Writing for Web: Make It Clear and Make It Count

People don’t read websites—they scan them. They’re in a hurry, they’re on their phones, and they’re trying to solve a problem fast. You only have seconds to make a good first impression. If your content is confusing, cluttered, or full of insider language, they won’t just click away—they’ll lose trust in your organization.

Whether you’re running a food bank, a theatre company, or a social enterprise, the words on your website matter. They either help people take action or get in their way.

Writing for the web is its own craft. It’s not about sounding smart. It’s about being clear, useful, and trustworthy. And the good news? It’s a skill your team can learn.

Tip #1: Always Write for Someone Else

Remember: your audience isn’t you. You aren’t writing for yourself, so when you get to writing, imagine someone else. In fact, imagine they’re the grouchiest person you know.

It sounds silly, but it works. The key to web writing is remembering: this is for them, not you.

That means:

• Don’t write what you want to say.

• Write what they need to know, care about, and do.

• Keep it focused, clear, and repeat important details.

Even if you know your organization’s policies inside and out, your reader doesn’t. They just want to know how to get support, sign up, donate, or understand what you offer.

So instead of saying:

🟥 Our mission is to foster equitable access to community-based mental health supports through innovative delivery models.

Try:

🟩 Need low-cost mental health support in your neighbourhood? Here’s how we can help.

It’s not dumbing it down—it’s making it accessible. When you start with the other person, you start to think about what is truly necessary and helpful on your website. 

Tip #2: Use The Power of “You” (Actually, Them)

Writing in the second person—you—makes your content easier to follow and more relevant.

It forces you to think about who you’re talking to. It creates a conversation. And it helps people feel seen.

Compare:

🟥 Participants must complete the form before registration is confirmed.
🟩 You’ll need to fill out the form before your spot is confirmed.3. If Goals Don’t Align, Neither Will the Results

That’s a small change. But it helps people recognize themselves in the content. And it builds trust by speaking to them, not about them.

Tip: If you're stuck, picture someone standing at your front desk asking a question. Start your answer with you.

Tip #3: Easy Doesn’t Mean Short

You’ve probably heard “keep it short.” But short isn’t the goal—clarity is.

Sometimes short content is clear. Sometimes it’s confusing because it skips important steps. Good web writing gives people all the information they need—no more, no less.

Instead of:

🟥 Submit your application online.

Try:

🟩 To apply for the Youth Leadership Grant, fill out the application form online [Link]. Applications are due July 15. Late submissions won’t be accepted.

That’s longer—but it’s clearer. It helps people succeed the first time, and that saves time for them and your team.

Best Practices: 

• Cover one idea per sentence.

• Break up long paragraphs.

• Use headings, bullets, and bolding to guide the eye.

Helpful always beats vague. Remember, you want your website visitors to quickly understand what they need to know, care about, and do. Not just one, but all three.

Tip #4: Let Clarity Build Trust

People decide how much they trust you based on how easily they can understand you.

When your site is full of vague terms, buried details, or formal language, it can feel cold—or worse, like you're hiding something. But when your content is clear, consistent, and kind, it shows people that you care about their experience. Here’s a quick reminder how clear clarity has to be: 

This matters for everyone—but especially for:

• Charities asking for donations

• Organizations supporting vulnerable communities

• Foundations communicating funding criteria

• Small teams building legitimacy on a smaller budget 

Plain language doesn’t just make things easier to read. It makes you trustworthy. And trust is the currency of the internet. In a world of uncertainty, people want to know they can trust you. 

Tip #5: Speak Plainly. Seriously.

Plain language is your best friend. And that’s so much plainer than you think it needs to be.

Avoid jargon, acronyms, internal speak, and did we mention? Acronyms. Replace complex words with simple ones. Write like you’re explaining something to a smart teenager. 

Once you have those simple words: Avoid long, winding sentences. Keep one idea per sentence, and don’t overload with commas. If you’re using a semicolon—stop. Make it two sentences.

Bonus tip: Use ChatGPT to help simplify. Paste your content and ask it to “rewrite for clarity and plain language.” Consider including a grade level if you have done.

Tip #6: Use Active Voice

Active voice makes your writing clearer and easier to understand. It also builds trust by showing ownership and action. The difference lies in how the parts of the sentence relate to each other. In particular, how the subject of the sentence connects to the verb, or the action, of the sentence. 

The Active Voice vs The Passive Voice 

In the active voice, the subject of the sentence does the action.
In the passive voice, the subject of the sentence receives the action.

Active Voice Structure: Subject → Verb → Object

🟩 The City repaired the road.

• Subject: The City

• Verb: repaired

• Object: the road

The subject (The City) is doing the action (repairing).

Passive Voice Structure: Object → Form of “to be” + Past Participle → (by Subject)

🟥 The road was repaired by the City.

• Object (now subject): The road

• Verb phrase: was repaired

• Agent (optional): by the City

The action is happening to the road, but the sentence starts with the thing receiving the action.

Why the Active Voice Is Better

Active voice is usually better because:

• It’s more direct

• It’s easier to read

• It clearly shows who is responsible

Let’s try a few more examples to see how the active voice is easier for users, your audience, to engage: 

Passive Voice	Active Voice
A ticket must be purchased before entering.	You must purchase a ticket before entering. ✅
The application was reviewed by staff.	Staff reviewed the application. ✅
The water bill will be sent next week.	We’ll send your water bill next week. ✅
Dogs must be leashed at all times.	Please keep your dog on a leash at all times. ✅

If you’re ever unsure, look for a form of the verb “to be” (is, are, was, were) followed by a past-tense verb (like repaired, submitted, approved). That’s often a sign you’re using passive voice.

Quick tip: Rewrite the sentence so it starts with who is doing the action—and keep it simple. Or drop your content into ChatGPT and ask it to check for the passive voice. 

Tip #7: Build for Scanners

Most people don’t read websites top to bottom. They skim.

You don’t want to try to convince them to read (you won’t!) But you can make it easier for them to engage: 

• Start with the most important info

• Use headings to break up content

• Use bullet points and lists

• Highlight deadlines, steps, or fees

Here’s a before-and-after:

🟥 To be considered for funding, applicants must demonstrate alignment with our strategic priorities, as outlined in our 2023-2027 vision document. Applications are reviewed quarterly. Late submissions are not accepted.

🟩 How to Apply for Funding

• Your project must align with our 2023–2027 priorities. [Read the vision]

• Applications are reviewed every 3 months

• Late applications aren’t accepted

Same information. Much easier to use.

Tip #8: Use SEO to Be Findable and Usable 

Search Engine Optimization (SEO), which is the practice of putting keywords into websites so that Google lists them first, isn’t about tricking Google. It’s about matching your content to the words people are actually typing into search bars.

Instead of:

🟥 Waste Diversion Strategy Implementation Updates

Try:

🟩 How we’re improving recycling and composting in our community

There are three types of SEO:

• On-page: Use headings, keywords, and plain language people search for.

• Off-page: Other sites link to you (e.g. news stories or directories).

• Technical: Make sure your site is fast, mobile-friendly, and easy to navigate.

In the world of writing for the web, only the first one matters for you. But it goes right back to plain language: what are people truly searching? Make sure you include that in your webpage copy (all the words) so that Google knows you have insights to offer on that topic. 

Tip: Think like a person, not a search engine. What would you search to find that info? You can even go to Google and see what comes up as you start to enter a search, then include those words. You can pay for SEO services as well, but at the heart of the work is writing on your page what people are searching for. 

Tip #9: Use Accordions with Care

Accordions (click-to-expand sections) can make long content easier to scan—but they’re not for everything.

Use them for:
✅ FAQs
✅ Repetitive service info
✅ Optional deep dives

Avoid them for:
🚫 Application deadlines
🚫 How-to instructions
🚫 Key calls to action

Also, remember: Google can’t always “see” content in accordions, which is how it builds SEO. So don’t put your most important stuff in there.

Each accordion should have a clear label. And if you ever want to put one accordion inside another: Stop! Rethink your content structure.

Tip #10: Make It Accessible

Clear writing helps everyone—but some users rely on specific features to navigate your site. That includes people using screen readers, those with cognitive disabilities, or those who speak English as an additional language.

Here’s how to help:

• Use descriptive links like Download our 2024 Program Guide (PDF)

• Add alt text to images and documents

• Avoid putting critical info in PDFs or images only

• Test your content with a screen reader or accessibility tool

Adjusting for accessibility should make your content better, clearer, and more user friendly for every single person who comes to your site. 

Web Writing Is a Skill. And It’s Worth It.

Clear, useful content helps people do what they came to do. It builds trust. It improves accessibility. It saves your staff time. It makes your organization look more credible, more confident, and more aligned with your mission.

If this feels like a lot to take on—we get it. That’s why we’re here.

Let Bright Light Content Help

At Bright Light Content, we work with nonprofits, charities, and purpose-driven teams to create brand and message clarity supported content that’s clear, helpful, and audience-first. Whether you need to rewrite your website, map your content strategy, or just figure out what to say on your “What We Do” page, we’re here to help.

Let’s work together to make your content work harder for the people you serve.

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