Good web writing does not have to be flat or dull, but it should be easy to move through. That usually means short paragraphs, clear subheads, and fewer detours.

When I write for the web, I try to hold onto a few simple principles:

Say things early

The reader should not have to work to find the point. The most important thing should come early, ideally in the first paragraph.

Break up the text

Long blocks of text make even good points feel heavier than they need to. Space between paragraphs and precise headings do a lot of work.

Write like someone will come back later

Many posts are not only read once. They are also used as references later. That is when being concrete pays off.

This is not a strict formula, just a good starting point.