Writing for the web isn't the same as writing a grant proposal, research paper, or even a department email. It takes a special viewpoint to capture and retain your visitors’ attention. It’s all about reducing as much friction as possible between your visitor and the desired action.
And if you’re writing with the Iowa State narrative in mind, there’s even more to consider. Higher education and research writing is often targeted at peers, rather than prospective students, farmers, or the public.
With these factors in mind, I personally have a mental checklist that I run through each time someone asks me to review a piece of content for their website.
Let’s explore five things that I look for when writing or reviewing a piece of web content, as well as before-and-after examples to demonstrate each guideline.
Use plain language
As I read through the content, I look for any phrases that might slow a reader down as they try to decipher meaning. Terms that may be everyday language to you or your peers, but unfamiliar to outsiders, should be avoided.
Translating writing into plain language:
- If you can’t swap a technical term for an everyday alternative, be sure to explain it.
- Spell out any acronyms the first time you use them.
- Read it aloud. If there are sections that give you pause, rewrite them.
Example:
- Before - Our interdisciplinary curriculum leverages experiential learning modalities to facilitate student advancement into global agricultural system careers.
- After - You’ll learn by doing, with real-world projects and time abroad providing you with the experience needed for a career in global agriculture.
Vary your paragraph lengths
Varying paragraph length is the most frequent edit I make when reviewing content. You are battling limited attention spans, and walls of text lose readers. Aim for short paragraphs, ideally one to three sentences.
Important statements can be single-line sentences. Let them stand on their own so visitors are drawn to them.
Use bulleted or numbered lists where possible. It’s a great way to break up your text, and it makes your content easy to scan. When I review and see more than two items listed in a sentence, I break the items up into a bulleted list instead.
Example:
- Before - The Start Something program offers students the opportunity to develop entrepreneurial skills through workshops that are held throughout the semester and which are led by faculty and industry mentors who have experience in launching businesses, and students who participate can also apply for seed funding, join pitch competitions, and make connections with alumni who have started companies of their own.
- After -
Have a business idea? Start Something can help.
Throughout the semester, join workshops led by faculty and mentors who have launched businesses of their own. You can also pitch your idea in a competition and apply for seed funding.
Make connections with alumni who’ve started companies and can share what they’ve learned with you.
Label things for an out-of-context reader
Naming things usefully can benefit user experience, search engine optimization, and accessibility, and it applies to page titles, headings, link text, buttons, and file names.
Tell people what they will get by clicking on a link or reading a specific section of your page. It’s important not to leave things vague, because you don’t know how much skimming your visitor has already done to get to your link text or the heading at the bottom of your page.
Quick test: would this label make sense if it were read out of context?
This topic is covered thoroughly in my post, Website Headings and Why They Matter, if you’re interested in reading more.
Example:
- Before - “Click here” or “Resources”
- After - “Apply for the fall 2027 program” or “Funding guides for graduate students”
Write positively
This one is simple, but easy to forget. Frame your content positively. Tell people what they can do, not what they can’t.
Positive phrasing is clearer and friendlier. “Don’t” and “never” tell visitors what to avoid, but leave them guessing about what they should do instead. A positive version can give them a next step.
Example:
- Before - Don’t forget to attach your transcript.
- After - Attach your transcript to complete your application.
Tell visitors why
After I finish reviewing a page’s content, I consider what feeling the visitor will take away from it. Aim for visitors to leave feeling confident in your offering.
The best way to do this is to answer the question why. Why should your visitors choose you/care/act? Lead with the benefit to the visitor to create a connection and build trust.
Example:
- Before - Complete your faculty profile.
- After - Complete the faculty profile form so students and collaborators can find your research online.
Review your content
Your visitors are busy, and they're deciding quickly whether your page is worth their time. Clear, friendly writing shows them it is.
Run through these five questions next time you are preparing to publish a page:
- Is the language plain enough for someone outside your field?
- Are the paragraphs short and easy to scan?
- Would every heading and link make sense out of context?
- Does the copy tell visitors what to do, rather than what to avoid?
- Does it explain why they should care?
If you'd like a second set of eyes, share your page with the team at websupport@iastate.edu, and we'll be happy to help review it.