Writing for web

Make your content scannable

Content should be written specifically for the web and not copied from printed materials. Users do not read the content word for word; they scan the page. Therefore, you should make your content scannable.

Keep in mind when writing content for the web:

  • Include the most important text on the top of the page.
  • Write short and easy to read paragraphs (2-3 sentences).
  • Use clear headings and subheadings, so visitors can easily find what they are looking for by scanning the text.
  • Keep your audience in mind. People reading the website don’t work at the council, so they will not understand internal jargon, specialist language or the acronyms you use with teammates and colleagues. If you need to use technical language that isn’t familiar to your users, you should explain it the first time you use it.
  • Use inline links, instead of typing the full URL. For example, Welsh Governement (instead of https://gov.wales/).
  • Insert links where relevant. For example, when mentioning the Welsh Gov, link to their website.
  • Insert links that make sense out of context and avoid ‘click here’, it’s not accessible to visually impaired users that use a screen reader. For example, You can find more guidance of the Welsh Government website (instead of click here to view guidance on the Welsh Government website).
  • Avoid using italics, unless referencing a book or journal. This will be difficult to read online.
  • Use bold to emphasise text.
  • Do not underline text this will confuse users. Underlined text is generally used for links.
  • Text and titles should be left-aligned and not centred.
  • Avoid using capitals as they slow reading speed.
  • Proofread and edit text.
  • Cut out needless words. Cut, cut, cut. If you can identify unnecessary words, then remove them and get to the point. Write concisely, leave out unnecessary words and keep to the facts.

Help and support

Contact the Web Team if you need to:

  • ask a question
  • get help with writing content
  • make a suggestion for something we need to include in this guidance

Useful Links: