Writing for the web is very different than writing for Print media like books and newspapers. Website visitors tend not to read whole paragraphs but instead they scan web pages, only reading what grabs their attention.

Therefore:

• Use Attention grabbing Headlines and sub headlines.
• Use short paragraphs.
• Highlight Important ideas.
• Use Bullets.
• Be objective and be concise.
• Use everyday language.
• One point per paragraph.
• Keep the page focused on a single idea
• Linking out adds credibility especially to authority sites.
• Use Inverted pyramid – Let them know in the first paragraph what the page is about. Use the rest of the page to add substance.
• Use main keyword in first paragraph.
• Use the Last paragraph to summarize the article and use your keywords again.

Useful Resources:

• Writing for the Web- Interesting case study on how different writing styles affect site usability.
• Netwriting Masters Course
• Make Your Words Sell.-The Art of e-Persuasion