Writing material for the web is different from writing for other media. Your web audience comes to your site for information and they want to find it quickly and efficiently. When viewing a page, they don't read, they scan. 

Write for scannability

People don't read a lot of text on a computer screen and they don't expect to read a lot of text on the web. Users skim-read text and look for keywords. We should support that by:

• writing with meaningful, short, direct headings and sub-headings
• breaking the flow of blocks of text with bullets, bold and colour, etc.
• capturing the main idea in the first sentence of every paragraph.
• keeping paragraphs short

Be concise

Write with as few words as possible. Eliminate such phrases as "in my opinion" and "at this point in time". Avoid metaphors, similes and any other figures of speech.

Write simply

Avoid technical terms and jargon.

Editing a document for the web

Ask these questions:

• Is it clear?
• Is there a simpler way to say this?
• Is there a shorter way to say this?
• Is this necessary?