The rules:

• Council is referred to as a singular term
• Avoid referring to forms or documents by codes, give them a 'friendly name'
• Do not use a full stop or other punctuation at the end of a list item
• Frequently published contact details should have their own unique page
• Write email addresses in full, in lowercase, as an active link. The link text must be the same as the email address
• Do not repeat page links
• Do not use generic phrases like 'click here' as link text
• Phone number should be written as '01271 327711', longer phone numbers should be like this 0300 456 0546
• Do not write the '&' character
• Do not use block capitals
• Date and time format - whenever 'today' is written, ensure it is followed by the date, eg 'Today (9 March, 2012)'
• Apply specific number formatting rules
• Write out 'pence', 'pounds' and 'percent' in full
• Image must have defined 'alt' attribute
• Page title must be less than 9 words and less than 65 characters including spaces as that's where Google cuts off the sentence
• Try to avoid using stop words * in the page title
• Meta description must not be the same as the page title
• Meta description must not be over 150 characters
• Meta description must not contain stops *

* stop words - and, or, the etc.

Remember that you should be writing for an 8 year old so that the text is accessible for customers using screen readers and other accessibility technologies.