Clear writing is essential for webpage content

Writing content on a webpage? Check your text against these 12 tips.

1. Content needs to be clear, concise and easy to read – that’s it.
2. Headings and sub-headings need to be clear and mean something – avoid puns and other attempts at humour and forget clever – just make sure that headings explain the text that follows.
3. More important information should be at the top of the page.
4. Use simple sentence structures. More full stops rather than lots of connective words in any sentence. That’s it. You’ve got it.
5. Paragraphs should also be concise – try to limit to 50 words.
6. As with any good writing – one paragraph, one concept.
7. Think about the fold line on a webpage. Keeping content above the fold line avoids having to scroll down, down, down.
8. Bullet point lists should be used – short, concise, easy to read (see no. 2)
9. Include keywords and phrases and keep the content on the page focused on the main topic (don’t introduce five different topics on the one page unless it’s a landing page linking to other pages).
10. Here’s another thing: add links to other webpages that relate to the same subject matter.
11. Direct the language to the user. Write about features and benefits to the audience. Avoid brag-speak but keep it conversational.
12. Add an image or two to break up text into easy to find ‘chunks’.

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Conversely, if sentences and paragraphs are written in short, staccato-like sentences with no words that connect the sentences, reading is very difficult. Likewise, long-winded rambling sentences without a variety of connecting words are very difficult to read. In fact, well constructed sentences and paragraphs  show the reader the connections between ideas and from one sentence to the next.

Examples of connecting words for a variety of writing styles

To add on to a statement or viewpoint

equally important, finally, further, furthermore, what is more, moreover, as well as, in addition, to expand, firstly (secondly, thirdly and so forth), not only this … but also (note you must include ‘also’ after but), in fact, another way to, besides, in general, more specifically, no matter what

To show similarity

similarly, likewise, in a similar manner, like, in the same way, such as, at any rate, also, even so, in other words, in general, more specifically, at the same time, in addition to, for the same reason

To contrast

however, nevertheless, rather, whereas, but, yet, on the other hand, on the contrary, by comparison, compared to, although, conversely, but, meanwhile, in contrast, after all, otherwise, alternatively, nonetheless, notwithstanding, regardless, in any case, even, yet, despite this

To express an alternative

or, either . . . or, whether . . . or, conversely, this can be relevant in at least two, first … second, or firstly … secondly (using ‘ly’ is grammatically correct)

To make a concession

granted, naturally, of course

To place statement in a particular context

in this connection, from this perspective, from this viewpoint, this point of view, in this school of thought, from this standpoint, from this standpoint, so conceptually one could argue

To place a statement in a timely fashion

previously, before this, to begin with, at first, ultimately, later, then, since then, since, after that, soon, next, gradually, while, meanwhile, furthermore, sometimes, eventually, finally, lastly, summing up, in summation, in conclusion, [there are three reasons for this] firstly, secondly, thirdly, soon, sometimes, when, now, once,

To show cause and effect

as a result, consequently, as a consequence, hence, due to, in view of, on account of, accordingly, for this reason, therefore, following on from this, thus, hence, moreover, that is why

To prove a point

because, for, since, for the same reason, obviously, evidently, indeed, in fact, in any case, that is, demonstrably, in all likelihood, in all probability, no doubt, seemingly, therefore, in that, owing to, on account of, considering, be reason of, hence, consequently, in view of, insofar as, increasingly, more importantly, even though, particularly, above all, especially since, in any case, by far, even if

To give an example of an earlier point of view

for example, for instance, in this case, to illustrate, as an illustration, to take another example, namely, that is, as shown by, as illustrated by, as expressed by

To repeat, insist on or refer back to an earlier point

as previously mentioned, as I have said, in brief, as I have noted, as has been noted

To emphasise when adding a conditional statement

indeed, obviously, patently, apparently, accordingly, without a doubt, certainly, undeniably, understandably, in accordance with, according to, otherwise, as far as

To conclude a paragraph or an essay

thus, lastly, in brief, in short, on the whole, to sum up, to conclude, in conclusion, as I have shown, as I have said, in summary, to summarise, in conclusion, ultimately

Read my blog entry on working with a Masters’ student to help develop writing skills.