make sure that your readers will find your information useful. This means useful for them instead of just useful for you.

give them all the information they require in order to act, right then and there.

Make sure people know what your site (and each page) will do for them.

If someone can't figure it out, immediately, chances are they'll go someplace else.

There's a "personal" aspect to web-based content that doesn't apply to printed material. People see this content on the same screen they see their own work, so they tend to feel that content is even more personal and directed just at them.

Not only is this friendlier, but it's also easier to read.

Always start with the headline—everyone reads them.

Give 'em the gist of it: Distill longer documents down to their most important facts by creating an "executive summary."