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Writing for the web

Most people do not read word-for-word when reading online. They scan instead. They are also likely to skip or ignore large chunks of text or content that are not relevant to their immediate goals.

When writing for the web aim for a concise style of writing that uses clear and simple language, can be understood by your audience, and is organised into clearly labelled sections.

Use plain English

Plain English is a writing strategy that can help improve communication. It involves:

  • familiar, everyday words
  • short, simple sentences
  • active, rather than passive voice.

Use familiar, everyday words

Using everyday words makes content easier to read and understand. Here are some examples:

  • buy (acquire)
  • start (commence)
  • stop (cease)
  • think about (contemplate)

Use short, simple sentences

Sentences that are short and simple make content easier to absorb. Long sentences that include a number of clauses quickly become confusing and may be misunderstood.

Use the active voice

Most sentences have 3 parts:

  • Subject (the, person, group or thing doing the action)
  • Verb (the action)
  • Object (the person, group or thing that the action is done to)

With active voice the subject of a sentence takes the action while with passive voice the subject is acted upon. For example:

Active: Maria returned the book to the library.
Passive: The book was returned to the library by Maria.

Using the active voice makes writing clear, direct and dynamic. It can also help reduce the length of sentences.

Know what you are trying to say

A lot of writing lacks a clear goal. If you aren't sure of what you're trying to say, your writing will suffer.

When writing or reviewing web content, write a list in point form of the things you want to say. Check your written content against this list and remove anything that doesn't need to be there.

Do not publish until content is complete

Don't publish pages with "under construction" or "more information coming soon" messages. These pages can frustrate users looking for information. Either the content exists or it doesn't.

Don't publish pages without first having them reviewed and edited.

Write for your audience

It is important to keep your audience in mind when writing. Before you write anything, consider:

  • Who is your audience?
  • What are they looking for?
  • What do they know about the topic?
  • What are their reasons for reading this page?
  • Will they understand your jargon, acronyms, abbreviations?

Write content that is concise, easy to scan and objective

Usability improves when writing is concise, easy to scan, and when it gets straight to the facts rather than being boastful, fluffy, or pushy.

Concise

  • cut all unnecessary words, phrases and sentences
  • use a shorter word over a longer one
  • use the active voice
  • print out and edit your text - aim to cut it in half
  • get a colleague to edit it with these aims in mind.

Scannable

  • use headings and subheadings to break text into smaller chunks
  • make sure headings accurately summarise or describe the text below
  • keep paragraphs short; stick to one topic per paragraph and introduce it in the first sentence
  • use short, simple sentence structures; one thought per sentence
  • emphasise key words or phrases by bolding them - but don't overdo it
  • use bulleted lists
  • use images, graphs, charts or tables where they might convey complex information more quickly.

Objective

  • stick to the facts
  • don't use promotional writing or 'marketese'
  • don't exaggerate or boast
  • don't make claims without providing evidence
  • don't use buzzwords or jargon.

Lay out pages well

  • chunk text on the page into sub-topics
  • don't centre headings or text
  • don't use right or full justification - this can make reading difficult

Resources

Plain English

Writing for the web

Improving accessibility

Books

These are available from the Monash University Library

  • Gerry McGovern and Rob Norton (2001) Content Critical: Gaining Competitive Advantage through High-Quality Web Content
  • Irene Hammerich and Clare Harrison (2002) Developing Online Content: The Principles of Writing and Editing for the Web
  • Jonathan and Lisa Price (2002) Hot Text: Web Writing that Works
  • Nick Usborne (2001) Net Words
  • Robert W. Bly (2002) The Online Copywriter's Handbook: Everything You Need to Know to Write Online Copy That Sells
  • Rachel McAlpine (2001) Web Word Wizardry: A Net-Savvy Writing Guide
  • Timothy Paul Garrand (2000) Writing for Multimedia and Web, 2nd edition
  • Crawford Kilian (1999) Writing for the Web
  • Martha C Sammons (1999) The Internet Writer's Handbook
  • Rachel McAlpine (2001) Web Word Wizardry A Net-Savvy Writing Guide
  • Darlene Maciuba-Koppel (2002) The Web Writer's Guide