People read web pages in a different way. They scan for relevant information and clear action points. That’s why we start with the essentials, keep things straightforward and always have a clear call to action.

Be straightforward when writing for the web. People read online content 25% slower than printed materials, and therefore any text needs to be about 50% shorter than its printed equivalent. Our websites create a user experience that goes from introduction to detail and from information to action. Each level should unfold new content and offer relevant next steps.
Be collaborative and help your reader by prioritising stories. Limit yourself to one idea per paragraph and make content easy to scan and digest. Try to apply the inverted pyramid style and begin with the conclusion instead of the introduction. If users only skim the top pages of your section, will they get a coherent story?



Here’s a few simple rules to follow when developing communication for the web.

  • Be straightforward and keep headlines short, preferably maximum six words. Try to keep your text 50 % shorter than you would when writing for offline materials.

  • Be collaborative. Tailor the length of your text to the needs of your audience. Are they there to complete a quick task, or are they looking for in-depth information?

  • Be bold. Ask yourself whether the users will get a clear picture of our vision and purpose if they only skim the top pages.

Examples of communication for the web

Examples of communication for web