In Chapter 1, there are several key messages.

1. People come to websites to look for something [?]. They want information that:
(a) a question or helps them to complete a
(b) is easy to and easy to
(c) is accurate, [?], and credible

2. Good web writing:
(a) is like a started by a busy web user
(b) answers people's questions (througout your web content - not just in the FAQs)
(c) lets people [?] and [?]

3. Web users don't read much - even on information pages, they [?] and [?] before they
start to read. They want to read only enough to meet their needs. In the study reported by
Nielsen and Loranger, web users spent, on average, less than minutes before deciding to
leave a website.

4. Start with a [?] test. Test [?]; test [?]; test on a small-scale, a little bit at a time.