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Writing for the Web is different than any other kind.

Studies show that Internet readers read differently — they scan and skim rather than read text word for word.  If they do not find what they are looking for easily and quickly, they click through attempting to find it.

STYLE AND CONTENT

Communicate your message quickly and clearly.

• Use your keywords.
• Be direct.

      Get to the point right away. Avoid flowery language

• Put your main point first

      "Above the fold" — the part of the page that shows without scrolling.

• Tell your reader what he wants to know.

      And what does he want to know? How you can solve his problem.

• Be objective - avoid hype.

      "Just the facts ma'am" increases credibility, trust.

• Choose meaningful headings and sub-headings

      Avoid meaningless ones. Be sure to include your keywords.

       This will also help your search engine ranking.

FORMAT

Organize your text to make it easy and fast to scan.

• Be concise

      Don't be afraid to edit ruthlessly.

• Make text scanable.

      Readers quickly scan Web pages to determine if the page is relevant before committing to       reading word for word.

• Keep sentences short.

      Short sentences are easy to scan and understand.

• Keep paragraphs short.

      One idea per paragraph.

• Use headings, subheadings, and bulleted lists.

      These break up the text and make pages easier to scan.