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Perception is everything. Many of the people we interact with on our website have never been here, haven't met our faculty, staff, or students. They may be prospective students, prospective employees, community members, legislators, media, or any number of others. Our website may be the only contact they have with us – perception is everything. What does our website say to them?
Web writing is totally different to writing for printed matter. We tend to scan content on the web hunting for the information we're after, as opposed to reading word-for-word. As a result of this, there are certain guidelines you should be sure to follow when writing copy for your website (source: webcredible.com):
When pasting copied text into CommonSpot, all filters must be applied. It is not acceptable to import styles that are not available on CommonSpot.
More tips for writing for the web at usability.gov