Web content must be timeless. One must use easy words, which users uses the most.

Write main things on top, since reader read in F shape pattern.

Content must be concise. Keep in the the target audience . Write great metadata, that is where classification is categorized.  Heading must be attractive as that is the first thing people search for. Write active content, use words like ‘ you’ so that it keeps public into the content. Content on every page must be informational, inform the users something specific. One must define the messaging goal for each page. Tell stories. Heading must not oversell just for the sake of clicks, as then reader won’t stick around or share content if they’re disappointed  in what content actually shows. Work with designers, developers and analysts to build and test, a smart CTA strategy.