Writing for the Web is very different from writing for print. Instead of reading, viewers scan pages seeking the information they want. Revise print documents to reflect this style. Break information into small chunks. Use bullets. Highlight key phrases. Repeat your keywords and their synonyms in your copy, which improves your placement in search engine results.

Keep it short

• Use short sentences, simple words and short paragraphs.
• Try to have just one idea per paragraph.
• Use half the words you would in a brochure.
• Keep pages short; minimize scrolling.

Keep it simple

• Write as though you were speaking. The Web is conversational, not formal.
• Cut the welcoming text. Give your viewers the information they seek.
• Be clear. Avoid lengthy metaphors or witty headlines that don’t immediately convey your meaning.
• Avoid jargon.

Make it scannable

• Put the most important information at the top of the page.
• Put the most important idea in the first sentence of your paragraph.
• Use bold text to emphasize key words and phrases.
• Use headlines, subheads and bulleted lists.

Be accurate

• Keep your content current.
• Check your facts. Don’t imply anything you can’t verify.
• Spell-check and proofread your text. Then, have someone else proofread it.

Use links wisely

• Make your links short and descriptive so users know where they will lead.
• Don’t distract users with links that don’t enhance your message. Links should add value.
• Most links should lead to other pages in your site, not to another site.
• Alert users if a link takes them away from your site.