Writing for the web is a different animal than writing for print. This makes sense when you think about it: the web is a highly distracting place, and attention spans are short. Also, the content on your website is what tells search engines what your pages are all about, and consequently is how potential customers find your website. This presents some unique challenges.
When writing articles or blog posts for your website, we recommend keeping the following tips in mind:
Keep things brief.
Keep paragraphs short.
Use lists and bullet points when you can.
Think about the words that you're using: any important potential search terms (e.g. "energy audit") should be used in your page's title and frequently (but not too frequently) in your copy.