Infuse as much of your organizational or individual personality into your text as possible. On the other hand, keep in mind that the Web is also an international medium. Half of all surfers today are non-native English speakers. So avoid regional slang expressions. One of worst mistakes you can make is repurposing stuffy bureaucratic-sounding text from printed sources, says Powers.
Web users are skeptical.
Words may still be paramount on the Web, but in this multimedia age of ours, you need to think visually as well as verbally to make your content compelling. When appropriate, use drawings, photographs, animation, audio, or video. Your site will be more convincing if these multimedia enhancements relate to your words instead of being gratuitous glitz. Build in a way for readers to react to what you write, such as e-mail feedback, discussion boards, and chat rooms. More than anything else, the Web differentiates itself from other media by its interactivity.