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Remember to use bold and italics to emphasize important pieces of information. Avoid underlining, though, so your readers don't confuse underlined words with linked text.
Use inverted pyramid. Journalists have long been aware of need to catch readers' attention immediately. Like newspaper readers, web surfers are also pressed for time and want to get story right away.
The first paragraph should contain most important information and tell what rest of site/page/story is about. That way, readers can scan beginning to get gist of story.
Start with a short conclusion; gradually get into full story and provide more details below or on another page.
Proofread. There is no better way to make your company look incompetent than to have mistakes all over your site. I've seen it over and over and over again. Proof read time and time again, and then let someone else take a look at it too. Your spell-checker is not enough! It helps to print out all pages and edit hard copy, since reading off screen is tedious.
Don't be afraid to be entertaining. Fortunately, we've gotten smarter over last several years since plopping your company brochure onto screen went out of style. Nowadays, web surfers want to be entertained. Use humor. Use personality. Use a conversational style. The web is no place for flat, boring, unenergetic cure-for-insomnia stuff. Be enthusiastic about your product -- if you're into it, your customers will be, too! Confidence shows!
Linda Elizabeth Alexander is a business writer and marketing consultant based in Longmont, Colorado, USA. Improve your writing skills at work! Subscribe to her FREE ezine. Write to the Point at email@example.com or visit http://www.write2thepointcom.com/articles.html.