Glasgow Caledonian University Guide to Writing for the Web

GCU: Web Writing Guide

Introduction

Writing for the web differs from print.

Readers take 25% longer to read text on screen but they only absorb a fraction of the information.

The eye tends to scan rather than read on-screen, so text has to be presented in short, concise sentences, using simple and informal language.

- Use sub-headings and bullet points to break up longer copy and make the page easier on the eye.

- The most important, relevant and eye catching information should be as high up the page as possible.

- Keep your pages tight to cut down on the need for repeated scrolling.

- Try to say exactly what you would in print with half the word count.

Web writing should be more conversational and informal than print. Use active language, avoid passive sentences and headings.

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Glasgow Caledonian University Guide to Writing for the Web

- Passive example: The boy was hit by the girl.

- Active example: The girl hit the boy.

Try to contain one idea to each paragraph, be clear and direct. Avoid long rambling sentences (try to adhere to a 20 word limit)

- If you can cut a word out, cut it out.

- Ask yourself; is there a simpler way to say this?

- There will always be exceptions but generally try to impose a 600 word limit on all pages.

- Keep it short and interesting.

- Think of possible links to build in to the copy as hyperlinks

- Try to include a few keywords or phrases for Search Engine Optimization.

Jonathan Paisley, Web Content Officer, Glasgow Caledonian University, 0141 331 8659

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Glasgow Caledonian University Guide to Writing for the Web

Writing for the Web Tips

1. Know your audience

Before typing a single character, you should consider three important things:

1. Who are your readers?2. What is the main goal of your web page(s)?3. What do you want them to think, feel and do as a result of reading your content?

Being clear about these things in advance will make it easier for you to create effective, targeted web content that engages your audience and achieves your aims.

2. Provide useful information

There are four main questions on the minds of most visitors to your web pages:

1. Who are you?2. What’s on this page?3. Why should I care?4. How do I find out more?

Your content should focus on answering these questions as quickly and concisely as possible. If you are promoting something, for example a course, event or business service, you should aim to answer every possible doubt or question they could have, at the same time as stressing what’s in it for them.

3. Write effective headlines

Your headline is important because it quickly tells the reader where they are in the website and introduces the content on the page. Headlines should be clear rather than clever, and the most important thing is to quickly convey what’s on that page.

For example: “Engineering Courses at Glasgow Caledonian University” is clearer than “About Our Courses” and contains keywords (see Writing for search engines).

Marketing headlines are slightly different as they need to grab attention and provide a benefit (see Writing web content that sells), and news/case study/feature/blog post headlines can be more creative (while still imparting information). Headlines on informational pages should primarily signpost what’s on the page, although you can also add a second level of headline to include something more actionable. For example:

Physiotherapy Courses at Glasgow Caledonian University

Train for a rewarding career in physiotherapy

As the above example illustrates, headlines are also a good place to insert keywords (see Writing for search engines).

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Glasgow Caledonian University Guide to Writing for the Web

More info: Get some tips on different types of headline from “How to write headlines that work” - www.copyblogger.com/how-to-write-headlines-that-work/

4. Write like a journalist

Studies have shown that many people don’t scroll down to read all of the information on web pages, so your most important content should be included, or at least signposted, in the top half of the page – above the fold.

That’s why you should use the inverted pyramid writing style when writing for the Web, and try to start your page with a clear headline and a short introductory paragraph, or standfirst, which can be presented in bold to make it stand out.

This is a technique used by newspaper journalists who start each story with a summary of the most important information – the lead – and then fill in the details and supporting information. The inverted pyramid style in newspapers lets readers get the essentials of every story just from reading the opening paragraph (and headline). This is in contrast to the traditional pyramid writing style of building slowly to a conclusion.

More info: Take a look at www.bbc.co.uk to see how their headlines and standfirsts work to give readers an overview of the content and help them decide whether or not the article is worth reading.

TIP: Try writing your summary paragraph last.

5. Use sub headlines

Use subheads to break up longer copy and make it easy to scan. Focus on making your subheads descriptive rather than too clever to indicate what content is contained in the text below. Place your subheads at regular, fairly uniform intervals in longer content.

Subheads are also a good place to insert keywords (see Writing for search engines).

Tip: After you have written your page, skim read it quickly. You should get a good idea of the content of the page just from reading the headline, opening paragraph and subheads.

6. Break up your text

People don’t want to be faced with a solid block of text when they access a web page, as it suggests they will have to work hard to read all the information.

Use short sentences and short paragraphs to make the page more accessible. If you have to include a lot of text – longer than 300-400 words – use subheads (see above) to break up the text and make it scannable, and vary the length of your paragraphs to make it easier on the eye.

Tip: When looking for places to break your content into shorter paragraphs, try to stick to one idea, point or topic per paragraph.

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Glasgow Caledonian University Guide to Writing for the Web

7. Focus on your readers

The focus of your content should always be on your target audience. As an informal medium, the Web is perfect for talking directly to your audience, which helps engage them and build rapport.

For example: “Your pizza will arrive within 30 minutes” is better than “We deliver our pizzas within 30 minutes”. You have already transferred ownership of the pizza in the mind of the reader.

Of course, you should mention your own achievements, awards, success, etc, to build credibility, but always try to think about what this means for your readers and how they will benefit.

Tip: After you’ve written your page, do a search for “our” and “we”. If there are a lot of them, try reworking the text to focus more on the reader.

8. Use the active voice

Writing in the active rather than the passive voice makes your content more engaging and readable. Try reading your content out loud to yourself when finished. You may attract some funny looks, but you’ll get a good indication of how well it flows and how engaging it is.

For example:

Passive: “Further information can be obtained from Learning Services.”Active: “Get more information from Learning Services.”

Passive: “The course has been completed by 550 students.” Active: “550 students have completed the course.”

More info: “Use the active voice” - www.bartleby.com/141/strunk5.html#11

9. Be clear and concise

Brevity is your friend online. Never use two or three words where one will do, and stick to simple language

For example: “Flash Lightning is fast, easy-to-use and cost-effective” is better than “Our new widget, Flash Lightning, is, as the name suggests, exceptionally fast. It is also very easy for people to use and creates an abundance of cost efficiencies.”

Your main focus should be on answering the “what”, “where”, “when”, “who”, “why” and “how” for your readers as quickly and concisely as possible. The rule of thumb is that your content should be only as long as it needs to be to convey the necessary information.

More info: “Omit needless words” - www.bartleby.com/141/strunk5.html#13

Tip: After writing your first draft, go back and try to slash at least 10% of your word count. Do the same with your second draft, third and so on. Focus on cutting fluff (non-essential content), redundant words and repetition.

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Glasgow Caledonian University Guide to Writing for the Web

10. Avoid jargon

Avoid using acronyms, abbreviations and jargon. Remember you are writing for an external audience that may not be familiar with the vocabulary used within the university, including abbreviations of department names. When in doubt, refer to the Style Guide for correct usage.

More info: “Plain English” - www.gcal.ac.uk/learnersupport/csd/plainenglish

11. Link, link, link...

The great advantage of the Web is its interactivity. Not only can you add images, video, audio and other multimedia elements to enhance your written content, but you can also link to other pages, documents and websites.

Tip: Think of your web page as an interactive, dynamic page rather than a static Word document.

Link to relevant pages where possible, but don’t go overboard as the page will look messy. And remember to only link to necessary and relevant information. Otherwise you risk losing your reader to another website. Always use the active voice when linking, and label them descriptively instead of writing “Click here”, “Handy link” or “Go to Web page”.

For example: Write “Learn more about a career in physiotherapy.” instead of “For more information on a career in physiotherapy, click here.”

If you create a resource page containing links to, for example, physiotherapy career information, write a short description of the content being linked to under each link.

For example:

Physiobase – Online Physiotherapy CommunityA large physiotherapy forum and information archive, containing message boards, useful links and other sources of physiotherapy information.

Keep linked phrases to a few words, rather than entire sentences, and try to include important keywords to help your search engine rankings (see Writing for search engines). For example, if ranking highly for physiotherapy-related keywords is important to you, the above example shows how you can add three instances of “physiotherapy” into your web page very easily. That’s why a list of keyword-rich links and descriptive text is an excellent way to make your pages more search engine friendly.

Tip: Remember to periodically check that all your links work, as broken links frustrate readers.

If your link goes to a downloadable document, include details of the file type and size, and try to name the document clearly so the reader can find it easily on their PC.

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Glasgow Caledonian University Guide to Writing for the Web

For example: Name the document “MSc Building Services Engineering Application Form.pdf” instead of “application form.pdf” and write the link as, “Download the MSc Building Services Engineering Application Form (pdf, 35Kb)”.

It also a good idea to write a short, one-line description of the file to be downloaded underneath the link.

12. Use lists

Lists break up content to make the page easier on the eye and help readers pick up the most important information quickly. Short lists are better than long lists, and you should only number your lists if it’s a step-by-step process or prioritised list. Otherwise, use bullets and keep each bullet point short.

For example: The following text could just as easily be presented as a list - “The benefits of our new widget include the ability to save time and money. It’s also easy-to-use and requires little or no training. You can buy in bulk and we offer next-day delivery to your door.”

Here’s the list version:

Benefits:

Save time and money Easy-to-use No training required Fast delivery available

13. Add multimedia

Where relevant, add video and audio to give your audience a choice of how to consume your content, and to give you the opportunity to deliver that content to a wider audience, eg through YouTube. You can also benefit from social networking sites such as Facebook. For example, you can start a Facebook group or page for your School or to promote an event. Blogs can also help you add keyword-rich content (see Writing for search engines), build links to your web pages and reach a wider online audience.

You can also consider using social bookmarking tools such as Digg it, Stumble Upon and delicious.

14. The 3-second scan

A visitor to your web page may spend as little as five seconds, or even less, scanning the page to see if it’s of interest to them. That’s why a solid block of text with no subheads and paragraphs of the same length drives people away.

After writing your page, scan it for a couple of seconds and ask yourself these questions:

1. Did I get an overview of what’s on this page?2. Did the the content draw me in to spend longer reading?

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Glasgow Caledonian University Guide to Writing for the Web

If the answer is “no” to one or both of these questions, review your content to see how you can make it more scannable using some of the tips in this guide.

15. Add a call to action

A call to action is often necessary if you want your reader to do something specific after reading the content on a page. This could be sign up to a newsletter, request information, download a document or another action.

Try to write a specific call to action, rather than just “Click here”, eg “Sign up now to receive course updates”.

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Glasgow Caledonian University Guide to Writing for the Web

Writing for search engines

Why write for the search engines?

School-leavers and others within your target market are more likely than not to use an Internet search engine such as Google or Yahoo to search for information related to your school, course, event, news story or subject area.

While people do search for specific information, companies or products, eg “Glasgow Caledonian University”, most of the time they search for answers to specific questions, eg “how to become an engineer”, or solutions to specific problems, eg “funding for postgraduate study”.

Writing your content with the search engines in mind can help your target market find you online.

What are keywords?

Keywords are the words and phrases people use to search online. Their queries reveal what they are looking for. Often users begin with a more general search, such as “physiotherapy”, and then narrow down their results by adding specifics, such as “physiotherapy courses in Scotland”.

The goal for all websites should be to rank as highly as possible in the search engine results pages – ideally on the first page or no lower than the top three pages – for keywords relevant to their content, services and products.

It’s easier to rank higher for specific keyword phrases than general keywords. For example, “physiotherapy” generates nearly 5 million results, whereas “physiotherapy courses in Scotland” generates 131,000 and “postgraduate physiotherapy courses in Scotland” generates 26,700.

By strategically sprinkling your web pages with keywords, you can benefit from the free publicity offered by the Web and target people searching for what you have to offer.

What is search engine optimisation?

Search engine optimisation (SEO) is the process of improving the visibility of your web pages in Google, Yahoo and other search engines to make it easier for your target market to find you in the search engine results pages.

The easiest way to improve your search engine rankings is to make your content as search engine friendly as possible by including relevant keywords in your text.

Search engines love:

Fresh, regularly updated content, eg blogs and news pages

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Glasgow Caledonian University Guide to Writing for the Web

Web pages containing keyword-rich content targeted at one particular audience or revolving around one main subject area, eg Engineering or Computer Science

Keyword-rich links (See Link, link, link...) between your pages and other relevant web pages

How to research keywords

The first step in optimising your pages for search engines is to undertake a little keyword research. Make a list of the keywords your target market might use to search for information related to your web pages. Professional search engine specialists spend many hours compiling huge lists of keywords. You don’t need to go to those lengths. The most important thing is to be aware of your main keywords and know how to fit them into your web content.

Here are four easy ways to find your important keywords:

1. Look at your existing web pages to find important keywords in the content2. Browse your competitors' sites to find keywords you may have missed3. Find new keywords by putting yourself in the mindset of someone searching for the

information you offer4. Use some of the tools listed in Resources

How to add keywords to your content

Always write for your human audience first, rather than trying to shoehorn keywords in to your text from the start. If you are writing about a specific topic for a specific audience, you’ll find that a lot of your keywords will appear naturally. When you have a first draft, go back through it to see where you can insert more keywords without spoiling the readability and flow of your content.

Where to place keywords?

Ideally you should look to place your main keyword in your headline, first paragraph, last paragraph and any relevant links and subheads. Then try to sprinkle keywords around the rest of your content, without going overboard and making it unreadable.

The ideal length for content on a web page should be no more than 400 words. You can add more content, and therefore more opportunities to insert keywords, by adding lists of links (see example below), short summaries of the content on pages you link to and testimonials or case studies.

Ideally you should focus on one main keyword and a couple of secondary keywords on each page.

Keywords in a list of links example (keywords in bold):

Find out more about studying Physiotherapy in GlasgowBrowse undergraduate Physiotherapy coursesBrowse postgraduate Physiotherapy coursesLearn more about a career in Physiotherapy

Keywords in text example (keywords in bold):

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1. No keywords:

About our courses

Our courses are recognised by employers around the UK and abroad, and our graduates have an excellent employment rate in a variety of fields. We offer some of the best facilities in the country, and you will undertake placements in NHS hospitals, as well as in private practices, to gain valuable experience that will help you in your future career.

Click here to find out more.

2. Good number of keywords:

Physiotherapy Courses at Glasgow Caledonian University

Train for a rewarding career in physiotherapy

Our physiotherapy courses are recognised by employers around the UK and abroad, and our graduates have an excellent employment rate in a variety of physiotherapy fields. We offer some of the best facilities in the country, and you will undertake placements in the physiotherapy departments of NHS hospitals, as well as in private practices, to gain valuable experience that will help you in your future career as a physiotherapist.

Tip: Use plurals to cover your bases, eg “engineering courses” can be found by people searching for “engineering course” and “engineering courses”.

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Glasgow Caledonian University Guide to Writing for the Web

Writing web content that sellsNow and then you may want to promote an event or create content that sells as well as informs. Here are a few tips to writing effective promotional copy for the Web:

Before you start, be clear about your audience, main messages and desired response.

Write a headline or tagline that grabs attention and ideally expresses the main benefit to the reader (see “How to write headlines that work” - www.copyblogger.com/how-to-write-headlines-that-work/).

Address a “problem” faced by the target market, eg “Looking for something to do this weekend?”

Focus on the “what’s in it for me?” - the benefits to the reader.

Build your credibility by adding testimonials, case studies, stats and other supporting information.

Give the reader all the information they need to make a decision and address all of the possible concerns or doubts they could have. For example, if you are promoting an event, state whether or not parking is available or food will be served, and provide clear directions.

Include a clear, descriptive call to action, eg “Get your guide to Physiotherapy careers.” instead of “Click here.”

Write as you speak and use the tone and language most suited to your target audience.

Talk directly to your reader.

Keep to the point and don’t get bogged down in details.

Make good use of subheads and bulleted lists to break up longer copy and help skim readers.

Use bold (sparingly) to highlight important words and phrases for skim readers.

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Glasgow Caledonian University Guide to Writing for the Web

ChecklistBefore hitting “publish”, double-check your content is suitable for the Web:

Have you addressed your audience directly, using the tone and language suitable for them?

Have you answered the “who”, “what”, “why” and “how”?

Have you written a headline and opening paragraph that clearly identifies what’s on the page?

Is your most important information “above the fold”?

Is your content easy to scan, including subheads and short sentences and paragraphs?

Have you focused on your readers, with more “you” and “your” and less “we” and “our”?

Have you used the active voice to engage your readers?

Have you used clear concise language containing no jargon?

Have you included your main keywords?

Have you added keyword-rich links to relevant information?

Have you used lists where relevant to help readers scan important information quickly?

Do you need a call-to-action?

Could you cut your word count by at least 10%?

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Glasgow Caledonian University Guide to Writing for the Web

ResourcesWebsites

Elements of Style (online version): www.bartleby.com/141 Copyblogger: www.copyblogger.com SEOmoz: www.seomoz.org useit.com: www.useit.com/papers/webwriting BBC Style Guide: www. bbc training.com/pdfs/news styleguide .pdf

Plain English: www.gcal.ac.uk/learnersupport/csd/plainenglish

Books

General writing:

On Writing Well, William Zinsser On Writing, Stephen King Elements of Style, William Strunk, Jr.

Web writing:

Net Words, Nick Usborne Don’t Make Me Think, Steve Krug

Keyword research tools

http://freekeywords.wordtracker.com/ Get ideas for new keywords.

https://adwords.google.com/select/KeywordToolExternal Get ideas for new keywords.

www.google.com/trends Compare keywords and find the most popular ones.

www.seomoz.org/term-extractor Analyse your existing pages, and your competitors’, to find popular keywords.

www.marketleap.com/verify/default.htm See where your pages rank in the search engines for your main keywords.

www.webconfs.com/keyword-density-checker.php Get a visual representation of the most common keywords on your or your competitors’ pages.

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Glasgow Caledonian University Guide to Writing for the Web

Style guideAbbreviationsDon’t use full stops in abbreviations, eg BBC, GCU, EU, eg, 9am, Dr Smith, Mr Jones.

Spell out unfamiliar abbreviations in the first instance and include the abbreviation in brackets, eg Glasgow Caledonian University (GCU). Thereafter, use the abbreviation on the same page. Remember that people don’t read web pages in a linear fashion, and people could land on any page, so you should spell out the first instance of unfamiliar abbreviations on every page where relevant.

Don’t use abbreviations for short words, eg use Professor not Prof. and December not Dec. (although do use Dr not Doctor – no full stop).

Academic schools and departments First letters should always be upper case and do not use ampersands eg:

School of the Built and Natural EnvironmentCaledonian Business SchoolSchool of Engineering and ComputingSchool of Health and Social CareSchool of Life Sciences - Department of Biological and Biomedical Sciences- Department of Psychology- Department of Vision SciencesSchool of Law and Social SciencesSchool of Nursing, Midwifery and Community Health

Use lower case when referring to “the school” and “the department” within a sentence. Only capitalise the first letter of “the” if it comes at the start of a sentence.

Academic qualifications Don’t use full stops, eg BA, MA, MSc, PhD.

AmpersandsDon’t use ampersands within body copy, school names and headlines, eg School of Built and Natural Environment and Schools and Colleges Liaison Team. You can use them in navigation links and page titles if space is tight, eg “Parents & Family”.

ApostrophesUse the 1960s or the ‘60s, not the 1960’s or the ‘60’sFor names ending in “es”, leave out the additional “s”, eg Mrs Jones’ holiday not Mrs Jones’s holiday.

BuildingsOfficial names of GCU buildings:

Britannia BuildingWilliam Harley BuildingCPD CentreArc

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Students' AssociationGovan Mbeki Health BuildingGeorge Moore BuildingHamish Wood BuildingBuchanan HouseOccupational Health UnitSaltire CentreCharles Oakley LaboratoriesNurseryTeaching BlockMilton Street BuildingCaledonian CourtStudents’ Union

Only capitalise the first letter of “the”, eg “the Saltire Centre”, if it comes at the start of a sentence.

BoldUse sparingly for emphasis within text or for sub headings. Do not overuse.

Bullet pointsUse bulleted lists to break up longer copy and make it easy for readers to scan the main points. Keep the sentences in each bullet point short and ideally no more than three lines in total for each bullet point.

Capitalise the first letter of the first word of each bullet point, even in short bullet points. Only include a full stop at the end if a bullet point includes more than one sentence or a whole paragraph. If each bullet point takes up one line, do not include a line space between each point. If the bullet points run to more than one line, include a line space between each.

If a list of bullet points runs on from a sentence, you don’t need a colon before starting the list and you should use lower case throughout, eg

bullet point one bullet point two bullet point three

If your list included standalone points, use a colon to introduce it, eg Here are three bullet points:

Bullet point one Bullet point two Bullet point three

Use standard bullet points rather than dashes or symbols.

CapitalsDon’t capitalise whole words for emphasis within text. Also see Headlines.

Contractions Use “you’ll’, “we’ll”, “don’t”, etc to establish a more friendly and informal tone, eg for a student audience and in website content.

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Course titlesA Level (no hyphen)GCSEBA(Honours) or BA(Hons) – no space after BAHigher Grade or HighersPgCertBEng(Honours) or BEng(Hons)PgDipBSc(Honours) or BSc(Hons)Masters or MAMPhilPhD

Dates and timesNo punctuation, eg Monday April 2nd 2008 or April 2nd 2008.

Use 9am (no space before “am” and no full stops).

DashesUse dashes as an alternative to two commas, eg “Glasgow Caledonian University, a university in the centre of Glasgow, is one of the country’s largest educational institutions” could also be written as “Glasgow Caledonian University – a university in the centre of Glasgow – is one of the country’s largest educational institutions”.

egNo full stops.

EmailUse email not e-mail.

However, use e-commerce, e-learning and e-newsletter.

FractionsWrite out and hyphenate fractions within text, eg “Two-thirds of students live at home”.

Full time/Full-time “Students can take a full-time course.”“Students can study full time.”

Glasgow Caledonian UniversityAcceptable alternatives are GCU, Glasgow Caledonian and “the university” (lower case) to save space and avoid repetition.

Don’t shorten to “Caley” or “Glasgow Caley”.

HeadlinesOnly capitalise the first letter of the first word.

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HyphensUse a hyphen to join together two words to form an adjective, eg “part-time study” and “work-based learning”. Don’t use hyphens with adverbs, eg “the course is fully booked” not “the course is fully-booked” and “this method is widely used” not “the method is widely-used”.

InternetLower case unless it starts a sentence, eg “the internet is huge.”

-ise or -izeUse -ise not -ize in words such as organise, recognise and specialise, no matter what your MS Word spell checker may tell you!

Job titlesUse upper case when talking about a specific person and their job title, eg “John Smith, Marketing Manager” and lower case when talking in general terms, eg “the company appointed a marketing manager” or “John Smith has worked as a marketing manager for many years”.

Numbers Use words for one to nine and numerals thereafter. If a number occurs at the start of a sentence, spell it out.

Use “the 19th century” but “nineteenth-century book”.

Use 2,000 not 2000.

OnlineUse online not on-line.

Part time/part-time You take a part-time course but you study part time.

Per cent / %Use %, unless the number has been written in full, eg two per cent.

PostgraduateUse lower case “postgraduate” unless it’s part of an official course title.

Programme/ProgramProgramme refers to courses and TV/radio shows, eg “our journalism programmes”. Program refers to software, eg “the program on my PC”.

RangesUse “students aged 17–21” or “students aged from 17 to 21 not “students aged from 17–21”.

QuotesUse full quotation marks, except for speech or quotes within a quote, when you should use single quotes (inverted commas), eg “The awards body praised elements of the course as ‘highly innovative’,” said the Head of Communications.

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When breaking up one long quote over two paragraphs, do not close the quotation marks at the end of the first paragraph. Instead open them on the following paragraph and close them at the very end of the quote, eg

“The course is great,” said Mr Bloggs.”It includes lots of interesting modules and practical placements.

“I would recommend it to any student.”

Singular nounsRefer to an organisation or institution as “it” not “they”. Eg “The City Council is aware... “ not “The City Council are aware...”

StudentUse lower case “s”.

UndergraduateUse lower case “undergraduate” unless it’s part of an official course title.

UnderliningUnderline links in web pages, and try not to use in headlines or for emphasis.

Web addressesDon’t include http:// for URLs that include www, eg www.gcal.ac.uk

Web, websiteUse upper case when talking about “the Web”, but use lower case when talking about “web pages” and “web design”.

Use “website” not “web site”.

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