The following was taken from .Net magazines feature on writing for the web, Issue 176, June 2008 and was written by Alex Metcalf.
- Begin with the conclusion. Put the most important information, or a summary, at the start of the content - the 'Inverted Pyramid' approach - so users can quickly get a sense of what the page is about and what it contains.
- Short sentences. Keep the sentences brief, with one main idea - but be careful to avoid the writing style becoming overly terse and functional as a result.
- Link Names. Ensure link names clearly and concisely reflect the page or target they link to.
- Jargon. Avoid jargon unless you're certain your website's audience will understand it and expect it. Also expand any acronyms you use the first time they're used on a page.
- Paragraphs breaks. Use a lot of paragraph breaks, because long paragraphs can be difficult for readers to scan.
- Wasted Words. Cut to the chase by reducing the number of wasted words. Also, typically avoid 'welcome to the website', style content, instead focusing on writing content that helps users achieve their goals.
- Lists. Use lists , sparingly, for relevant information - lists (such as bulleted lists) are clearer and easier to scan.
- Main headings. Always have a good main heading, crucial to help people assess and understand what's on a page.
- Sub-headings. Add sub headings to clearly group related information on a page, and to make content easier to scan.
- Keywords first. Put the important, differentiating words first in headings and links.
