Don’t make your readers strain their eyes to read your copy!
Break your copy into bite-sized pieces or short paragraphs covering only one idea.
White space will help improve comprehension.
Use ellipses…to help the reader quickly scan the copy.
Use Bold and Italics. Like a regular old human reader the search engines give more weight to words and phrases that are in bold or italics. Just don’t go crazy or you’ll irritate the search engines and give your reader a headache.
Easy to read copy is more effective because it is scannable.
• bullet points,
and sub-headings draw the eye of the consumer.