Writing for the Web
People rarely read Web pages word by word; instead, they scan the page,
picking out individual words and sentences.

A. Web pages have to employ scannable text, using
1. Highlighted keywords (hypertext links serve as one form of highlighting;
........ typeface variations and color are others)
2. Meaningful sub-headings (not "clever" ones)
3. Bulleted lists
4. One idea per paragraph (users will skip over any additional ideas if they are
........ not caught by the first few words in the paragraph)
5. The inverted pyramid style, starting with the conclusion.
6. Chunk: Half the word count (or less) than conventional writing
7. Credibility is important for Web users, since it is unclear who is behind information on the Web and whether a page can be trusted. Credibility can be increased by high-quality graphics, good writing, and use of outbound hypertext links. Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites. Web users are busy: they want to get the straight facts.

The above information was taken from the Web site http://www.useit.com/alertbox/9710a.html

B. Web pages need to be written in active voice
http://owl.english.purdue.edu/owl/resource/539/01/