Writing for the Web

Structure the text for rapid consumption: Readers scan the headings and links rather than read all the text, so the most important info should jump out at them. Bulleted lists are useful for presenting key points, but don't get carried away; too many lists will make your site read like a sales presentation.

Write in modules: Smaller, conceptually related chunks make it easier for readers who skim to find what they want.

Use anchor links to help users navigate long documents: Use, for example, a table of contents at the top of pages and on separate index pages.

Be careful when using directional words: 'Above', 'below', 'top', and 'bottom' aren't necessarily meaningful in a hypertext document. Use 'next' and 'previous' only when you're certain that users have come from the previous page or know that they've landed in the middle of a linear document (as when the document is marked "page 3 of 13" or has other visual/textual cues).

Shorter is better: Limit the length of your copy. Text-heavy pages are uninviting, and some readers will skip them altogether. Edit your text down to a reasonable size (under 800 words per page), and use white space, graphics, and varying type sizes and weights to break up the page.

Use the TITLE tag: Make it easy for users to tell your pages apart by giving each one a distinctive, descriptive title.
This is especially important for bookmarking -- try to use titles that are unique (e.g., "Job Openings at HyperMegaGlobalCorp" rather than just "Jobs").

Don't use "click here" or “more” (ADA). Links should be as clear as possible to a user who is tabbing through them with a screenreader.

Make pages printable when appropriate: Some types of documents are easier to read off-line (lengthy reports, for example). Offer versions of these designed specifically for printing (PDF, .rtf, or .html with black type on a white background and minimal graphics/navigation) for documents like resumes, reports, receipts, etc.

Use active language: It's easy to become distracted on the Web, so keep your readers engaged by addressing them directly (where possible) and using gripping language (where appropriate).

Give your site a voice: Create a strong identity and sense of place by developing a recognizable editorial tone.

Watch the use of jargon and TLAs: Will everyone in your audience understand these? Think about offering a glossary (hyperlinked, no less) for readers who aren1t familiar with your terms.

Steer clear of buzzwords: Writing on the Web tends to age rather rapidly, so avoid using overworked cliches and trendy buzzwords (just think how dated "Information Superhighway" and "cyber" are!)