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article: Writing for the web
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Web writing is good writing adapted to the limits of the web as a medium and the needs of users.

What is good writing?

George Orwell called it “transparent writing” – or text that lets you see the subject without noticing the words that convey it.

The Internet is fast. Everyone who uses a computer expects it to respond as quickly as they are able to punch a key.

If you press the ‘R’ key on your keyboard you expect to see the letter ‘R’ display on the screen right away. If there was a delay, or a pause before the letter appeared on screen it would be jarring, or you would assume there was something wrong with your computer.

This expectation of speed comes through to content on the web. Readers expect content to appear quickly, and often expect to parse through information quickly.