1. When writing for the web, it’s important to remember that that people don’t read websites – they scan them. With that in mind, make sure you get right to the point. Use short sentences. Like this. And this. Avoid lengthy diatribes consisting of technical jargon that run on forever and never seem to get to the point of the story, which is to say, don’t write a sentence like the one you’re currently reading.
  2. Use lists when possible:
    • Users can scan them quickly.
    • Keep them pithy.
    • Essential information is most easily remembered in groups of no more than 7-10 items.
  3. Include links. Your web audience expects interactivity. It’s what differentiates us from the animals. Have you ever seen a zebra click a hyperlink? No, you haven’t. I rest my case. Links also act as markers that stand out on the page, drawing users’ attention and further engaging them.
  4. Proofread your werk! Content generation on the web is all about building your brand’s authority. Nothing makes you look weaker than spelling errors or poor grammar on the web. If you can’t write, don’t. Hire someone who can. Many web design firms employ copywriters who can translate your notes and bullet points into web copy that performs.
  5. Use the “active voice.” Your online audience wants to be assured that, in the words of the immortal Biz Markie, “Oh baby, you got what I need.”
    Do say: “My widgets will fix your sink and buy you Springsteen tickets.”
    Don’t say: “Your sink will be fixed and your Nickleback tickets will be purchased by my widgets.”

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