Why do people so frequently miss the obvious, he asked. Nowhere is the obvious more important than on the Internet. It's crucial to remember that a web site is a place where one person can talk to and interact with another. Even though millions may see what you write, your words are read by one person at a time. The internet is as one to one as business communication can get.
Online people expect to be entertained, informed and involved in a two-way conversation.
None of it works in this new medium. Skip the jargon too. The internet has given us a powerful new way to talk to each other. Skip any language that sounds stiff, artificial and contrived. Obsolete business notions of control, command, formality, arrogance and hucksterism have no place online.