Write concise web content

Cut out unnecessary text to make the page easier to read.

This is one of my seven golden rules for writing user-friendly web content.

This could include:

Unnecessary words

• You should be aware that applications take 10 days to process
• To apply, simply fill in this form
• An adviser will answer any questions you may have
• Free sessions take place every week on Tuesdays at the following times:

Wordy phrases

You can apply by completing the application form below

Too wordy! Just say ‘Apply below’.

Information that doesn’t help the reader

Keep in mind the purpose of the page. Cut out text that doesn’t help achieve that purpose.

This sentence contains lots of information that doesn’t help the reader:

As part of the Mayor of London’s Mi Wifi scheme, we are running a pilot project lending tablets to people aged over 55 and community groups, as well as training on how to use them.

We can cut out the unhelpful information and make this much easier to read:

If you’re aged over 55 or part of a community group, you can borrow a tablet and get training on how to use it.

Walls of text

We advise against big chunks of prose because they make it hard for the reader to scan.

When you’re editing a big chunk of text, sometimes it’s easier to ask yourself: ‘What does the reader really need to know?’ Instead of cutting the existing text down, rewrite the whole thing and include only those points.

Consider this piece of waffle:

Public notice: In line with other precautions taken across the park the playground has been closed to the public. It will return to operation once it is deemed safe and the rules about social distancing are revoked. Please ensure you check our updates page for the very latest information about park closures and access to facilities.

This text has lots of unnecessary bloat e.g. ‘in line with’ and ‘return to operation’. It’s hard to see the key information (that the playground is closed) amidst all the waffle.

By focusing on what the reader needs to know, we can greatly simplify this:

The playground is closed until further notice because of coronavirus.

Get the latest information about access to facilities.

We advise web content writers to be concise because most users are task-focused and have a very short attention span. They just want to get the key information so that they can move on with their task.

Cutting the waffle and being concise helps to create user-friendly, helpful web content.