Start with a Heading 1, and use one and only one per page. Why? Because it looks better and is easier to read. Another reason? Google will penalize you if the search bots can't tell which heading is the main one, i.e., what your main focus is. If you have more information to organize, use groups of Heading 2 or Heading 3.
Most people on the web are busy and don't have time to read long articles, so stay focused and be brief to keep readers' attention. One way to do so is to...
The internet has a hunk a hunk of burning love affair with lists. You see them everywhere, because:
People oftentimes like to introduce things before they say them. We learn to do this in school: introduction, arguments, conclusion make up a paragraph. But on the web, say the most important thing first (start with the conclusion).
Not so good: The market for stainless steel widgets is very competitive, with considerable price pressure from Asian competitors. Following an extensive decisionmaking process, Acme Widgets have decided to suspend operations effective immediately. We would like to thank our loyal customers for their business.
Better: Acme Widgets are ending operations immediately and wish to thank all customers for their loyalty. This decision was a difficult one, and reflects current developments in the widget market. International competition, particularly from the Asian market, played a role in the decision to end operations.
Just remember: people may only read the first sentence. Make it count.
Want people to ignore your blog post or company description mercilessly? Then write dull, generic texts. Try to please everyone. Don't take a stand.
Want them to read your writing and react to it instead? Then write about something you care about. Be interesting, perhaps even edgy -- but most of all, be genuine. Imbue your writing with your personality -- your readers will thank you for it.
Who will be reading your website? What information is most important to them? Use keywords that matter to your readers, and choose an appropriate tone. Don't use a word like 'circumvent' if you are writing for children or non-native speakers -- 'get around' is better suited.
You can't always see it at first glance, but Microsoft Word and the web don't get along well. When you type something in Word and paste it into your Jimdo site, a whole bunch of weird formatting silliness gets added in as well. That can make your website look funny or in some cases even cause an error.
Search engines find common, 'old' words better than newspeak according to Jakob Nielsen. Old words are also more readable and evoke deeper emotions in readers. After all, would you rather 'network' or just plain 'meet' people? Using real words also helps adds color and personality to your writing.
So can the marketese -- you won't convince anyone by saying how great you are and using the latest catchphrases.
Titles are the first thing people read, so make them count. Skip articles like 'the' and 'a' and put the most important word first if possible. Both your readers and search engines will reward you.
Did we mention to keep it short? Make it even shorter, and then always try to add another internal link to more information. If you're a company, link to "more information about us". If you're writing a blog, link to a recent blog post on a related topic. Like this: