Writing for the Web: General Principles
2. Use objective language.
3. As indicated in the previous item, “credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted.
4. Every page should be written as if the user has not seen the rest of the site.
5. An editorial style guide will help maintain target tones of voice.
Summarized Guidelines on Writing for the Web
Content
• Write relevant content
• Put conclusions at the beginning
Think of an inverted pyramid when you write. Get to the point in the first paragraph, then expand upon it.
• Write only one idea per paragraph
Web pages need to be concise and to-the-point.
• Use action words. Tell your readers what to do. Avoid the passive voice. Keep the flow of your pages moving.