Here are some tips that may help when you are creating content for your web site.

• Main points: Hit your reader with the salient points at the top of the web page.
• Write short paragraphs: White space helps web display so write in 'chunks' - 30-word paragraphs separated by a line space work well.
• Write simple sentences: Use one idea per sentence and keep sentences under 17 words.
• Use the present or present perfect tense.
• Be direct: The web is friendly. Use 'we' and 'you' instead of 'the insured', 'the applicant', 'the society', and so on.
• Be positive: 'the web works well' rather than 'the web doesn't function badly'.

Audience

Structure the site, and its tone of voice, for the people whose needs and expectations you hope to satisfy.

Try asking yourself the following questions:

1. What is your site for?
2. Who does it aim to attract?
3. How should you address your audience?