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Web writing: How to judge a good website from a bad one (06 Sep 2004)
What makes the Web the Web is the fact that it is linked. When you go to great websites, such as, you find yourself in an environment that is rich in links that help you quickly gather the information you need, and then act on that information. Unfortunately, far too many websites are still being used to store print content. This means that they are much less effective.

When you write a piece of web content, you should also write its links. Where does the reader want to go next? Where do you want to reader to go next? Your links should facilitate action. If I'm reading about a service you provide, then there's a strong chance I'd like to also read about a client case study covering the successful delivery of that service.
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