Read these guidelines for writing for the web and match the beginnings and endings of the sentences.

Writing for the Web:  Some guidelines

Studies show that people read differently on the Web.  They read significantly more slowly than reading print.  They scan for headlines, summaries and captions, and pay little attention to graphics.  They skip from Web page to Web page.  Research shows that most people read article summaries rather than complete articles.  To be effective, Web writing needs to take these factors into account.  Here are some guidelines:

Make the headline meaningful.  It should summarise the article.  A well-written headline helps readers decide if they want to read on.

Use the inverted pyramid style.  Start with the conclusion, then summarise the most important and interesting supporting information.  Details and background information come last.

Keep paragraphs short and restrict them to one idea.  Short paragraphs are easier to understand and easier on the eye.

Be concise.  Web articles are much shorter than print articles.  Cut unnecessary words.  When rewriting print texts for the Web, cut them by at least 50%.

Use short, familiar words in simple sentence structures.  Edit your writing ruthlessly.

Write meaningful captions for graphics.  Web readers focus on text rather than graphics, so captions are important.

Lists facilitate scanning.  They highlight important information and slow the reader down.  If the order doesn’t matter, use bullet points.  If the sequence is important, use numbered points.

Check your vocabulary by completing these definitions.