Get people to read enough words to understand mean as they glance at your webpage
Make it easy for readers to skim over your page and know what it is about
- highlighted keywords (links, bold, italics, fonts, colour, highlighting)
- meaningful sub-headings (one idea per heading)
- bulleted lists
- one idea per paragraph
- start pages and paragraphs with the conclusion
- concise sentences
Improve the credibility of your text with high-quality graphics, correct spelling and grammar, and appropriate selection of links to other web pages to demonstrate you have done your research.
Avoid exaggeration and promotional claims like best, greatest, excellence and other boastful phrases.
Get straight to the point with facts, use evidence for any claims.
Want more ideas on writing for the web? There are a stack of great summaries and articles on nngroup about writing for the web nngroup.com/topic/writing-web/all.