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An Official Vermont Government Website

Writing for the Web

Writing for a website is different from other types of writing. People visit websites with specific goals, and they want to find what they need quickly and easily.

Clear, user-focused writing helps guide visitors, keeps them engaged, and makes their experience better.

This guide breaks it down into three parts: what it means to write with the user in mind, how to structure your content for clarity, and why these techniques matter.

By following these best practices, you can create web content that works well for your audience and helps them accomplish their goals.

WHAT: Think of Your Reader

When writing for the web, the first step is knowing who your readers are and why they’re visiting your site.

Think about your audience for each page—who needs this information, and what are they trying to find?

Once you know that, focus on delivering a clear, central message. What question does your content answer, or what action does it help someone take?

Keep your writing focused and helpful. Make your points clear and easy to understand.

Edit ruthlessly to remove anything redundant, out-of-date, or trivial. Streamlined, user-focused content makes your site more engaging and effective for your audience.

HOW: Make Your Point 

Start with the most important information first. This is called the inverted pyramid style—it helps readers quickly understand what matters most and decide if the content is relevant. Make your content easy to skim so users can get the main idea even if they stop reading early.

Structure your page for clarity with clear headings and subheadings.

Break up text into smaller sections and use lists or FAQs to make it scannable. Pull out key quotes or facts to highlight them.

Keep your text short and to the point—about half the length of what you’d write for print.

Write in plain, conversational language. Use active voice and avoid jargon. Think about how you’d explain the content to a fourth grader, and include keywords to help users find what they’re looking for.

WHY: Keep People Engaged

Help users focus on one topic at a time. Reference these tips:

  • If a page feels too long, consider breaking it into smaller pages.
  • Look for opportunities to use visuals like charts, icons, or graphics to simplify complex ideas and make your content more engaging.
  • Stats, quick facts, and clear calls to action can also help guide users to what they need.

Avoid overwhelming users with long lists of links or documents. Instead, group related items under headings and add a short description if the title alone isn’t clear. Use visual links, like buttons or icons, to make it obvious where to click next.

Make hyperlinks meaningful by using keywords that set clear expectations about where the link will take users. This improves navigation and keeps your content more accessible and intuitive.