Web copy

    Some rules about how to write for the Web:

  • Use a tone of voice that reflects each brand’s personality.
  • Always use plain English and avoid technical or marketing jargon.
  • Use active and direct verbs to make the copy dynamic and lively.
  • Use short words, sentences and paragraphs to keep the copy punchy and easy to scan.
  • Use “we” and “you” to make the copy welcoming and personable in tone.
  • Keep the copy short (ideally 250 words per page, up to a maximum of 500) and break it down into bite-sized chunks and paragraphs.
  • Highlight key points and break up pages using bullet points.
  • Use headings to introduce short paragraphs so users can decide whether they want to read these.

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