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.