Most people do not read word-for-word when reading online. They scan instead. They are also likely to skip or ignore large chunks of text or content that are not relevant to their immediate goals.

When writing for the web aim for a concise style of writing that uses clear and simple language, can be understood by your audience, and is organised into clearly labelled sections.

Use plain English
Plain English is a writing strategy that can help improve communication. It involves:

• familiar, everyday words
• short, simple sentences

Use familiar, everyday words
Using everyday words makes content easier to read and understand. Here are some examples:

• buy (acquire)
• start (commence)
• stop (cease)
• think about (contemplate)

Use short, simple sentences
Sentences that are short and simple make content easier to absorb. Long sentences that include a number of clauses quickly become confusing and may be misunderstood.

Do not publish until content is complete
Don't publish pages with "under construction" or "more information coming soon" messages. These pages can frustrate users looking for information. Either the content exists or it doesn't.

Don't publish pages without first having them reviewed and edited.

Write for your audience
It is important to keep your audience in mind when writing. Before you write anything, consider:

• Who is your audience?
• What are they looking for?
• What do they know about the topic?
• What are their reasons for reading this page?
• Will they understand your jargon, acronyms, abbreviations?

Write content that is concise, easy to scan and objective
Usability improves when writing is concise, easy to scan, and when it gets straight to the facts rather than being boastful, fluffy, or pushy.

Concise

• cut all unnecessary words, phrases and sentences
• use a shorter word over a longer one
• use the active voice
• print out and edit your text - aim to cut it in half
• get a colleague to edit it with these aims in mind.

Scannable

• use headings and subheadings to break text into smaller chunks
• make sure headings accurately summarise or describe the text below
• keep paragraphs short; stick to one topic per paragraph and introduce it in the first sentence
• use short, simple sentence structures; one thought per sentence
• emphasise key words or phrases by bolding them - but don't overdo it
• use bulleted lists
• use images, graphs, charts or tables where they might convey complex information more quickly.

Layout pages well

• chunk text on the page into sub-topics
• don't centre headings or text
• don't use right or full justification - this can make reading difficult

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