People read differently online than when they read print materials - web users typically scan for information.  In a study of online reading behaviour, Jakob Nielsen found that “on the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely”.

The quicker they can read your page and find out what interests them, the better. 

When writing for the web, using plain language allows users to find what they need, understand what they have found, and then use it to meet their needs. It should also be actionable, findable, and shareable.

*Source: study of online reading behaviour, Jakob Nielsen.

How people read a website

• Users read very differently online than on paper. They don’t necessarily read top to bottom or even from word to word.
• Instead, users only read about 20 to 28% of a web page*. When users just want to complete their task as quickly as possible, they skim even more out of impatience.
• Web-user eye-tracking studies show that people tend to ‘read’ a webpage in an ‘F’ shape pattern. They look across the top, then down the side, reading further across when they find what they need.
• What this means is: put the most important information first. So we talk a lot about ‘front-loading’ sub-headings, titles and bullet points.
• For example, say ‘Sunday Service’, not ‘What’s on in the service at the church today?’
   

How to get started writing for the website

• Research, research, research -  spend time looking at what has already been written
• Visit forums search social media – find out how your audience is talking about this topic
• Write down everything you want to include in note form
• Don’t get bogged down in detail. This is web copy, not a thesis.
• Plan the order of your content – put the most important things first
• Think about how you would talk to someone face to face about the subject
• Use language your audience uses – but stay authentic
• Think about whether a graphic or picture could convey the message
• Print out what you have written, take it to a private room and read it out loud.
• Edit it down – be ruthless
• Ask someone to proofread it for you

The Plain English Society provides guidance for making written content more accessible. Here are a few quick tips, based on this advice which is specific for church audiences. 

You can download a PDF copy here.

Writing for the web 

A basic guide for churches and chaplaincies.

• We are friendly and open. This is a face to face conversation, not a sermon.
• Use the words people use every day. By using keywords that your users use, you will help them understand the copy. You will also help optimise it for search engines.
• Use Plain English. Everyone needs to be able to understand every word on the website. We don’t want to put anyone off.
• Break up your content. Use short paragraphs and subheadings to make your content more scannable. Break it into manageable sections. Follow an F pattern.
• Front load the important information. Start with the content that is most important, and then provide additional details.
• The user is “you”. The church is “we.” This creates a clearer sentence structure and more approachable content.
• Use active voice. “The bishop spoke to the children” not the “The children were spoken to by the bishop”
• Use short sentences and paragraphs. The ideal standard is no more than 20 words per sentence, five sentences per paragraph. Vary your sentence length for a natural tone. Not too long winded, not too choppy.
• Use bullets and numbered lists. Don’t limit yourself to using this for long lists—one sentence and two bullets is easier to read than three sentences.
• Use clear headlines and subheads. Questions, especially those with pronouns, are particularly effective.
• Use images, diagrams, or multimedia to visually represent ideas in the content. Videos and images should reinforce the text on your page.
• Use white space.  Using white space allows you to reduce noise by visually separating information.

Keep it simple. Talk to people. Share the Good News.

Church of England - Tone of Voice

• The Church of England’s voice is human. It’s familiar, friendly, caring and straightforward.

• We are accepting and compassionate

• We offer responsible, meaningful, credible, support and guidance

• We share our experience

• We serve people at key stages of their lives. We change people’s lives. We celebrate life with them.

• We are enthusiastic

• We are radical. Brave in our beliefs. Joyous in our faith. We are confident. We discuss things openly.

• Our language is simple, clear and common. We use Plain English.