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 Tips for Writing Website Content

There are a number of points to consider when writing content for the web: -
  • Start with the key point. Write in inverted pyramid style.
Tips for writing website content
  • A useful home page makes it instantly clear what the site is about. It should be mostly links and descriptions.
  • People want to read only enough to meet their needs, yet enough keywords need to be used to rank well. 3% of words on a web page should be your keyword or keyphrase.
  • Answer people's questions throughout your web content.
  • Give people only what they need. The web is primarily a "pull" technology, whereas marketing specialises in "push".
  • Writing informally is not "dumbing down". Good web writing is like a conversation, which answers people's questions.
  • Picture the people you are talking to. Ask yourself: What would people ask me about this topic on the phone ? Reply to them as if they were on the phone.
  • Talk to your site visitors. Use "you". This is more personal and also eliminates the need for gender-specific writing.
  • Use "we", "us" and "our" when writing for an organisation.
  • Write short, simple, straightforward sentences.
  • Keep paragraphs short. A one-sentence paragraph is fine.
  • Use your web users' words. Some writers try to sound impressive by using big words. If those big words aren't ones your readers know, they won't be impressed. They'll give up on your website and go to another one which speaks their language.
  • If you want to tell people about several items, set them out as a list.
Instead of this Try this
Major tourist attractions in Beijing include the Great Wall, the Forbidden City, the Summer Palace and Tiananmen Square Major tourist attractions in Beijing include:
  • The Great Wall
  • The Forbidden City
  • The Summer Palace
  • Tiananmen Square
  • We all read simple, short, common words faster.
Instead of this Try this
obtain get
prior to before
purchase buy
request ask for
subsequent next
terminate end
utilise use
  • Cut unnecessary words.
    eg. "Because business is good now, ..." is better than
    "Due to the fact that business is good at this point in time, ..."
  • Put the action in the verbs, not the nouns.
    eg. "Licensees must keep these records for seven years" is better than
    "Retention of these records for seven years is a requirement for licensees."