Envision a typical reader as you write, and try to speak directly to that person. 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 using stuffy, bureaucratic-sounding text from printed sources, says Powers.
Web users are skeptical.
The more you exaggerate, the more they'll blow you off. Words may still be paramount on the Web, but in this multimedia age, you need to think visually as well as verbally to make your content compelling. When appropriate, use drawings, photographs, animation, audio or video. Finally, 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.