Start here · Essential guide
Writing for the Web: A Plain-Language Guide
A plain-language foundation for web writing: how to choose length, structure and tone for readers who scan a page before they decide to read it.
Writing and Editing
Writing for the Web
How text is shaped for screens and for readers who skim.
How People Scan a Web Page
What common reading habits on screens suggest about where your key words belong, and how to write pages that work for readers who skim before they read.
Opening Paragraphs That Earn the Next One
Practical ways to open a piece with the point, a question or a scene, so readers can tell quickly that the page is worth continuing.
Short Paragraphs and White Space
Why compact paragraphs and open space help people read on small screens, how to break text up sensibly, and when too many breaks hurt the writing.
Using Subheadings to Guide Readers
How descriptive subheadings divide a page into sections, show the outline of an argument, and help skimming readers and screen reader users find their way.
Writing Calls to Action Without Pressure
How to phrase the next step a reader could take in direct, respectful words, without false urgency, guilt or vague promises that erode trust.
Writing Headlines That Are Clear and Honest
How to write headlines that tell readers what to expect, use ordinary words, and avoid misleading curiosity bait that leaves people feeling tricked.
Writing Links and Link Text That Make Sense
How to choose descriptive link text instead of vague phrases like click here, so links make sense to skimming readers and to screen reader users.
Writing Meta Descriptions and Page Summaries
How to write the short summary that appears in search results and shared links: accurate, readable, the right length and free of keyword stuffing.
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