<strong><font COLOR="#009900">Do understand your audience</font></strong> Its important to understand your audience. If you write for a site that sells toys you will make use of other words, colors, images etc. compared to a site for online banking. Write and design with your visitors in mind. Do not get tempted to write for yourself.

<strong><font COLOR="#FF0000">Dont use meaningless words</font></strong> Do you have a cool site with hot subjects? Or a hot page with cool subjects? On some hype-sensitive sites these kind of words might be useful but on most sites youd better refrain from meaningless words.

<strong><font COLOR="#009900">Do write about the subject</font></strong> Write about the subject. Saying: This page is about breeding goldfish talks about the page. Instead, start right away with the subject. Breeding goldfish is a popular hobby