Web Writing Guide

This web writing guide will help you write and edit online content. Examples in this guide refer specifically to www.baltimorecountymd.gov, but the standards apply to all Baltimore County digital communications, including:

• The BCPoint intranet 
• Email
• E-newsletters
• Other County websites
• Social media

WHO SHOULD USE THIS GUIDE

This guide is for content creators/contributors, designers and developers—anyone who authors content of any kind for Baltimore County. Designers and developers should also check out our design guide for complete design and usability standards.

This isn't a grammar or spelling manual. For those questions, consult a comprehensive dictionary such as Merriam Webster, or use one of the many excellent online grammar resources outlined in our References section.

WEB WRITING BASICS

Writing for the web is all about brevity. So even if you don't read anything else, remember these five principles:

1. Start with user needs. Consider who your users are and what they're here to do. Address the most common tasks, questions and concerns prominently.
2. Have a plan. Identify your content goals before you add anything to the site. Understand how your planned changes will make things better for your users.
3. Respect the user's time. Keep content focused and concise. Publish only what someone needs to know so they can complete their task; nothing more. Be specific and direct.
4. Write content that's easy to read. Be conversational. Address the user as "you." Use short sentences, short paragraphs and simple words. Use lots of headings and bullets to make content scannable.
5. Follow standards. Our style standards ensure a consistent, credible experience. When in doubt, look it up. Consult this guide or contact Web Services for assistance.

About The County Voice

Voice is the overall way we address users. Content is what we say; voice is how we say it. A consistent voice is critical because it makes a website feel cohesive and credible.

Baltimore County’s digital voice is:

• Authoritative, but not bureaucratic
• Friendly, but not informal
• Inclusive, but not exhaustive

This guide will help you write effectively for your online audience. Every piece of content that you write for your site should be created with the County's voice in mind.

References and Resources

We created this guide with lots of help from our favorite best-practice resources, both on the web and in print.