Keep it short, precise and for your target group

Keep it simple, short and precise

Most web users spend between a few seconds and a minute on a page. Some topics may require longer and complex articles.  But in general your text will be better if you keep it short.

We recommend a word length between 300 and 800 words.  If you want to write more than this, break it up into smaller texts.

Keep the media in mind

When writing webtexts don't just paste text from a written media. The quality will improve if you write it for the right media from the start.

Target group 

• Define your target group and adjust your language and layout to the group
• Work with 3 kinds of readers
  • The semi-interested reader (Reads only the heading and middle headings)
  • The interested reader (Reads the paragraphs of interest)
  • The very interested reader (Reads the full text and the supplementary information that you link to)

Headings

• Expressive headings and middle headings. The semi-interested reader should be able to get an overview of the purpose of the page by reading only the heading and middle headings of a text. Heading and middle headings must explicitly explain the content of the text. Don’t use smart and equivocal remarks.
• Frontload keywords. The reader notice the first word in headings and middle headings.
  • Example:
    No: It is important to frontload keywords.
    Yes: Keywords should be frontloaded
    Yes: Frontload Keywords

Writing style

• Important information first. Get to the point from the start to assure that your readers understand the main purpose even though they don’t read the full text
• Short and logically delimited paragraphs with only one topic per paragraph
• No referring to content in other pages or paragraphs. Don't assume that your readers have read the former page or paragraph.
• Short texts
  The text should be app. 50% shorter than a print-paper article.
  Remember – ‘short’ doesn’t mean that the text should be compromised or lacking information.
  • Short and simple sentences. Anything complicated is even harder to understand online.
  • Avoid superfluous words.
• Write in present time whenever possible
• Write Conversationally - Be Yourself. It's the most natural way to write. Try writing the same way you speak to a friend. You'll end up being more concise, clearer, and more engaging.
• Avoid time related words: Web texts stay alive.  
• Use only “news” if your site is updated often and contains a date.
• Don’t use inaccurate expressions about time.

 Search engine optimization

• Use the same word for the same things or concepts.
• Frontload keywords. Search engines always search at the beginning of a sentence.
• Use the words of your target group.