Texts - write well for the internet

Easy-to-read texts strengthen the website's user-friendliness. Please be aware that communication on the web works on different terms than communication via printed media.

Characteristics of the web reader

Never reads everything but skims the screen.
Does not read chronologically but can jump into a text anywhere.
Targeted search for information.

Target group and message

Be clear to whom you are writing.
Be relevant – write what your reader needs.
Write the key messages first.
Explain what is difficult for the target group.

Headings

Write meaningful and telling headlines
Clear headings are better than "smart" headings
Place key keywords in the headline.

Paragraphs and subheadings

Divide the text into short paragraphs
Use subheadings that divide the text logically
Subheadings help the reader skim the text
Write meaningful subheadings.

Formatting

Use bold to emphasize words
Avoid italics – it's hard to read on a screen
Do not use underlined text - the user will think it is a link
Use bullet points for lists.
Always use left-justified text – straight margins make the text difficult to read.

Also read about formatting and web accessibility

Links in body text

The link text must independently show what the link contains
Never write link texts such as: 'Read more' and 'Click here'.
Write, for example, the title of a report, key subject words, etc.

Read about links and web accessibility.

The language

Explain professional concepts.
Break up long, compound words.
Address your recipient directly. Write "you" and not "man", and use "DTU" as the sender.
Use active language in general.
Avoid superlatives, they quickly come across as untrustworthy.
Avoid redundancy and empty phrases "Here you can read about..."

Also, be aware that good web texts help to increase the accessibility of your site.