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How to write for the web

The key is writing for the web is to write concisely: this will stop you from wasting time in writing quantities of information that people will not read. In essence, the more you write, the less people will read.

Below are some top tips for web writing. For more information on audiences, front-loading your content, jargon, structure and hyperlinks, please click here.

Top tips for web writing

  1. Have a clear idea of the purpose of your page, who you are writing for and what they want.
  2. Front-load your content: put the most important information at the top of your page and the least important at the bottom.
  3. Keep paragraphs and sentences short: use one idea per paragraph and no more than 20 words per sentence.
  4. Pay attention to grammar and spelling, write in proper sentences, and use active not passive verbs.
  5. Use bullet points, subheadings and links to break up your text.
  6. Always link on meaningful words: for example, 'Download our guide to AoC policy groups'. Never write ‘Click here’.
  7. Simplicity is key, use simple, descriptive headings, short, sharp and to the point
  8. Cut out all unnecessary words
  9. Avoid jargon
  10. For a good message, think CAPSS:
    Clear and concise: to the point, avoiding jargon and acronyms
    Active: make every sentence active
    Positive: talk about what can be done, not what can't be done
    Short: one brief, memorable sentence
    Specific: address a particular challenge or issue, and audience

For more advice and support, please contact Press and PR Manager Kate Parker on