People scan page
Study:
79% always scanned + only 16 % read word-by-word.
Make pages scanable
Start
with conclusion
One
idea per paragraph
Half
the word count (or less) than conventional
writing
Highlighted
keywords
Meaningful
sub-headings (not "clever" ones)
Bulleted
lists
Credibility important and increased by:
High-quality
graphics
Good
writing
Use of
outbound hyperlinks