- Speak the intended visitor's language
- Use the second person, active voice; be direct
- Expect visitors to scan, not read
- Get organized, write clearly, be brief
- Use an inverted pyramid structure: put conclusions first
- Don't dilute information by saying too much
- Use half the words you would on paper
- Omit needless words
- Closely follow accepted rules of writing
- Use meaningful headings frequently
- Write, rewrite, and spell check