Writing for the web

Online readers usually scan rather than read website content. This makes it more important than ever to make your web copy concise and engaging.

  • Keep your content brief and use short sentences.
  • Consider your audience and only include the information they want/need to know.
  • Use headings, subheadings, paragraphs and bullet points to break up web content.
  • Keep pages short and limit the need to scroll by using secondary pages if necessary.
  • Get to the point quickly and start with key points.
  • Use meaningful headings that contain keywords.
  • Use a logical structure that makes it easy for your audience to find what they need.
  • Use simple, lively language.
  • Use active, rather than passive language as much as possible.
  • Embed hyperlinks rather than publishing URLs.
  • Rewrite rather than duplicate hardcopy content to ensure it is suitable for web users. 
  • Write 50 per cent less text than for conventional publications and cut the content further by deleting repetitive content and unnecessary words.

It is recommended that all University Content Authors and Subsite Managers complete Web Services Unit training and attend Web Forums.