Nielsen’s paper

Surprisingly Nielsen's paper written in 1997 still holds credible information on how to properly address online writing. It identity's key features such as:

• identifying that users do not read word for word and tend to scan
  
• highlighted keywords
• meaningful sub-headings
  
• bulleted lists
• one idea per paragraph
  
• starting with the conclusion
• half the word count than conventional writing

These points are all used within good online web writing today.