Think graphically, but don't freight your page with unneeded slow-loading images.
If it is possible to cut a word out, always cut it out (thanks Mr. Orwell.)
Know and use what's already on the web: amazing resources, pure dreck, and everything in between. You can serve readers by sorting through this morass.
Be funny when you can. Remember, the mouse is the ultimate clicker.
People like to click that rodent. Give them something to do.
Vast deserts of text are scary. Break up long pages.
Invent new ways to use the technology -- quizzes, games, graphics.
Don't get bogged down in the technology.
Web writing is no different than print journalism (except):
You can always correct your mistakes.
You can usually blame the technology.
You can always refer readers to more informatio (which they might actually rea).
You don't kill so many trees.
Ignoring copyright is practically part of the culture.
Paying writers ("content generators") is not.
Finally, don't lose readers in cyberspace. Make it clear who writes and publishes your page. Write hot links that tell the reader what's ahead -- like this:
