Writing for the Web › best practices for online copywriting › layout and legibility Figure 5.7 Quirk Agency Model. Before After Tea has been drunk for thousands of years, Worldwide, tea sales are increasing as and as people are growing more health people are becoming more health conscious. conscious, tea sales are increasing. Personal Here are some tips on making the perfect preference plays an important role in making cup of tea: the perfect cup of tea. However, using fresh • use fresh water (for maximum oxygen) water ensures maximum oxygen in the tea, • warm the teapot first and warming the teapot first is standard • use one teabag per person, and one practice. Tradition dictates one teabag per for the pot person, and one for the pot. Tea is served with milk, lemon, honey or sugar, according The perfect cup of tea is based on personal to taste. preference and taste. Tea can be served with: • milk or lemon • honey or sugar Figure 5.8 Using layout to make writing more legible. 5.8.2 Language It’s already been said that the basic principles of good writing still apply online. However, because you have the limited, and sometimes divided attention of your audience, it is best to keep it simple and tailor your language to your audience. Tone The tone of your content should be consistent with the brand for which you are writing. If necessary, read some of the brand material to get a feel for the company’s style of communication. Compare the difference in tone in the examples below