Writing Content for the Web

Write relevant content

It may be tempting to write about your brother's dog, but if it doesn't relate to your site or page topic, leave it out. Web readers want information, and unless the page is information about said dog, they really won't care, even if it is a good metaphor for what you're trying to say.

Put conclusions at the beginning

Think of an inverted pyramid when you write. Get to the point in the first paragraph, then expand upon it.

Write only one idea per paragraph

Web pages need to be concise and to-the-point. People don't read Web pages, they scan them, so having short, meaty paragraphs is better than long rambling ones.

Use action words

Tell your readers what to do. Avoid the passive voice. Keep the flow of your pages moving.

Use lists instead of paragraphs

Lists are easier to scan than paragraphs, especially if you keep them short.

Limit list items to 7 words

Studies have shown that people can only reliably remember 7-10 things at a time. By keeping your list items short, it helps your readers remember them.

Write short sentences

Sentences should be as concise as you can make them. Use only the words you need to get the essential information across.

Include internal sub-headings

Sub-headings make the text more scannable. Your readers will move to the section of the document that is most useful for them, and internal cues make it easier for them to do this.