4 Chapter 4: Writing for the Web
Writing for the web is not the same as writing for print. Online readers behave differently. For example, they scan, skim, and multitask. This chapter will help you understand how to create content that is clear, concise, and easy to navigate in a digital environment. Good web writing balances usability, readability, and accessibility.
How Users Read Online
Research from the Nielsen Norman Group shows that most people do not read web pages word for word. Instead, they scan the page in search of key information. One common pattern is the F-shaped reading pattern: users look across the top, then down the left-hand side, with a shorter horizontal sweep further down the page. This has major implications for how we structure and design written content online.
Principles of Writing for the Web
Effective web writing emphasizes:
• Scannability: Use headings, subheadings, short paragraphs, and white space.
• Chunking: Break information into small, digestible sections.
• Clarity and Conciseness: Avoid jargon and unnecessary words.
• Hyperlinks: Use descriptive links that tell the reader what to expect.
• Accessibility: Provide alt text for images and maintain a logical heading structure.
• Tone: Write in a conversational, audience-centered voice.
Techniques for Better Web Writing
Here are a few techniques to make your writing more web-friendly:
• Front-load important information: Start with the conclusion or main point. This is also called inverted-pyramid writing, where the most important information (who, what, where, why is at the top, most details are in the middle, and less important information is at the bottom/call to action.
• Use lists and bullets to highlight key items.
• Keep sentences and paragraphs short.
• Highlight or bold important words or phrases (sparingly).
• Make hyperlinks meaningful (e.g., ‘Download the style guide’ instead of ‘Click here’).
Accessibility Considerations
Accessibility ensures that all users, including those with disabilities, can access and understand your content. Best practices include writing descriptive alt text for images, maintaining proper color contrast, and using headings in order (H1, H2, H3) for screen readers. Writing in plain language also improves accessibility for everyone.
Example: Print vs. Web
Print version:
‘Our company is pleased to announce the grand opening of our new downtown location, which will feature expanded services and extended hours for customer convenience. Please visit our website for more information.’
Web version:
Grand Opening: New Downtown Location
• Expanded services
• Extended hours
• Visit our website for details
