Write better pages
Write pages that help people decide.
Clear web content does not need to sound clever. It should quickly explain what a visitor is looking at, whether it is relevant and where to go next. Start with the reader question, then use evidence and practical detail.
Lead with the answer
The opening of a page should answer the visitor’s immediate question in everyday language. Avoid making readers decode slogans before they can understand the offer or topic.
A clear heading, a short explanatory introduction and descriptive links are more useful than vague claims.
Give useful proof and detail
Visitors need specifics: what is included, who something is for, how a process works, what to prepare and what limits apply. Replace generic promises with concrete, accurate explanation.
Practical checklist
- One reader problem per page.
- A descriptive H1 and opening paragraph.
- Specific examples, steps or constraints.
- A clear next link to the most relevant page.
Edit for scanning
Use meaningful headings, short paragraphs and lists when they improve comprehension. Do not use headings merely for visual decoration, and do not create long pages that repeat the same point.
Further reading