Web Publishing Guide: Writing for the Web

Writing for the web is different. Online readers scan, skim, and search for key ideas. Effective web writing helps them find what they need quickly and encourages them to take the next step.

Start with the Reader

Before writing, identify who you're talking to and what they need. Web visitors often arrive with a question, not the intent to read every word. Think about what action you want them to take and what problem they're trying to solve. Knowing your audience helps you choose clear, direct language and structure your content to guide their journey.

Write in the Second Person

Writing in the second person means addressing the reader directly using “you” and “your.” This style makes web content feel more personal, engaging, and actionable. It helps visitors immediately understand how the information applies to them.

Why It Matters

Web readers are often scanning quickly and deciding within seconds whether the content is relevant. Using second-person language:

  • Speaks directly to the reader, making content feel friendly and approachable
  • Clarifies instructions, steps, or actions the reader should take
  • Encourages engagement by showing relevance to the reader's needs

For example:

You can apply for financial aid online to help cover tuition and fees.

Students can apply for financial aid online to help cover tuition and fees.

The first version feels immediate and relevant to the person reading the page. The second version is more distant and less engaging.

Do This / Don't Do This

  • Use “you” and “your” to guide readers through actions or explain benefits.
  • Make instructions clear and focused on the reader's perspective.
  • Use passive voice that distances the reader from the content.
  • Rely on third-person descriptions or institutional language (“students may…”).

Organize for Easy Scanning

We rarely read web pages top to bottom. We scan for key terms, subheadings, and links. Use short paragraphs, descriptive headings, and clear sections so that visitors can quickly identify relevant information. A good rule of thumb: each paragraph should focus on one idea.

Break Up Text with Headings

Headings make your content more readable and improve SEO. Always use heading levels in order — H2 for major sections, H3 for subsections, and so on. Never skip levels.

Depending on the context, a headline between each sentence may be approperate if it helps the reader.

For example:

  • H1: Writing for the Web (Title of page)
  • H3: Organize for Easy Scanning
  • H4: Break Up Text with Headings

Keep Sentences Short and Direct

Aim for simple, active sentences. Replace jargon and complex terms with plain language. If you wouldn't say it in conversation, it probably doesn't belong on the web.

Keep headlines short

Headlines are the first (and sometimes only) thing readers notice. Short, focused headlines make content easier to scan and help visitors find what they need faster. Long or complicated headlines slow readers down and can get cut off on mobile devices or in search results.

Why Short Headlines Work

Readers often scan pages rather than reading word-for-word. Clear, concise headlines act as signposts, helping them navigate your content efficiently.
Short headlines also:

  • Improve readability on phones and tablets
  • Make search results and social previews easier to understand
  • Help screen readers announce content more clearly
  • Reinforce your page hierarchy by keeping visual weight balanced

How to Keep Headlines Clear and Focused

Aim for 2–7 words when possible. Focus on the main idea and use strong, descriptive nouns and verbs. On guide pages, all headings appear in the table of contents exactly as they appear on the page. Long headlines hinder page navigation.
Avoid filler words and phrases that don't add meaning.

Each word should serve a purpose. If a reader can understand the section's topic from the headline alone, you've done it right.

Use an Intro Sentence

After the headline, you can add a paragraph with large text, further introducing the topic before the primary paragraph. This can serve as a subheading without breaking the rule of never having two headings next to each other.

Always Follow a Heading with a Paragraph

A heading should introduce the topic that follows — not jump straight into a list or another heading. Every heading needs at least one short paragraph underneath to explain what the section is about before diving into details.

That first sentence gives readers context, supports accessibility, and helps search engines understand your content's structure.

Why It Matters

Headings act as road signs for your content. When a heading is followed immediately by another heading or a bulleted list, readers lose the connection between ideas.
Without that “bridge” sentence:

  • Visitors can't easily tell how the new section fits into the page
  • Lists feel abrupt or disconnected
  • Screen readers skip directly into raw data, leaving users confused about context

For accessibility and flow, every heading should promise an explanation — and that explanation starts with a sentence.

Heading Examples

Do: Provide one or two sentences that introduce the information below

Heading: Student Resources
Paragraph: Explore the tools and services available to help you succeed during your time at ETAMU.
List:
Academic Success Center
Counseling Services
Career Development

Don’t:Jump straight from one heading into a list without any context.

Heading: Student Resources
List:
Academic Success Center
Counseling Services
Career Development

That short introductory paragraph makes your content easier to scan, more readable on mobile, and clearer for everyone using assistive technology.

LInks

Link wherever helpful

If you instruct the reader to do something, make sure you are providing a link to where to do it and make sure clear instructions are above the link or on the linked page/form.

Never List a Link Without Context

Links should always appear within meaningful text, not listed alone on a page. A link by itself forces readers — and screen readers — to guess where it leads and why it matters.

Adding a sentence before, after, or around each link explains its purpose and helps users decide whether to follow it.

Why It Matters

Links are like promises — they should clearly describe their destination.
When links appear without context, users may not understand:

  • What information or action the link provides
  • When or why they should click it
  • How it relates to the surrounding content

Providing context around each link improves usability, accessibility, and SEO.

Don't do this:
List links without any context.

Do this:
Explain why the user might follow each link, and when they would need the resource.

or do this:

  • Office of Financial Aid
    • For assistance in funding your education and applying for scholarships, contact the Office of Financial Aid.
  • Academic Advising Center
    • You can plan your course schedule and ensure you meet degree requirements by visiting the Academic Advising Center.

or do this:

Office of Financial Aid

For assistance in funding your education and applying for scholarships, contact the Office of Financial Aid.

Office of Financial Aid

Academic Advising Center

You can plan your course schedule and ensure you meet degree requirements by visiting the Academic Advising Center.

Academic Advising Center

Key Takeaway

Every link should answer these questions for the reader:

  • What will I find if I click this?
  • Why would I need this resource?
  • When should I use it?

Even a single sentence around a link makes your content more helpful, scannable, and accessible for all users.

When presenting multiple links in a list — such as offices, resources, or documents — in addition to an introductory sentence for the list, provide a short sentence above or below each link explaining why it's helpful and when a reader might need it.

For example:

  • Financial Aid Office
    <a href=”/financial-aid/”>Financial Aid Office</a>
    This office can help you apply for scholarships, grants, and student loans if you need assistance funding your education.
  • Academic Advising Center
    <a href=”/advising-center/”>Academic Advising Center</a>
    Visit this office to plan your course schedule, review degree requirements, and make sure you're on track to graduate.
  • Career Services
    <a href=”/career-services/”>Career Services</a>
    Career Services can help you explore internships, prepare your resume, and connect with potential employers while you're still in school.

Each contextual sentence ensures the reader understands what the resource is for and when they might need it, making your content more usable and accessible.

Links and buttons should clearly describe their destination. Avoid vague phrases like “click here” or “read more.” Instead, make the link itself meaningful.

Good: Learn more about undergraduate admissions
Bad: Click here for more info

When possible, end a sentence or button text on a noun that describes the destination — for example:

Explore student housing options.

Create Calls to Action That Inform

Each page should guide the reader to the next logical step. Buttons and CTAs should start with an action verb and end with a destination noun:

  • Apply to the RN-to-BSN program
  • Register for an upcoming workshop
  • Contact the Financial Aid Office

Write in Layers

Begin with essential information, then add details for those who wish to delve deeper. This helps scanners get what they need fast while still supporting more engaged readers.

For example, structure your page like this:

  1. Overview: What the page is about and why it matters.
  2. Details: How it works, who it applies to, or what steps to take.
  3. Resources: Supporting links, downloads, or related offices.

Use Plain Language

Plain language enhances comprehension for everyone, including readers who use assistive technologies. Avoid unnecessary words and long introductions. Replace phrases like “in order to” with “to,” and “utilize” with “use.”

Tables

Spreadsheets and tables are effective tools when collecting and analyzing data. However, they are rarely the best choice for displaying information on the web. Most visitors scan rather than read every cell, and tables can be difficult to navigate on smaller screens or with assistive technology.

When Not to Use a Table

Avoid tables when you're simply listing items, describing processes, or presenting chunks of information. Tables slow scanning, especially on mobile devices, and can overwhelm readers with unnecessary structure. Before adding a table, consider the reader's goal. Are they looking for a specific piece of information, or do they need to compare data points across multiple items?

Do your columns need headers, or is the information already clear without them? For example, cost is obvious when the number has a dollar sign, email addresses and phone numbers are self-apparent by their consistent length and formatting.

Instead of a table:

  • Use bulleted or numbered lists to present simple sets of items.
  • Use cards to highlight programs, offices, or services.
  • Break content into sections with subheadings if you need to describe multiple related topics.
  • Use columns or row groups when the information needs to be associated horizontally but not vertically. Column rows collapse naturally into a single column on mobile, so users are not required to scroll horizontally.

Example:
Instead of a three-column table listing departments, contacts, and phone numbers, use a clear layout with headings and paragraphs for each department.

When to Use a Table

Use a table only when the data requires a clear comparison between related values — for example, when showing the relationships between statistics or side-by-side program requirements for a user comparing two programs.

A good table:

  • Has consistent column headers.
  • Includes clear, concise labels for each row and column.
  • Works without color or bold text alone to convey meaning.
  • Is accessible to screen readers with proper header (<th>) and data (<td>) markup.

If users must compare numbers or see relationships across rows and columns, a table is the right tool.

Making Tables Accessible

If a table is truly necessary, make sure it's accessible to all users.
That means:

Don't use tables for layout or spacing.

Include a caption describing the table's purpose.

Use column and row headers with <th> tags.

Avoid merged or blank cells that confuse screen readers.

Keep data simple and structured — one idea per cell.

Check for Accessibility

Accessible content ensures everyone can use your page. Writing for accessibility is about clarity, not limitation.

When writing:

  • Use descriptive link text.
  • Avoid “read more” or “learn more” without context.
  • Provide text alternatives for images.
  • Write clear, logical headings.
  • Keep lists simple.
  • Avoid Tables when possible.

For more on accessibility, visit the Web Accessibility Guidelines page.

Optimize for Search and Readability

Search engines reward clear, structured writing. Focus on keywords your audience would naturally use, and place them in headings, opening sentences, and links — without overloading your text.

Readable content also improves engagement.

Review Before Publishing

Before posting, review your content for clarity, accuracy, and accessibility. Make sure your page supports ETAMU's style and brand voice.

Ask yourself:

  • Is your message clear?
  • Is all information current?
  • Does the tone match ETAMU's guidelines?
  • Can all users navigate and understand your content?

Additional Best Practices

To make your web writing even stronger, focus on small adjustments that improve flow and readability.

Keep in mind:

  • Use one idea per paragraph.
  • Avoid walls of text — keep paragraphs under four lines.
  • Front-load important words in sentences and headings.
  • Include meaningful alt text for all images.
  • Maintain a conversational yet professional tone.
  • Avoid redundant phrases and unnecessary repetition.
  • Proofread aloud to catch awkward phrasing.

Bullets Should Be Actionable and Link-Specific

  • Feedback points out that bullets like “Meet with faculty…” should be split into two bullets: one for the action, one for a linked resource.
  • Insight: Each bullet should describe a single actionable step, and any link should clearly explain the destination, not just say “here.”
  • Avoid embedding notes or asterisks within bullets — notes are meta information, not actions.

Use Paragraphs for Notes and Context, Not Bullet Points

  • Notes such as “Do NOT collect any data during this phase” should be in paragraph text, not bullets.
  • Insight: Distinguishing actions (bullets) from context or warnings (paragraphs) makes content easier to scan and logically structured.

Consistency in Formatting

  • Notes, warnings, or contextual details should be styled consistently.
  • Insight: Consistency reduces cognitive load and reinforces predictable patterns for readers.

Do not use a colon at the end of a heading.

Headings in HTML (e.g., <h1>–<h6>) already serve as a semantic indicator that a section of content is beginning. The browser styling, formatting, and underlying HTML structure make it clear to readers—and especially to assistive technologies like screen readers—that the heading introduces the content that follows. Adding a colon is redundant and can create unnecessary visual clutter.

Additionally:

  • Accessibility: Screen readers interpret headings as section labels, so adding punctuation like a colon can interrupt the natural reading flow.
  • Consistency: Omitting colons ensures all headings follow a uniform style, making the page look cleaner and more professional.
  • SEO & Semantics: Clean, concise headings improve semantic structure for search engines, enhancing content clarity and crawlability.

Instead of using a colon, rely on clear wording in the heading itself to signal the start of the section, and use paragraph text or lists beneath the heading to provide further details.

Do not use the word “Information” in page titles.

Since all of our webpages inherently provide information, including the word “Information” in a title is redundant. Page titles should be specific, descriptive, and focused on the content or purpose of the page rather than generic labels.

Benefits of avoiding “Information” in titles:

  • Clarity: Users can immediately understand what the page is about without reading a vague, catch-all word.
  • SEO & Findability: Search engines rank pages better when titles are precise and keyword-relevant. Generic titles like “Information” do not help users or search engines understand the content.
  • Professional appearance: Concise and specific titles look cleaner and more intentional in navigation menus, browser tabs, and search results.

Instead, if a noun is necessary, focus on what the page actually offers—e.g., “Advising Resources,” “Event Registration,” or “Student Housing Options”—so users and search engines know exactly what to expect.

Do not write out URLs in page content.

Writing out full URLs (e.g., https://www.etamu.edu/admissions) in the body of a webpage can be confusing, visually cluttered, and often unnecessary. Instead, use descriptive, clickable hyperlinks that clearly indicate where the link will take the user.

Reasons to avoid writing out URLs:

  • Readability: Long URLs break the flow of the text and make content harder to scan.
  • Accessibility: Screen readers read out every character in a URL, which can be cumbersome for users relying on assistive technology.
  • Professional appearance: Hyperlinked text looks cleaner and more polished than raw URLs in the content.
  • Maintenance: If a URL changes, it's easier to update a hyperlink behind descriptive text than to revise every instance of a written URL in the content.

Best practice: Use clear anchor text that describes the destination, such as “Apply to the University” instead of pasting the full web address.

FAQs

A Practical, Reusable Guide

1. Decide If You Even Need an FAQ

FAQs should reduce confusion—not repeat what's already on the page.
Use an FAQ only when:

  • You frequently receive the same questions from users.
  • The answers would clutter the main page if placed inline.
  • The information is truly “need-to-know” or clarifying.

Avoid FAQs that:

  • Just restate the content above.
  • Try to fix unclear writing instead of rewriting the page itself.

2. Write Real Questions, Not Headlines

Bad: “Refund Policy”
Good: “Can I get a refund for my registration?”

Each FAQ should read like something a real person would ask.

3. Start With the Most Common Questions

Order FAQs by:

  1. Most frequently asked
  2. Most essential to user success
  3. Most time-sensitive or urgent

Do not alphabetize—they should follow a logical flow.

4. Keep Questions Short and Specific

Good FAQs focus on one issue at a time.

Too broad:

  • “How does registration work?”

Better:

  • “Where do I register?”
  • “What information do I need to register?”
  • “Can I change my registration after submitting it?”

5. Give Answers That Are Brief, Direct, and Scannable

A good FAQ answer:

  • Starts with the direct response.
  • Adds only the essential details.
  • Uses bullets for multi-step instructions.
  • Links to related pages instead of repeating long explanations.

Example:
Q: When will I receive my confirmation email?
A: You'll receive it within 5–10 minutes. If it doesn't arrive, check your spam folder or email [email protected].

6. Avoid Jargon, Internal Terms, and Ambiguous Phrasing

Users don't think in institutional language.
Replace:

  • “Matriculation” → “Starting classes”
  • “Deliverables” → “Files you need to submit”
  • “Reach out” → “Contact”

7. Use Formatting That Makes Scanning Easy

Follow consistent formatting:

  • Bold the key idea in each answer.
  • Use bullet points for steps or lists.
  • Keep paragraphs very short.
  • Don't overuse links—1–2 per answer is enough.

If using WordPress/Gutenberg:

  • Use “Details” blocks (accordion style) for FAQs
  • Avoid nested accordions
  • Use headings outside the FAQ block, not inside questions

8. Revisit and Update FAQs Regularly

Good FAQ sections evolve.
Schedule periodic updates when:

  • Policies change
  • Processes are updated
  • New common questions emerge
  • Existing questions consistently cause confusion

9. Don't Use FAQs for Stuff That Belongs Elsewhere

FAQs are not a substitute for:

  • A clear main page
  • Step-by-step guides
  • Policy documents
  • Application instructions

If 80% of your page is FAQs, the real issue is that the page itself needs rewriting.

10. Write With a User-First Mindset

The best FAQ answers:

  • Respect the user's time
  • Remove friction
  • Provide clarity without making the user hunt
  • Anticipate follow-up questions and pre-answer them concisely

FAQ Writing Checklist (Copy/Paste for Reuse)

Before publishing, confirm:

  • The FAQ section solves real user problems
  • Each question is written the way users actually ask
  • Answers start with the most important info
  • Answers are short, clear, scannable
  • No jargon, filler, or unnecessary background
  • No long paragraphs—use bullets when possible
  • Links point to complete instructions
  • Content is not duplicated elsewhere
  • The most common questions appear first

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