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Follow these steps to get your readers to understand your message:
Begin with the conclusion . Put the most important information, or a summary, at the start of the content - the 'Inverted Pyramid' approach - so users can quickly get a sense of what the page is about and what it contains.
Short sentences. Keep the sentences brief, with one main idea - but be careful to avoid the writing style becoming overly technical and functional as a result.
Link names. Ensure link names clearly and concisely reflect the page or target they link to. Jargon. Avoid jargon unless you're certain your website's audience will understand it and expect it. Also, expand any acronyms you use the first time they're used on a page.
Paragraph breaks. Use a lot of paragraph breaks, because long paragraphs can be difficult for readers to scan.
Wasted words. Cut to the chase by reducing the number of wasted words. Also, typically avoid 'welcome to the website' -style content, instead focusing on writing content that helps users achieve their goals.
Lists. Use lists, sparingly, for relevant information - lists (such as bulleted lists) are clearer and easier to scan.
Main heading. Always have a good main heading; crucial to help people assess and understand what's on a page.