Write with your audience in mind 

Always consider who is reading and why. 

• Ask, “What problem is the reader trying to solve?” 
• Focus on helping the reader solve that problem 
• Be factual, clear and service-oriented 
• Avoid being overly formal or promotional 
• Remove content that doesn’t serve the reader’s needs

Write for scanning, not for reading

Most people skim webpages rather than reading every word. 

• Use short paragraphs of one to three sentences 
• Break up your text with clear and descriptive headings and subheadings 
• Use numbered or bulleted lists where possible 

Lead with what matters most

Web readers want to find the information they’re looking for as quickly as they can.

• Start pages with the key takeaway 
• Use the inverted pyramid: essential information first and details later 
• Avoid long introductions or providing too much background

Use meaningful headings

Headings help users scan content quickly.

• Use descriptive headings and avoid being clever, metaphorical or promotional 
• Use headings that summarize the information that follows 

Use accessible language

Write for a general audience rather than specialists.

• Write for a grade level of 10 or lower* 
• Choose simple and familiar words 
• Avoid jargon and acronyms 
• Aim for 20 words or fewer per sentence 
• Remove unnecessary words and repetitions 
• Be professional but conversational 

 

* You can find a document’s grade level in Microsoft Word under the Home tab. Click Editor and then select Insights/Document Stats. A pop-up window will show your document’s Flesch-Kincaid Grade Level along with other readability statistics.

Write clear, action-oriented links

Links should tell users exactly what will happen when they click.

• Avoid vague links like “click here” or “learn more” 
• Use descriptive link text similar to this example: Visit Memorial’s T4 User Guide for more resources.

Be inclusive and accessible

Content is for everyone.

• Use inclusive language that avoids assumptions about gender, ability or background 
• Write concise and clear alt text for images 
• Use plain language to support screen readers and translation tools

Review and edit before publishing

The best web content is revised content.

• Read your text out loud before publishing to catch awkward phrasing 
• Check spelling, grammar and links 
• Ensure names, dates and policies are up to date 
• Trim anything that doesn’t add value

Keep content up to date

Outdated content undermines trust.

• Set a schedule (and reminders) to review your pages regularly* 
• Remove expired deadlines, events or references 
• Flag content that requires an update 

 

*You can learn how to set content reminders in our T4 User Guide.