Writing for the Web

People tend to read online by skimming. Research shows that many don’t scroll past the first screen or past “the fold” which is the part of the page that is visible without scrolling. This can determine page design. That’s why our sanfordhealth.org design offers many entry points into the website without forcing visitors to scroll for the information they need.

This also determines our content text which affects our search engine results, shareability on social media, and the general usefulness to patients and other users of our site. Make your web copy skimmable with short sentences, small blocks of text, subheadings, bullet points and numbered lists.

Here’s how to get right to the point, make clear what the page is about and what you want the reader to do. 

Write for People – and for robots

Search engine optimization, or SEO, capitalizes on the terms people are searching for and makes our website a top result in their search. One way we do this is to research what keywords people are using in their searches and find ways to place them on our site in important areas such as web addresses, headlines, first paragraphs and subheadings.

Note that SEO practices are quickly evolving with artificial intelligence such as Google’s AI Overviews. We also consult our integrated digital marketing team to help inform our web copy choices according to the latest developments.

Write in patient-first language

Tell the reader about the benefit to them. Include a clear call to action. No one enjoys a conversation with someone who only talks about themselves.

  • Use: At Sanford Health, you have access to a team of experienced providers ready to make a care plan that fits you. You’ll find compassionate care combined with the latest treatments and techniques. Make an appointment today.
  • Avoid: Sanford Health has the largest team of experienced, board-certified providers in the region with state-of-the-art technology and millions of dollars in improvements to facilities. Sanford staff is ready to help you with registration and scheduling appointments.

Use active voice

Speak directly to the patient and use energetic verbs to keep the reader’s attention. 

  • Use: She treats patients. We offer medical services. You find care. 
  • Avoid: Patients are treated. Medical services are offered. Care is found.

Write at a 7th-grade level

When in doubt, find a similar word with fewer syllables. Translate medical jargon into everyday conversational language. Spell out most acronyms. (See Sanford Health Marketing Standards and the Associated Press Stylebook for exceptions.)

Put simply, if someone outside the medical profession would wonder what a word or phrase means, find another way to say it. You can be informational without sounding like a textbook.

  • Use: high blood pressure, lab work, diabetes, showing symptoms, older adults
  • Avoid: hypertension, specimen collection, diabetes mellitus, presenting with symptoms, geriatrics

Each paragraph should contain no more than five sentences; try to keep the sentences fairly short. Break up the text using lists, subheadings, etc.

Use short sentences

Aim to keep most sentences to 104 characters or fewer. Write one idea per sentence and split longer sentences into two or more. We communicate one idea per sentence for maximum readability – a quality that’s especially important for health information.

Be brief and to the point when writing for the web. Avoid unnecessary words.

Write specific calls to action. Let users know what will happen when they click. To keep text accessible for all users, especially website visitors who use screen readers and keyboard navigation, avoid directional references such as:

  • Click here
  • Below
  • To the right
  • The graphic on the left
  • This page
  • This chapter

Watch title case vs. sentence case

Use:

  • Title Case for H1 headings and navigation menu items, otherwise default to
  • Sentence case. Sentence case for buttons (including tab names).

Avoid: ALL CAPS for accessibility and readability.

Bottom line

People are more likely to read your web content if it is useful, useable and enjoyable. Once you’ve hit those marks, stop what you’re doing and push the “publish” button. If you want to convert people with your content, do all of the above, plus craft well-designed conversion elements and position them smartly on the page. Avoid promotional writing and small talk – readers will scan right to the information they need. Separate informational and promotional content visually, and use sanfordhealth.org design elements to make your content work best for your readers.