Writing for the web
Writing for the web is a specialised skill that requires keeping up to date with evolving technology and practice . The general rule when preparing web copy is the same as for other copy : think about the reader first .
When publishing content for the web , use :
• short , informative headings and subheadings
• precise language ( no unnecessary words )
URLs
In printed material , use the University ’ s URL without ‘ www ’: unsw . edu . au
This is also the case for hyperlinks on the University ’ s websites .
The ‘ http ://’ and ‘ www .’ elements are not always necessary : it depends how the URL has been registered . Always check to make sure your links work .
• links that clearly describe what users will be clicking through to
• bullets and numbered lists to help readers skim content
• an active voice .
To maximise the potential for search engines to find your copy ( search engine optimisation , or SEO ), avoid sentences longer than 25 words and paragraphs longer than five sentences . Your headings and subheadings should always contain relevant keywords .
Contextual links
If your writing will appear online , use hyperlinks rather than complete email addresses or URLs . Use a contextual link , rather than linking on the word ‘ here ’. To get the best search value from a contextual link , apply the hyperlink to the noun of your sentence that identifies what you are linking to . It ’ s also best practice to place the noun at the end of the sentence , so it becomes the user ’ s final action .
For more information , click
here to see the Universities Admissions Centre ’ s website .
Writing Style Guide | Online references 43 | Back to contents