We are all different and some people like to read all the text on a web page before deciding what to do next, even though a lot of it might be pretty redundant but most people – or at least most regular users of the web – scan ( as opposed to reading through them in detail) the web pages they are using, or at least the ones where they are still trying to work out where to go next
The first two paragraphs must state the most important information . There's some hope that users will actually read this material – though they'll probably read more of the first paragraph than the second.
Start subheadings, paragraphs, and bullet points with information-carrying words that users will notice when scanning down the left side of your content in the final stem of their F-behaviour. They'll read the third word on a line much less often than the first two words.
If they have to work at it for example if they cannot see what they are looking for, or if it doesn’t make sense to them at first glance then most people – or at least many people who do a lot of searching or browsing on the web just decide that this particular site is not for them, and anyway they have a long list of other search results or ideas to try and so they go elsewhere
What’s the rough cost and roughly how long might I/we want to spend there? This would give me an idea of whether to view it as a place to pop into on the way somewhere or combine it with another attraction; or whether it requires more serious investment of time or money