Writing for the Web is about making your writing easier to read and use, not dumbing down your ideas. Help readers by writing for on-screen reading:

• Write in the journalistic “inverted pyramid” style: Clearly state your most important idea first.
• Use meaningful subheads to help readers find the content they want.
• Highlight key phrases and words to draw visitors’ attention.
• Use links to provide easy access to background information and (again) highlight key phrases and words.
• Use one idea per paragraph. As in newspapers, one-sentence paragraphs are perfectly legitimate on the Web.
• Avoid acronyms and abbreviations. If you must use an acronym, handle it as you would on paper: Spell it out in the first usage on each page and then use the abbreviation thereafter.
• Use bulleted lists to pull out key ideas.

Make sure the content you especially want your visitors to see is visible without scrolling.

Visitors will scroll, especially if they can tell there’s content that interests them lower on the page. It’s still a good idea to ensure that the first thing they see is the content you most want them to see!

Check how you organize your content and think about the proportions of each piece. A well-chosen image can convey your department’s unique character in an appealing way. However, placing a large picture at the top of your page hides your other content, making it less likely that users will scroll down to see it.

Authentic voice sounds true and genuine, the way we speak in a conversation. Readers pay attention and listen to writing that sounds like a person is talking. Use inviting and professional language. Write to your readers in the second-person narrative: Address your audience directly, using “you” and “your.”

Example: “Your research project, designed in conjunction with your faculty mentor, will match your interests and abilities with the needs of the research group. In our program, you will work on a project that interests you.”