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