7 useful writing tips

• Keep it short: Use simple words and concise phrases

  Using short words may mean that you sometimes have to split up words. 

  "That makes the sentence longer", the attentive web editor might argue. This is true. In each specific situation, assess which is easier to read and understand: short words and longer sentences or long, compound words and shorter sentences. Often the first will be the easiest.

  Using short phrases means that you need to find shorter versions of some phrases that you probably already know. For example:

  • You have the possibility → you can
  • So that → so
  • Regarding → about
  • Pay attention to → (unnecessary; we only write things to pay attention to)

  
  

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• Punctuate: Write short sentences

  Short sentences are easier to read. Avoid too many clauses or run-on sentences. But also remember that variety gives life to the language, so sometimes the sentence can be a little longer.
• Use paragraphs: White space makes content easier to scan

  Users scan our pages for answers, and it's easier to get an overview of several smaller chunks of text than one long, dense one.

  Even if readers of news and articles aren't looking for answers to a specific question, paragraphs still make the text easier to navigate and read, so here too it's a good idea to have many paragraphs. 3-4 lines per paragraph is often appropriate.

• Write actively: Make it clear who does what

  Sentences with active verbs and clear subjects are easier to understand and act on. Avoid passive constructions and reduce the use of -tion and -ment. For example:

  • Cancellation → you cancel
  • Postponement → he postpones
  • Examination → we examine.
• Use subheadings: Add a new heading when you introduce a new topic/message

  Paragraphs with headings make a page easier to scan and help readers find what they'relooking for. Make sure each heading contains keywords for the section - preferably, the entire message, if possible.

  You don't need a new subheading for every paragraph, only when you introduce a new point.

• Use bullet points: Bullets should be short and evenly structured

  • Bullet points make a text clearer.
  • Bullet points are easy to scan.
  • Bullets should be consistent.
  • Bullets should be short.

  A bit of grammar: Put a full stop after each bullet if it's a full sentence. Put a full stop after the last bullet if the bullets are not full sentences.

  If your bullets become very long, consider using an accordion instead.

• Use clear and self-explanatory links: Make it obvious where they lead

  Avoid turning individual words within a sentence into links; links in the middle of the text can disrupt reading flow and rarely give users a complete understanding of where you'll end up if you click. Instead, place links on a separate line below the paragraph, allowing for a more descriptive link text.
  
  "Read more" or "Click here" are not adequate link texts. When scanning a page, links naturally draw attention, so the link text should be understandable even if we haven't read the rest of the content in the paragraph or on the page. Link texts can be full sentences.