Writing for Web

If you’re writing for the web, it’s essential to make your content concise.

Short text is always better. On mobile devices, it’s imperative. Try to write sentences and paragraphs that are short enough to read on a mobile screen without scrolling. It’s hard to read a paragraph when you need to scroll to see the second half.

Consider Search Engine Optimization (SEO) best practices. In addition to writing concise content and front-loading the important information, it’s also important to include rich keywords that are relevant for the topic to improve placement in search results. For maximum SEO, dedicate a page to each topic or single keyword (and/or two or three related keywords).

Use header tags. Header tags are like the subject line of your webpage. Chunking out content into headings also helps readers find what they need quickly or recognize just as quickly when they're not where they need to be. Remember to include a keyword in your heading.

• H1 - What the page is about

• H2 - The main points on the page

• H3 - Detailed sections in the page

Try to keep headings to one short line. Two-line headings take up twice as much scarce vertical space. Use short words in headings too, if you can.

Short sections – headings and the text that follows – are easier to read on small screens. Short sections also make it easier for customers to stop reading and later pick up where they left off.