Dental Health Services Victoria

Why is writing for the web different to writing for print?

• People read 25% slower online.
• Only 20-28% of words on the page are read.
• People skim-read content in an ‘F’ pattern (see picture)
• The first two words of a paragraph are read.
• Online text needs to be found by search engines.

Tips for writing content

• Use 50% less words than the paper equivalent.
• Use descriptive (not ‘catchy’) headlines.
• Get rid of needless words.
• Use simple language (e.g. ‘tooth decay’ rather than ‘dental caries’).
• Use active voice.
• Conclusion or key information at the top.
• Short sentences (approx. 15-20 words).
• One idea/topic per paragraph (50 - 100 words max).
• Use common words and terms that people might be searching under (especially in headings).
• Descriptive links (indicate what will be found by clicking).
• Write 'factual' numbers as digits, not letters (e.g. 3 months, 20%, 5 out of 10).

Tips for formatting content

• Break text up with bullet points.
• Break text up with subheadings.
• Try to keep external links and links to documents outside of the main content.
• Internal links can be placed in text but not to the extent that it no longer reads well.

Writing for search engines (e.g. Google)

• For users to find our site, we need to use terms which are search engine friendly.
• Headings and subheadings should use the same words as our users would.
• Include the same (or similar) words and phrases in the first couple of paragraphs as appear in your heading.

(Note: do not use excessive keywords: the text must read well)

See below for examples of terms which may differ between our organisation and the general public.

For more information, download the complete presentation (PPT, 5.23MB).

(Alternatively, refer to page 10 of the DHSV Writing Style Guide 2010, PDF, 550KB)