Action Words Checklist For Website Writing


Your audience

  • The number one priority is to keep your audience in mind
  • Ensure the words on your site connect with your audience members
  • Are the words you use, words they would use? 

It's not about you. It's about them.

 When visiting a web site, users want to know how the site can help them. So before creating web content, you should: 

  • Identify likely users and the benefits they're looking for
  • Prioritise benefits. Ensure that the benefits you're highlighting are the most important ones for site visitors.

Don't write for readers. Write for scanners. Therefore, be concise.

  • Make sentences short and to the point
  • Avoid long blocks of text. Each paragraph should be about a specific idea
  • Use headers and sub-heads so that scanners can find information easily
  • Use bullets and numbered points whenever possible. Use bolding.

Make headers meaningful

Headers and sub-heads are where eyes go first. Your headlines must:

  • Make sense as stand-alone statements
  • Meaningfully convey the point of the text that follows
  • Be dynamic in plain English.

Write to inform. Don't try to impress people with complex language.

Write simple copy in standard English. Avoid hype, overly technical language and corporate speak. Avoid rubbish like, "Leveraging our world-class core competencies . . .”

Get your clicks right

  • Clearly describe or evoke the logical user path if the link is followed
  • Use action verbs (e.g. "Order now")
  • Keep them tight: "Learn more now" rather than "Click here to learn more now"
  • Link only to pages within your site whenever possible.

If you want site visitors to do something, tell them exactly 

  • Make it easy for them to take the next step
  • Call to action should be visible without having to scroll.