Internet users most often scan content before choosing to read, so Nowak suggests including headlines and subheadings liberally, as well as using
bulleted lists to help them digest the info in small chunks.
You should also think about the structure of your content, and how it fits into the page's template. For example, an e-tailer's pages might follow the scheme of product heading, product picture, price, body copy, and link to additional info. Adding too much copy to the product heading or too little text in the body section will throw readers off from what the template has conditioned them to expect.