1. User-focused. Write for the reader, not for yourself.
  2. Be clear, concise and simple! Get to the point. You only have a few seconds to grab a person’s attention on the web. And skip the jargon…. wait, is “jargon” jargon? 😉
  3. One idea per sentence. This is a good rule for writing in general.
  4. Conversational tone. Write as if you’re talking to the reader.
  5. Readable font. It’s ok to bold keywords, but don’t use colour or underline (usually meant to signal a hyperlink) or fancy fonts.
  6. Scannable. Use headings and sub-headings to separate blocks of text; use bulleted lists to make information scannable.
  7. Hyperlinks. It’s what the Web is built on: making connections.