3.2 Writing for the Web

Web content should be clear and concise, minimizing unnecessary words. This applies whether you're creating headings, body text, or link text. Web visitors scan, they don't read word for word. They are searching for specific terms, so try to use them in your content.

Before you start writing, plan the content strategy for your site.

General Writing Tips

• Use a voice and tone that is appropriate for your audience
• Organize content for scanning
  • Group content under short, meaningful headings.
  • Use short paragraphs – only one idea per paragraph.
  • Use white space.

• Check your reading level - the average American reads at an 8th grade reading level.  Write in basic language, avoid jargon, technical terms and long, scholarly words as much as you can. Go to The Readability Test Tool and enter your webpage address to measure your text's readability.
• Use the "inverted pyramid" technique - most important content at the top, least important at the bottom.
• Be concise, write short paragraphs and minimize unnecessary words.
• Write in active voice. Use active verbs.
• Some don'ts:
  • Do not write in ALL CAPS. If you want to emphasize a word or phrase, use the bold or italic option. When a screen reader reads a word that is written in all-caps without the proper style applied to it, it will read each letter individually. For example, "CAT" would be read as C-A-T.
  • Do not use underlines on any content. Underlined content is reserved for hyperlinked text.
  • Do not use double or triple spaces after periods. There should only be one space after the period at the end of a sentence