Content Style Guide

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

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Table of Contents

1. Voice & Tone
2. Writing Style
3. SEO Templates
4. Image Guidelines
5. Brand Terminology
6. Content Types
7. E.E.A.T Optimization

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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!"

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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)

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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)

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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)

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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)

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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:

{
  "@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..."
  }
}

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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: help@disasterrecovery.com.au
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

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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)

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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

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