Readers on the Web are skeptical

1. Readers on the Web are skeptical
   Credibility is a major factor in retaining reader interest on the Web.
   
   Use objective language, write meaningful headlines and subheads and avoid marketing jargon or exaggerated claims to build credibility. Cute or clever lines could mean that the reader takes longer to get to the main point.
   
   Hyperlinks to the sources of your information or to related information also add to credibility.