Writing for the Web

Here is a collection of best practices and tips that will make your writing more engaging and effective for the web.


  • Know your audience and what they are trying to accomplish.

  • Organize content so they can find what they need.

  • Offer an appropriate reading level and tone.


  • Add “alternative text” to images.

  • Use descriptive hyperlink titles (avoid "click here").

  • Ensure that all of your audiences can share a similar experience while accessing your content.


  • Keep content current by establishing a workflow (process, tools and team).

  • Ask before you add (does the content exist elsewhere, who will maintain it or delete it when it is no longer relevant?).

  • Don’t overlook simple, but critical information: emergency numbers, contact info, important deadlines, donate URL.


  • Put important information and tasks first.

  • Short, concise paragraphs and brief bulleted lists work best (avoid walls of text and welcome messages that no one reads).

  • Write meaningful headlines that are not dependent on supportive text.

  • Use words that people understand (avoid acronyms, jargon, hype).

  • Default to vivid verbs and simple sentences.

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