If all I do is get grammar, spelling and punctuation correct I won’t look stupid and keep your attention. This is as important as the message, since readers will focus on the mistakes and not the content. The credibility of the message is in question, as will be the facts presented. Think of it for just a minute…”well if he can’t spell what is to say he even knows what he is talking about”.
Setting the tone is also crucial to the message and while it will lend itself to your personality you should always keep in mind the reader. The target audience expects a certain communication style from the web, not too formal but casual enough to capture the essence of the message. A clear, concise and jargon free message will resonate sooner than a message that has to be read over and over again to be understood. Take another minute and think…”wow I have no idea what I just read, better move on”.
While not essential, develop a style and stick to it; make your style part of the experience and get the reader to want to come back not just for the topic but for the interaction with the words (written or spoken). Practise your style and read your own works to see if you are developing one, might not be clear at the start but it will come around. One last minute of your time…”Practise or Practice? Verb or noun? Did I use the correct word?”