September 23, 2011 in Web Usability

Web Writing Rules

Users scan, they don’t read.

When writing for the web there’s a handful of rules:


  • Plain english
  • Chunkated content
  • Meaningful headings (not clever ones)
  • Highlight keywords (bold)
  • Use bulletted lists
  • F shaped scanning pattern
  • If theres a more common term, use it
  • Use a active voice ( active voice (“Actor does X to Object”) is usually better than passive voice (“Object has X done to it by Actor”) .
  • Show numbers as numerals
  • Positive statements
  • Less is more
  • Keep introductory text short (content context only)
  • Be succinct
  • Users scan, they don’t read


  • One idea per paragraph
  • Inverted pyramid style (start with conclusion)
  • Half the word count (than traditional writing)


  • Scanning the headings should explain what the page is about

August 22, 2010 in Copywriting For The Web, Misc

July 31, 2010 in Copywriting For The Web, Misc

Copywriting for the Web: Do I Need a Blog?

It’s simple really: if a monkey needs a banana then a business needs a blog. Blogging isn’t the future, it’s the now.

Long gone are the days of introverted teenagers tapping out their every thought into the box of lights in front of them. Man evolved, the world evolved, now blogging has evolved. Read More

July 12, 2010 in Copywriting For The Web, Misc

Copywriting for the Web: Firing Bullet Points at Web Copy

planeFrank grips the controls of his light aircraft and plots a course through a canyon of clouds. Free of the fluffy divide a sudden flood of sunlight washes over the plane’s metallic body.

“This is the life”, mutters Frank as he takes view of the green fields below.

With that, both engines start to chug. Read More