Writing for the web

Writing for the web is different from writing for print. Online readers are usually looking for something specific, often on a phone, often in a hurry, and often distracted. Research on online reading behaviour has long found that most people scan pages, looking for headings, keywords and links, rather than reading every word. If they can't quickly find what they need, they leave.

Good web writing respects the reader's time. It puts the most important information first, uses plain language and a clear structure, and is accessible to everyone. This guide covers practical techniques, drawing on the Australian Government Style Manual and accessibility guidelines.

Know your reader and purpose

Before writing, answer three questions. Who is the reader? What do they need to know or do? What do you want them to do after reading? A page for first-time customers needs different content from a page for existing clients or industry peers. Write down the main message in one sentence. If you can't, the page will struggle.

Put the most important information first

Use the inverted pyramid, a structure borrowed from journalism: start with the conclusion or key information, then add supporting detail, then background. Readers who stop after the first paragraph still get the main point. On a service page, say what you do, for whom and where in the first lines. On a guide, give the direct answer before the detail.

Use plain language

Plain language is not simplistic. It's writing your audience can understand the first time. Techniques include:

• Use familiar words. Write "use" rather than "utilise", "help" rather than "facilitate", "start" rather than "commence".
• Keep sentences short. Aim for one idea per sentence, with an average of around 15 to 20 words. Vary length to keep rhythm.
• Use the active voice. "We will review your application" is clearer than "Your application will be reviewed".
• Address the reader directly. Use "you" and "we".
• Explain jargon and acronyms. Spell out acronyms on first use, and avoid jargon your readers don't use.
• Be specific. "Reply within 2 business days" beats "respond in a timely manner".
• Cut unnecessary words. Remove filler such as "in order to", "it is important to note that" and "at this point in time".

Check your text with our readability tool, which estimates a Flesch reading-ease score, average sentence length and reading time.

Structure for scanning

Help readers find what they need:

• Descriptive headings. Use headings that say what each section contains, often phrased as the question readers are asking. Use heading levels in order.
• Short paragraphs. Two to four sentences is plenty on screen.
• Lists. Use bullet points for related items and numbered lists for steps.
• Bold sparingly. Highlight key terms, not whole paragraphs.
• Tables. Use tables for comparing data, not for layout.
• Meaningful links. Link text should describe where it goes. Avoid "click here".

Write for mobile

Most web traffic now comes from phones. On a small screen, long paragraphs become walls of text, and tables and wide images can break layouts. Front-load key information, keep paragraphs short, make buttons and links easy to tap, and preview your page on a phone before publishing.

Write accessibly

Accessible content works for people with disability, older readers, people reading in a second language and everyone using a phone in bright sunlight. The Web Content Accessibility Guidelines (WCAG) are the international standard. Key writing-related practices include:

• clear, simple language and logical structure;
• proper heading structure, which screen reader users rely on to navigate;
• descriptive link text;
• alternative text for informative images, describing their content and purpose;
• captions and transcripts for audio and video;
• not relying on colour alone to convey meaning;
• sufficient colour contrast between text and background.

Titles and descriptions

Each page needs a clear, specific title that reflects its content, as this often appears in search results and browser tabs. Write a concise meta description summarising what readers will find. Our SEO basics guide explains more.

Writing for different formats

Web pages: answer the reader's question directly, structure for scanning and include a clear next step.

Emails: use a specific subject line, one main message and a clear call to action. Keep it short.

Social posts: lead with the most interesting point, write conversationally and match the platform's tone.

Microcopy: buttons, form labels, error messages and instructions should be short, specific and helpful. "Book a call" is better than "Submit".

Tone and voice

Your voice is your organisation's consistent personality; your tone adapts to the situation. A friendly voice might be playful in a social post but calm and direct in a message about a service outage. Write as you would speak to a customer: warm, clear and respectful. Avoid exaggerated claims, which undermine trust and may breach consumer law.

Using AI writing tools

AI tools can help brainstorm, outline, summarise and edit. But they can produce generic text, factual errors and invented sources. Use them as an assistant, not an author: add your own expertise and examples, check every fact and edit for your voice. Search engine guidance focuses on whether content is helpful and reliable, however it is produced.

Editing and proofreading

Leave time between drafting and editing. Read your text aloud to catch clumsy sentences. Cut ruthlessly. Check facts, names, numbers, dates and links. Use Australian spelling consistently. Ask someone from your target audience to read it and tell you what they understood. Finally, keep content up to date: review important pages regularly and show when they were last updated.

Common mistakes

• Burying the main point under background.
• Long paragraphs and sentences.
• Jargon and unexplained acronyms.
• Vague link text such as "click here".
• Images of text instead of real text.
• Publishing without reading on a phone.

Numbers, dates and inclusive language

Use numerals for numbers 2 and above in most web content, because they are easier to scan. Write dates in a consistent format, such as 14 October 2026, and avoid ambiguous formats. Use inclusive, respectful language: describe people as they would describe themselves, and avoid assumptions about gender, age, disability and culture. The Australian Government Style Manual has detailed guidance on all of these.

Key points

Know your reader, put key information first, use plain language, structure pages for scanning, write accessibly and for mobile, and edit ruthlessly. Use our readability tool as a quick check, and keep important pages up to date.