Web Writing Principles

Writing Outwardly

"Speak to the reader, not at them."

Apple’s Environmental page exemplifies writing outwardly by directly addressing the audience’s values and concerns about sustainability. It avoids product-first language and builds connection through shared ideals.

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Example of Writing Outwardly — Apple’s Environmental Impact Page

Not Burying the Lead

"The most important thing should never be hidden."

The New York Times homepage opens with urgent, direct headlines that place essential info front and center. It’s writing that leads with impact and clarity.

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Example of Not Burying the Lead — Top Headline on NYT Homepage

Not Saying Too Much

"Less tells more."

Stripe’s homepage uses minimal, powerful phrases. It conveys credibility and sophistication without crowding the reader’s mind with jargon.

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Example of Concise Writing — Stripe’s Tagline and Feature Copy

Strong Call to Action

"Guide the click with clarity."

Slack’s landing page combines clear CTAs with visual direction. The phrase "Try Slack - it's free" invites immediate action with zero friction.

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