While there are numerous elements to successful web pages, three are absolute musts and are straightforward:

• Begin every web page with a unique, accurate and explanatory headline.

• Your conclusion must follow. To deliver effective web writing, your web page’s summary, description or key message should be at the beginning of your main copy.

• Use several subheadings or kickers. They should be descriptive, just like headlines, to help your visitors zone in on information relevant to their needs.