How to Write a Web Page

How do users read on the web? Jakob Nielsen's answer: They don't. They scan.

Step 1: Gather information

A. Who’s the audience for this page?

B. Where are they in the buying cycle?

C. What do you want them to do as a result of reading (scanning) this?

D. What's the most important thing(s)/benefit(s) to communicate here (max of 3)?

E. What keywords are needed for SEO?

Step 2: Use This Template to Begin Writing

Use short paragraphs and bullets to support visitors in scanning text to find the info they need quickly. 

This is Your Headline

Concise (5 or 6 words max) and answers the question for your reader: why do I want to read (scan) this page?

Paragraph 1: explains the headline. Use boldface to highlight main idea of the paragraph, which is also the main idea of the page, which is the key message the reader should understand.

Sub-headline 1

Further explains paragraph 1 and/or communicates first important thing/benefit to understand about main idea of page. (See question ‘D’, above) Paragraph introducing bullet points should be short.

·      Supporting point

·      Evidence that supports that point and/or your statement about Benefit 1

·      Continue with more bullet points if needed

Sub-headline 2 

Same as above, communicates second important thing/benefit.

·      Supporting point

·      Evidence that supports that point and/or your statement about Benefit 2

·      Continue with more bullet points if needed

Sub-headline 3

Same as above, communicates third important thing/benefit.

·      Supporting point

·      Evidence that supports that point and/or your statement about Benefit 3

·      Continue with more bullet points if needed

Step 3: Go back and edit as needed, bearing these things in mind:

- Keep the word count between 250 and 500.

- Use short paragraphs and bullets as much as possible.

- Use boldface to highlight key ideas and aid scanning.

- Marketese (vague, unsupported claims like “world class,” “industry leading solution”) dramatically diminishes your credibility and readers no longer see your content as a reliable source of information. 

- Work in relevant keywords. Nielsen and Google would both advise against cramming in too many—your information sounds less credible and makes less sense, and the search engines detect content overstuffed with keywords (and rank your page lower).

- Based on Nielsen’s research, avoid getting clever with headlines; clever doesn’t communicate as effectively and people who arrive at your site are looking to get the information they need quickly.

Step 4: Have the content proofread

If you don't have access to an editor or proofreader, at least put your content away for a day (longer is better), and then go back and read it carefully yourself to make sure there are no gaps between what you mean and what the content says.

Post the content to your site and then have someone outside your company visit the page.

Find out after they’ve spent a few minutes there if they understand the key message and the call to action. If you can get 4 or 5 people to test it this way, even better.