Writing Guidelines
•
useful headings
• headings2
• first few words
• active voice
• set the context
• use lists
• imperatives
• parallelisms
• simpler words
• fragments
• descriptive links
• combine guidelines
Writing for the Web:
Set the context
The "given --> new" principle
Start with what the user already knows or something that lets the user say "this applies to me," then give the new information.
Example: If you need your article even sooner, please place your order by phone and request FedEx Standard Overnight Delivery. (We're sorry that overnight delivery is not yet available online). People who don't need their article sooner don't have to read the instruction. If it were in the other order everyone would have to read the instruction before finding out if it applies to them.
(In spoken language, people provide context).