Web content is read differently to that in newspapers and other hard copy material. Users scan-read web content, moving on within seconds if they can’t easily find what they are looking for. Get their interest, and then keep it by giving them what they want quickly.

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What, where, who, when, how & why - the important details must go first.

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Write in a language your users will understand. Keep it plain and simple. Avoid using meaningless 'corporate-speak' phrases.

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Use signposts in your text. Sub-headings or anchored links break up blocks of writing into manageable chunks. Being faced with large paragraphs is off-putting to the casual visitor.

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Keep your headlines short and punchy. Grab their attention in as few words as possible.

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Keep the content to one screen height where possible to reduce the need for visitors to have to scroll downwards.

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Keep paragraphs short by using short sentences, ideally no more than 15 or 20 words.

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Always write in the present tense.

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Never forget the importance of proof-reading. If a user finds a mistake or inaccurate information they will not only doubt the validity of that page, but also the website as a whole.

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Content can go out of date quickly. Out of date or inaccurate information reflects poorly on any organisation.