Writing for the web

Why web writing is different

People read websites differently from books or articles. They scan, skip, and decide quickly whether content is relevant.

Web writing must be clear, scannable, and action-oriented. It must work for people who are in a hurry and people using assistive technologies [2]Source 2 .

Start with your goal

Every page should have a clear goal.

• What do you want visitors to do?
• What information do they need to take that action?
• What questions are they trying to answer?

Structure for scanning

Use headings

Headings help people scan and understand structure.

• Use one H1 per page for the main topic.
• Use H2 for major sections, H3 for subsections.
• Keep heading hierarchy logical.
• Make headings descriptive and useful [2]Source 2 .

Short paragraphs

Break up text into short paragraphs.

• One idea per paragraph.
• Three to four sentences maximum.
• White space makes content easier to scan.

Lists

Use lists for multiple related items.

• Bullet points for unordered lists.
• Numbered lists for steps or sequences.
• Keep list items concise.

Write clearly

Plain language

Use simple, clear language.

• Short words instead of long ones.
• Active voice instead of passive.
• Simple sentences instead of complex ones.
• Avoid jargon unless your audience uses it.

Be specific

Specific details are more convincing than vague claims.

• Use concrete examples.
• Include numbers and facts.
• Avoid marketing speak and buzzwords.

Front-load important information

Put the most important information first.

• Answer the main question in the first paragraph.
• Put key points at the start of sections.
• Use the inverted pyramid structure.

Write for your audience

Know who you are writing for

Understand your audience's needs and knowledge level.

• What do they already know?
• What do they need to know?
• What language do they use?

Answer their questions

Address the questions your audience has.

• What problem are they trying to solve?
• What information do they need?
• What concerns or objections might they have?

Call to action

Clear calls to action

Tell people what to do next.

• Use action verbs.
• Be specific about what happens next.
• Make calls to action easy to find.
• Use descriptive link text [2]Source 2 .

Placement

Put calls to action where they make sense.

• After explaining the benefit.
• At natural break points in content.
• Not too early, not too late.

SEO considerations

Write for people first, search engines second.

• Use keywords naturally in content.
• Write descriptive page titles [1]Source 1 .
• Use headings to structure content.
• Avoid keyword stuffing.

Accessibility

Write content that is accessible to everyone [2]Source 2 .

• Use proper heading structure.
• Write descriptive link text.
• Use alt text for images that adds context.
• Keep language clear and simple.

Common mistakes

• Writing for search engines instead of people.
• Using too much jargon or technical language.
• Hiding important information.
• Not having a clear call to action.
• Writing long paragraphs that are hard to scan.
• Not answering the questions people have.

Editing and improving

Edit ruthlessly

Remove unnecessary words and sentences.

• Cut anything that does not add value.
• Simplify complex sentences.
• Remove redundant information.

Test with real users

See how people actually use your content.

• Watch people read your content.
• Ask if they understand the message.
• See if they can find the call to action.

Content for different page types

Homepage

Homepages need to quickly explain what you do and why it matters.

• Clear value proposition.
• Who you help and how.
• Clear path to next steps.

Service pages

Service pages need to explain what you offer and why people should choose you.

• What the service includes.
• Who it is for.
• Benefits and outcomes.
• How to get started.

About pages

About pages build trust and explain why you exist.

• Your story and mission.
• Why you do what you do.
• What makes you different.

Next step

Review your current web content. Check if it is structured for scanning with clear headings. Ensure it answers the questions your audience has. Add clear calls to action. Edit to remove unnecessary words. Test with real users to see if it works. Good web writing is clear, helpful, and drives action. If you need help with content creation or improving your site's copy, content services can help you write content that converts. For help with content migration, see content migration without breaking everything.