DONE

Effective web content must be actionable, scannable, service-focused, citizen-centric and division-neutral.
When followed, these communication principles ensure content is easy to understand, find and use.
It is important for internal and external developers and content creators to review these principles prior to creating content.

 Web Writing Principles

• Keep content simple, short, actionable and quickly get to the point by starting with the conclusion or key message of the page.
• Focus on the service being provided, not the division that delivers it.
• Use plain language. For example, avoid all caps, jargon and technical terms. Explain acronyms.
• Don't duplicate content found in other areas of toronto.ca. Link to it instead.
• Write descriptive hyperlinks. For example, use the title of the page you are linking to. Never use "click here." and avoid "learn more".
• Divide content into concise, organized chunks under scannable headings and subheadings. Use bulletted lists to display key messages instead of lengthy paragraphs.
• Accessibility is mandatory. Headings must be used in sequential order and documents must be accessible. Images must have descriptive alternative text.
• Consider the customer journey and how toronto.ca pages and the public-facing application will work together. The experience should be seamless.
• Keep content up-to-date and remove old, redundant or trivial content regularly.

Writing for an Online Audience versus Print

Reading on a Screen

• Reader scans and jumps around the screen, clicking on links to explore.

• Reader is multi-tasking and has multiple tabs/windows open at once.

• Reader decides if they want to stay or click away in less than 30 seconds.

• Reader expects quick, actionable content that helps them complete a task.

Reading Print

• Reader absorbs information in a logical sequence (left to right, top to bottom).

• Reader is usually willing to invest more time in the content.

• Reader often reads the whole page or multiple pages.

Mobile versus Desktop

toronto.ca tracked 51 percent mobile visits in 2018. And that number is on the rise. This compares to only 26 percent mobile visits in 2014. 
Use a mobile first design strategy when building applications. Test all applications on the smallest screen before publishing.  
When creating content, always consider the mobile experience. Headings, accordion labels, tab labels and body copy should use as few words as possible.
Even short paragraphs can appear extremely long on small screens.