When writing for the web, keep in mind that users scan for information. According to the Nielson Norman Group, users "read at most 28% of the words during an average visit; 20% is more likely." Print is linear; the web is not.
General Tips
- Keep your audience in mind
- Use a conversational style and tone
- Use short paragraphs, simple sentences and exact words
Content
- Add the most important content in the first paragraph
- Apply the inverted pyramid structure when organizing information
- Content that requires scrolling vertically can lose up to 80% of readers.
- Chunk out content -- one topic per paragraph
Language
- Avoid jargon, abbreviations, cleverness and technical terms
- Use common language
- Use strong active rather than passive voice.
- Use pronouns -- "you" is perfectly fine for the user -- "we" for the organization
Create Scannable Text
- Use headings (under format when adding HTML)
- Use keywords
- Bulleted or numbered lists
- Link to additional content using descriptive words (not "Click Here")
- Create hyperlinks
- Highlight only as necessary -- use bold sparingly
- Be search engine friendly (SEO Writing)
Keep a calendar
- Refresh content to keep users engaged
- Maintenance is essential
- check and update links
- any reference to a year
- content that is outdated
Additional Resources
