style

• use meaningful subheadings or headlines to break up the page
• images are also useful for this
• lists/bullet points or tables make key concepts stand out from the rest of the text

text

• keep your audience in mind - what do they need?
• one idea per paragraph
• use an inverted pyramid style (most important bits first, followed by details and background info)
• use half the word count you normally would (we read 25% slower on a screen)
• but if your audience is expecting comprehensive information, use a summary, followed by a link to a more complete document

tone

• friendly and concise
• avoid marketese or jargon (create a glossary if it's absolutely necessary)
• use quotes or profiles - we like to read what someone has said
• talk to your readers directly - use you and we

think about

• a style guide, so all your pages have consistent grammar/spelling
• keywords

check

• can I understand the page if I arrive directly at it from a search engine?
• can I get back to the original information if I'm sent elsewhere?
• are the links clear? (do I know if it's a pdf/external page?)