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How should I write for the web?

Rebecca Giles -

When writing content for the website, make sure to follow the University’s Writing Style Guide. 

The first step is to take the time to plan your content. Think about who you want to talk to, what you want them to know and what you need them to do.


You can find more information about the University’s target audiences, and understanding them, in the Marketing Resource Centre (MRC).


  • Use short paragraphs (1-3 sentences), short sentences (15-20 words max) and short words (where you have the choice).
  • Write clearly and concisely, using plain language (avoid complex jargon). Refer to the University’s style guide for assistance.
  • Use your first paragraph to summarise what’s on your page and then give details in the content below.
  • Organise content under appropriate and descriptive headings and subheadings. Make your headings very clear and descriptive. E.g. If the paragraph talks about the services available on campus, make the heading “Services on Campus” or something similar.
  • Use bullet points where appropriate (making information ‘scannable’) and use formatting sparingly (don’t unnecessarily bold, italicise or capitalise your copy).
  • Read, review and spell check. Unfortunately there is no built in spellcheck in Squiz, however, you can install a dictionary in your browser.


Writing great content is the first important step in the journey towards achieving great SEO. Once you successfully achieve this step, adding the bells and whistles such as keywords and metadata descriptions means search engines will find you.

There are a number of articles and resources regarding SEO on the Web Support Portal.


You can download a quick check list for creating engaging and effective web content below. 

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