Language and length

Be succinct – online readers skim content, and will quickly abandon longwinded sites. If articles are long (1,000 words or more), add a short summary up front.
Write short paragraphs – shorter paragraphs are easier to scan than long blocks of text. Single-sentence paragraphs can draw attention to key points that might otherwise be buried. Dot points are very useful. (See Crafting clear paragraphs and Cutting long sentences.)
Write in plain English – use active voice and simple words that people can relate to. (See Clear and appropriate language.)
Speak to readers, not at them – have a conversation with readers and help them to engage by using I, we and us. (See Using first, second and third person, and impersonal voice.)
Think about what your audience needs and is looking for, not what you need or want your website to say. Consider the tone your audience is most likely to respond to. (See Knowing your audiences and Connecting with your audiences.)
Use numerals (1, 2, 3), not words (one, two, three) – numerals help people to scan and identify numbers. When reading online, users scan the page for clues that might answer their question. If the answer they seek is a number, the numerals stand out on the page and are easier to identify.

Australian manual of style