Web Content Tips

General best practices for web content
Keep it simple. Be obvious.

Writing for the web is not the same as writing for print. On the web people are task-focused.

Limit the content. Refine the words.

Use precise words and sentences on a page and get to the point. People get bored quickly and quality will outweigh quantity.

When creating content on a page always think of the following:

  • What is worth doing?
  • What are we creating?
  • What value does it provide?
  • What do we want people to do?

The content should serve a purpose, be accessible on all platforms, findable, useful, credible and valuable.

Put the most important information right at the top of every page (inverted pyramid)

  • Prioritize content for mobile viewing
  • Limit the number of images on a page
  • Use horizontal images
  • Break your content up into chunks to help users process your point
  • Minimum 300-400 words (so search engines scan the content)
  • Use short paragraphs – four sentences max
  • Use short sentences – twelve on average
  • Skip unnecessary words and convoluted words
  • Even highly educated people read simpler words faster
  • Avoid jargon
  • Avoid the passive tense
  • Avoid needless repetition
  • Address your web visitors directly—use the word you
  • Shorten your text
  • Need to support a concept? Link to more description — not everyone needs to have a definition on the same page as the primary content.
  • Use action words for your links do not use “click here” provide context to what the goal is for the end user so for example “subscribe to our newsletter”
  • Make your links part of the text and make sure the text indicates what people are linking to
  • List are easier to scan than paragraphs (keep them short)
  • Keep your content up to date and trustworthy