2 People! People! People!
To create a web site that communicates well, you must think about the people you are communicating with. Understanding your audiences and what they need is critical to deciding what to write, how much to write, the vocabulary to use, and how to organize the content on your web site.
People aren’t just passive receptacles into which writers can pour information. We are all constantly interpreting what we see on the screen in light of our own experiences and expectations. Even when we think that we share the same language, it isn’t entirely the same. We may not know the same words. We may have different meanings for the same words.