People absorb information differently in digital spaces than in print. Website users rarely read web content word-for-word, so it needs to grab readers’ attention quickly.
Generally, people want to find information as quickly as possible, scanning pages initially, looking for words and phrases that mean something to them. When it comes to reading on desktops, laptops, tablets and mobiles, concise content is better, and generally speaking, less is more when writing for digital.
People read 25% slower onscreen*, so usability experts recommend writing 50% less text than you would have used in a print document. 300-700 words is often enough. 1
Online copy should be:
- Straight to the point
- Relevant
- Actionable
- Clear and concise
Top tips for writing for web
We've pulled together some tips for writing and creating for web.
- Write content in bite-size chunks, avoiding large blocks of text.
- Use bulleted lists and headlines to make pages scannable.
- Aim for ‘instant understanding first time round’.
- Break up text with images or rich media where relevant.
For task driven content, the intention is to reduce the amount of time needed for the user to get all the information they need. For instance, encouraging users to complete a sign-up, understand product information, or take action in a clear, concise and consistent way.
- Web readers use headers like road signs to find the information they want. Well-written headlines act as the informal outline of a page, allowing users to easily navigate to the information that’s most relevant to them.
- Use clear and interesting sub-headings frequently to keep users moving down the page.
- Focus on one topic or idea per paragraph to help the reader digest and remember information.
- Make paragraphs one to three sentences long.
- Put the most important information first. Catch the reader’s attention in the first few words and start with the conclusion.
- Keep it short and simple. Each element within a communication piece should have an explicit reason for being there.
- Be succinct. Shorter, concise sentences are best.
- Generally, keep articles and web pages short where possible. If creating editorial or long-form content, ensure you still use short sentences, small paragraphs, and clear headings.
- Sometimes a comprehensive amount of information will meet users’ needs better than a short answer.
- Examples of when to use long-form content include:
- Answering complex questions
- Giving customers a deep insight into a topic
- To tell a story with online editorial style content, for instance, customer or adviser experiences.
Long-form content on web pages can be beneficial for SEO, but best practice principles should still be followed to drive engagement. Content should still be broken up into bite-size chunks and written using concise sentences. Anchor links can also aid content navigation in long-form guides..
Tone of Voice
Writing is part of our brand. Every email, web page, article and customer communication shapes how people experience us.
Our writing should be clear, approachable and easy to understand. We describe this as writing with warm words.
Our writing principles
When you write, aim to be:
- Lively: use clear, active language that keeps readers engaged.
- Personal: speak directly to the reader using 'you' and 'your'.
- Positive: focus on what people can do and the support available to them.
- Human: sound like a real person, not overly formal or too corporate.
These principles help us create content that feels helpful, reassuring and easy to read.
Six ways to write with warm words:
Use everyday language – choose simple words over complex alternatives.
Write naturally – use the words you'd use in conversation.
Read it aloud – check that it sounds clear and human.
Ask a colleague – a fresh perspective can improve clarity.
Make it personal – use you, we, us and our.
Keep editing – if it sounds too formal, rewrite it.
Writing for our audiences
Whoever you're writing for, write with warm words.
We want to sound like the same brand across every touchpoint and channel. Whether we're speaking to customers, advisers, employers or colleagues, our voice should always feel warm, lively, personal, positive and human.
The information we share will vary depending on the audience and their needs. But our tone should stay consistent. We adapt what we say and how much detail we provide, without losing the warmth that's central to our brand.
- When writing for customers, use everyday language and keep things simple and easy to follow.
- Avoid jargon and explain technical terms where they can't be avoided. Focus on what information means for the customer and help them feel confident about what to do next.
- Our warmth should be most visible in customer communications. Write in a direct, positive and supportive way that feels approachable and reassuring. Avoid language that feels overly complex, formal or designed to create unnecessary urgency.
- Advisers are industry professionals, so we can be more direct and technical when communicating with them.
- While we don't need to explain every industry term, we should still write clearly and keep online content easy to scan and understand. Technical expertise should never come at the expense of good communication.
- Above all, maintain the same warm and professional tone. We want to demonstrate expertise without sounding distant or overly formal.
- Employer communications often sit between customer and adviser communications.
- The level of detail and technical language may vary depending on the audience's financial knowledge, but our writing should always remain clear, helpful and professional.
- As a largely B2B business, we maintain a professional tone while still sounding warm and human. Focus on providing clear information without over-explaining or becoming overly familiar.
Remember
The audience may change, but our voice doesn't.
Adjust the language, level of detail and subject matter to meet the audience's needs, while always writing in a way that's warm, lively, personal, positive and human.
1Why Web Users Scan Instead of Reading, Jakob Nielson, Nielson Norman Group.