The most successful web sites use short, familiar words and may repeat them to increase idea retention and comprehension. They express concrete concepts and avoid abstractions. They employ the active voice and action words. They speak to the user directly and establish a familiar tone. They keep complex sentences to a minimum.
Studies show that imbedded hyperlinks distract readers.
The best tactic is to group links in a separate area of the page, under a descriptive title. The quality of your text is a measure of the quality of your organization. With the spread of the internet and intranets, HTML has become the preferred architecture for documenting Web-based applications. Today's documentation writers must work more closely than ever with engineers and developers to integrate the documentation with the application. As the new XML standards are put into place, technical communicators must learn how to weave documentation into an application's overall information architecture, providing modular procedural and reference materials to users.