Public Writing: Writing for the Web

Public writing is typically also writing for the web. Writing for the web is a well-established area with common best practices. Be sure to consider the following as you write any type of web content (adapted from Usability.gov’s Writing for the Web):

• Use the words your users use. By using keywords that your users use, you will help them understand the copy and will help optimize it for search engines.
• Chunk your content. Chunking makes your content more scannable by breaking it into manageable sections.
• Front-load the important information. Use the journalism model of the “inverted pyramid.” Start with the content that is most important to your audience, and then provide additional details.
• Use active voice. “The board proposed the legislation” not “The regulation was proposed by the board.”
• Use short sentences and paragraphs. The ideal standard is no more than 20 words per sentence, five sentences per paragraph. Use dashes instead of semi-colons or, better yet, break the sentence into two. 
• Use bullets and numbered lists. Don’t limit yourself to using this for long lists—one sentence and two bullets is easier to read than three sentences.
• Use clear headlines and subheads. Questions are particularly effective.
• Use images, diagrams, or multimedia to visually reinforce ideas in the text. Make sure all visuals and media are accessible.