Links enable you to keep your text short while providing additional information to accommodate readers who want more. Writing Like a Bureaucrat Online readers expect a personal, upbeat tone in web writing. To avoid bureaucratic language, turn the tone down a notch. Search out and destroy jargon. Take a look at the tone of the Peace Corp and IRS web sites in our Showcase.
Some sites make it impossible to figure out who or what the host organization is.
Remember that users get to your site from somewhere else in cyberspace. The link or search engine that sent them to you probably did not explain who you are. Visitors may have missed entirely your home page where you spelled out your mission. Orient your visitor by writing useful signposts throughout your site. Make sure each page includes your tag line, or a short, descriptive mission statement.