This book presents style guidelines based on quantitative research and practitioner lore about what works on the web, what flops, and what looks like leftover newsprint. It shows how to apply those guidelines to many common Internet genres such as customer assistance, product descriptions, distance learning, marketing emails, or webzines. The book also includes case studies of the prose from popular sites-two page spreads that will show a screenshot, and analysis of the prose to see how well it works. As more companies recognize that their survival depends on putting the whole company up on the web, everyone will have to write material that appears on the website-not just specialists in IT, or Marketing, or some out-sourced agency. This is the handbook for those people.