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Writing for the Web

Information Headers Expressions User's scan not read Edit Keep in conversational

Offer information in layers

Many people now view online content on tiny phone screens. For the best user experience, keep copy short on main pages and build text links into your content with clear call-to-action statements guiding the audience to next steps or deeper pages with important details.

Breaking information into chunks gives a better user experience.

 

Use Appropriate Headings

For accessibility (those using screen readers, search engines, etc) purposes headings should be nested.

  1. Heading 1 should be the title of your page ( only one Header 1 per page)
  2. Heading 2 should be your secondary items
  3. Heading 3 should be nested under Heading 2 

Examples:

View CMS Editor Example

FAU Web Content Strategy (header 1)

How to write for the web (Header 2 - subtopic)

The best way to write for the web is to break information into chunks. (paragraph)

User Reading Patterns (Header 3 )

Studies have shown that readers scan a website in an F pattern... (paragraph)

Other Reading Patterns ( Header 4)

There are other noted reading patterns as well...

What to Avoid in your Content (Header 2 - new subtopic)

Avoid dated expressions and techniques. (paragraph)

View HTML Example

<h1>FAU Web Content Strategy</h1>

<h2>How to write for the web</h2>

<p>The best way to write for the web is to break information into chunks.</p>

<h3>User Reading Patterns</h3>

<p>Studies have shown that readers scan a website in an F pattern....</p>

<h4>Other Reading Patterns</h4>

<p>There are other noted reading patterns as well...</p>

<h2>What to Avoid in your Content</h2>

<p>Avoid dated expressions and techniques.</p>


Avoid dated expressions and techniques

Many in our current target audience prefer touch-screen devices and the next generation has practically been raised on them.

With fewer people using a mouse or other physical tracking device to navigate sites, the call-to-action (CTA) expression “click here” is not as relevant as it once was. The purpose of a CTA is to guide the audience towards a specific goal, such as making a purchase, signing up for a newsletter, filling out a form, or clicking a link.

Things to Avoid 

  • Specific references to where an element is located on page: Apply “at right”.
  • See the chart “below”. With a responsive website, the location of copy, photos and other elements can change based upon the device viewing it.

Do this Instead 

  • Describe where they’ll link to, what they’ll see, or what they’ll get. Example: “download brochure”.

A clear CTA helps readers navigate through the website or content and find what they are looking for.

Less is more: write for scanning - not reading

Busy people want highlights before deciding to read further. Keep intros short and tell your story in a series of bolded subheads. Use body copy to support each subhead with a few details. 

Learn more about website scanability

Always look for visual ways to share information

Bullets, charts, graphs, infographics and images are great techniques to convey a lot of data in an eye-catching way. This technique can help break up text text heavy pages.

Remember to edit

Grabbing and keeping a busy audience’s attention requires impactful, to-the-point messaging. That rarely occurs on the initial draft. Always re-read what you wrote at least twice. Delete all filler words, cut long sentences and move unrelated points to a different page.

Keep it conversational

Formal or complex writing can sound unfriendly and dated – particularly to college students, our target audience.

Things to Avoid 

  • Avoid jargon; a website copy should never sound like a textbook or thesis.

Do this Instead 

  • Write in second person voice (“you” and “yours”, “our”, “we”) which sounds friendlier.
  • Choose short, simple words over longer, more complex options, so that everyone will understand your message.