Last updated: 29th May 2025
Our content standards make sure everything we publish on The Ribbon Box is accurate, helpful, trustworthy, and easy to read.
Whether you’re writing for us or reviewing content, these principles guide how we create and maintain quality across our site.
Note: These content standards are bespoke to The Ribbon Box and are not intended for reuse or replication.
1. Focus on content that’s genuinely useful
Everything we publish must meet a clear user need. Before starting, ask:
- Who is this for?
- What do they need to know?
- Why is this relevant right now?
We base topics on search data, audience insights, and expert partner knowledge to make sure we’re covering what really matters. If we can’t answer those questions clearly, we won’t publish.
2. Show your expertise
We only publish content that is informed by trusted sources, data, or lived experience.
If a piece isn’t written by an expert, we make sure it is reviewed by one, or alternatively, link out to credible, expert-backed information.
Our goal is to be clear, honest, and helpful, never misleading or vague.
3. Link out when it adds value
If we’re mentioning a study, treatment, or complex topic, we link to trusted resources so users can read more.
We want to guide people to the best and most reliable information available, even if it’s not on our own site.
4. Structure matters
All content should be easy to scan and understand. This means we:
- Use clear headings and subheadings
- Break up long blocks of text
- Use bullet points or numbered lists when it helps
This helps users find what they need quickly, and it helps search engines understand the content too.
5. Keep it clear and on tone
We write in a warm, clear, and human tone – like one friend talking to another. Everyone who writes for The Ribbon Box should follow our clear internal style guide.
We deal with topics that are sometimes quite medical and scientific, but we aim to avoid jargon and long-winded explanations. If something can be said in fewer words, we say it that way.
6. Optimise for search without compromising on quality
We aim to be found easily by those who need the information we provide. That means:
- Using search data to inform topics and phrasing
- Including relevant keywords naturally
- Writing strong titles and meta descriptions
- Using alt text for images and clear link text
But SEO never comes at the expense of readability or trust.
7. Avoid duplication
We don’t repeat what’s already on the site unless we’re adding new value. If a topic already exists, we either update it or build on it in a clear, purposeful way.
8. Everything has an owner and a maintenance plan
Every page or article must have someone responsible for it. This is why we clearly allocate authors for each, and have monthly workflows set up for keeping content fresh and up to date.
Content should be reviewed regularly and either updated, merged, or removed when it’s no longer relevant. This keeps The Ribbon Box website accurate and useful.
