How to write your personal statement: 10 things to write in yours
Which? University
One of the most popular advice guide on Which? University and one of the top traffic-driving pages for the site year-on-year.
The guide went through a number of optimisations over time to remain competitive and continue ranking for high-demand keywords and search snippets in Google. We tried to keep language conversational while balancing these search objectives (e.g. ‘Firstly, what is a Ucas personal statement?’)
The guide was always lengthy since writing a personal statement is a complicated task, even when tackling this subject at a top-level. Skiplinks, formatting (e.g. headings) and logical structuring were crucial to help users navigate content and find the information they needed.
The guide was framed as an ‘essential’ guide if students only had time to consume one guide on the topic. Onward journeys to deeper content that tackled specific queries were highlighted throughout.
Editorial content was supplemented with image and video content too.
Note - Oct 2020: this guide is no longer available following the closure of the Which? University website. A condensed version that is continuing to be maintained is still available on the Which? website: