Interconnected

I've been looking into how to write content for the web. The consensus appears to be:

• "Inverted pyramid structure" - conclusion first, then details, then background. For the catering section of our new pub website, that translates into: What the catering company is; exactly what does it offer, where and how; an example previous job, including quote and result.
• Single topic paragraphs, with the first sentence summarising the entire topic. Readers tend to scan by reading only headings and first sentences of each paragraph.
• Be succinct.
• Use meaningful headlines and many of them.
• Be completely honest (ie avoid "marketese").
• Use strong verbs and the active voice.
• Keep each paragraph independent. You can't assume people will read in a linear fashion.

These hints culled from:

• A Jakob Nielson Alertbox"
• A usability study on web writing, on Nielson's site
• How to write web article
• A book review of 'Writing for the web' (Crawford Kilian)
• A good thread and links in A List Apart 158