Writing for the web: clarity, structure and audience

People don't read online; they scan, then read the parts that matter to them. Good web writing respects that.

Know who you're writing for

Before writing, answer:

• Who is the reader? (A final-year student? An HR manager? A small shop owner?)
• What do they already know, and what do they want to get done?
• What should they think, feel or do after reading?
• Where will they read it? (Phone, during a commute? Desk, researching?)

Write one sentence that captures the piece's single main point. If you can't, you're not ready to write.

Structure for scanners

• Lead with the point (the inverted pyramid): the most important information first, details later.
• Short paragraphs (2–4 lines on mobile).
• Descriptive subheadings that tell the story on their own.
• Bullets for lists, numbered steps for processes, tables for comparisons.
• Bold sparingly for key phrases.

Plain language rules

1. Short sentences (average 15–20 words). Vary rhythm.
2. Common words: "use", not "utilise"; "help", not "facilitate"; "start", not "commence".
3. Active voice: "The recruiter reviews your task" beats "Your task is reviewed by the recruiter".
4. Be specific: "Get feedback within 5 days" beats "Get timely feedback".
5. Cut filler: "in order to" → "to"; "due to the fact that" → "because"; "very unique" → "unique".
6. One idea per paragraph.
7. Address the reader as "you".

Readability

Aim for a reading level a 14-year-old can follow for general audiences (tools: Hemingway Editor, Grammarly, Yoast readability). Even experts prefer simple writing; it signals confidence, not a lack of intelligence.

Writing for Indian audiences

Use Indian English conventions consistently (lakh/crore if your audience uses them, ₹ formatting, local examples), and consider vernacular or bilingual content: a large share of new internet users prefer regional languages. Avoid idioms that don't translate.

Check yourself

• Rewrite in plain language: "We endeavour to facilitate the optimisation of your career trajectory."
• What's the inverted pyramid and why does it suit the web?
• Write a one-sentence main point for a blog post about preparing for a group discussion.