Writing for Web sites is not the same as writing for printed documents. Users read more slowly and have less patience for text.
Concise
To accomodate users, text on Web sites should be concise. Jakob Nielsen suggests writing 50% less text than you would write for printed material.
Structured
Web site text should be carefully structured into small sentences and paragraphs, perhaps with frequent subheadings to better support skimming the information.
Summarised
An abstract in some form should summarise the content of longer articles so that users can decide whether or not the article is appropriate for them. The abstract should be aimed to help them make that decision - not to encourage them to read the article.
Consistent
Text should be consistent, especially in its use of specialist vocabulary.
High-quality
Web sites should always be proofread by somebody who has a good grasp of English.
Hyperlinked
Links should be included within text wherever appropriate.
