Writing for the web

About this guide

Readers consume information differently on a screen as they might on a printed page. Writing really well for an online audience is its own skill.

This guide is not trying to tell you how to write, although lots of the principles listed here apply to all writing. Instead, it sets out how to order information to suit the reading style of most online readers.

When writing for an online audience, don't just think about who you're writing for but why they're visiting the page. They will almost always be looking for specific information, so make sure that information is easily available. 

How web-users read

• Most online readers don’t read every word. They will use keywords, links, headers, and bullet points to build a picture of what a page is about, and to find the information they are looking for
• They will leave a page if they don’t find that information quickly
• They will avoid long passages of text

How to write for an online audience

Make it scannable

• Use short paragraphs. An ideal paragraph won’t be more than a few sentences long. An ideal sentence is 10-15 words
• Use headers. Guide your reader's eye to the information they need by breaking content up into clear sections
• Use bullet points. Can your paragraph be broken into a concise series of bullet-points? It will help readers absorb the information they need
• Put keywords first. Put the most important information at the start of your sentence, and the most important sentence at the start of your paragraph. That way, if a reader skims your page, the information you want to get across is less likely to be buried

Write for your users

• People tend to go online to find specific information. Before you start writing, think about what it is your reader will want to know, make that information easy for them to find
• Don’t assume any level of knowledge. You can’t guarantee your readers will be experts in your area. Write for everyone
• Pay attention to accessibility needs. Is your content readable for a screen reader? Find out more about web accessibility

Write clearly

• Use plain English and short words
• Get to the point. Be clear and concise
• Avoid cliches and needless technical jargon
• Use the active rather than the passive tense
• For more on how to write well see the Plain English campaign