Writing for the web

Quick links

Quick tips for effective content
Writing meaningful headers
Writing principles
The bottom line: writing for the web simplified

This guide outlines the best practices for web writing, ensuring that our content not only captures attention but also delivers value, enhances user experience, and aligns with our brand voice. By adhering to these principles, we can create content that resonates with our audience and drives meaningful interactions.

Quick tips for effective content

write clear and concise content: use a conversational tone, keeping your audience and goals in mind.
front-load key information: place the most important details in the first paragraph to capture attention.

chunk your content: cover one topic per paragraph to make it easier to read.
be concise: sentence structure should be simple and varied.
use active voice: make sentences direct and clear.
prioritise scannability: use lists, short paragraphs, and clear headers to help users find key information quickly.

Writing meaningful headers

Headers help users navigate content efficiently. Keep them:

short and descriptive: clearly reflects the content that follows.
contextual and self-explanatory: headers should make sense even if read out of context.
free from jargon: avoid technical terms and abbreviations that could confuse readers.
SEO-friendly: include relevant keywords naturally to improve search visibility.

Tone and style

keep it conversational: write as if you’re speaking to the reader, using first or second person when appropriate.
stay clear of corporate jargon: use simple, direct language to build trust and clarity.
be professional yet friendly: maintain a helpful, engaging tone without being overly formal.

Formatting for readability

inverted pyramid style: place the most critical information at the top of the page.
break up large content: use short paragraphs, bullet points, and subheadings for easy scanning.
avoid unnecessary styling: limit bold, italics, and underlining to maintain readability.
use consistent type hierarchy: follow intelliflo’s design playbook for consistent formatting.

Using links effectively

make links contextual: rather than using “click here,” integrate links into meaningful phrases (e.g., Explore our solutions).
link to relevant content: if you mention a feature, tool, or service, link directly to the relevant page.
keep link text concise: aim for 4–8 words in length for clarity.

Search Engine Optimisation (SEO)

integrate commonly searched terms that reflect how your audience describes your services.
optimise metadata: include keywords in page titles, meta descriptions, and alt text.
avoid keyword stuffing: keep content natural and readable.

Keeping content fresh

regularly review and update: remove outdated information and add new content to keep the site relevant.
ensure accuracy: check that contact details, product information, and event listings are up to date.
refresh visuals: update images and graphics to keep the site visually engaging.

Content length and structure

keep it concise: aim for 300–700 words per page.
use subheadings and lists: make longer content easier to skim.
avoid welcome text: get straight to the point – users are there for information, not pleasantries.

Writing principles

Principle 1: clarity and simplicity

Ensure the messaging is clear, concise, and easy to understand, so users immediately grasp the value proposition.

Immediate understanding: the user should understand the purpose of the page and the product within seconds.

✅ Do: “Manage all your client data from one platform”
Why it works: This is straightforward and clearly communicates the benefit without unnecessary jargon.

❌ Don’t: “Our platform provides holistic, synergistic solutions to optimize your operational efficiency.”
Why it doesn’t work: The language is too complex and vague, making it difficult for the user to understand what’s being offered.

Principle 2: focus on user benefits

Frame the messaging around how the product or service solves the user’s problem or improves their life.

Speak to their needs: answer “what’s in it for me?” quickly and clearly

✅ Do: “Save 10 hours a week with automated client reports.”
Why it works: It clearly communicates the tangible benefit (time savings) the user will experience, directly addressing a common pain point.

❌ Don’t: “Our software generate automated reports.”
Why it doesn’t work: This emphasises the feature (automated reports) rather than explaining how it benefits the user, leaving the impact unclear

Principle 3: strong, actionable CTAs

Tell users exactly what to do next with clear, direct CTAs.

Action-oriented language: use verbs like “Get,” “Start,” “Discover,” or “Join.”

✅ Do: “Start Your Free Trial Today”
Why it works: The CTA is clear, direct, and action-oriented, telling the user exactly what they will do next.

❌ Don’t: “Submit”
Why it doesn’t work: This is vague and doesn’t give the user a sense of what will happen next, which can lower conversion rates.

Principle 4: trust and social proof

Use testimonials, reviews, and statistics. Build credibility by showcasing user success stories or mentioning key milestones.

Security and guarantee: if applicable, mention security features, satisfaction guarantees, or money-back policies.

✅ Do: “See how intelliflo helped advisors increase efficiency by 50%.”
Why it works: The use of specific data builds trust and shows proven results, which reassures users.

❌ Don’t: “We’re the best platform for financial professionals.”
Why it doesn’t work: This is a generic claim that doesn’t provide any evidence or credibility, making it less convincing.

The bottom line: writing for the web simplified

Topic	Recommendations
Headlines	Maximum of 2 lines or 7 words	Short headlines are easier to scan and understand quickly, capturing user attention more effectively.
	Benefit-oriented headlines: craft headlines that highlight the benefits of our product to capture attention and interest.	Highlighting benefits makes headlines more compelling and relevant, encouraging users to engage further.
Subheadings	Clearly convey information; limit to 1-2 sentences.	1-2 sentences. Concise subheadings improve readability and help users quickly understand the content's relevance.
Body Text	Use short paragraphs, break content into digestible chunks	Short paragraphs make content easier to read and process, which enhances user comprehension and engagement.
	Pay special attention to the first 11 characters (approx. 2 words). Fill this space with the most important words.	Users often skim content, and the first few words are crucial for grabbing their attention and conveying the main point.
Jargon	Most users, even experts, prefer plain language to specialised jargon. Keep your language simple and to the point.	Plain language is easier to understand and more accessible, reducing the cognitive load on users and improving clarity.
CTA Buttons	Maximum of 4 words for clear and actionable prompts.	Short CTAs are more likely to be noticed and acted upon quickly, leading to higher conversion rates.
Consistency	Maintain a consistent tone and terminology throughout.	Consistency in tone and terminology creates a cohesive user experience and builds trust and familiarity.
User-Focused Language	Speak directly to the user; use "you" instead of "we."	Directly addressing users makes the content more personal and engaging, enhancing relevance and clarity.
Scannability	Break content into bullet points or numbered lists.	Bullet points and lists make content easier to scan, allowing users to quickly find the information they need.
Mobile First	Optimise the copy for mobile users. Keep sentences short, and ensure readability on smaller screens.	Mobile users need concise and readable content due to smaller screens and varying reading environments.
Personalisation	Tailor copy based on user segments or behaviour.	Personalised content increases relevance and engagement by addressing users' specific needs and preferences.
Accessibility	Ensure content is clear and understandable for all users.	Accessible content ensures that all users, including those with disabilities, can access and understand the information.
Black Hat Copywriting	Stay ethical in the approach. Avoid deceptive tactics and prioritise transparency in the messaging.	Ethical practices build trust and long-term relationships with users, avoiding potential legal and reputational issues.
Numeration	Don’t use words for numbers. Use "2" not "two."	Numbers are quicker to process and more effective for skimming, making them preferable for clarity and speed.
Highlight Key Actions	Use bold or italic text sparingly to emphasise key actions or important information.	Emphasising key actions helps users quickly identify and focus on critical information, improving usability.
Progressive Disclosure	Introduce information gradually, revealing details only when needed to prevent overwhelming the user.	Progressive disclosure helps users manage information overload and focus on what is immediately relevant, improving usability.
Visual Hierarchy	Organise content to follow a clear visual hierarchy with headers, subheaders, and body text to guide the user’s eye.	A clear visual hierarchy improves content scannability and helps users find key information more easily.