Best practices for writing website content.

1. Tips for Writing
Website Content
Mary Ann Davis

2. How Users Read Website Content – They Scan
• F pattern – most common
1. Viewers first typically
read horizontally across
the upper part of the
page
2. Then slightly move
down and read across
again, but not as far as
before
3. Viewers scan the
page’s left side

3. Why Users Scan Content
• Reading from computer screens becomes tiring
• People want to feel active with the Web
• Lots of pages competing for the users attention
• Frequent interruptions

4. Organizing Content
• Inverted pyramid
• First two paragraphs should
state the most important
details
Keep important information above the fold
Most important
Least important

5. Organizing Content:
Avoid Long Scrolling Pages
• Segment writing into smaller subject specific
related pages
• Exception – critical information viewers are likely
to print (e.g. Admissions requirements, registration
procedures)

6. Organizing Content:
Adding Links
• Supplements a narrative by providing background
information, reinforcing concepts and adding detail
• Invites further pursuit of topic
• Highlights the need for viewers to understand why
the arrival page is relevant
• Use sparingly – can be distracting
• Use plain language, specific terminology and action-
oriented terms
• Avoid “click here,” “follow this link” and “this Web site.”

7. Organizing Content:
Make it Scanable
• Bold/highlight keywords
• Bullet items
• Keep paragraphs to one idea
• Make headlines and sub-headlines meaningful

8. Organizing Content:
Headlines & Sub-headlines
Headlines - used for major points
• Contain the basic idea of the page
• Short – 3 to 6 words ideal; 10 max.
• Clear and meaningful
• Include keywords
Sub-headlines – uses for minor points
• Highlight minor points so users can easily skim,
read the details, and re-read and review quickly

9. Writing Content
• Write concisely (omit needless words)
• Keep copy simply stated
• Avoid fancy words, jargon and acronyms
• Use objective language over puffery
• Write in the second person over third person
• Use active voice over passive voice

10. Summery
Write for your audience
• Use words they are likely to understand
• Make it easy for them to find information

11. Mary Ann Davis
Digital Marketer & Strategist
Specializing in developing strategic
marketing plans using an effective mix
of multi-channel approaches that grow
business development.
about.me/mary_ann_davis
mary_ann_davis@outlook.com