Writing for the Web

Refer to all sections of the Editorial Style Guide to ensure that text is style compliant in all areas. The Editorial Style Guide contains terms for both print and web, and also includes Web exceptions. Web exceptions are noted with the icon shown at right.

University Web Communications is responsible for web writing and visuals, and is the core team for the centralized website process. This ensures standards and style are consistent and strong. (Refer to the Web Guide for visual web standards.)

Examples that highlight rule use in this guide are introduced with italics (example:). However, generally avoid using italics online, unless noting reference titles.

Web visitors read for information. They find it by scanning a webpage for relevant items. When writing for the web, aim for a concise style that uses clear and simple language. Organize your content into clearly labeled sections.

Pare down your writing to the essentials:

• key information (who, what, when, where, why and how) in the first few sentences
• main points in short paragraphs of two-to-three simple sentences
• bulleted lists within paragraphs to elaborate on points
• familiar, everyday words in easily understood sentences
• direct, professional language

Avoid:

• JWU jargon (i.e., undefined abbreviations and acronyms)
• formal language
• welcome text (i.e., introductory text)
• instructions on how to use site
• idioms, metaphors and puns that make sense in only one language or culture
• clever headings and pithy phrases that users must think about to understand

Make sure all content is clear and concise and that every page has been proofread before it is published.

Audience
Online verus Prose Style
Other Stylistic Considerations
Web Terms