Edenspiekermann’s Instruction on Web Writing

  1. No ornamental adjectives
  2. No self-praise
  3. Hard facts as proof of concept
  4. No words where pictures suffice
  5. Present tense, active language
  6. Subheads as teasers
  7. 800-1200 Characters (200 words)
  8. One editor writes final version

From a recent talk Erik Spiekermann gave.