Northeastern University

Primer

The Writing Primer is a brief reference guide to good writing. Refer to the eight tips below when writing Web copy.

  1. Write and edit before posting
    When you have a user-friendly Web content management tool that allows you to type your content directly into a box, it's tempting to publish directly on the Web. This method seems to cut out several steps from the writing process. Resist this temptation. The vast majority of writers do not create something polished on their first try. Most Web writers follow a process similar to the following:
    • Write or type your copy
    • Print out the copy
    • Edit your copy on paper and on screen
    • Have a colleague review and edit the next draft
    • Make necessary changes
    • Proofread
    • Copy and paste your copy into the Web content management tool
    • Read it again on the Web page
    • Make any final changes

  2. Remove the guesswork
    A visitor who comes to a Web site should be able to find the information he or she is looking for without thinking too hard. While the site navigation and functionality contribute much to the user’s experience, the words are equally important. Visitors get impatient with ambiguous or superfluous words, so the best bet is to “Tell it like it is.

    Consider the following from various Web sites.
    • You Belong (Would you know that this is member information?)
    • MEL (Would you know what this acronym stands for?)
    • Looking for some specific information? Click here. (Would you know what you'd find by clicking?)

    In each of these examples, the user had to guess what the link would lead to. Write clear headlines that don't leave unanswered questions.


  3. Keep it short
    According to Web designer William Horton, some critical government documents were pretty short:
    • Gettysburg Address – 266 Words
    • Declaration of Independence – 300 words
    And some were not:
    • U.S. Government order on pricing cabbage – 26,911 words
    Which documents are more memorable? Again, less is more.

  4. Keep it active: avoid passive voice
    To avoid passive voice, make the subject do the action.
    • Change "A homerun was hit by David Ortiz in the bottom of the ninth" to "David Ortiz hit a home run in the bottom of the ninth";
    • Change "Housing applications must be submitted by incoming freshmen by April 1" to "Incoming freshmen must submit housing applications by April 1."


  5. Keep it simple
    • Use independent clauses: Avoid relative clauses
      Change "Those who come to 50 Dockser at 3 p.m. will receive a prize" to "Come to 50 Dockser at 3 p.m. to receive your prize."
    • Use short, strong verbs: Avoid long verb phrases
      Change "Each graduating senior will need to meet with an academic advisor prior to Commencement" to "Each graduating senior meets with an academic advisor prior to Commencement."
    • Cut wordy sentences: Use short, simple sentences
      Change "When considering which graduate school to attend, there are many factors that must be thought of before making the final decision" to "Choosing the best graduate school takes time."
    • Eliminate wordy phrases: Write clear, sharp phrases
      Change "utilizing the very best product on the market" to "use the best product";
      Change "the vast majority of engineering students" to "most engineering students";
      Change "each individual course counts toward the GPA" to "each course"


  6. Avoid clichés: Write clear, original prose
    A cliché is an overused expression. Consider the following:
    • Change "Navigating the financial aid process is easier said than done" to "Navigating the financial aid process is complex."

    • Change "Make the most of college because it's supposed to be the best time of your life" to "Enjoy your college years."


    • Keep a style guide nearby
      In addition to the NU Web Style Guide you may want to find a style/grammar guide that you like and trust to check your work. Strunk & White’s slim Elements of Style is a timeless classic that explains rules clearly. Diana Hacker’s A Writer’s Reference is a comprehensive text with an excellent index.


    • Find a colleague to edit your work
      Writing can be an isolating task. Finding a colleague within or outside your department to review your Web copy for clarity, accuracy and effectiveness will improve your writing and editing skills - & make writing for the Web more enjoyable. Professional writers from journalists to novelists to check and re-check their work. Do yourself a favor and find an editing partner.