Web Standard: Writing for the Web

Definitions

Writing for the web is using plain language with your audience in mind. Writing for the web is ensuring that content is organized so that it is scannable on screen and answers your audience’s top tasks in a way that they can understand. Headers and links are particularly important, as visitors rely on them when scanning the page.

Content requirements

Write for Your Audiences

• Clearly define top audiences and top tasks for each page. Ensure that the content addresses the interests and tasks for your top audiences. Learn how to define purpose, audience and top tasks when developing web content.

Choose Words Carefully

• Use active voice. Write “the board proposed the legislation” not “the regulation was proposed by the board.”
• Make text timeless (e.g. avoid words like recently or today, etc.).
• Make content unique. Don't duplicate content, link to the authoritative source instead. Linking to content will ensure users are getting the most up to date information. Create content that is within the scope of your web area.
• Do not create strings of more than three nouns or adjectives in a row (called compound adjectives, or noun sandwiches). Examples of noun sandwiches:
  • Everglades Construction Project Stormwater Treatment Area National Pollutant Discharge Elimination System Watershed Permit and Supporting Documentation 
  • Five Year Review Community Training Module Speaker Notes
• Use familiar words and short phrases, keeping your audience in mind.

Grammar and punctuation

• Follow standard rules of grammar and punctuation.
• EPA websites and supporting public communications products should conform to these sources in the order listed:
  1. EPA Custom AP Stylebook 
  2. AP Stylebook 
  3. Webster's New World Dictionary 
  4. U.S. Government Printing Office Style Manual 
• Siteimprove reports misspellings.  Learn how to access and use SiteImprove.

Plain language

• Avoid unexplained jargon.
• Write for an 8^th-grade reading level on pages for non-technical audiences. SiteImprove report or Word can tell you about the reading level of your content. Learn how to access and use SiteImprove.
• Use short sentences and paragraphs. Aim for no more than 25 words per sentence, 70-75 words per paragraph.

Define Your Content With a Unique Page Title

• Page titles should be unique and distinct to avoid having the same content on two different pages.  If a visitor uses a search engine to find content, duplicative results may confuse them.  Unique page titles reduce confusion. 
• Do not use words like More, Additional, Other, Related or Further at the start of page titles. 
• There is additional information about page titles in the Headings Web standard

Design the Page for Scanning Using Headers

• Break up the webpage content into sections. Headings should accurately describe the content of each section of the page.
  • Follow the Headings Web standard.
• Use anchor links to help visitors navigate longer pages.
  • Follow the On this Page/Table of Contents Web standard.
• Place the information that is most important to your audience at the beginning of the page and then provide additional details further down.
• Use bulleted and/or numbered lists wherever you have a series, list, or sequence of three or more items or points.
  • If a list is more than 7 items, it is preferred to add subheadings to break up content for readability.

About this Standard

Original effective date: 01/01/2004
Last approved on: 07/12/2023
Web Council review by: 07/12/2026 (or earlier if deemed necessary by the Web Council)