Writing for the web is not the same as writing for a print publication. When developing your web content, it is important to appeal to both online visitors and search engines. Review our list of quick tips for writing quality web content.
1) Write clear, simple, and effective content
- Content should be written in an easy-to-read, conversational style
- Tailor your message to your audience
- Always keep UGA’s brand personality, tone and goals in mind
2) Make your headline stand out
- People respond to headlines that give them an answer to a topic they care about
- Write attention-grabbing headlines
- A great headline can increase the likelihood of your content being shared
3) Put the most important content in the first paragraph
- Hook readers from the first line! Include some exciting data, a one-sentence story or a question
- Use a summarizing first paragraph with keywords
- Search engines prioritize information in headlines and first paragraphs when ranking and displaying results
4) Chunk your content
- Readers scan content, so use meaningful titles and headings to break your content into sections. This will help readers find what they are looking for quickly
- Cover only one topic per paragraph
- Emphasize a single message
5) Be concise
- Write short paragraphs and minimize unnecessary words
- Sentence structure should be simple
- Use well-placed links that use clear calls to action
6) Choose lists over long paragraphs
- Use a bulleted list to break up content
- Do not end sentences in a bulleted list with a period – periods stop the eye from scanning
- Short, odd numbered lists are more easily remembered, so stick to 3 or 5, ideally
More Helpful Tips
Use these resources to keep learning:
Writing Style Guide
The Office of Marketing and Communications offers a quick writing guide for CAES faculty and staff to use in order to promote consistent wording in college communications.
