Writing for the Web

Users will stay on a web page for only 15 seconds unless:

1. You know your audience – What kind of information do they need?
2. Follow the “inverted pyramid” model – starting with the conclusion
3. Stick to active voice – when you speak directly to the audience (“You can do it”) it’s more engaging
4. Write meaningful sub-headings – not "clever" ones
5. Write short, simple sentences – chunk: Half the word count (or less) than conventional writing
6. Show, don’t tell – use real world examples
7. Nix the jargon – avoid insider language
8. Mix up your word choice – when it comes to keeping your visitors interested, variety is key! 
9. Make text scannable and easy to skim – web readers will scan the page to find the specific piece of information they’re looking for
10. Leave them wanting more