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==> USE LESSER LINKS <==
Some online articles are full of links. Even for a two-line explanation, some writers use a second page and give hyper link in first page. This I find very restrictive, especially if I want to take printout for later reading. Agreed sometimes we can't help it, but keep in mind that where you can avoid giving a link, avoid it.
Another problem with links is, they distract reader. Sometimes reader clicks on links, reads whatever is there, and ends up forgetting original page.
==> HIGHLIGHT MAIN POINTS IN THE BEGINNING <==
Yes, this is a very important point. If you give headlines at beginning of page, and if you make them sound interesting, web readers tend to read with greater earnestness.
Suppose an article or a section tells insomniacs how they can sleep using technique mentioned in article or section. The following highlight would probably trigger an interest:
DO YOU CRAVE TO SLEEP CONTINUOUSLY FOR AT LEAT 10 HOURS WITHOUT TAKING A PILL?!! READ ON TO KNOW HOW YOU CAN.
==> MAKE COMPLETE PAGES <==
As far as possible, all relevant pages should be self-reliant, and should be present in their intrinsic entirety. Web surfers arrive at a particular page randomly, sometimes straightaway from a search engine or a referred link. There is no way to tell where they've been or where they'll go after visiting your page. Even if you try to provide context using links to tie related pages together, you cannot force a Web reader to follow those links. As a result, your approach must be encyclopedic, giving reader a fairly comprehensive presentation of topic on every page. Whenever they arrive, they should know where they are without having to go here and there.
Always include a link that takes to main section of web site with just one click.
==> IMPORTANT THINGS FIRST <==
Whatever your reader should know, according to relevance, should come first on page, and if aesthetically possible, properly highlighted. Think of all those things that visitor would like to see first most, and keep them as easily accessible as possible.
You should present important information in first two or three paragraphs so that by time reader gets distracted and leaves site, you have conveyed your main message.
==> MAKE PRINTABLE PAGES <==
If you have lots of textual content on your web site, keep it in a form so that your readers can take out printouts. If you look at articles on my web site at http://www.bytesworth.com/articles, you'll notice every article has a print version too, so that a reader can take printout and read article later.
This sums up my writing presentation for time being. If you feel I have left out some vital point, you are welcome to let me know.
Amrit Hallan is a freelance copywriter, writer and a web developer. He also writes pages that are optimized for search engine rankings. Checkout his site, and read more of his writings at http://www.amrithallan.com