Writing for the Web

  1. Paragraphs should be short; 7-8 lines at most. Web pages should be no more than 500 words. Paragraphs should be no more than 70 words and/or no more than six sentences. Sentences should be no more than 20 words.
  2. Subheadings, pull-out quotes, bullet points and numbered lists should be used liberally.
  3. Use bold for emphasis on a keyword phrase or sentence—never caps, italics or quotes.
  4. Italics used only in citations or summaries.
  5. FAQ content should be written out and explained in paragraph detail with headings related to the question being answered. FAQs are not permitted on the site.
  6. Long content should include a short 2-3 line summary at the beginning.

 

This:

  • Standard grammar and content with keyword-based hyperlinks
  • Email addresses hyperlinked with mailto:
  • Buttons only for calls to action (CTA)

Not:

  • URLs or hyperlinked URLs
  • CTAs to send an email
  • Hyperlinked sentences

Examples:

Avoid: