The article is three-plus years old. That doesn’t take away its instructive value.

Some extracts.

There are, in fact, rules—even online. Rules are not restrictions. Grammar, spelling, punctuation, rhythm, focus, syntax, and structure aren’t especially romantic terms, until you get to know them. Writers want to make sense. They want to move the reader. It ain’t never gonna happen if you got busted paragraphs, mistaken punctuation and, bad rhythm, not to mention kreative spelling: see? Clarity is key. Learn the rules. Break ’em later.

The best rules can’t be stated, but you can learn them by reading excellent writing. Develop an ear. If you know what works, you’ll start to emulate it. Conversely, it’s good to study truly horrendous language, stuff that makes you embarrassed for those responsible. You’ll find yourself mortally afraid of—and automatically avoiding—the same mistakes in your own writing. [...]

The advice “write only what you know” increases the likelihood that you will know the same things forever. [...]

There are sites about books, sites about music, and sites about sites. Plenty of weblogs center on consuming and critiquing other people’s work, and all this recycling and redistribution has its place—a very important place that we’ll make note of later on. But why not make something new? Instead of linking to a few articles every day, write one. Instead of showcasing and discussing the latest designs, design something. [...]

Have a thick skin. If your site gets singled out for attack by some malicious web devil, relax. You’ve gone public and you have to expect both rational and irrational criticism. Listen, people rag on Shakespeare all the time. If you’re a genuine talent, there’ll be plenty of people complimenting your efforts. If someone has a bona fide gripe with something you’ve produced, pay attention—it’s worth considering. If someone has a petty gripe or simply gets nasty, let it go. Get back to producing your site. If novelists spent their time responding to negative reviews, we’d be fresh out of novels. [...]

In 1994, you could hook a thousand readers if you wrote about the mold underneath your refrigerator. Now, you’re lucky to get a hundred regulars, even if your work is excellent.

No matter what your audience size, you ought to write as if your readership consisted of paid subscribers whose subscriptions were perpetually about to expire. There’s no need to pander. Compel them to re–subscribe.

Read the entire article if you already haven’t. If you have, it’s worth a re-read.