In this age of instant information and so little time, the concise and easily read article or web page will always be a winner. Here’s are a few tips.

Writing for the web isn’t all that different to writing for any news publication. Firstly, you need to follow the basics of any copy­writing then make a few adjustments so it is concise and to the point.

Writing for the web basics

  • Use plain language (don’t try to be too clever).
  • Avoid long sentences or paragraphs.
  • Talk ‘to’ people, not ‘at’ people.
  • Keep your message simple and concise.
  • Include important information and delete the ‘fluff’ (when in doubt, take it out).
  • Readability is increased by the use of ‘sentence’ case rather than ‘title’ case.
  • Don’t use too much capitalisation of whole words ­it can interrupt the flow.
  • Spell check ­both computer check and human check.

Make it visually easy to read

  • Break the text up into: headlines / sub headlines / body copy.
  • Use relevant images or graphics to help tell your story.
  • Simple fonts are best avoid complex or hard to read fonts.
  • Be careful of the text colours you use,­ high contrast to the background is ideal.
  • Don’t use really small text, remember that it may view differently on different sized screens and devices

Follow a writing pattern to make it easy for your readers to ‘scan read’. Scan reading is when you can look at an article or page and the headlines are easy to find … your reader can then get a quick overview of the subjects you are writing about and read what interests them.

Images can be a great help in telling your story,­ but beware, using cliché images can do more harm than good.

Make it visually pleasing

  • If a picture or text seems too small or too large, then it probably is.
  • Don’t overdo the number of colours. Choose colours that complement each other.
  • Remember, less is more. Don’t add things just to fill space.