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Writing for the Web


	Information by State Esta página en español Print version

Define your audience
- Who is the intended audience for the piece you're writing/editing? And don't say "everyone" because that just doesn't work. Don't try to make one size fit all. Different audiences have different perspectives - address them separately. You wouldn't explain a home financing plan to your mother the same way you'd explain it to a mortgage banker. So don't try to make one piece of web writing serve different audiences.
- Don't know your audience well enough? No problem. Ask your colleagues. Talk to family, friends. Find a chat room that they might frequent and "eavesdrop." Visit websites they might use - maybe you can pick up some of their lingo. Best idea? Do focus groups. If you're trying to find out what citizens want to know, for example, go to a shopping center or grocery store, ask permission to set up shop, stick out a sign that says "we need your opinion," and ask them. People love to be asked for their opinions.
Determine the scope of the piece
- What does the audience want to know about the subject? What do you need to tell them? Often, those are two different things - the audience wants to know things that fall outside your normal purview; you want to tell them things they wouldn't think to ask. Respect their interests and needs.
- If you anticipate that they want to know something that's beyond your scope, then say so. Better yet - take them where they can find what they're looking for through links.
Choose your words carefully
- What words would your audience use? If you need to use a word or term they might not understand, how can you explain it simply? Make it conversational and friendly. Write as though you're talking to someone in their living room or den - you might be doing just that!
- Avoid using professional jargon; and if you must use acronyms, use them only after you've spelled them out once.
- When writing for the public at large, write to an elementary reading level.
- Explain everything! Never assume your audience has knowledge that they may not have.
Keep it short and sweet!
- People don't like to read on the screen. Break up long pieces into short segments. Let your audience choose how much they want to read.
- Use headers and sub-headers, so people can go right to the sections they want.
- Layer information: short intro paragraphs that link to more in-depth information.
- Organize information in ways that make sense to the audience.
Be consistent
- Make sure documents are consistent with other information on the website.
- Avoid duplication and redundancy, except where it's needed to address different audiences.
- Make sure that words and phrases mean the same thing throughout the website.
- Create links. If information already exists on the website about the same subject or about subjects referenced in your document, link to them.
Test before you post
- Have someone who isn't familiar with the subject read it - see if they understand it. If they do, great. If not, go back to the drawing board.
- Proofread documents - check spelling and punctuation. If you aren't good at this, find someone who is.
- If you're compiling information from others, assert yourself as an editor. Your audience is counting on you - refuse to post "junk" that wastes their time and/or confuses them. Re-write yourself or send it back.
Take one final look - be an advocate for your audience
- Go back to where you began. Who's the audience? What do they want to know? What do you need to tell them? Is it all there? Did you anticipate their questions? Did you lead them to related materials? Good. Job well done.

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