1. Put conclusions at the beginning
Think of an inverted pyramid when you write. Get to the point in the first paragraph, then expand upon it.
2. Write only one idea per paragraph
Web pages need to be concise and to-the-point. People don’t read Web pages, they scan them, so having short, meaty paragraphs is better than long rambling ones.
3. Use action words
Tell your readers what to do. Avoid the passive voice. Keep the flow of your pages moving.
4. Use lists instead of paragraphs
Lists are easier to scan than paragraphs, especially if you keep them short.
5. Limit list items to 7 words
Studies have shown that people can only reliably remember 7-10 things at a time. By keeping your list items short, it helps your readers remember them.
6. Write short sentences
Sentences should be as concise as you can make them. Use only the words you need to get the essential information across.
7. Include internal sub-headings
Sub-headings make the text more scannable. Your readers will move to the section of the document that is most useful for them, and internal cues make it easier for them to do this.

If we can weave these principles into our web designs, we can keep people on our web pages longer and be able to drive them to where they want to go faster and much more effectively.