Writing for the web is different to any other style of writing. Web content follows unique writing conventions, and the usability of the content is just as important as the content itself.
1. Break it up
Use headings, lists and subtle formatting such as bolding to highlight key points.
Good headings with a clear hierarchy will help users who are scanning your pages to find information fast. Good headings also give structure and context to the content.
Do not bury your information in blocks of text. Use headings, different fonts, subheadings, lists and bullet points to assist your readers down the page and allow them to quickly find the information they want.
2. Important info at the top
Keep the most important information in the first couple of paragraphs, readers tend to lose interest as they move down the page.
The internet is not a treasure hunt and your visitors do not want to dig for the information.
3. Use plain English in short sentences
Keep the number of words to a minimum. The more words, the harder it is to scan and the more likely the user is to miss the important points.
Short sentences can be achieved by:
- using just one word to express a phrase e.g. change ‘at this point in time’ to ‘now’;
- stating the obvious e.g. ‘planning’, not ‘future planning’; and
- simplify sentences by breaking one sentence into two or more.
4. Understand your audience
Use a style and tone appropriate to the aims of the content and intended audiences.
What information is your audience looking for? The more interesting and relevant your content is, the more people will link or forward it, and the better your results will be.
5. Consider every page as a landing page
It’s easy to place a high value on a home page or particular landing pages – however the reality is most visitors will arrive through a search engine to a specific content page.
Writters should not assume visitors have seen the home page, or any other page of the site. The text displayed on each page needs to stand on its own and make sense to the user who has just landed on the page from a search engine or other link.
6. Writing for SEO (search engine optimisation)
Think about the phrases people might enter to find your information in a search engine. Try to include these in your writing.
7. A website is a work in progress
A website is not a static environment. It is a dynamic environment in which users expect to see change and read information that is current and accurate.
Embrace the concept that a website is a work in progress. The benefits will be significant:
- writers should not concern with the scope and depth of information on the website as new content can be added or removed, errors or omissions corrected and old information archived;
- writers will seek feedback from users and respond to it; and
- readers will always have access to current information.