Once you have figured out what you intend to publish on your website and who the targeted audience will be, you can determine the "mood" of your website.
Should the ambience be informal, professional or high tech? Will you use graphics, animation or video? How will the text be structured and which fonts will be used? How will visitors navigate through the site? Regardless of your decision, try to maintain the same mood, theme and conventions throughout the site.
The most important part of your website is its textual content. What you write should add value and make yours visitors want to return. Review your website objectives and your target audience and make your message suit that audience. Don't forget to check your spelling and grammar before publishing the pages.
There are a few tricks to keep in mind regarding word repetition, page headers and titles but these will be discussed later. At this point, focus on content!
Publishing on the net is different from writing for a newspaper in that you are able to take advantage of multimedia capabilities. Photos, graphics, music and video can make your site interesting. Be careful, however, not to overdo it. Photos, for example, can be very large files that take time to download. Most visitors won't wait more than five seconds for a web page to display.
Don't forget that your visitors use many different types of computers, mobile devices and software. A web page that loads quickly on your own machine might not function quite as well on another device type. When writing web pages, the golden rule is: small is beautiful!