Just writing your message on your website is not enough. In order to effectively inform and/or persuade your users, it is essential to understand how people consume text on websites. This is because of two contradictory truths:
The report details how effective page layout and good information architecture can guide users to your content. Once the user is there, though, the content must deliver. Using before-and-after case studies and examples from popular websites (such as The New York Times and Wikipedia), the report offers 83 guidelines for Web content.
Here are a few: