Principles of writing for the web

The basics

If you want users’ attention and return visits, you must make their experience on your website worth their time and trouble. 

You can't afford to waste people's time with unnecessary content and copy. The reality is that people read only 20-28% of a webpage. They skim and scan information until they find what they need, and only then do they take the time to read further. 

Not only do users read only a small amount of your copy; they also spend only a short time reading it. Note, for example, that the average time users spend on raisingchildren.net.au is 2m33s. In that time, users view 1-2 pages (July 2020-June 2021).

Moreover, when people are reading online, they’re usually not browsing. Rather, they want an answer to a specific question, which they’ve entered into an external search engine. And at the same time as they’re searching and scanning to find that answer, they’re often doing other tasks – helping kids with homework, juggling their laptop on the train, cooking dinner, eating lunch and so on. 

These points mean that it’s critical for us to structure and write content that drives users to our website and then helps them find what they need to know as quickly as possible. 

Be succinct

• Write much less than you would for a printed article. We aim for no more than 800-1000 words per article.

• Keep paragraphs short by sticking to about one idea per paragraph.

• Use short words and sentences.

• Consider linking to glossaries for recurring concepts, uncommon terms and/or interesting but low priority content that doesn’t warrant a lot of space.

Break content into digestible chunks

• Use subheadings to group similar ideas and concepts together.

• Include lists, but don’t overdo it.

Structure the article using the inverted pyramid

• Begin with what parents most need to know about the topic. This might not be the same thing as what experts most want to say about the topic, or even what experts think is the most important thing for parents to know.

• Follow with less important information and details.

• Finish with background information.

Fore more information, see Nielsen Norman Group – Inverted pyramid: writing for comprehension.

Highlight key messages and use keywords

• Improve scannability by using bolding, links or callouts where appropriate.

• Include SEO keywords in copy to boost search rankings.

Frontload titles, headings and sentences

Eye-tracking studies of web users show that people tend to ‘read’ a webpage in an ‘F’ shape pattern. They look across the top, then down the side, reading further across when they find what they need.

This means that we need to put the most important information and/or keywords first in titles, subheadings, bullet points and even sentences:

Write this: Teenagers with chronic conditions: moving to adult care

Rather than this: Making the transition to adult care for teenagers with chronic conditions

Write this: Food labels: nutritional information and ingredients

Rather than this: Where to find food labels and nutritional information

Also refer to writing for our audience.

Resources

Nielsen Norman Group – Writing for the web: Articles & videos