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Writing for the web: best practices

This guide outlines key principles for creating clear, effective and user-centric web content at TMU. Contact University Relations for additional assistance.

On this page:

Write for your audience

  • Focus on your target audience: Who are you trying to reach with this information? (e.g., prospective students, current students, faculty, staff, alumni, community members). Ensure your writing is easily readable and understandable to this audience.
  • Consider their existing knowledge: Avoid overly technical language or jargon that may be unfamiliar to your audience. 
  • Anticipate user questions: Before writing, consider what questions your target audience might have about this topic.
  • Focus on user benefits: Explain how the information you're providing will benefit the user. For example, "This information will help you understand your financial aid options and make informed decisions about your education."
  • Avoid assumptions: Don't assume users have prior knowledge of the topic. Explain concepts clearly and provide definitions for any unfamiliar terms.

Prioritize clarity

  • Prioritize clarity, use concise language: Avoid unnecessary words and phrases. Get to the point quickly.
  • Write in a clear, concise, and engaging style: Use plain language and avoid overly academic or bureaucratic phrasing.
  • Avoid jargon and acronyms: If you must use technical terms, explain them clearly. Always include the expanded form of an acronym the first time it appears on a page.
  • Break down complex information: Use shorter sentences, bullet points, and numbered lists to improve readability.

Plain language

We recommend writing at a grade 9 level for most readers. Use the Hemingway Editor (external link)  to check readability. 

  • Use shorter sentences. Aim for an average of 14 words per sentence. Break up longer sentences where possible.
  • Keep paragraphs short and focused on a single idea. Aim for an average of three lines, but no more than five lines per paragraph. 
  • Use simple words. Pick shorter options like “use” instead of “utilize” or “about” instead of “approximately.”
  • Use active voice. This gives your words more power and helps shorten sentences. For example:
    • Active: The committee approved the proposal. 
    • Passive: The proposal was approved by the committee.
  • Cut extra words. Avoid adjectives and adverbs. Say “now” instead of “at this point in time” or “some” instead of “a number of.”

Structure for scannability

  • Understand how users read content online: Users scan web pages looking for relevant information and typically read only 20% of the page content, skipping between headings looking for a topic that is relevant to their interest/goals. 
  • Make your content easily scannable: Consider chunking your content to make it easier to scan and process—and avoid showing the user a “wall of text.” Learn how chunking helps content processing (NN Group). (external link) 
  • Use headings and subheadings: Divide your content into clear sections with informative headings (H1, H2, H3, etc.) to guide readers.
  • Front-load key information: Place the most important information at the beginning of paragraphs and sections.
  • Use visuals: Incorporate images, icons and videos to break up text and enhance understanding.
  • Use text formatting appropriately: Bold emphasizes words or phrases. Italics highlight proper names (e.g., book and article titles), foreign words, and quotes. Format long quotes as blockquotes. Use underlining only for hyperlinks.

Find the right tone

Create accessible content

Learn and apply accessible design principles. The way you format content can profoundly impact how people engage with and access information. SLICK is a simple acronym to help you remember some of the accessible design principles which can be applied to all types of digital content.

  • Structure and headings: Use semantic headings (H1, H2, H3, etc.) and lists to structure your content in a meaningful way. Do not skip heading levels, or go from a Heading 2 to a Heading 5 for example.
  • Links: Link text should be clear, self-descriptive, and make sense out of context.
  • Images: Add alt text descriptions to images to provide the equivalent meaning to blind and low vision users. Avoid images of text.
  • Colour and contrast: Never rely on colour alone to differentiate between elements, and use strong contrasting colours.
  • Keep it simple: Use tables for tabular content, use plain language when writing, and design with intention and simplicity.

Optimize for search engines (SEO)

  • Use relevant keywords: Incorporate keywords naturally throughout your content (in headings, subheadings, etc.). Keywords should be determined based on a SEO review of the branded and non-branded terms that are relevant and most often searched in order to drive organic traffic.
  • Write compelling page titles and meta descriptions: These are crucial for search engine rankings and attracting clicks.
  • Build internal links: Link to other relevant pages on the TMU website to improve navigation and SEO.

Use links effectively

  • Make links descriptive and meaningful:
    • Avoid generic link text like "click here" or "read more."
    • Use descriptive link text that clearly indicates the destination of the link.
    • For example, instead of "Click here for more information," use "Read more about student support services."
  • Use links to improve navigation: Link to relevant pages within the TMU website to help users easily find the information they need.
  • Avoid excessive linking: Too many links can be distracting and make the content difficult to read.
  • Avoid making links open in a new tab. In most cases, having a link open in the same tab or window is preferable. 

Content review and editing

  • Have someone else review your content: Get feedback from a colleague or editor to ensure clarity and accuracy.
  • Proofread carefully: Check for any grammatical errors, typos, or inconsistencies. 

Tools and resources