Page 133 - Planning Group Induction Pack_Neat

Writing for the web

Is it web ready? Ask yourself this question every time you write anything for the web

Good web writing is short and to the point. Online readers demand tight language and don’t wait around if
the content is too wordy. If you repurpose information prepared for other channels on your web page, you will
quickly lose readers.
To make your writing web ready:

Keep your introduction brief and to the point
The first sentence should be short, sharp and encapsulate what the page is about.

In most circumstances, it should answer most or all of these questions: who, what, where, why and when.

Example:
This webpage has all the information you need on when and where you can collect firewood to use at home.
Plan Melbourne will guide the growth of our city for the next 35 years.
The Port Phillip Bay Fund is a grants program that supports community groups who work to protect the
environmental health of the Bay.

Ask a question. Describe a challenge. Offer a solution. Start a story.
Keep writing short, readable sentences. Web writing flows; even sub-heads can form part of the flow.
Show the reader that you understand your subject and know how to make reading about it easy.

Use natural language
Think about the story you want to tell - the context, challenges and solutions. Where is the best and simplest
way to start? Build your story from a clear and simple start.
No need to keep mentioning DELWP. It’s our web page, so you can use ‘we’ and ‘our’.
Minimise or avoid using a branch, division or group name on web pages – this information is more suited to
internal audiences.

Say why
Create a story by focusing on the ‘why’ rather than ‘how’ or ‘who’.
Start with why something is being done, what the issue is, and what’s at stake.

Example:
About 100 captive bred Regent Honeyeaters will be released into Victoria’s north-east this week as part
of plans to stop the decline of the state’s unique biodiversity.
Minister for Planning Richard Wynne today launched a new grants program that will support the
conservation of ‘at risk’ heritage places on the Victorian Heritage Register.

Don’t forget how your content will be accessed

How will the reader/user access your content?
Mobile device or a laptop? Desktop or tablet?
Are they looking for a quick update or detailed policy document?
Answer these questions and write your content accordingly.

Remember we are always competing for the reader’s attention. Someone else’s content is only a click, touch
or scroll away.

Writing with style 13
Our guide to better writing and reaching your readers