There are varying writing styles such as the "House Style" used in publishing. When writing for a report such as this, writing for a newspaper or writing for the web the appropriate style must be used to fit the target audience. Lynch and Horton states "For most Web writing you should assume that your carefully crafted prose will not be read word by word", does that mean that no care should be taken when creating a piece of work? On the contrary, what it does mean is that the piece of work must be worth reading.
When writing for the web the user is interested in short pithy statement with headlines and sub-headings being used to attract attention.
One important consideration in writing style is the structure of elements. In a book one expects a beginning, middle and end, a sequential style, yet one often finds in newspaper articles that an end, beginning-end, beginning-middle-end format is used. Importantly getting the reader hooked encouraging them to read on. If the reader does not have the time to read the entire article then they have the main points within the first few paragraphs.