Web Writing

Writing for the Web

As with other marketing publications, web pages should feature up-to-date information that is organized, clear, concise, and has a tone that is friendly and professional. In addition to the writing advice on the preceding pages in the section called "Writing Tips for Marketing Publications," here are some additional technical considerations to take into account when writing for web pages.

We have set the default fonts in the .css style sheets so there is no need to plan what font to use. Use the heading styles preset in the edit interface for section headings. Italics can be difficult to read on computer monitors, so use italics sparingly if at all.

If used well, links allow the reader to jump quickly to another location for more information. If used poorly, links can end up as a boring list of other places to go. If brightly colored links are used excessively within paragraphs, the page can become a jumble of poor design that is difficult to read.

Links should be used sparingly and as a reinforcement of content rather than as a substitute for good content. Our website uses consistent link colors for identifying links. The design templates for web pages use the desired link colors so you don't need to adjust the link colors to meet these guidelines. Avoid underlining links because it's distracting to read text that is broken up by underlining. If there are a number of links that are useful to readers, try to group them in a separate list at the bottom of the page, rather than have them interspersed within paragraphed text. If the name of a link doesn't adequately describe the content, include a brief phrase to describe the content to be found on the linked page.

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