Here is a collection of best practices and tips that will make your writing more engaging and effective for the web.
Know your audience and what they are trying to accomplish.
Organize content so they can find what they need.
Offer an appropriate reading level and tone.
Add “alternative text” to images.
Use descriptive hyperlink titles (avoid "click here").
Ensure that all of your audiences can share a similar experience while accessing your content.
Keep content current by establishing a workflow (process, tools and team).
Ask before you add (does the content exist elsewhere, who will maintain it or delete it when it is no longer relevant?).
Don’t overlook simple, but critical information: emergency numbers, contact info, important deadlines, donate URL.
Put important information and tasks first.
Short, concise paragraphs and brief bulleted lists work best (avoid walls of text and welcome messages that no one reads).
Write meaningful headlines that are not dependent on supportive text.
Use words that people understand (avoid acronyms, jargon, hype).
Default to vivid verbs and simple sentences.