”What matters is that you keep the user in mind. Your website should be designed from the users’ point of view and what they can get out of it, rather than from your point of view and what you want to say.”
Susannah Ross: Writing for the Web (2007), s. 23

”Write for the reader, not for your ego. It’s easy to just write and write, with no particular reader in mind. A problem with this sort of writing is that nobody reads it. Always keep the reader in mind. Think of them as busy, impatient people who are on the Web to find out something.”
Gerry McGovern, Rob Norton, Cathrine O’Dowd: The Web Content Style Guide (2002), s. 3

”Web writing should present facts and ideas in terms of the reader’s advantage. So be sure to talk more about your reader than about yourself. […] This is more than a simple courtesy. Your readers have their own purposes for coming to your site, and you are there to serve those purposes. If you understand what your readers want and you anticipate their needs, your site will succeed and your readers will return. […] So put yourself in your readers’ shoes: If you were a stranger arriving at your own site, would you feel as if the site’s creator had made a special effort to make life easy for you?”
Crawford Kilian: Writing for the Web (1999), s. 14-15

”Users detested ’marketese’; the promotional writing style with boastful subjective claims (’hottest ever’) that currently is prevalent on the web. Web users are busy: they want to get the straight facts. Also, credibility suffers when users clearly see that the site exaggerates.”
Jakob Nielsen: How Users Read on the Web (1997)

”In order to enhance brand experiences with language, customer experience professionals should first create clear, concise descriptions of their products and services, then inject the right vocabulary to bring their brands to life [...].”
Ron Rogowski: Web Site Copy That Builds Brands (2008)

”Our research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company’s ego or try to show the dazzling things they can do with web technology.”
Stanford Guidelines for Web Credibility