Web writing

TutorialBlog has a good article: 7 Things You Should Know About Web Writing

It discusses some essential thinking that should go into writing for web.

Including:

Reading onscreen is hard on the eyes -
Use one third the number of words for onscreen as you would in print.

Keep blocks of copy short-
About half your readers will not bother to scroll down a page.

You need to play into the way readers scan your pages-
Any good journalist can tell you paragraphical writing is essential.

One idea per sentence-
Two or three sentences per paragraph. One idea per paragraph.

Use links-
Add color to body copy and give readers a place to pause as they skim

Get to the point-

Write in a natural, conversational style-
Drop the industry jargon when you can.