Web writers' checklist

Be concise

• Write 50% less than you would for print
• Use simple sentences, one idea per sentence
• Avoid being too wordy

Write for scannability

• Help users to skim
• Write clear and meaningful headings
• Use subheadings to break up blocks of text
• Highlight key words
• Use dot points and bulleted lists
• Condense information with topic sentences and summaries
• Where appropriate, present information in boxed items, tables and flow diagrams

Use the inverted pyramid model

• Start with the conclusion or an outline of what's on that page
• Summarise first, then go into details and give background information
• Make sure users get the most important information in the first paragraph
• Help users to make a quick decision about whether the information they are looking for is on this page

Use plain language

• Stick to the facts
• Use active voice
• Use strong verbs
• Make precise word choices
• Avoid 'corporate speak' or bureaucratic terms

Create 'wired words'

• Be conversational - use the second person and direct address
• Make connections and build relationships with users
• Establish a 'personality' for the site
• Make it sound like a 'real person' wrote it
• Contractions are acceptable (it's, we'll, don't)
• Make every word earn its place
• Tailor the words to fit the purpose
• Aim for clarity, brevity, energy, flow, engagement and interest

Pay attention to tone of voice

• Keep tone consistent - engaging, helpful and professional
• Match tone of text to 'ears of users'
• Write in the vernacular of target audience(s)
• Make the text on-screen 'talk' to the 'you' reading it

Establish credibility

• Use objective language
• Avoid promotional style with boastful, subjective claims
• Include outbound links

Chunk information effectively

• One main idea per page
• Secondary information can be placed on a linked page
• Balance the chunking of information with coherence, clarity and context
• A well-constructed chunk provides a complete account of the topic, with an appropriate amount of background information and links to supporting information
• Be careful not to over-subdivide information
• Don't arbitrarily divide a document (particularly if it is likely to be printed)

Use links effectively

• Limit within-page links
• Avoid 'click here' - this is 'dead' content and not all users will be able to click
• Readers should not have to follow links to gain an understanding of the information, rather follow links to explore some aspect further
• Use content-descriptive words for links
• Write links that don't have to be followed
• Summarise what a link points to<
• Mix titles and topic sentences when writing links

Consider page lengths and printing options

• Limit page lengths - users don't like scrolling
• However, the primary measure of page length should be content - if Information 'sits together', then don't break it up
• Documents are easier to print from a single page
• If your content is likely to be printed, then present it as a single webpage or provide an easy-to-print version
• If it's a very long document (e.g. report, guidelines, policy), then include it as a downloadable document rather than chunking it

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