Write for the Web
Creating readable content
Rule # 1 for writing for the Web: Keep it concise and short
Readers scan pages so key points have to be evident and written simply. If there is more information behind the point, link to a longer page. If the user is interested , he or she will take the time to read more text on the linked page.
Rule #2: the presentation of the words makes a big difference
Use short paragraphs, headings, lists and links in the content. You can bold certain words but don't overdo it. Never use underlining since that implies a link.
Rule # 3: quality brings credibility
Just like with any writing, grammar, spelling, attention to citation of sources and objective language enhances the truct in the site.
Interested in more information? See Writing for the Web