Writing for the web

Users read differently online than they do offline. Research has shown that people reading a web page, don't read very much at all - in fact they're reading as little as 20 to 28% of a page.   

Pages that are shorter are generally better for users to understand. However, don't miss out vital information to trim down content.   

Advice on writing for the web is vast, we often refer to GOV.UK's guide to planning, writing and managing content..  

Below are some of the key techniques that everyone should use when writing for any Gateshead Council website.  

Think of the audience  

Make sure that as you're writing, you always keep your target audience in mind. Focus on what they need to know and structure your content for them. Make sure all text is informative, clear and to the point.  

Front load information  

Information that is 'front loaded', where the term most people are looking for is at the beginning of the sentence or paragraph, is easier for readers to understand. 

To make it easier for users to find what they need we:

• start the article by telling the reader the conclusion  
• follow with the most important supporting information  
• end by giving the background or any additional information the reader may want to know  

This approach to writing is also called the 'inverted pyramid' 

Keep it simple  

We need to avoid complex language that confuses users, especially service jargon.   

To make it more readable we should always write in plain English. One tool that can help you achieve this is the Hemingway editor app.  

We should aim to:   

• use shorter words  
• keep paragraphs shorter than five sentences  
• write for a reading age of 9-10 years old  

Break up the text  

Good content should be quick and effortless for the user to find what they need.  

We can achieve this by using:  

• short sentences that are ideally no more than 15 to 20 words per sentence  
• sub-headings so people can skim pages to help find what they need  
• bullet points  

Think about your call to action  

Call to actions (or CTAs) are short statements designed to encourage a website visitor to take a specific action. Develop call to actions for your pages and make sure they appear prominently at a relevant point on the page. Call to actions are things like: 'sign up for garden waste', 'pay your council tax' or 'report a missed bin'. They should always start with a verb.   

You should avoid ambiguous link text, such as 'click here' in your web content, including emails. Instead use call to action phrases, as these are more descriptive and stand out better when scanning the content. This helps both the reader and search engines like Google (which is important for Search Engine Optimisation) to know what to expect if they click the link.