Write and style content

Web content that is clear, simple and easy to scan makes it easy for our users to find information and take action.

To create inclusive, easy-to-use content we:

• set clear goals for the page
• use plain and direct language
• apply in-page styles to draw attention to key information.

Follow this advice to create content that meets user needs and our objectives.

Use the correct template

Make sure you use the correct Word template for web updates. Access it from the shared templates in Word each time you need it.

In Word, go to: File > New > Agriculture > Print and web content > Web content template

If you’re drafting an update, copy and paste your current page content into the document. Make any updates you need with track changes turned on.

Understand our users

We know many of our users are time poor or under pressure. They may not speak English as a first language. They may be one of more than 40% of Australians with low literacy. They may be experiencing financial or emotional distress and need our services. In regional areas, they may have poor internet access.

All these users need clear, simple and direct language and structure. We need to avoid ambiguity or potential confusion.

We also know how users behave on a website. They scan, they don’t read. On our website, over 40% are using a mobile or tablet device.

We consider our user’s context in everything we write. That is how we create inclusive content. Good usability benefits everyone.

See more on how to identify user needs.

Set a clear page purpose

Each web page should have a clear and distinct purpose and a call to action. Identify your audience, what they need to know and what you want them to do.

A clear purpose will help you plan your content. It will inform:

• the call-to-action (what you want users to do)
• key points to cover on the page (what users need to know)
• helpful links to include (related information that may help them).

Do this whether you’re writing a new page or updating existing content. It will help you draft new content or improve current content.

Establish this purpose and why it’s on our website in the page title and opening 1-2 sentences of the page.

If you can’t establish a purpose and a call-to-action for your audience, consider if you really need the page.

Use a logical structure

Use the inverted pyramid – prioritise what the user needs most at the top. Then progress to the less critical or ‘nice to know’ details.

This can vary based on the type of page. A step-by-step guide needs to start at the first step in the process. Some pages need to tell the user actions they need to take before continuing through the page. An example of this would be gathering documents to apply for a passport.

Consider:

• What do users need to know first?
• What will they expect to see next?
• What will motivate them to keep scrolling?

Users will scan long pages. As long as they have a strong ‘information scent’. This means a structure with strong hints at what they can expect to see next. And that those expectations are met as the user scrolls.

You can use page styling to help you create this structure.

Write readable content

Our web pages should be written with the user’s context in mind. All our web content must be Grade 5-9 readability.

This ensures web pages are easy for users to scan and quickly understand. It supports users with low literacy and translates more easily. Simple content will be summarised more accurately in AI results.

Use page styles to help improve the readability of your content. Use Hemingway Editor to check your work. You can copy and paste your text directly into the web page to check.

See more on our readability guidelines.

Use page styles to help users

You have your page purpose. Now make it clear what your page is about at a glance.

Use key style elements in your writing:

• Headings
• Short, active sentences
• Clear, simple paragraphs
• Lists (bullets or numbered)
• Hyperlinks

Users will quickly scan these elements to summarise the content of the page. When used well, these will also improve search optimisation.

Headings

Break up your content with headings.

Keep them short and use active voice. Front-load headings with meaningful keywords. Write them to be parallel.

For example, ‘Apply for a permit’.

Avoid using the same words that are in your page title. You usually don’t need to repeat these.

Short active sentences

Structure your sentences to make them easy to scan and digest. If you have a complex idea or language you can’t avoid, create simple context around it.

Some rules to follow:

• One idea per sentence
• Active voice (subject-verb-object)
• Personal pronouns (‘we’, ‘our’, not ‘the department’)

Are you using commas or semicolons? You probably need to start a new sentence.

Paragraphs

Front load your paragraphs with meaningful key words. People scan web content, often only reading the first 2 to 3 words of a heading or paragraph.

Focus each paragraph on one idea, step or instruction.

Keep paragraphs short. A general rule is no more than 3-4 short sentences. You can have paragraphs that are 1 sentence if it makes sense to do so.

These rules are especially helpful for people reading on smaller screens.

Lists

Lists can help you draw attention to key details on the page.

It’s tempting to use lists to break up long sentences. But use them carefully. They will draw the eye, so make sure you want to highlight the information you’ve put in a list.

Some rules to follow:

• Write each list item to be parallel (for example, all actions).
• Use bullet lists for unordered information.
• Use numbered lists for sequenced information.

Hyperlinks

Links are another visual element on the page.

They will catch the user’s eye, help them to summarise the page content and find related information.

Some rules to follow:

• Use descriptive language that signposts what the user will find when they click.
• Avoid generic calls-to-action like ‘click here’, ‘read more’.
• Limit to one link per sentence (avoid too many links in a paragraph).

Create useful user interactions

We use in-page components to help structure content and clarify user journeys. Each meets a specific interaction or UI need. They work together to create consistent patterns for a better user experience.

Here are some style components you can use in our website.

Cards

Cards provide a high-level overview of a topic or set of tasks. They include a link another web page for more detail.

We can use cards for a set of links to parallel tasks or topics. They work well on landing pages.

Cards can contain any or all of these elements:

• title
• image or icon
• short text.

The whole card is a hyperlink.

Cards on standard pages display in 3 columns. Any number of cards can be used. We suggest keeping it to 6 at most. If you need more, you could break them up into smaller groups under headings.

Accordions

Accordions should be used sparingly.

They work best when the user would be most likely to want to view 1-2 items in the set of accordions. For example, something grouped by state or territory.

Avoid accordions if you want the user to read all of the page.

Accordions don’t replace well styled plain text. They shouldn’t be used just to condense a long page. Good styling and structure makes long pages user-friendly.

Before using an accordion, consider if the benefits outweigh the potential issues.

Potential issues include:

• Hidden content makes it harder for the user to quickly scan the page.
• Click to expand function increases cognitive load and interaction cost for users.
• Missed or ignored details on page, if users aren’t sure what to expand, don’t expand all or headings don’t clearly signpost accordion contents.

Callout box

Callouts are a box style used as a visual clue direct a user’s attention.

Callouts can be used to:

• draw attention to important information
• link to next steps of a process
• link to a relevant resource.

They are a useful tool, but their value relies on using them sparingly. Users will become blind to this form of styling if used too much on a page.

Most web pages don’t need callout boxes at all. On our website they are mostly used to call attention to timely updates and then removed. For example, a new Have Your Say project on a topic of interest to users of that page.

Some pages can use more than 1 callout box. This page is an example (see the ‘Tip’ boxes). But we have still used them sparingly. Not every section has a tip box. They are also positioned at the end of the section, so they don’t break up the flow of advice on a topic.

We have 4 different styles of callouts that can be used.

Complex tasks

We have components built into the site we can use to help users through complex tasks.

This might include a process or task that has multiple steps or multiple pathways that are determined by the user’s context.

See our advice on:

• Step-by-step component (guides users through a sequence of steps).
• Assisted workflow component (helps users choose the right content journey).

See more