The document provides tips for effective web writing. It suggests understanding that web readers are impatient, impulsive, and don't pay close attention. Writers should focus on relevancy and layout. For relevancy, the content should be on topics related to the site and have one main idea per paragraph. For layout, conclusions should be at the beginning, include internal sub-headings, use short paragraphs and bold text for emphasis, and proofread for errors.

1. How to write for the Web From the Just Search Content Team

3. Impulsive

5. Relevancy Write relevant contentChoose to write on topics that relate to the site. Web readers want relevant information otherwise they bounce off the page. Write only one idea per paragraphThis allows readers to scan the article to find the section most relevant to them.

6. Relevancy Know your audience Aim your content for your target audience and use the correct terminology. For example: Readers of business orientated blogs like jargon, whereas a film review blog can be more casual with it’s content.

7. Layout Put conclusions at the beginningThink of an inverted pyramid when you write. Get to the point in the first paragraph, then expand upon it. Create internal sub-headings Sub-headings make the text easier to scan. Your readers can then move to the section of the document that is most useful for them.

8. Layout Write short paragraphs Shorter sentences are easier to easier and quicker to read. Use bold Bold text in your article as ‘signposts’ if you want to make certain words or phrases stand out.

9. Finally, before posting your blog Proofread your work Typos and spelling errors will send people away from your pages. Make sure you proofread everything you post to the Web.