Website Writing Guide

This web writing guide will help you write and edit online content. Examples in this guide refer specifically to www.baltimorecountymd.gov, but the standards apply to all Baltimore County digital communications, including:

  • The BCPoint intranet 
  • Email
  • E-newsletters
  • Other County websites
  • Social media

WHO SHOULD USE THIS GUIDE

This guide is for content creators/contributors, designers and developers—anyone who authors content of any kind for Baltimore County. Designers and developers should also check out our design guide for complete design and usability standards.

This isn't a grammar or spelling manual. For those questions, consult a comprehensive dictionary such as Merriam Webster, or use one of the many excellent online grammar resources outlined in our References section.

WEB WRITING BASICS

Writing for the web is all about brevity. So even if you don't read anything else, remember these five principles:

  1. Start with user needs. Consider who your users are and what they're here to do. Address the most common tasks, questions and concerns prominently.
  2. Have a plan. Identify your content goals before you add anything to the site. Understand how your planned changes will make things better for your users.
  3. Respect the user's time. Keep content focused and concise. Publish only what someone needs to know so they can complete their task; nothing more. Be specific and direct.
  4. Write content that's easy to read. Be conversational. Address the user as "you." Use short sentences, short paragraphs and simple words. Use lots of headings and bullets to make content scannable.
  5. Follow standards. Our style standards ensure a consistent, credible experience. When in doubt, look it up. Consult this guide or contact Web Services for assistance.

DID YOU KNOW?

The biggest mistake in writing for the web is not knowing your audience. Before you even begin writing, determine who will be reading it, ask why they will be reading it and why do you want them to read it? Kate Moran, from the Neilsen Norman Group talks about writing for the web in a quick, three-minute video.