Writing for responsive websites

Think mobile first and prioritise content for mobile devices - this will help you keep your copy short and simple.

The immediacy and on-the-go nature of mobile requires access to information with the minimum fuss. Being forced to scroll through reams and reams of unnecessary content does not make a happy user. 

Think of creating content for responsive sites as writing for the web plus. Many of the principles are the same but content needs to be even more concise.

Copy should be:

• Specific
• Informative
• Clear and concise
• Brisk but not terse

Also apply these principles to creating content for responsive websites:

• Chunk your content
• Front-load the important information
• Use active voice
• Use short sentences and paragraphs
• Use bullets and numbered lists
• Use clear headlines and subheads
• Don’t repeat the summary in the first paragraph
• Use the ‘inverted pyramid’ approach with the most important information at the top tapering down to lesser detail.
• Break up text with descriptive subheadings. The text should still make sense with the subheadings removed.

Writing great content clearly, in plain English, and optimised for the web helps people understand and find the information they need quickly and easily. There is more information on constructing copy in the exeter.ac.uk style guide.