Write relevant content
Web readers want information. What you write should relate to your page topic or your site.
Put conclusions at the beginning
When you write, think of an inverted pyramid. Put your main point in the first sentence and then expand upon it.
Only one idea per paragraph
Your Web pages should be concise and to-the-point. People do not read Web pages, they scan them. Short paragraphs are better than long ones.
Use action words
Avoid the passive voice. Tell your readers what to do. Keep the flow of your pages moving.
Use lists instead of paragraphs
Lists are easier to scan than paragraphs. Use them whenever it is possible.
Limit list items to seven words
People can only reliably remember seven to ten things at a time. Keep your list items short to help readers remember them.
Write short sentences
Sentences should be concise. Use only the words needed to get essential information across.
Sub-headings make your text more scannable. Readers will scan to find the information that is most useful to them and sub-headings make that easier.
Make links part of the copy
Links are another way that readers scan pages. They stand out from normal text and provide more cues as to what the page is about.
Proofread your work
Spelling errors and typos will send people away from your pages. Make sure you proofread everything you post to the Web.