The document provides guidelines for writing effectively for the web, focusing on differences from print. It discusses designing for scannability by using headings, lists, emphasis and links to guide users who scan pages. Key recommendations include using active voice, conversational tone, plain language and removing redundancy to keep content brief and easy to understand.

1. Writing for the Web Matt Lingard, LSE Centre for Learning Technology #pelc11

7. Wrong Comparison? http://www.flickr.com/photos/plenty/3360322975/

9. F-Shaped Reading Pattern http://www.useit.com/alertbox/reading_pattern.html

21. Journalist’s Inverted Pyramid “ Above the fold” Most Academic writing

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