Tools & Tips

Writing for the Web: Best Practices for Social Impact Organizations

Briteweb December 10, 2018

The way users read a website is different from the way they read printed material. More often than not, they're scanning pages for information in an attempt to complete a task as quickly as possible.


If your website is difficult to navigate or hard to read, people will quickly lose interest and leave your page.


Thus, while writing for the web, there are a few best practices to keep in mind that will help enable you to increase conversions and keep people on your site.


Keep Your Audience in Mind

Consider who will be reading and using your web content before you start writing. What are they looking for, and what do they need? Be sure the tone, language and organization of content is appropriate for your audience and include bold calls to action to encourage action. Remember to refer back to your organizational brand guidelines if you have any questions about tone, language and editorial consistency.


Use Call-to-Action Buttons

Call-to-action (CTA) buttons are the buttons you use throughout your website and on your landing pages to guide users towards specific goals. It's the part of the landing page that the user needs to click on in order to take the action you want them to take.

Download our free PDF guide can vary in style and size depending on your goal conversion and website style. Call-to-action buttons should feature striking, action-oriented text. For instance, if you wanted to guide users toward donating to a special educational initiative, you could consider using an action-packed phrase like “Give Education” to encourage the action or donating.


Be Concise

Remember, readers scan information when they’re online. Our attention spans and patience are significantly less honed for the consumption of online content. As a result, your website’s copy needs to be clear and direct.

Make sure the key points in your writing are obvious so that when people scan your work, they are able to pick out the correct messages quickly and with ease.


Want to Learn More?

Download our free PDF guide to get the scoop on other writing best practices like how to best break up text, how to format paragraphs, which voice to use for different channels and more.


In this guide, you'll learn:

  • How to move your audience to action
  • How to keep readers engaged
  • How to optimize your website for search

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Download the pdf