Writing for the Web

Here is a collection of best practices and tips that will make your writing more engaging and effective for the web.

Audience-focused

• Know your audience and what they are trying to accomplish.

• Organize content so they can find what they need.

• Offer an appropriate reading level and tone.

Accessible

• Add “alternative text” to images.

• Use descriptive hyperlink titles (avoid "click here").

• Ensure that all of your audiences can share a similar experience while accessing your content.

Useful

• Keep content current by establishing a workflow (process, tools and team).

• Ask before you add (does the content exist elsewhere, who will maintain it or delete it when it is no longer relevant?).

• Don’t overlook simple, but critical information: emergency numbers, contact info, important deadlines, donate URL.

Concise/Scannable/Active 

• Put important information and tasks first.

• Short, concise paragraphs and brief bulleted lists work best (avoid walls of text and welcome messages that no one reads).

• Write meaningful headlines that are not dependent on supportive text.

• Use words that people understand (avoid acronyms, jargon, hype).

• Default to vivid verbs and simple sentences.