Writing for the web

Research has shown that 79 percent of users scan any new page they came across, picking out individual words and sentences, while only 16 percent read word-by-word.
Jakob Nielsen

To make text easily scannable;

• Keep blocks of text to a around 450 pixels wide
• Use half the word count of conventional writing
• Use the inverted pyramid approach, like journalists do. Start with the conclusion, follow up by the most supportive information, and finish with background information.
• Highlight keywords
• Use meaningful sub-headings, not 'clever' ones
• Use bulleted lists
• Stick to one idea per paragraph