Present the Content
Be brief. Use short words instead of long ones ("ask" vs. "inquire", "need" vs. "necessitate"). Use active verbs, rather than passive ones ("We determined that…" instead of "It has been determined that…"; "We need…" instead of "There is a need for …").
Focus the user on key points. Use bulleted lists, headings, tables, paragraph, and pull-quote styles (see our Style Guide for more information).
Avoid long, wordy pages. Use subnavigation and break pages into shorter pages if necessary.
Next: Optimize the Content for Search Engines
Search Engine Optimization Checklist
Review and print our easy to follow document on making your site more visible on the web. SEO Checklist