It’s important to target your audience when writing for the web. By knowing who you are writing for, you can write at a level that will be meaningful for them. Use the words your users use. You will help them understand the text and optimize it for search engines Chunk your content. Chunking – breaking content into manageable sections – makes your content more scannable. Front-load the important information. Start with the content that is most important to your audience, and then provide additional details. Use pronouns. The user is “you.” The organization or government agency is “we.” This creates cleaner sentence structure and more approachable content. Use active voice. “The board proposed the legislation” not “The regulation was proposed by the board.” Use short sentences and paragraphs. A general guide is no more than 20 words per sentence, five sentences per paragraph. Use dashes instead of semi-colons or, better yet, break the sentence into two. It is ok to start a sentence with “and,” “but,” or “or” if it makes things clear and brief. Use bullets and numbered lists. Don’t limit yourself to using this for long lists—one sentence and two bullets is easier to read than three sentences. Use clear headlines and subheads. Questions, especially those with pronouns, are particularly effective. Use images, diagrams, or multimedia to visually represent ideas in the content. Videos and images should reinforce the text on your page.