Do know your audience
It's important to know your audience.
If you write for a site that sells toys you'll use other words, colors, images etc. compared to a site for online banking.
Write and design with your visitors in mind. Don't get tempted to write for yourself.

Don't use meaningless words
Do you have a cool site with hot subjects?
Or a hot site with cool subjects?
On some hype-sensitive sites these kind of words might be useful but on most sites you'd better refrain from meaningless words.

Do write about the subject
Write about the subject.
Saying: This page is about breeding goldfish talks about the page. Instead, start right away with the
subject. Breeding goldfish is a popular hobby....

Don't use jargon
Avoid jargon. That goes for Internet jargon but also for jargon for any other subject.
Only if your site is focused on a selective group of specialists jargon might make sense.

Do use short sentences
Use short sentences. The World Wide Web is fast. Your visitors want to get your info in a snap. So read and reread your text. Then cut out as many unnecessary words as possible.

Don't write technical
Don't write technical. Your visitors don't care how you created your site and that you prefer Perl over TCL/TK (or the other way around).
Instead write about your subject.

Do use correct spelling
OK, this one will turn against me....
Use correct English or whatever language your site is written in. As a standard routine use a spelling checker but don't rely completely on it. Human proof reading is necessary.
This can be difficult - especially if you're not native speaking English.

Don't show any page under construction
Don't publish a page that's under construction.
People will hate you if you do.
If the page isn't finished, it's not ready to be published.
In a sense most pages are always under construction because they are updated (more or less) frequently.

Do use the first screen
Be sure to put important text on the first part of your page, the part that will show up first on a screen.

Do present the issues right away
Your visitor wants to know immediately what she/he can find on your site. Keep that in mind when designing your site.
Present the important issue(s) of your site on the first page.

Do use a descriptive title
The text for the tag "TITLE" should be descriptive.
The title shows up in the results of search engines. A descriptive title makes clear what people can expect on your site.
The title is also shown in the history list of browsers.

Do use small pages
The World Wide Web is not a book. People don't read it sequentially. They want to select a small piece of info and decide what info they want to read next.
So you should provide small pages. Cut long pages in pieces and connect them through hyperlinks.

Do show date of update
You update your pages on a regular basis. Don't you?
Make clear to your visitors how recent or (out-)dated your information is. Provide the date of the last update. And don't forget to change the date if you change a page...

Do ask for feedback
You can learn from your visitors.
Ask for their feedback and give them an e-mail address to reach you.

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