General writing styles

People rarely read web pages word by word; instead, they scan the page. As a result, web pages have to employ scannable text, using

• highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and color are others)
• meaningful subheadings (not "clever" ones)
• bulleted lists
• one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
• the inverted pyramid style, starting with the conclusion
• half the word count (or less) than conventional writing