Keep it simple and scannable

Simple = scannable. 

When writing content for the web, use available tools including subheads – H2s, H3s, H4s, etc. – and bulleted lists to call out specific content, where needed. Keep each page to one topic per page, ideally.

Less is more. Short sentences and short paragraphs are easier to digest on smaller devices like smartphones and tablets. Aim for 20 words or fewer in a sentence. If necessary, cut your copy in half, then cut it again.