Writing for the Web
Practical guidelines for writing content that works on the MOWP site
Mindset
Write for the visitor, not for the org chart
Every page should answer the visitor's question: what can I do here, and why does it matter? The best web content puts the reader at the center.
"You can help deliver meals to 5,000 neighbors."
The visitor is part of the story. They know what they can do and why it matters.
"Our programs serve over 5,000 neighbors."
This is about the organization, not the reader. It's informative but doesn't invite action.
The About section is a natural exception — that's where people go specifically to learn about the organization, leadership, and how things work. But on action-oriented pages (Donate, Volunteer, Get Meals), keep the focus on what the visitor can do.
Don't bury the lead
Put the most important information first. On the web, every sentence is a chance for someone to leave. The inverted pyramid from journalism applies here:
If someone only reads the first sentence of a section, they should still get the core message. Everything after that is bonus context.
One page, one job
If you can't describe what a page is for in one sentence, it's trying to do too much. Split it or simplify. The Donate page helps people give money. The Volunteer Sign Up page collects applications. When a page tries to do three things, visitors aren't sure which one to do and often do none of them.
Formatting
Keep it short and scannable
People don't read web pages top to bottom. They scan. This has been consistently demonstrated in eye-tracking research by the Nielsen Norman Group since the late 1990s, and confirmed again in their more recent studies. Write accordingly:
- Paragraphs: 2-3 sentences max. If a paragraph runs longer, break it up.
- Sentences: Keep them direct. One idea per sentence.
- Headings: Should tell the story on their own. A visitor skimming only the headings should understand what the page is about.
- Bullet points & lists: Use them. They're easier to scan than prose for lists of features, benefits, or options.
- Write for the skimmer. If your page works for someone who only reads the headings, glances at one bullet, and clicks a button — it works for everyone.
"We deliver meals, run dining centers, and connect neighbors to resources"
A visitor skimming headings knows exactly what you do without reading a word of body text.
"Our Services"
This tells the visitor nothing. They have to read the whole section to find out what you offer.
Content length by section type
These aren't hard rules, but they'll keep pages from running long:
| Section type | Length guideline |
|---|---|
| Hero headline | 5-10 words. One clear idea. |
| Hero description | 1-2 sentences expanding on the headline. |
| Card titles | 2-5 words. |
| Card descriptions | 1-2 sentences. Enough to explain the value, short enough to stay scannable. |
| Body sections | 2-3 short paragraphs. If you need more, consider splitting into multiple sections. |
| FAQ answers | 2-4 sentences. Long answers mean the question should probably be its own page. |
| Testimonials | 1-3 sentences. The shorter the quote, the more likely someone reads it. |
Language
Numbers beat adjectives
Specificity builds credibility. Wherever you're tempted to write "many," "significant," or "a wide range," see if there's a real number you can use instead.
"We delivered 1.2 million meals to 5,400 neighbors last year."
Concrete, trustworthy, and memorable.
"We serve thousands of neighbors across the region."
Sounds nice but doesn't stick. The reader has nothing to hold onto.
Avoid internal language
Terms like "client services," "referral process," or "intake" make sense inside the organization but feel clinical to a visitor. When in doubt, read the sentence out loud. If it sounds like a form letter, rewrite it.
- "Get help"
- "Request meals"
- "Get started"
- "Client services"
- "Referral process"
- "Intake"
Links and calls to action
- Avoid "click here" or "learn more" as link text — they hurt both usability and accessibility. The link should describe where it goes: "Request meals," "See open volunteer roles," "Read the annual report."
- Every page should have one primary action. Secondary actions are fine, but don't let them compete. If everything is emphasized, nothing is.
- Use verbs that match what the visitor will actually do: "Donate," "Sign up," "Find a dining center." Not "Submit" or "Go."
Connecting pages
Cross-linking
Pages shouldn't be dead ends. When a section mentions something that has its own page, link to it. A visitor reading about meal delivery should be one click from requesting meals or volunteering. Someone on the volunteer FAQ should be one click from signing up. The more connected the pages are, the easier it is for people to find what they need without starting over from the navigation.
Writing FAQs
A well-built site shouldn't need FAQs. If the Get Meals page clearly explains eligibility, nobody should have to go looking for "who qualifies?" in a FAQ section. When you find yourself writing a FAQ, the first question should always be: why isn't the main page answering this?
That said, FAQs earn their place in a few specific situations:
- Objection handling. "Is there really no cost?" or "Do I need a car to volunteer?" These are trust barriers people won't ask out loud. A FAQ is a natural place to address hesitation without cluttering the main content.
- Search traffic. People google questions verbatim. "How do I get meals on wheels in Portland" landing on a FAQ with a direct answer and a link to the request form is genuinely useful.
- Reducing repeat calls. If the office keeps fielding the same question, putting the answer on the site saves staff time. But treat that as a signal to strengthen the source page first, not just add another FAQ entry.
For guidance on page titles, alt text, meta descriptions, and other content decisions that affect search visibility, see SEO for Content Writers.