Don’t add too much content to any one page. A user should only have to use two or three scrolls to get to the bottom of most website pages.
There are two reasons for this:
- Users don’t “read” web-sites— they scan content for relevant information.
- Users on mobile devices find long pages difficult to manage and give up quickly.
“Chunking” content makes it easier to scan. Make your paragraphs short— 3 sentences. These paragraphs may not be the “coherent idea” type that you learned in high school English, but they will make it easier for your users to scan.
Use bold and italic text to highlight things you want your users to pay attention to, but never use underlined text, which will look like links to another web page.
When it seems reasonable, use bullet points or numbered lists to organize your content. These, along with bold & italic text give quick, visual clues that aid in scanning.