takeaways** - Bulleted action items
5. **FAQ section** - 3-5 common questions
6. **Conclusion** (100-150 words) - Summary, CTA
7. **Author bio** - Name, credentials, photo

**Example outline:**
```
H1: How to File a Water Damage Insurance Claim (2026 Guide)

Introduction:
- Problem: Insurance claims are confusing
- Stakes: Average claim denial rate is 30%
- Promise: This guide ensures maximum payout

H2: Understanding Your Policy Coverage
- What's typically covered
- Common exclusions
- Documentation requirements

H2: Immediate Steps After Water Damage
- Safety first
- Document everything
- Contact timeline

H2: Filing Your Claim Step-by-Step
- 1. Notify insurer (timeline)
- 2. Document damage
- 3. Get estimates
- 4. Submit claim
- 5. Work with adjuster

H2: Maximizing Your Claim Payout
- Itemize all damages
- Include all affected areas
- Understand depreciation
- Challenge lowball offers

H2: Common Claim Mistakes to Avoid
- Waiting too long
- Insufficient documentation
- DIY before assessment
- Accepting first offer

FAQ:
- How long do I have to file?
- What if my claim is denied?
- Should I hire a public adjuster?

Conclusion:
- Summary of key steps
- CTA: "Need help? Connect with certified restoration contractor"

Author: John Smith, IICRC Master Water Restorer
```

### Guide Structure

**Ideal length:** 2,500-4,000 words

**Structure:**
1. **Title page** - Headline, subheadline, download CTA
2. **Table of contents** - Linked sections
3. **Executive summary** - 200-word overview
4. **Introduction** - Problem, stakes, guide promise
5. **Main chapters** (5-8 H2 sections) - Each 400-600 words
6. **Resources** - Tools, checklists, templates
7. **Next steps** - CTA, related content

**Example outline:**
```
Ultimate Water Damage Insurance Claims Guide

Executive Summary:
- Average claim: $8,500
- Denial rate: 30%
- This guide: Step-by-step claim process

Chapter 1: Understanding Your Coverage
Chapter 2: Immediate Response Actions
Chapter 3: Documentation Best Practices
Chapter 4: Working with Adjusters
Chapter 5: Negotiation Strategies
Chapter 6: Dispute Resolution
Chapter 7: Prevention for Future Claims

Resources:
- Damage documentation checklist
- Claim submission timeline
- Adjuster question template
- Denial appeal letter template

Next Steps:
- Download damage assessment app
- Find certified restoration contractor
- Review policy annually
```

### FAQ Format

**Structure:**
- Question as H3 heading (keyword-rich)
- Answer as 2-4 paragraphs (150-300 words)
- Include links to related content
- Use schema markup for rich snippets

**Example:**
```
### How quickly should I file a water damage insurance claim?

Most insurance policies require notification within 48-72 hours of discovery. Immediate notification—within 24 hours—demonstrates diligence and prevents claim denial based on delayed reporting.

Timing considerations:
- Emergency claims: Call within 4 hours
- Non-emergency: Notify within 24 hours
- Damage assessment: Complete within 48 hours
- Formal claim submission: Within 72 hours

Late filing risks policy violation and claim denial. Document your notification (save email confirmations, record phone call times) to prove compliance with policy requirements.

Related: [How to Document Water Damage for Insurance Claims]
```

**FAQ Schema:**
```json
{
  "@type": "Question",
  "name": "How quickly should I file a water damage insurance claim?",
  "acceptedAnswer": {
    "@type": "Answer",
    "text": "Most insurance policies require notification within 48-72 hours of discovery..."
  }
}
```

---

## E.E.A.T Optimization

### Expertise Signals

**Demonstrate expertise through:**

1. **Author credentials**
- IICRC certifications (WRT, FSRT, AMRT)
- Years of industry experience
- Project portfolio (number of jobs completed)
- Specializations

2. **Technical depth**
- Industry standards references (IICRC S500, S520)
- Equipment specifications
- Process methodologies
- Scientific explanations

3. **Case studies**
- Real project examples
- Before/after photos
- Problem → solution → outcome
- Quantified results

**Example - Expertise demonstration:**
```
Article byline:
"Written by Sarah Johnson, IICRC Master Water Restorer (WRT, ASD)
15 years experience | 2,400+ water damage restorations completed"

Content excerpt:
"Our team uses psychrometric monitoring—measuring temperature, humidity, and dew point—to ensure structural drying complies with IICRC S500 standards. This scientific approach reduces drying time by 30% compared to visual-only assessment."

Case study:
"Sydney Flooding Recovery - Commercial Office Building
Problem: 3,000 sq ft office flooded (Category 2 water)
Solution: Implemented Class 3 drying protocol (S500 guidelines)
Outcome: Dried in 4 days (industry average: 7 days), $0 business interruption claim"
```

### Authoritativeness Signals

**Build authority through:**

1. **Industry certifications**
- IICRC badges on every page
- ISO certifications
- Trade association memberships
- Insurance partnerships

2. **Media mentions**
- Press coverage ("As featured in...")
- Industry awards
- Speaking engagements
- Published research

3. **Trust indicators**
- Years in business
- Projects completed
- Customer satisfaction scores
- Contractor network size

**Example - Authority demonstration:**
```
Footer badges:
[IICRC Certified Firm] [Master Water Restorer] [Approved Insurance Partner]

About section:
"Disaster Recovery is an IICRC Certified Firm (ID: 12345) with Master Water Restorer designation. Our network includes 500+ IICRC-certified contractors serving all Australian capital cities."

Homepage stats:
- 15 years serving Australia
- 50,000+ disasters resolved
- 500+ certified contractors
- 4.8/5 average customer rating
```

### Trustworthiness Signals

**Build trust through:**

1. **Transparency**
- Pricing ranges published
- Process timelines documented
- Common costs disclosed
- No hidden fees messaging

2. **Customer proof**
- Real testimonials (photos, names, locations)
- Video testimonials
- Third-party reviews (Google, Trustpilot)
- Response rate metrics

3. **Contact information**
- Multiple contact methods (phone, email, chat)
- Physical address
- ABN displayed
- Privacy policy link

**Example - Trust demonstration:**
```
Pricing page:
"Average water damage restoration: $3,000-$12,000
Factors: Property size, damage severity, water category
Get exact quote: Free on-site assessment"

Testimonials:
"Professional, fast, transparent pricing. They restored our home in 5 days."
- Michael T., Sydney (verified customer)
[Photo] [Google Review Link]

Footer:
Phone: 1300-DISASTER
Email: [email protected]
ABN: 12 345 678 901
Address: Level 3, 123 Kent St, Sydney NSW 2000
```

### Content Freshness

**Maintain freshness through:**

1. **Publish dates**
- Display publish date prominently
- Update "Last updated" dates
- Include year in titles (2026 Guide)

2. **Regular updates**
- Quarterly content review
- Annual comprehensive updates
- Add new case studies
- Update statistics

3. **Trending topics**
- Seasonal content (bushfire prep, flood warnings)
- Regulatory changes
- Industry news
- Technology updates

**Example - Freshness signals:**
```
Article header:
Published: January 15, 2026
Last Updated: January 15, 2026
Reading time: 8 minutes

Annual update note:
"This guide was fully updated in January 2026 to reflect current IICRC S500 standards and 2026 insurance policy changes."

Seasonal content calendar:
- Q1 (Jan-Mar): Flood preparation, summer storm readiness
- Q2 (Apr-Jun): Autumn maintenance, bushfire prep
- Q3 (Jul-Sep): Winter water pipe protection
- Q4 (Oct-Dec): Spring storm season, insurance renewals
```

---

## Implementation Checklist

Use this checklist for every piece of content before publishing:

### Pre-Writing
- [ ] Keyword research completed (primary + secondary keywords)
- [ ] Competitor content analyzed (identify gaps)
- [ ] Outline approved (structure, sections, word count)
- [ ] Author assigned (credentials verified)
- [ ] Target audience defined (homeowner, contractor, commercial)

### Writing
- [ ] Voice/tone appropriate for content type (emergency/educational/commercial)
- [ ] Active voice used (passive only when necessary)
- [ ] Sentences scannable (emergency: 15 words max, educational: 25 words max)
- [ ] Jargon explained on first use
- [ ] Headers every 200-300 words
- [ ] Lists used for 3+ related items
- [ ] Internal links included (3-5 per article)
- [ ] External authority links included (1-2 per article)

### SEO
- [ ] Title tag optimized (55-60 characters, keyword included)
- [ ] Meta description written (150-160 characters, CTA included)
- [ ] H1 unique and keyword-rich
- [ ] H2s include secondary keywords
- [ ] URL slug clean (lowercase, hyphens, keywords)
- [ ] Primary keyword in first 100 words
- [ ] Schema markup added (Article, FAQ, LocalBusiness)
- [ ] Alt text written for all images (100-125 characters)

### Images
- [ ] Images compressed (<200KB)
- [ ] WebP format with JPG fallback
- [ ] Proper dimensions (1200x800 for content)
- [ ] Filenames descriptive (location-service-description.jpg)
- [ ] Alt text written (no "image of...")
- [ ] Lazy loading enabled (below fold)

### E.E.A.T
- [ ] Author byline with credentials
- [ ] Industry certifications mentioned
- [ ] Data/statistics cited with sources
- [ ] Publish date displayed
- [ ] Case studies/examples included
- [ ] Trust signals present (reviews, badges, certifications)

### Quality Control
- [ ] Spell check passed
- [ ] Grammar check passed (Grammarly or similar)
- [ ] Fact check completed (all claims verified)
- [ ] Legal review (if health/safety claims)
- [ ] Plagiarism check passed (Copyscape)
- [ ] Readability score acceptable (Flesch Reading Ease 60+)

### Pre-Publish
- [ ] Preview on desktop (Chrome, Safari, Firefox)
- [ ] Preview on mobile (iOS, Android)
- [ ] Links tested (no 404s)
- [ ] Schema validated (Google Rich Results Test)
- [ ] Core Web Vitals checked (Lighthouse)
- [ ] Final approval from editor

### Post-Publish
- [ ] Submitted to Google Search Console
- [ ] Shared on social media
- [ ] Added to email newsletter
- [ ] Internal linking updated (link from related content)
- [ ] Analytics tracking verified (page views, time on page)
- [ ] Performance monitored (rankings, traffic, engagement)

---

## Resources

### Writing Tools
- **Grammar:** Grammarly, Hemingway Editor
- **SEO:** Ahrefs, SEMrush, Clearscope
- **Readability:** Hemingway App, Readable.com
- **Plagiarism:** Copyscape, Grammarly
- **Schema:** Google Structured Data Markup Helper

### Reference Materials
- IICRC S500 Standard (Water Damage Restoration)
- IICRC S520 Standard (Mold Remediation)
- Google Search Quality Rater Guidelines
- Australian English Style Guide

### Content Calendar
- Editorial calendar: [Link to Notion/Asana]
- Topic pipeline: [Link to Airtable/Google Sheets]
- Publishing schedule: 2-3 posts/week

---

**Document Version:** 1.0.0
**Last Updated:** 2026-01-02
**Next Review:** April 2026
**Owner:** Content Team Lead
**Approvals:** Marketing Director, SEO Manager