Ottawa County, MI

Writing Style Guide

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Writing for the Web

People read web content differently than printed materials. They scan for key information rather than reading every word. To improve readability and usability:

  • Use plain language. Avoid jargon, legal terms, or complex wording.
  • Keep sentences and paragraphs short. Aim for 20 words or fewer per sentence and limit large blocks of text.
  • Write in an active voice. Example: “Staff will review applications” instead of “Applications will be reviewed by staff.”
  • Prioritize key information first. Use the inverted pyramid style—start with the most important details, then provide supporting information.
  • Provide clear and actionable links. Link text should describe the destination, e.g., “View meeting schedule” instead of “Click here.”
  • Use bullet points and numbered lists. Using lists helps users scan information and is easier to digest.
  • Use headings and subheadings. Proper use of headings helps break up content and make scanning easier.
  • Avoid excessive bold or italicized text, which can reduce readability.

      Headings

      Use Sentence Case for headings, buttons, and titles.

      Correct: How to Apply to the Program

      Incorrect: How to apply to the program

      Phone Numbers

      Correct: (616) 555-555

      Incorrect: 616-555-5555

      Incorrect: 616.555.5555

      Addresses

      Correct:

      12220 Fillmore St
      Room 310
      West Olive, MI 49460
      Directions

      Incorrect:

      12220 Fillmore St, Room 310
      West Olive, MI 49460

      See also: Address Text Module Preset

      
			
      
				
				
				
				
				
      Links
      

      Link text should describe the destination, e.g., “View meeting schedule” instead of “Click here.”
      

      PDFs
      

      Option 1
      


      Option 2 (Advanced)
      

      Requires HTML editing.
      

      Document Name
      

      <a href="" class="pdf" target="_blank">Link Text</a>
      

      External Links
      

      Links to other websites should always open in a new tab. It is also helpful to give users context on what to expect when they click on an external link.
      

      Option 1
      

      Add the Organization/Agency name in parentheses after the link. This works well if you have a list of links that are all going to different websites.
      

      Healthy Kids Program Qualification Questionnaire (MDHHS)
      

      Option 2 (Advanced)
      

      Requires HTML editing.
      

      This is helpful if most links in a series open to the same site and just a few are external links.
      

      Healthy Kids Program Qualification Questionnaire
      

      <a href="" class="external" target="_blank">Link Text</a>
      
			
      
				
				
				
				
				
      Helpful Resources