The document outlines effective web writing strategies, emphasizing the importance of understanding the audience and creating scannable, engaging content. Key recommendations include using active voice, concise headings, and maintaining a clear structure to enhance readability and relevance for both users and search engines. It also stresses the need for editing and clarity, guiding writers on optimal lengths for various elements.

1. Writing for Web
Mirjam Schaap
Wageningen UR Centre for Development Innovation (CDI)
Knowledge Sharing + Capacity Development training
Integrated Seed Sector Development Programme in Ethiopia,
Bahir Dar, Ethiopia, July 2012

2. Web content - it’s about them, not about you
 Know your reader and write for them
 Scannable pages: headings/emphasis
 Active voice: the subject acts
 Reverse pyramid
most important / newsworthy info
supporting information
background
 Front loaded paragraphs (conclusion first)
 One idea per paragraph

3. Headings
 Most important content you write
 Used by readers to scan
 Used by search engines to rank relevance
 Strong descriptive headings
 less than 8 words
 include the most important keywords
 Cut out adjectives and prepositions (and, the, a, of)
 Be clear and precise

4. Content
 Keep content short, get to the point
 Emphasize important words
 Write for how people search
 Recommended lengths
 Headings: 8 words or less
 Summaries: 50 words or less
 Sentences: 15-20 words
 Paragraphs: 40-70 words
 Webpage: 500 words or less

5. Good Summaries
 Objective: to make people want to read on;
 Use it for lead
 listed on overview pages
 start of your webpage
 Punchy + factual
 who, what, where, when, how
 less than 50 words

6. Edit, edit, edit
 “So what?“ test: why should reader listen to you?
 30-50% of time it took to write content
 Is it clear?
 Is it necessary - “kill your babies”?
 Is there a shorter way to say this?
 Is there a simpler way to say this?
 Grammar + spell check: leave for last

7. Enjoy your writing !
www.cdi.wur.nl