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Writing for the Web: Some Simple Rules
Studies show that
- Most readers scan
- Reading from a screen is substantially slower than reading print
- Readers retain more when there are fewer words
Write to Your Audience
Imagine yourself talking to a colleague when you write. Remember most of the people coming to our website are university administrators wanting to GET or DO something, so be sure to make these actions clear.
Other tips:
- Use "you," "we," "I," and other pronouns
- Use action verbs and strong nouns, and be precise
- Tell it like a story--vary the structure and lengths of your sentences
- Avoid technical terms, jargon, and formal language -- unless appropriate to your entire audience
 Keep It Short
Give your readers as little to read as possible. Use fewer, smaller, and simpler words, in simple sentences. Use lists whenever you can--web users can easily digest lists (remember, web readers like to keep moving).
Length guidelines:
- Headings: 3-7 words
- Sentences: 8-15 words
- Paragraphs: 2-4 sentences
Emphasize Key Subjects
Each paragraph should contain only one idea. Be direct, clear, and immediately engaging. Web readers are impatient. Always use the "inverted pyramid" when constructing a paragraph:
- Start by telling the conclusion
- Build on the conclusion by summarizing the most interesting and supportive information
- Provide detail about each important point
- Close with background information
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