Tips for writing for the web

Published on 28th December 2022

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This insight post is a summary of the original blog post published by Phillips Group.  View the original post: Top three tips for writing for the web

When crafting a website, the written content is one of the most crucial aspects to nail. After all, your website could very well be the first impression a prospect has of you and your brand. A well-written website is critical for attracting and retaining an engaged audience. It is the centerpiece of your digital marketing strategy and, more often than not, it is the platform all your other communication channels lead back to.

However, writing for the web is vastly different to any other style of writing and requires a high degree of planning and audience awareness. Check out these tips to get started.


On average, only 16% of people who access your website will read word-for-word. That means, most people scan web pages, and your content should be structured in a way that facilitates this style of reading.

  • Keep content concise by writing 50% less on the web than you would for a hard copy publication.
  • Put the most important information at the top of your page so it’s not missed.
  • Stick with one idea per paragraph.
  • Use meaningful headings that articulate the content contained under it.
  • Use bulleted lists to summarise ideas and concepts.


It’s one thing to write good content, but if the user can’t find it, what’s the point investing the time and resources? When you’re writing for the web, it’s important to pause and think about all the words and phrases people might enter into a search engine to look for your product, service, and information. Write these words down and make sure they are peppered throughout your content – this is how search engines find your website and list it in search results by relevance. Keywords are an integral part of any search engine optimization strategy.

Check out the full-length article, Top three tips for writing for the web, to learn about the final factor: accessibility.  Get more Partner insights about Content Marketing and PR Strategy.

Phillips group is a communication, creative and digital firm, We partner with our clients to drive success, protect and grow their reputation and brand, build trust with their stakeholders and create change that matters through strategy, bold ideas and action.

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