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?
"You can help deliver meals to homebound older adults in your community."
The visitor is part of the story.
"Our programs serve thousands of homebound seniors."
Informative, but it doesn't invite action.
About is the exception: that's where people go specifically to learn about the organization, leadership, and how things work. On action-oriented pages, keep the focus on what the visitor can do.
Don't bury the lead
Put the most important information first. Every sentence is a chance for someone to leave. The inverted pyramid from journalism applies:
Most important
The key message, conclusion, or action
Supporting details
Context, evidence, specifics
Background
History, nice-to-know, deeper context
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. 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 scan web pages rather than reading them top to bottom. Nielsen Norman Group eye-tracking research has shown this since the late 1990s, and more recent studies confirm it.
- Paragraphs: 2-3 sentences max.
- Sentences: Direct, one idea each.
- Headings: Should tell the story on their own. A visitor skimming only the headings should understand what the page is about.
- Bullet points & lists: Easier to scan than prose for features, benefits, or options.
- Write for the skimmer. If the page works for someone who reads the headings, glances at one bullet, and clicks a button, it works for everyone.
"We deliver meals, run dining centers, and connect older adults to resources"
A skimmer knows what you do without reading a word of body text.
"Our Services"
They have to read the whole section to find out what you offer.
Content length by section type
Not hard rules, but they 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," look for a real number instead.
"We serve more than 28,000 meals every week across three counties."
Concrete and memorable. (Check the current number before using it.)
"We serve thousands of older adults across the region."
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. 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"
Reading level
Target grade 8 or below — paste the body into Hemingway Editor to check. Spell out every acronym on first use, and skip jargon. Plain language is one of the biggest accessibility wins a writer controls.
Some pages legitimately need more room. Eligibility rules, privacy text, and meal costs have to stay precise — optimize for whether a reader understands them, not for the score.
Links and calls to action
- Avoid "click here" or "learn more" as link text: they hurt both usability and accessibility. Describe where the link goes: "Request meals," "See open volunteer roles," "Read the annual report."
- Every page should have one primary action. Secondary actions are fine as long as they don't compete.
- Use verbs that match what the visitor will do: "Donate," "Sign up," "Find a dining center." Not "Submit" or "Go."
Forms need the whole conversation
The field labels are only one part of a form. Write the states around them too:
- Before submission: what the form is for, what information is needed, how long a response takes
- Validation: what needs attention and how to fix it, next to the field and in a summary at the top when useful
- While sending: a clear sign the form is working, without allowing duplicate submissions
- Success: what was received, what happens next, when to expect a reply
- Failure: what happened in plain language, what was preserved, another way to complete the task
- No response: who to contact if the reply never arrives
This matters most on meal requests, volunteer applications, donations, and contact forms. A generic "submitted" or "something went wrong" leaves the visitor carrying the uncertainty.
Keep names consistent
Use the same name for a program, page, and action everywhere it appears. "Meal Delivery" should not become "Meals Delivered" in a statistic, and "Community Dining" should not become "Dining Centers" as a competing destination. Familiar words can still appear in descriptions and search synonyms; the official label stays stable.
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 one click from signing up.
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?"
When you find yourself writing a FAQ, ask why the main page isn't answering it. Fixing the page is usually the better move.
FAQs earn their place in three situations:
- Objection handling. "Is there really no cost?" or "Do I need a car to volunteer?" are trust barriers people won't ask out loud.
- Search traffic. People google questions verbatim. "How do I get meals on wheels in Portland" landing on a direct answer with a link to the request form is useful.
- Reducing repeat calls. If the office keeps fielding the same question, putting the answer on the site saves staff time — but treat it as a signal to strengthen the source page first.
For guidance on page titles, alt text, meta descriptions, and other content decisions that affect search visibility, see SEO for Content Writers.