Writing for the web
Key points
Any piece of writing for the web should have a clear audience in mind and
avoid jargon and acronyms
Headings/headlines should be short, specific and in most cases, use a verb
The main content should be concise, in the active voice and use short words
rather long ones
It should be made scannable by prioritising key information and using short
paragraphs and subheadings
Use tags and relevant, self-explanatory links consistently to make it much
easier for search engines to find your content
Before any web content is uploaded, ensure that it is checked by a colleague,
proofread it using a printed copy and check all the links.
Background
Writing for the web requires a different approach to doing so for print
publications. This is because people navigate website writing differently to
print. They are easily distracted, skip long text chunks and leave quickly if
they don’t get what they want.
An increasing number of people will view your website via smartphones and
tablets. Typically, these devices restrict the amount of content that can be
viewed in one go, which makes it even more important that you keep your
language brief, simple and direct.
This guide will give practical tips on how to adjust your writing style and
ensure that you communicate concisely and effectively.
The ‘F’ pattern
Most users first read in a horizontal movement, usually across the upper part
of the content area.
Next, users move down the page a bit and then read across in a second
horizontal movement that typically covers a shorter area than the previous
movement.
Finally, users scan the content’s left side in a vertical movement.
Source: Nielsen Norman Group
Implications of the ‘F’ pattern
Users won’t read your text thoroughly in a word-by-word manner.
The first two paragraphs must state the most important information.
Various UCL website testing has borne this out, with students, professional
and academic staff
The rise of mobile devices means that people scan even more for need-toknow information rather than browse.
Know your audience
 Avoid jargon
 Spell out acronyms and abbreviations the first time that you use them
on a page
 Consider simplifying some of your language when targeting non-native
English speakers
 Demonstrate why the subject matter is relevant to the general reader
 Don’t make assumptions about knowledge in a particular area
 Is the content valuable and worthwhile for the reader?
Tone
The audience that you are trying to address and the channel that you are
using should govern the way that you express something in writing.
Spoken and written English operate differently, but you should still aim to
convey some of the colour and energy that comes across in speech, so that
your comment is interesting as well as informative.
Hook the reader
 Use your opening paragraph to entice/intrigue the reader.
 Summarise the information in a couple of sentences: who, what, why,
when etc.
 If you are writing a blog post, start with a question, a statistic or a
controversial comment.
Make it snappy
 Replace or remove repeated words – don’t be afraid of “it”.
 Use the active voice eg. “Ben loves carrot cake” rather than “Carrot
cake is loved by Ben”.
 Use short words rather than long ones.
Make it scannable
 Frontload your text:
o The most important information goes at the top of the page
o Key ideas go at the beginning of each paragraph
o The main point goes at the beginning of each sentence
o The priority keyword goes at the beginning of each heading.
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Use an inverse pyramid structure: start with key information and
gradually add more detail.
Write short paragraphs.
Include subheadings to break up text.
Create bulleted lists for key links and information.
Ensure legibility by choosing a font colour that is in clear contrast to the
background colour.
Make it findable
 Include relevant links.
 Make them descriptive and self-explanatory – i.e. “Event programme”
not “click here for event programme”.
 Use tags consistently in blogs.
 Promote your content through the various channels you use to engage
with your audience.
Make your headlines work hard
 Get the gist across.
 In most cases, use a verb.
 Be specific.
 Keep it short and use keywords to boost (search engine optimisation or
SEO).
 Take your time – write it last.
Exercise quality control
Before uploading any written material:
 ALWAYS proofread a printed version of what have you written, using
the UCL house style guide.
 Ask a colleague to read it.
 Test the links.
Proofreading essentials
 The proofreader should not be the writer.
 Use the UCL house style guide.
 Proofread using a printed copy not onscreen.
 Don’t proofread until you have a final, signed-off version of the text.
 Take breaks – especially with large publications.
Proofreading best practice
 Try to proof in a quiet area, away from distractions.
 Proof with a dictionary and the UCL house style to hand.
 Check certain elements in one go to help pick up inconsistencies e.g.
headers, footers, page numbers.
 Make notes of queries with page references as you go .
 Build in time to resolve issues.
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Use proofing symbols.
If marking up printer’s proofs, use red for literals and blue for questions
of style.
Good website style: consistency
 Make sure everyone is clear about your target audiences
 Agree your key messages and tone of voice
 Think about how your website will progress over time – what will need
to be removed
 Set up a governance/review process for your site – who owns the
content on each page, how often it will need to be reviewed, who signs
it off.
Make your text accessible
 Using descriptive links and the structure of headings within the CMS
will make it easier for people with a range of impairments and those on
slow internet connections to access your content.
 Adhering to basic accessibility standards is a legal requirement: RNIB
guidance.
Further information
UCL resources
 UCL house style guide
 UCL Communications blogging tips

Writing compelling copy workshop Powerpoint presentation
Proofreading workshop Powerpoint presentation
External resources
 BBC Academy: Writing for the web
 The Guardian/Observer style guide
 The Elements of Style, William Strunk and E. B. White
 A manifesto for the simple scribe, Tim Radford
Contact:
Ben Stevens, Content Producer (Editor): benjamin.stevens@ucl.ac.uk