Web surfers don’t read: they scan.  In order to increase the chances of your content getting read, follow these basic guidelines:

• Write less: Use 50% of the words you would use in print. Once you finish writing, go back and cut some more.
• Use contrast: black type on white background works best.
• Use headlines to break the discussion into small, manageable chunks, each dealing with a different sub-topic.
• Use elements that facilitate scannability: like bolding key words and using bullet points.
• Don’t make your lines too long. Lines of text that run from one side of the screen to the other are very hard to read.
• Convey one idea per paragraph.
• Use hyperlinks to present complementary information instead of including it in the body of your article.