Summary

Writing for the web should focus on understanding the content’s purpose and user needs. Also, consider where the content fits in the user journey.

• Be clear and concise.
• Make content easy to scan.
• Start with the most important information.
• Include a call to action.
• Edit, review, proofread

What are these guidelines for?

Tearfund’s website is one of the key ways we engage with current and potential supporters. We want to make sure that all content across the site is accessible, consistently on-brand, of the highest quality, and serves our supporters well.

This document provides guidance on how to apply copy best practice principles to improve user experience and engagement when writing for tearfund.org.

These guidelines apply to all content on tearfund.org and align with Tearfund’s digital content strategy.

1. Before you write

Think of the user

Define the purpose

• What’s the purpose of the page/content?
• Who is the page for?
• What action do you want the reader to take? 

Think like a user

• How can this page solve a problem for them? eg a prayer guide can help the reader pray for a specific crisis.
• How has the user ended up on this page?
• What are they expecting to see?
• What information do they already have, and what are they looking for?

Think brand voice

At Tearfund we are always visionary. We are always advocate. And we are always servant. Ask yourself:

• Is the content leaning into being servant? Do you need to dial up a compassionate, and warm tone of voice?  [link to brand portal]
• Or does it lean into being advocate and need to dial up a tone of voice that sounds bold, stirring, honest? [link to brand portal]

It’s ok to write a rubbish first draft

Yes, that’s right. Give yourself permission to let out all the ideas, good and not so good, when you’re doing creative concepting. 

Perfection is the enemy of progress. Even the most seasoned writers need to let the drivel out first and edit later.

2. When you write

Start with the most important information

Start with the content that is most important to your audience. This ensures users know the main point of the page, even if the user leaves the page after a few seconds.

Include a call to action

Every web page should include a call to action (CTA). This is something that you want the reader to do (donating to a campaign, downloading resources, signing up to an event or praying.)

Make sure the call to action is at the top or near the top of the page.

It should

• be a button
• be active tense
• be clear and specific (don’t use ‘click here’ or ‘find out more’)

Make content scannable

Most people won’t read every word—they’ll skim. To put it another way, people only read around 20–28% of the page.

By making your content scannable, you can help:

• approx 10.5 million users with visual and cognitive impairments
• those with poor internet connections
• respect users time and attention

The goal is to guide the eye, not slow it down.

How to make content scannable

Use clear headings

Headings aren’t just labels—they’re signposts. They help users scan, understand, and jump to what they need. A good heading makes content easier to navigate and sets clear expectations for what follows.

Do

• say exactly what the section is about.
• use keywords your audience is looking for.
• keep them short—aim for 3–7 words.
• put the most important words first in your headings

Don’t

• be novel or clever.
• use puns or wordplay
• be vague

Top tip: Sketch out headings before getting into the detail of the sentence-level copy.

Paragraphs

• One topic per paragraph.
• State the topic near the beginning of the paragraph.
• Keep paragraphs short (3 sentences ideal)

Sentences

• Start with familiar information, followed by new details.
• One idea per sentence.
• Sentences ideally fewer than 30 words. Vary the length to give the content an interesting rhythm. 

Use bullet points

Bullet points make information easy to spot and faster to read. They break up dense text and help users zero in on what matters. Use them when listing features, steps, options, or key takeaways.

Do

• Keep each bullet short and focused
• Start with a strong word or phrase
• Stay consistent in structure and tone
• Use 3–6 bullets—enough to inform, not overwhelm

Don’t

• Ramble or write full paragraphs
• Mix ideas or get off track
• Overuse them—save bullets for when they count

Use bold

Bolded keywords help eyes land on the most important ideas fast.

Do

• use on critical points, actions and benefits
• to guide attention
• make sure it makes sense on it’s own

Don’t

• use on entire sentences

Dashes

Use hyphens and dashes sparingly. They slow online reading. While meant to clarify, they often force the reader to pause and interpret the meaning.

Text-to-speech software will also read it out as “en dash”, “dash”, “hyphen” or even “minus”, causing further confusion.

Use ‘to’ instead (eg 9am to 10am, 1 to 4 March, 2021 to 2025)

Write clear and compelling body copy

Your body copy does the heavy lifting. It explains, persuades, and moves people to act. To work, it needs to be sharp, focused, and written like a human talking to another human.

1. Get to the point

Start with what matters. Focus on the main point. Don’t interrupt the main idea with extra information.

2. Use plain language

The average reading age in the UK is 9 years old. In addition, many visitors to our website may not be native English speakers. This ensures our content is accessible for a wide range of people.

Do

• use contractions (‘you’re’ instead of ‘you are’)
• start a sentence with a conjunction (‘and’, ‘if’, ‘so’, ‘but’, ‘because’)
• define abbreviations (spell out the first time, followed by the abbreviation)

Don’t

• use idioms (eg ‘Can’t see the wood for the trees’).
• use redundant words (eg ‘very’ and ‘really’)
• use clichés or Christian-ese

3. Write in active voice

Don’t: 30,000 people were assisted through cash, food and hygiene kits in the Tigray region of Ethiopia

Do: Tearfund provided 30,000 people with cash, food and hygiene kits in the Tigray region of Ethiopia

4. Describe the impact

Don’t: ‘Supporting Tearfund makes a difference’

Do: ‘Your generous donation means that communities can come together to build schools, businesses…’

5. Talk directly to the user

• Address them directly throughout the copy (use ‘you can make a difference’ instead of ‘our supporters make a difference)
• Keep it conversational (use ‘can be’ instead of ‘is capable of being’)
• Don’t use more than one word when one word will do (use ‘result’ instead of ‘end result’)

Create an onward journey

Don’t let the trail go cold. Every page should lead somewhere—whether that’s signing up, learning more, or getting in touch. Users need a clear next step, or they’ll bounce.

• Include a clear call to action (CTA)
• Link to related content
• Use buttons, not just text links
• Think like the user
• Make the path obvious

Write for your reader, not for Google

Effective Search Engine Optimisation (SEO) in the future hinges on adapting to the AI revolution in search. Focus on creating high-quality content that’s relevant for your target audience and write for them rather than for a search engine.

3. After you write

Edit your copy

Before sending your draft for stakeholder feedback, it’s worth editing your copy with fresh eyes. Give it breathing space so that you can see for yourself where you could make the message clearer and stronger and tighten the flow of the content.