writing for the web

Web-friendly Content

Once upon a time—back in the glory days of advertising—ad copy often resembled a small novel, which is a vast difference from the short, sweet, and succinct web-friendly content we see and write today. That’s because the era of storytelling has come and gone. Now, it’s all about brevity. But, this also helps make your job easier. You don’t need to write paragraphs upon paragraphs of copy. In fact, less is usually more. 

Web-friendly content errs on the side of brevity and should always be:

  • Clear
  • Useful
  • Human
  • Actionable
  • Easy-to-read (scannable)
  • Even easier to act on


You can apply for CHIP safely and securely via the COMPASS Website in as little as 25 minutes.

Content Design 101

It’s Not Just About What It Says, but How It Looks, Too.

Modern copywriters know that we’re not just writing copy, we’re crafting it. We’re styling our headlines, sub headlines, body copy, bulleted lists and CTAs—so that it looks just as easily-accessible as it sounds when you read it. It’s refreshingly simple and scannable.

There’s always an opportunity to edit lengthy content. You can break it down into shorter sentences, bulleted lists, or in some cases, it can be eliminated altogether. Content should be easy to consume, and intuitive at-a-glance. This is where scannability comes into play.














Web-friendly content is:
  • More accessible for users than PDFs or Word documents.
  • Avoids breaking the user out of their browsing flow (e.g., by switching to a PDF).
  • Easier to update and maintain for content owners.
  • Easier to link to specific pages or sections of content.
  • Easily-accessible for website visitors who may have visual, cognitive or other disabilities.
  • Easier for search engines to scan and index (SEO compatibility).
  • More responsive for users on various devices, including mobile phones and tablets.