10 Essential Tips for Writing Web-Based Projects1. Know your audienceBefore drafting content, ask yourself these questions: Who is my primary audience? What abouta secondary audience who can influence and inform my primary audience? How will they find my site online? For example, say you’re creating a coaching website or an online portfolio. Your primary audience might be existing clients. However, your secondary audience is much broader and could include other professionals, reporters, or anyone who might need your services in thefuture. You’ll need to make sure your content is both accessible and interesting to all of these audiences.2. Follow the “inverted pyramid” modelWeb readers have short attention spans—they’ll decide whether your site has the information they need in seconds. Structure your content like an upside-down pyramid or cone. The most important messages go at the top of the page. Then, gradually drill down to the more specific, supporting information.3. Be Concise and OrganizedEnsure your content is as concise as possible. Take out the red pen to determine which words you can delete, place emphasis on, and highlight what is actually important. Using lists, accordions, tabs, and different headers to break up sections and organize content will make for a more friendly user experience on desktop and mobile.4. Stick to active voiceUse active rather than passive verbs, and specify the subject of the sentence. For example, rather than writing “products can be ordered on our website,” say “You can order products on our website.” Active voice helps create succinct, reader-friendly sentences. It’s also more direct; when you speak directly to the audience (“You can do it”) it’s more engaging than saying “It can be done.” 5. Don’t limit your prose to generalities and high-level statements. Specific, real-world examples help readers better understand and visualize your messages. Consider these two descriptions: This is the best dog toy money can buy. Or We made the “Rough Rover” dog toy from durable, 100 percent natural rubber, designed to resist punctures and tears from even the most dedicated of chewers.Which version gives you a clearer picture of the type of toy you’re buying? Specific details in the second description show readers the dog bone rather than tell them about it.Tip #6 Nix the JargonThe journalist grabbed a SOT from the MOS, drove back to the station and put the story in the can.Many of these terms are comprehensible only to broadcast journalists. A reader-friendly revision would be:The journalist interviewed a bystander about the incident, and recorded her statement to includein the story.Tip #7 Make text ScannableMake sure the material is easy to read in addition to presenting the most critical information at the top. Most web users will scan a page for the information they're looking for, and if they can'tfind it quickly, they'll go on.- Use bulleted or numerical lists- Always include “white space”- Divide content into sectionsTopic: Climate Change- What Is Climate Change? - Drivers of Climate Change - Current and Projected Impacts of Climate Change - Solutions to Reduce Emissions - Learn More Tip #8 Incorporate MultimediaAn easy-to-understand graphic or graph can also explain a hard topic better than text alone. If you're not a professional graphic designer, there are a variety of ways to incorporate visuals intoyour website, as well as some wonderful sites to assist you create graphics yourself, such as Canva.Tip #9 Layer website contentThe beauty of a website is that it's simple to move readers from one page to another. Help readers find more great content by hyperlinking certain words or phrases to other relevant resources, especially those on your own website. This will keep online service in your information and moving throughout your website. Tip #10 Leave them wanting moreKeep these calls to action short and simple, with action verbs like "Download," "Share," "Join," "Sign Up," "Learn More," or "Watch" at the beginning. And, of course, make sure to include a link that allows readers to complete the action you're