Web content

Writing for the web follows the basic rules of writing – for example, use clear, coherent language, and ensure that the content is copyedited and proofread. However, web content has some important differences in structure and format, mainly as a result of how people use the internet.

Web writing must be brief and to the point, because web users:

• are often looking for specific information
• are task-oriented and want content they can act on
• want to construct their own experience, often by piecing together content from multiple sources
• read very few words (around 28% of the words on a page in an average page view).

Basically, website users are looking for information, and they want to invest as little time and effort as possible to get it. This section provides some ideas on how to write and design web content that makes this easy for them.

How people read on screen

Studies that track users’ eyes as they read a webpage show that most people tend to read in an ‘F’-shaped pattern. They read the first paragraph (or the first 2 paragraphs), then skim down the left-hand side of the content. Attention is also drawn to bullet lists and hyperlinks.

This means that:

• the most important information or a summary should be in the first 2 paragraphs (or these should at least be compelling enough to make people want to keep reading)
• headings, subheadings, paragraphs and lists should start with keywords (information-carrying words) that users will notice as they scan down the left-hand side.

Including your audience

Keep your audiences in mind throughout the drafting stages, to make sure you are meeting their needs (see Understanding your users for more information). Think about the main groups of users and their:

• needs (i.e. what they want to know or do)
• expectations and understanding (i.e. what they might be looking for and what they might already know)
• behaviour (i.e. what pathways they are likely to choose to find information).

It can be helpful to develop personas to use through drafting and testing, to keep your content on track (see User profiles and personas for more information).

Test and refine content with your users – what is logical or navigable for you might not be for someone else. An iterative process of testing, tweaking and testing again will help to make sure your users can find and understand your content easily.

Headings and structure

• Use an ‘inverted pyramid’ construction – load the most important information at the top of the page.
• Write clear and informative headings – headings and page titles are often displayed out of context on search engine results pages, so they must contain enough information for readers to identify the content. Start with keywords, not articles like the or an.
• Write for scannability – create white space by using short paragraphs, lists and subheadings.
• Ensure that your information architecture suits both your topic and your audience.

Language and length

• Be succinct – online readers skim content, and will quickly abandon longwinded sites. If articles are long (1,000 words or more), add a short summary up front.
• Write short paragraphs – shorter paragraphs are easier to scan than long blocks of text. Single-sentence paragraphs can draw attention to key points that might otherwise be buried. Dot points are very useful. (See Writing clear paragraphs and Cutting long sentences.)
• Write in plain English – use active voice and simple words that people can relate to. (See Clear writing.)
• Speak to readers, not at them – have a conversation with readers and help them to engage by using I, we and us. (See Using first, second and third person voice.)
• Think about what your audience needs and is looking for, not what you need or want your website to say. Consider the tone your audience is most likely to respond to. (See Understanding your users.)
• Use numerals (1, 2, 3), not words (one, two, three) – numerals help people to scan and identify numbers. When reading online, users scan the page for clues that might answer their question. If the answer they seek is a number, the numerals stand out on the page and are easier to identify.

Actionable content

‘Actionable content’ means content that users can easily understand and use to take action.

Many websites aim to include actionable content, because they provide users with guidance on specific topics or processes. They aim to tell users how to go about a procedure, or what they need to think about or do in a particular circumstance.

To make your content actionable, talk directly to users and suggest what they should do in a simple way. Actionable content is written in an active, rather than passive, voice:

Microcopy

Microcopy is the online text you find on buttons or key areas that tells you what to do and where to go:

Good microcopy talks directly to users and encourages – but does not order – action.

Tips for writing good microcopy are to:

• speak in ordinary language – use words you would actually say to someone rather than something you might see on a form

• be friendly – use warm, encouraging, first-person language

• explain things – users are more likely to act if they know why it is important 

Search engine optimisation

Search engine optimisation (SEO) is important because most people find information online by using an internet search engine. SEO is about attracting people to a site by ensuring that its pages appear near the top in search engine results.

Keep the following in mind for SEO:

• Write clear, unique and informative metadescriptions. The metadescription appears on a search engine results page, and when URLs are shared on social media sites. It should tell users what the page is about and encourage them to click through to the site.
• Include keywords in all headings and page titles. This helps the search engine to understand the content on the page and how relevant it is to the search query. However, do not stuff content with keywords – this undermines the user experience and makes pages harder to read.
• Speak the user’s language. Use simple terms that people are likely to search for, and avoid cute headlines or made-up phrases.
• Offer stable URLs. Ensure that other sites can link directly to each piece of content, and make sure links remain up to date and functional.
• Update frequently. Search engines prioritise content that has recently been updated. Frequent or regular updates with new content help the site to stay near the top of the search engine results page, and also attract incoming links and social chatter.