• eye-catching headings with useful information
• meaningful sub-headings usually every 3 – 4 paragraphs
• highlighted or bold text and keyword phrases
• short paragraphs limited to one idea to make it easy to scan
• avoid complex sentences - go for short to mid length sentences with just one idea or concept
• bulleted and numbered lists
• half the word count of writing for print
• little jargon or slang
• shorter words where possible, eg ‘begin’ rather than ‘commence’ etc.

As well it needs to

• appeal to your target market and engage them
• call your customer to action
• provide useful and valuable information which holds their attention
• establish credibility for your business
• support your brand
• offer a compelling reason to buy or to act