Northeastern University

Following Basic Rules

If you do nothing more, follow the five tips listed below when writing for the Web. Using these and the guidelines in the Primer will allow you to write suitable Web copy.

  1. Write short headlines.
    Headlines should be 5 words or fewer.
      Example: Change “Looking for specific information?” to “Information”

  2. Use powerful first words.
    Avoid beginning a headline with "A," "An" or "The."
      Example: Change “The List of Oscar Nominees for Best Picture” to “Best Picture Nominees”

  3. Choose plain language.
    Newspapers use puns and clever language to spice up their headlines. Web writers don’t. Use clear language that the audience can understand without thinking too much.
      Example: Change “Wildcard Looms in Upcoming Race for Senator” to “Smith Declares Candidacy”

  4. Place key information first.
    Answer the reporter’s questions: who, what, when, where, why and how in the first couple of sentences.
      Change “The crowd was buzzing with excitement hours before the featured act took center stage. The anticipation was building as hordes of students prepared for legendary rock band R.E.M.’s visit to the Northeastern University campus” to “R.E.M. played to a capacity crowd at Matthews Arena on Saturday night.”

  5. Bullet long lists.
    Put a list or series of four or more in a bulleted list.
      Example: Change “the credit requirements vary for freshmen, sophomores, middlers, juniors and seniors” to
      Credit requirements vary by class:
      • freshman
      • sophomore
      • junior
      • middler
      • senior

Go to the Primer for more tips.

Exercise


Following Basic Rules
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