Writing for the web
Writing for the web is different to other mediums. People do not read the web like they read newspapers or books (or university prospectuses).
Readers tend to scan web pages. If they do start reading a lengthy document they rarely get to the end of it.
Writing for the web tips
While our 10 tips for writing are all applicable to writing for the web, here are some web-specific guidelines:
- Think short. Use short sentences and paragraphs. Use the shorter word where ever possible, eg "now" not "currently", and avoid circumlocutions, eg use "later" rather than "at a later time".
- Be relevant. Put the most important information first, and make sure it's current. Readers expect web information to be up-to-date.
- Cut content. Delete unnecessary words, limit your use of adverbs and adjectives.
- Avoid repeating text. See also Search Engine Optimisation.
- Think links. Link to further information wherever possible but be careful not to over-link, and ensure links are relevant. Use descriptive link labels, for example "Editorial Style Guide" not "click here for Editorial Style Guide".
- Be consistent. Check your syntax, punctuation and spelling is line with the editorial style guide. Ensure consistency in style if you have multiple authors.
- Use bullet point or lists.
- Use sub-headings. They help you put content in context, and can help break the text up for readers.
- Don't surprise. If you are linking to a document or file, always specify the document type and file size, for example "listen to the podcast (mp3, 24.3 Mb)".
- Proofread. See our editing tips for guidance.
Resources
Useful resources from non-University sources.