5) WRITING TIPS:
Links

1) Write about subject as if no links were present, and avoid writing about the reader's actions or the interface

Bad: SVC offers job hunting advice and internship. Click here to read more about this.

Good: SVC helps you prepare for your first job by giving you job hunting advice and setting up internships with local companies.

2) Choose meaningful words for links

Bad: Our philosophy of creating community is really about how to communicate more effectively.

Good: Our philosophy of creating community is really about how to communicate more effectively.

3) Choose an appropriate length for link words

Bad: If a link is too short, you can't pick it out of the text around it.

Bad: If a link is too long, it can prove very difficult to read, especially if it spills over onto a second or third line.

4) Match link text with title of resulting page

Good: When you look at our tips for good link copy you'll be transported to a page entitled "Tips for writing links" so you won't be lost.

6) WRITING TIPS:
Style

The "same" part: strong, persuasive, engaging copy It has as much a place on the web as in a print piece or broadcast spot

1) Write to the reader's self interest, not the sponsor's
A bad example

2) Get to the point
A bad example

3) Use the active voice
"A serious mistake was made" vs. "You made a serious mistake"

4) Avoid overpromise
A bad example

5) Use plain talk; avoid cliches and jargon
A bad example

6) Touch an emotion
A good example

7) Write it the way you wouldn't expect
Expected
Unexpected

Some sites where writing is not an afterthought

Saturn
http://www.saturn.com/company/community/index.html

Arctic Dawn
http://web.idirect.com/~hland/sh/title2.html

Pyramid Ales (immodest, aren't I?)
http://www.brazildg.com/pyrport/kitchen.html

Larry's essay on writing for the Web