Broken link building • Replacement content & outreach
Create & Pitch Replacement Content for Broken Links: UK School Templates & Email Scripts
Published by SEO for Schools • Author: Paul Delaney
Once you’ve found a dead link on a council, university or partner site, the win comes from providing a page that fulfils the same task better. This article gives you copy patterns, page briefs and email scripts that help web teams fix the problem quickly and safely—often within a single reply chain.
Policy anchors: Google — Search Essentials • Outbound link qualifications — nofollow/sponsored.
What makes a page “replacement-ready”
Must-haves
- First sentence answers the task plainly
- Sections are short; bullets use plain English
- Descriptive anchors, not “click here”
- Links to official sources (LA, GOV. UK, NHS)
- Accessible tables (term dates) and alt text
Nice-to-haves
- Printable PDF and on-page HTML
- Contact panel (generic inbox, phone)
- Update token (“Updated March 2025”)
- FAQ collapsibles for common questions
Copy patterns for common school tasks
| Task | Pattern | Anchor example |
|---|---|---|
| Admissions (Year 7) | Intro → steps → deadlines → open evenings → appeals | Apply via the LA portal |
| Term dates | Table (Autumn/Spring/Summer) + INSET row + PDF | Download printable term dates |
| Attendance/absence | One-sentence answer → form/phone → illness rules → policy summary | Report a pupil absence |
| SEND | Overview → Local Offer → in-school support → contacts | See our SEND provision |
Page briefs (copy & adapt)
Brief: Term Dates hub
| H1 | Term Dates [Year–Year] & INSET Days |
| Title | Term Dates & INSET Days [Year–Year] | [School] |
| Sections | Quick answer • Term table • INSET • PDF |
| Schema | FAQ (if shown) • Breadcrumbs |
| Anchors | View Spring term • INSET days • Download PDF |
Brief: Admissions (Year 7)
| H1 | Admissions: How to Apply for Year 7 |
| Title | Admissions: How to Apply for Year 7 | [School] |
| Sections | Steps • Deadlines • Open evenings • Appeals |
| Anchors | Apply via the LA portal • Book open evening |
| Schema | FAQ • Event (Open Evening) where genuine |
Email scripts for councils, universities & partners
Subject: Broken link on [PAGE] — quick replacement that helps parentsHello [First name],I work with [School/MAT] in [Town]. Your page at [URL] links to [dead URL],which now returns a 404. We’ve published a concise replacement that answersthe same task in plain English: [replacement URL].Why this helps:• First sentence answers the question.• Includes [table/form/LA link] parents need.• Updated [Month Year]; we review it annually.If it’s useful, please update the link text to “[descriptive anchor]”.Happy to tweak phrasing or provide a short summary for your page.Thanks for keeping local info accurate,[Name, Role, School] | [Phone] | [Generic inbox]Follow-up cadence & polite nudges
Link attributes & disclosure
Quick rules
- Organic fix: followed link is fine.
- Paid placement/sponsorship: use
rel="sponsored". - If the host won’t vouch:
rel="nofollow"is acceptable.
Phrase to include
“We’re happy for you to choose nofollow or sponsored if needed—our goal is to help families find the right information.”
Evidence pack: screenshots & change log
| Item | Why |
|---|---|
| Dead link screenshot | Helps the editor find the issue quickly |
| Wayback capture | Shows original intent of the dead page |
| Replacement first fold | Proves task completion at a glance |
| Change log note | “Updated March 2025—INSET added” |
Print-screen cards
Replacement Page QA — 10 Checks
print this cardOutreach Email — Paste & Send
print this cardSubject: Quick fix for a broken link on [PAGE]Hi [First name] — your page at [URL] links to [dead URL] (404).Replacement: [our URL] — first sentence answers the task; includes [table/form/link].Happy for you to mark as nofollow/sponsored if required.Thanks! [Name, Role, School, Phone]FAQs
How long should the replacement page be?
As short as possible while completing the task. Many successful replacements are 300–700 words with clear headings and tables.
Do we need a PDF?
Optional—keep an HTML version so parents can scan on mobile and assistive tech can read it.
Should we add FAQ schema?
Only when you display Q&As on the page. Don’t add schema for hidden content.
Can we request specific anchor text?
Suggest clear, descriptive wording; avoid pushing for keyword-stuffed anchors.
What if they ask for a logo?
Provide a small SVG/PNG and brand guidelines; ensure they host it appropriately and credit correctly.
Where should we place the update date?
At the top or just under the heading; consistent placement helps editors trust recency.
Do we need consent for images?
Use student-free or consent-cleared photos; avoid posting timetables with personal data.
What if they want to host our content?
Fine—offer a summary and ask for a citation to the full page for updates and context.
How many follow-ups are polite?
Two nudges across 2–3 weeks. After that, close politely and revisit next term.
What metrics matter most?
Referral clicks, CTR to the hub, branded queries, and seasonally matched comparisons (e.g., Sept this year vs last year).
Need practical SEO support?
Speak With Paul Delaney
Paul Delaney helps schools turn complex SEO into simple, effective actions. As a guest writer for SEO for Schools, Paul shares step-by-step playbooks and evidence-based guidance that busy teams can apply immediately. With three decades’ experience working with UK and international institutions, he understands the challenges school teams face and is well positioned to offer support and guidance.
For our readers, Paul offers free 30-minute sessions for institutions exploring how to raise visibility, strengthen brand trust and streamline admissions. Sessions are practical, jargon-free and free from sales pressure. You can contact him using the buttons below—please mention SEOforSchools.co.uk.
