Writing for the Web
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Website visitors want to find what they are looking for as quickly and easily as possible. Web-savvy writing and editing are essential for optimal content delivery.
Key Concepts
- Omit non-essential words. Users don't read--they scan.
- Use "inverted pyramid" writing style: start with the point, then support it, using links for more in-depth details.
- One idea per paragraph is ideal.
- Keep the most important elements "above the fold," that is, visible upon initial page view without scrolling.
- Categorize according to users' needs, not necessarily by departmental organization or hierarchy.
- When creating a link, highlight only the one-to-three most important words.
- Facilitate scanning with subheads, bullet points, lists, and captions.
- Provide links to related and additional detail.
- Use an active voice: " The company published the book."
- Use lists or tables when possible.
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- Expect your visitors to read everything.
- Put everything on one page.
- Use a passive voice: "The book was published by the company."
- List items in a paragraph to save room.
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