Writing for the Web
Web sites are based on words. If our web site is poorly written, we are not communicating effectively. We do not want to waste the web site visitor’s or user’s time, or provide poor customer service.
Don't waste words on generic, feel-good information. Users care only about getting their problems solved as quickly as possible. It is easy to tell web writers to cut the fluff. It is harder to actually do it. Writing for the Web takes practice and skill.
Be aware that writing content for a web site is not the same as writing for print publications. In most cases, simply re-typing information directly from a brochure or other printed document does not automatically produce good web content.
Reading Web Pages
People rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences. Research shows that 79 percent of test users always scanned any new page they came across; only 16 percent read word-by-word.
Reading from computer screens tires the eyes and takes longer -- about 25 percent slower than reading from paper.
- Users won't read your text thoroughly in a word-by-word manner. Exhaustive reading is rare.
- The first paragraph must state the most important information. Start with the conclusion. There's hope that users will actually read the material, though they will probably read more of the first paragraph than the second.
- Start subheads, paragraphs and bullet points with information-carrying action words that users will notice when scanning down the left side of your content. They'll read the third word on a line much less often than the first two words. (See F-Shaped Pattern for Reading Web Content, new window.)
Writing Web Pages
Good writing is clear thinking on paper. It keeps to the facts, is easy to read and understand, and contains information relevant to the reader. Good writing is effortless reading that makes you want to read more. It is clear and concise, using short sentences and simple words. The following are guidelines for writing for the Web.
Paragraphs
The first sentence should summarize the paragraph.
- Use one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph).
- Put the main subject and verb at the beginning of the sentence.
- Paragraphs should be no more than 4-6 lines long.
- Be consistent; use the same term for the same thing, without thinking twice.
- Omit unnecessary words.
- Use bulleted lists.
- Use headings to separate groups of information.
- Use one meaningful main heading per page, which is <h1>.
- Use proper hierarchy and meaningful sub-headings, which are <h2> and <h3>, when necessary.
- Do not assume the users have read the preceding pages. Users can enter from many points, such as links on this or other websites, or searches.
- Avoid underlining text. Users assume underlined text signifies a hyperlink.
- Do not bury contact information, addresses, or phone numbers within a paragraph. Users will scan past and miss them.
Reading Level
Use the clearest and simplest language appropriate for the website's content. Web site usability experts recommend writing for a 6th grade level on main web page and an 8th grade level on subpages. Test your text at: Simple Measure of Goobledygook, new window.
Short Introductions
Introductory text on web pages is usually too long, so users usually skip it. Kill the welcome mat and cut to the chase. Most users do not care what your vision or mission statements are. If they read them once they will skip over them in the future. Users are most often looking for something specific - try to make the specific "information" on your website easy to find.
Links
These may be within the written text or a bulleted list. Here are our required standards:
- Avoid punctuation around or in a link. Punctuation can be ignored by screen readers, and the entire link may become invisible.
- Do not use “click here” for hyperlinks.
- For links use the title of the page you are linking to whenever possible - so the users knows they made it to the right place.
- Avoid using the full address of the url as the link itself, instead use intuitive, meaningful or descriptive text as the link.
- Use descriptive words that make sense when viewed within a list of only links,
such as Download Usability Checklist. - If the link opens a Portable Document Format (PDF), let the user know inside the link,
such as Accessibility Checklist, PDF or Accessibility Checklist, PDF, new window. - All external links must open a new window. Let the user know inside the link,
such as State of California, new window.
More
- Do not use acronyms or abbreviations without defining them in some way - e.g. Some Long Title or Name (SLTN) or SLTN
Other resources
For more information on clear writing for the Web, please go to:
