A great post over on Brain Traffic by Elizabeth Saloka. Here is an excerpt of her good writing for the web tips:
- Trim fat. Keep your content – sentences, paragraphs, etc. – short and sweet.
- Stay focused. As you’re writing, stop and ask yourself: Is what I’m writing relevant?
- Don’t exceed 60 words per paragraph. Better to break after one or two sentences.
- Honor thy bulleted lists. Three items? You should bullet. Ten items? Definitely bullet. This will help your readers quickly assess, divide, and digest information.
- Avoid fluff and cutting-edge, innovative corporate-speak. Readers can smell it a mile away.
- Speak to the audience as ‘you.’ Make them feel special, like you’re speaking directly to them. Remember, conversational.
- Talk like a human. Make sure you don’t sacrifice clarity for cleverness. Also, don’t get overly grammatical. Sometimes it’s better to break a few grammar rules than to sound stuffy.
- Stay grounded. Don’t fall in love with your writing. You’ll lose perspective. And, you’ll probably be less open to constructive client feedback.