5 best practices for effective web writing

Do you ever think about how big the Internet is? Google says the entire online universe is made up of over 130 trillion pages. So, if you’re a new (or existing) brand, how do you set your web content apart and capture your audience’s attention?

The answer is simple. Follow a few best web writing practices. If you stay true to a handful of industry-tested strategies, your content will be the cream that rises to the top, says Colleen Weinkam, WG Content senior content writer and editor. “There is so much content out there today. People don’t have the time — or the interest — to wade through it all,” she says. “Understanding what your audience wants and delivering it to them in a clear, concise way will help bring them to your brand.”

5 essential best practices to make your web writing shine

Web writing isn’t like newspaper or magazine writing, Colleen says. It follows a different set of rules such as using active voice for all your content. But writing in active voice is low-hanging fruit when it comes to growing your online presence.  

Colleen also recommends these five vital practices:

1. Remember that your words matter: 

Words are powerful. So, be sure to choose vibrant language that keeps your content engaging and captures your reader’s attention. Don’t lose your audience due to bland word choices.

2. Rely on plain language: 

Keep your language clear and concise. Everyone should be able to read and understand your content. Simplify any jargon — medical or otherwise — that may make it harder for your audience to read your blog or webpage.

3. Divide content into chunks: 

Use headings, subheadings and bullet points to break your content up into sections your readers can scan easily. Creating blocks of content creates structure. It also makes your content easy to digest quickly. 

4. Optimize your webpage: 

Sprinkle relevant keywords throughout your copy. Including these words maximizes your search engine optimization (SEO)and makes it easier for search engines and AI overviews to find your content and give it higher rankings.

5. Make it actionable: 

The best content inspires your reader to do something and take the next step. Include a call to action (CTA) that can prompt your audience to make a doctor’s appointment or search for more information. Think like your reader — place a CTA where it will have the most impact.

Practices to avoid

You know your content well. But your audience isn’t always as familiar with it — especially if it’s health-related. Forgetting to make your content easy to understand is a common stumbling block, Colleen says. To side-step this problem, she has a simple suggestion. 

“I often think about writing to my mom when I’m writing a webpage that’s patient-facing,” she says. “Would my mom understand it? If not, how could I expect anyone else to understand it?”

To make it easier for your audience to read and understand your content, she also recommends you avoid these common mistakes:

• Too much text on a page
• Complicated page structure
• Outdated content

How is web writing changing?

The best practices behind effective web writing haven’t changed. But the playing (or writing) field is evolving, Colleen says. 

In recent years, there’s been a shift in what online content is intended to do. Today’s web writing does more than deliver information. Instead, the most successful content focuses on relationship-building and giving your audience a high-quality user experience.

We’re also seeing a pivot toward more widespread use of AI tools like ChatGPT. If you’ve considered using one of these devices, Colleen has some cautious guidance. When used correctly, they can speed up your writing process. Keep in mind — these devices are, at best, supporting actors.  

“With ChatGPT and other AI tools, you can get help with things like brainstorming ideas, creating meta descriptions and outlining page structure,” she says. “Just remember to leave the actual writing, which requires nuance and creativity, to humans.”

Remember the golden rule of web writing

Clearly, there are several best practices that support effective, successful web writing. But, Colleen says, they only matter if you remember the Golden Rule of Web Writing.

“Before you write a single word, you must be 100 percent sure you know your audience,” she says. “It’s critical to know who you’re writing to and why.”

Once you know those answers, she suggests a few additional tips:

• Highlight your most important content
• Know your audience’s goal (like finding a doctor or scheduling an appointment)
• Place CTAs throughout your content to guide readers to added information

WG Content can help with web content writing

At WG Content, our writers are web content experts. If you’re ready to make your online content shine, reach out to us.

Follow-up questions about web writing