Many style-guides, including the Elements of Style, recommend writing in the active voice. Active voice is concise and clearer. There is a raging debate in the scientific community about maintaining objectivity of research articles by writing in the passive voice, but major journals such as Nature and Science encourage their authors to write in the active voice. When you have to use the passive voice, clearly identify the actor.
Avoid nominalizations of action verbs. So, write We performed and not We gave a performance". Or "He investigated" and not "He conducted an investigation.
The main charactor, the actor should appear in the subject of the sentence.
Long gaps between the actors and their actions confuses the readers.
Begin every sentence with concepts familiar to the reader and end it with new information. This strategy prevents re-reading and improves cohesiveness of content.
Paragraphs are units of composition. Start each paragraph with a topical sentence and end it with one that re-emphasizes the point made in the opening sentence. The rest of the paragraph should provide the details on the topic.
Do you know any other guidelines for writing better?
Help out by reporting them here.