Web Writing Best Practices

Write for the Web

Effective web writing creates content that’s accessible, findable, and easy to understand.

These best practices help you craft web content that serves all users while improving search visibility and meeting accessibility standards.

Writing for the web requires a different approach than traditional writing. Web users scan rather than read, search engines need structure to understand content, and accessibility requirements ensure everyone can access information. Following these best practices creates content that works for both people and technology.

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Core Principles

  • Write for scan-ability and quick comprehension
  • Structure content for both users and search engines
  • Ensure accessibility for all readers
  • Keep language clear and concise
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Write for Your Audience

Know who you’re writing for and what they need

Understanding your audience shapes every aspect of your content. Consider their knowledge level, goals, and how they’ll use your information. Key considerations:

  • Use language familiar to your readers
  • Answer their most common questions first
  • Provide context for complex topics
  • Organize information based on user needs
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Make Content Scannable

Structure content with visual elements for quick scanning

Most web users scan content looking for specific information. Structure your content to support this behavior: 

  • Use descriptive headings and subheadings
  • Keep paragraphs short (2-3 sentences)
  • Create bulleted lists for key points
  • Highlight important information
  • Put critical information first
  • Break long content into sections
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Write Clear, Concise Content

Clear writing improves comprehension and accessibility. Avoid jargon and complex sentences that slow readers down.

  • Create Meaningful Headings

    Structure content with informative headings. Headings create a content hierarchy that helps users and search engines understand your page structure. They’re essential for accessibility and navigation. 

  • Write Effective Links

    Create descriptive, meaningful link text Link text should clearly indicate where the link leads. Avoid generic phrases like “click here” or “learn more.”

  • Optimize Page Titles

    Craft titles that inform users and search engines Page titles appear in browser tabs and search results. They should clearly describe the page content while including relevant keywords.

  • Include Alt Text

    Describe images for accessibility and SEO Alt text provides image descriptions for screen readers and appears when images fail to load. It’s crucial for accessibility and helps search engines understand image content.

Resources for Better Web Writing

Need Help Getting Started?

The YaleSites team is here to support your digital experience efforts: