Content design
1) Be succinct. Write your page copy then reduce the number of words by 50%. (...)
2) Create visual clarity. Use headlines, bolded words (but not underlined), bulleted lists, tables, and other visual structures to make it easy for the visitor to quickly understand the key points of a page.
3) Expose agency personality. You don't need to write in a dry, academic, or gray business-speak manner. On the other hand, don't be too cute.
4) Edit your copy. Spell check. Grammar check. Fact check. Have multiple people proof your copy before posting it. (...)
5) Use plain language that your audience can understand. (...)
6) Make it easy for your visitors to get to what they care about. Avoid trying to include too many subjects on one page. Provide a conceptual and linking structure so that visitors can get to the content they're seeking without wading through volumes of what is to them irrelevant text.
7) Write meaningful page titles. (...)
8) Foster legibility. Use sans serif fonts (...)
9) Focus on scanability. Visitors scan sites more than they read them. Scan each of your pages. Is it quickly obvious what they cover?
10) Use multi-media sparingly. (...)
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