In general, people read 25% slower on the web than they do on paper. This equates to 80% of users scanning the web.
Style guidelines
- Make sure your content is clear, concise and useful.
- Break up pages and long paragraphs with bulleted lists and meaningful subheadings.
- Don't embed links in your copy. All links should be introduced with an arrow bullet.
- Vary copy length.
- Avoid repetition.
- Use plain and simple headlines.
- Use bold sparingly and only for emphasis. Overuse of bold makes content look unprofessional and aggressive. Avoid using bold in the middle of the copy.